All In All Insurance, also known as AiA Insurance, is a property, auto, life, and business insurance brokerage based in Vaughan, Ontario. They have been serving the Southern Ontario region since 2016, focused on making their clients feel valued and appreciated.
AIA Insurance
Team
Siva
Deliverables
Lead generation
The Challenge
The insurance brokerage market is a highly saturated sector, filled with dozens of independent brokers and agencies eager to secure their next client. Though AiA Founder and President Rajiv Verma had over 16 years of experience in the field of insurance brokerage, he found it difficult to establish himself in Southern Ontario’s competitive market. To contend with their competition, AiA Insurance knew they had to take advantage of the potential that could be made available to them through digital advertising. AiA had been around for two years when they partnered with Siva Creative, but they had very little audience data. They were unaware of who their ideal audience was and how to best market their brokerage. Their business was stable, but it was not scaling.
The Solution
Without a history in Pay-Per-Click advertising, AiA Insurance began with a fairly broad Google Ads campaign promoting home, life, and auto insurance. This campaign soon highlighted auto insurance as their most promising audience, all while providing keywords and key terms that their clients were searching for. We then researched how to best create a campaign that focussed on auto insurance, while adhering to the budget AiA Insurance set in place. The keywords and terms provided from the previous campaign were scrutinized for their potential return on investment, and ads with high Google Optimization and Quality scores were created. To further increase ad performance, and in turn reduce advertising costs, Search Engine Optimization focused blogs were created for their website. By increasing the Search Engine Optimization ranking, and enhancing content relevancy, AiA Insurance’s limited budget was able to create a larger impact in the insurance market. Following the second Google Ads campaign, Siva Creative focused AiA Insurance’s Google Ads on the high risk and ‘competitor comparison’ campaigns. These were the two highest-performing fields and offered the highest return on investment for AiA Insurance. All subsequent ad campaigns have been optimized to capitalize on these markets. Google Optimization Scores and Search Engine Optimization continue to be used to maximize the effect of AiA Insurance’s conservative budget.
The Results
Lead Generation Results
- Campaign Click-Through-Rate is 400% higher than Google Ads’ 2% average.
- 116.7% average conversion rate on Google Ads campaigns, with an average of 241 conversions per month.
- Over 40 lead-form submissions per month.
Campaign Performance
- Largely self-sufficient Google Ads campaign structure attracting 210% more website visitors per month.
- Average 50-55% top of page rate, and an 8-9% absolute top of page rate, resulting in an 18% overall impression share.
- Ability to maintain a maximum $250 per month ad spend with a conservatively estimated 322% campaign return on investment, and $1.63 Cost-Per-Click.
Colour Palette
“Summary here of colors.”
Typography
‘Raleway’,Helvetica,Arial,Lucida,sans-serif
