This document discusses an insurance brand that wanted to improve performance of local paid search campaigns without increasing costs. They worked with an agency using Balihoo software to automate campaign management and create micro-campaigns for each local agent. This resulted in a 27% decrease in cost-per-click, 60% decrease in cost-per-lead, 83% increase in conversion rate, and 144% increase in total conversions while reducing management tasks by 90%. The brand is now experiencing unprecedented local results with dramatically reduced program costs.

1. THE CHA L L ENGE 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.
OBJECTIV ES 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 SO L UTION 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

2. WWW.BALIHOO.COM
The Results
EF F ECTIV ENESS Following Balihoo’s launch, the insurance
brand saw that:
• Average click-through rate climbed 60%
• Cost-Per-Click decreased 27%
• Quality Score increased 20%
• Cost-Per-Lead decreased 60%
• Conversion rate jumped 83%
• Total number of conversions skyrocket 144%
EF F ICIENCY
• The launch of 40,000 ads was accomplished in just one day.
• Within 24-hours the manual tasks required to localize paid
search were reduced by 90%.
• A single SEM Manager, working half-time, is now able to
manage all 500 agent accounts.
Conclusion
Leveraging Balihoo, this renowned insurance provider and their
agency were able to quickly execute highly effective micro-relevant
paid search campaigns. Not only have most management tasks
been eliminated, but the brand is now experiencing unprecedented
results at the local level while dramatically reducing program costs.
Using location data and
principles of micro-relevance,
Balihoo drives paid search
results quickly and efficiently.
DAY ONE:
500Agents
x 5Campaigns
x 4Ad-groups
x 4Ads
= 40,000Micro-relevant
Ads Launched