Policies at $30.39 in one of the toughest verticals.
4,080 policy conversions from $124K monthly spend at $30.39 CPA — 70% below the sector floor. The landing page testing programme delivered a 44% improvement in page conversion rate over 90 days, directly reducing CPA from $54 at launch to $30.39 by month 3.
A brutally competitive vertical
Insurance CPAs routinely hit $100–$200; the brand had TV awareness but needed digital performance.
Intent timing + CRO
Targeted high-intent moments, tracked quote requests as micro-conversions, and ran continuous landing-page CRO.
4,080 policies at $30.39
70% below the sector floor, with CPA falling from $54 to $30.39 over 90 days.
01 The problem
A leading Nordic pet insurance provider needed to acquire new customers in one of the most competitive Google Ads verticals. Insurance CPAs on Google regularly exceed $100–$200. The brand had a history of strong TV awareness but needed digital performance to carry customer acquisition.
Win the moment, then convert it.
Most agencies only manage the ads. The CRO programme running alongside is what made the difference.
High-intent moment targeting
Structured campaigns around new-pet adoption searches, breed-specific health queries and vet-cost searches.
Quote-request micro-conversion
Built quote requests as a tracked micro-conversion so bidding optimised toward genuine purchase signals.
Continuous landing-page CRO
Ran 8 landing-page variants over 90 days, lifting page conversion 44% and pulling CPA down directly.
Benchmark-beating efficiency
Held cost per policy far below the published $100–$200 sector range throughout.
CRO that moved the CPA.
03 The results
4,080 policy conversions from $124K monthly spend at $30.39 CPA — 70% below the sector floor. The landing page testing programme delivered a 44% improvement in page conversion rate over 90 days, directly reducing CPA from $54 at launch to $30.39 by month 3.
Ninety days of CRO.
Intent → micro-conversion → testing → efficiency.
Intent structure
Built campaigns around adoption, breed-health and vet-cost search moments.
Quote tracking
Set quote requests as a micro-conversion to feed bidding the right signal.
CRO testing
Ran 8 landing-page variants, steadily lifting conversion rate.
Efficiency gains
Page conversion up 44%, dragging CPA from $54 toward $30.
$30.39 CPA
4,080 policies at $30.39 — 70% below the sector floor.
What the provider kept.
Documented, portable, and owned by the client not locked inside our account.
- ✓Intent campaign structureAdoption, breed-health, vet-cost moments.
- ✓Quote micro-conversion setupTracking that feeds bidding correctly.
- ✓Winning landing pagesThe top variants from 8 tested.
- ✓CRO test logEvery variant and its result.
- ✓Benchmark reportCPA vs published sector ranges.
- ✓Policy-conversion dashboardCost per policy over time.
04 Why it worked
Insurance is one of the most competitive Google Ads verticals. 4,080 policy conversions at $30.39 each, well below any published benchmark for this sector. The CRO programme running alongside paid media was what made the difference — most agencies only manage the ads.
Pet insurance is one of the most expensive verticals on Google. They delivered policies at thirty dollars while everyone else pays a hundred-plus.