Social Media Advertising Increased Policy Enquiries by 2.4x for B2C Insurance Provider

The client is a B2C insurance provider operating in a highly competitive category where customers carefully compare policies, premiums and claims support before making a decision. Social media plays an important role in influencing these decisions, especially when messaging is clear, relatable and easy to understand. However, the provider’s existing campaigns relied on broad targeting and generic creatives, which limited engagement and reduced conversion efficiency. To scale effectively, the business needed a structured approach that could attract high-intent audiences and build trust through its advertising.

Campaigns were targeting wide audiences without clear segmentation, resulting in a large volume of low-intent traffic. Ad creatives did not clearly communicate policy benefits or address key concerns such as affordability, coverage and claims support, which reduced engagement. The landing page experience also created friction, particularly on mobile, leading to high drop-off rates. At the same time, there was no structured retargeting system, meaning potential customers who showed interest were not re-engaged. This lack of alignment across targeting, messaging and conversion flow resulted in inconsistent lead quality and higher acquisition costs.