Paid Search

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

SwissLife
/
17 Feb 2026
+63%
Lead volume
+54%
Impressions
-48%
Cost per click
Reading time
Contents
Share this article
Follow us

Context

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

‍

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.

‍

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

‍

__wf_reserved_inherit

‍

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 Swiss Life's presence on the most strategic searches, while improving the quality of the traffic generated and the campaigns' ability to produce usable leads.

‍

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.

‍

Improving coverage on qualified queries

  • Strengthening visibility on high-intent search terms, directly tied to Swiss Life'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.

‍

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.

‍

{{resultat}}

‍

Get a 100% personalized, free audit

Get a complete diagnosis of your advertising campaigns and identify new optimization opportunities.
Contact an expert

Benefits

A clearer paid search structure, to better manage campaigns and allocate budgets.
Better coverage of qualified queries
Higher lead volume, thanks to continuous Search campaign optimization
Better-controlled CPC and acquisition cost, in a highly competitive sector

Discover the story behind some of our successes

EDF
Managing the synergy between paid search & paid social to maximize media performance
Support for EDF in managing its paid search & paid social channels, with a strong focus on channel complementarity, creative consistency, and tracking reliability. A consolidated approach to better measure performance, optimize media spend, and strengthen the effectiveness of digital campaigns.
SwissLife
Structuring search in a competitive sector: +63% more leads generated
Support for Swiss Life in structuring its paid search strategy on Google and Bing, in a particularly competitive insurance sector. Solid foundations to strengthen visibility on qualified queries, maximize lead volume, and optimize acquisition cost.
Maison Close
Orchestrating SEO, paid search/paid social, and CRM to multiply e-commerce profitability
Our work for Maison Close aimed to build scalable e-commerce growth in a competitive market, moving from a siloed approach to an ecosystem where paid social and paid search reinforce SEO and CRM, with a clear goal of reducing acquisition cost.
Learn more