How we increased paid conversions whilst reducing a historic cost per lead

The challenge

Allianz Trade is a global leader in trade credit insurance. Their digital marketing team had been successfully using Google Ads for years, but by 2024 performance began to stagnate. They needed to maintain a steady flow of leads and ensure each lead’s quality was high enough to increase the average premium per policy.

Our approach

We began with thorough keyword research, prioritising high-intent terms and allocating budgets accordingly. This involved building more targeted ad groups, implementing a robust negative keyword list to eliminate waste, and restructuring campaigns so we could swiftly pivot spending toward top-converting segments.

We then rewrote ad copy to emphasise Allianz Trade’s unique value propositions, ensuring the right messaging resonated with the audiences most likely to convert. By layering advanced targeting methods, such as In-Market and Custom Intent Audiences, we honed in on prospects demonstrating clear signs of buying intent.

Finally, we introduced A/B testing across multiple campaign elements, from messaging and creative to bidding strategies. This allowed us to rapidly identify which combinations yielded the best results for each product line and audience segment.

The results

Within the first quarter of implementing our new strategy, Allianz Trade saw a 49% increase in conversions without any rise in overall ad spend. By attracting more relevant leads, the average policy premium also grew, culminating in their busiest month since 2023. The immediate return on investment was so significant that Allianz Trade promptly expanded our remit to include managing their paid social accounts.