THE CHALLENGE This leading insurance brand, despite a strong national advertising presence, had become increasingly aware of the importance of hyper-local search campaigns that drive customers to their agents. Their media agency was asked to improve performance on local paid search campaigns without increasing the cost of the program. After working with a well-known bid management platform, which required five dedicated SEM Managers to maintain 500 local agent campaigns, the agency decided to shift the brand’s local campaigns to the Balihoo software solution. OBJECTIVES Two goals were put in place. Efficiency Goal: To automate the time-intensive tasks that go into local paid search campaigns for this insurance brand. Effectiveness Goals: To maintain and improve upon previously established KPIs such as Cost per Click (CPC). THE SOLUTION The agency launched Balihoo’s automated solution which creates micro-campaigns for each local agent’s market, by leveraging existing agent data. Each agent’s ad schedule was individualized to their own unique business hours, and thousands of geographically relevant keywords were added. Call-tracking numbers were put in place across all ads, including high performing call-only ads, to measure conversions. NATIONAL INSURANCE BRAND CASE STUDY | 1 National Insurance Brand Case Study Balihoo drives unprecedented results through micro-relevant paid search. 27% decrease in Cost-Per-Click 60% decrease in Cost-Per-Lead 83% increase in Conversion Rate