A growing B2C insurance provider approached YellowInk Digital after noticing a slowdown in policy sign-ups despite running consistent online ads. Their brand had a competitive product, strong customer reviews and a reliable claims process, yet their campaigns were not reaching the right audiences. Costs were climbing and the quality of leads varied from week to week.
In ninety days, YellowInk refined its social advertising strategy across Meta and TikTok by restructuring campaigns, improving audience targeting, upgrading creatives, and aligning the ad funnel with real customer behaviour. The result was stronger lead quality, lower acquisition costs, and a steady increase in completed policy sign-ups.
Insurance is one of the toughest B2C categories in performance marketing. Customers compare policies, premiums and claim reputation across multiple providers before deciding. The search journey often includes moments such as
Social media plays a major role here. People respond well to relatable storytelling, customer scenarios and simple explanations of coverage. When done correctly, social platforms can attract large volumes of high-intent enquiries at competitive costs.
The insurance provider, however, was running generic ads with broad messages and outdated creatives. This reduced campaign efficiency and weakened the trust required to convert a customer in a sensitive category like insurance.
The ads were shown to very wide demographics, leading to large volumes of uninterested traffic. Many people who clicked had no intent to buy insurance, which pushed up the cost per lead.
The ads did not explain benefits clearly or address common concerns such as claims support, affordability or coverage flexibility. This limited engagement across both Meta and TikTok.
The landing page was too long and not optimised for mobile users. A significant portion of paid traffic left before completing the form.
Leads varied in intent because there was no messaging or targeting alignment between ad sets, landing pages and follow-up sequences.
People who viewed policy details or abandoned the form were not retargeted with reminders or benefit-led creatives, resulting in missed conversions.
These challenges affected conversion rates and limited the provider’s ability to scale with confidence.
We built audience groups based on life stages and intent patterns, such as
Each group received tailored messaging to match their needs. This improved engagement and reduced wasted spend.
Insurance requires emotional clarity and simple storytelling. We introduced:
These formats performed well because people understood the product faster.
We simplified the landing page and focused on essential information, including coverage summary, benefits in plain language, claim process overview and one-click call or form option.
This reduced friction for mobile users and increased conversion rates.
We retargeted the page visitors, quote viewers and form abandoners.
They received short reminders, policy highlights, or benefit-focused creatives which encouraged them to complete the enquiry.
Each week, we analysed ad performance, paused underperforming creatives, refined captions and adjusted budgets to favour high intent audiences. This helped maintain steady progress across both platforms.
Policy enquiries increased by 2.4 times due to clearer messaging and improved targeting.
Cost per lead dropped by 46 percent as irrelevant clicks were reduced and high-intent audiences took priority.
Paid traffic converted 79 percent better after the page redesign.
Leads became more consistent and easier for the sales team to convert because the funnel was aligned with customer intent.
TikTok generated high-volume awareness and produced leads at a lower cost than expected, particularly for younger demographics, comparing starter health or travel insurance.
In three months, the insurance provider achieved measurable growth in enquiries, improved cost efficiency and strengthened its visibility across Meta and TikTok. With more accurate targeting, clearer creatives and an optimised landing experience, the centre now has a stable system for acquiring policy leads at scale.
YellowInk Digital helps B2C brands in the insurance sector attract motivated customers, reduce acquisition costs and build predictable lead pipelines through structured social media advertising.
If your insurance brand wants stronger visibility and better quality leads, we can help you build a social advertising strategy that produces consistent results.
👉 CASE STUDIES 👈
👉 GROW YOUR BUSINESS 👈
