An insurance provider faced high Cost Per Clicks (CPCs) common in the industry, preventing them from getting more clicks within their budget. A suboptimal bidding strategy was also causing the entire budget to be exhausted inefficiently. Our new strategy focused on value-based bidding and ad position control. By introducing bidding categorised by potential lead profit, controlling ad positioning for more clicks within budget, and using shared budgets, we reduced bids, generated 60% more traffic for the same budget, and saw a 250% growth in goal completions.
