Structuring search in a competitive sector: +63% more leads generated

Context

We supported SwissLife in structuring their Search Ads strategy on Google Ads and Microsoft Ads / Bing.

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In a particularly competitive insurance sector, where acquisition costs can rise quickly, the challenge was to lay solid foundations on a key lead-generation channel.

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The main goal: maximize the volume of qualified leads, strengthen SwissLife's presence on high-intent queries, and progressively optimize acquisition cost through a clearer, more manageable account structure better aligned with business priorities.

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Solution

We designed an paid search strategy built around capturing qualified intent, with in-depth work on campaign architecture, keywords, ads, and performance management.

The approach aimed to secure SwissLife's presence on the most strategic searches, while improving the quality of the traffic generated and the campaigns' ability to produce usable leads.

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Structuring the Search campaigns

• Rebuilding the campaign architecture to better segment offers, search intent, and prospect maturity levels.
• Setting up a more granular structure to ease spend management, performance analysis, and budget trade-offs.
• Deploying a specific approach across Google Ads and Bing Ads to leverage the complementarities between the two platforms.

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Improving coverage on qualified queries

• Strengthening visibility on high-intent search terms, directly tied to SwissLife's priority offers.
• Ongoing work on keywords, exclusions, and match types to maximize the useful share of impressions.
• Improving the relevance between queries, ads, and landing pages to capture more qualified traffic.

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Managing performance and acquisition cost

• Close monitoring of performance by query type, campaign, and offer to identify the most profitable pockets of growth.
• Progressive optimization of bids and budgets to maximize lead volume without degrading quality.
• Regular analysis of conversion signals to steer spend toward the most contributive segments.

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