Source: supplied six-month campaign summary. Underlying account exports were not provided. Figures and rounded percentage changes are reported as supplied. Leads include tracked calls and quote requests, not confirmed policy sales, revenue or necessarily unique customers.
The Challenge
This multi-location insurance agency serves both English- and Spanish-speaking customers. It was already spending about $8,700 a month on Google Ads, but leads cost nearly $20 each and clicks averaged $7.87. The goal was to generate more quote requests and phone calls without a matching jump in ad spend in a fiercely competitive insurance market.
Our Strategy
We rebuilt the account around phone calls and quote requests. Instead of increasing every campaign's budget, we directed more spend toward local Performance Max and the locations producing leads, while keeping dedicated English and Spanish search campaigns active. Calls from ads, Business Profile calls and online quote requests were tracked to guide optimization toward lead actions rather than clicks alone.
What We Changed
- 1
Scale local Performance Max for calls
We grew monthly spend on the Google Business Profile-driven local Performance Max campaign from $587 to $2,926. Its reported monthly leads increased from 39 to 205, more than fivefold.
- 2
Launch a Top Locations search campaign
We added a geo-focused search campaign targeting the agency's best-performing areas. By the end of the reporting period, it was generating about 96 leads a month.
- 3
Reallocate expensive search spend
Core search spend fell from $8,128 to $6,534 a month while its cost per lead improved from $20.22 to $15.35.
- 4
Reach customers in their language
Dedicated English and Spanish search campaigns kept the agency visible to both audiences as the account scaled.
- 5
Measure the lead actions that matter
Tracking covered calls from ads, Business Profile calls and online quote requests, giving campaign decisions a clearer connection to customer inquiries.
Six Months of Growth
Monthly leads rose from 441 to a peak of 682, 55% above the starting level, before finishing the reporting period at 630. The peak month also delivered the lowest reported cost per lead at $13.90. Across the reporting period, monthly clicks grew 49%, from 1,107 to 1,653.
Results
Why It Worked
Growth came from smarter budget allocation, not a matching increase in spend. Directing more budget toward campaigns and locations that generated calls helped the agency increase lead volume while reducing acquisition costs.