cost per qualified lead
Insurance lead generation that cut cost per qualified lead for a broker
On paper, insurance lead generation looked healthy for this broker, but most enquiries came from price shoppers who never bought a policy. Targeting built around life events, a short qualifying quiz and routing to advisers within minutes cut cost per qualified lead by 36%.
Illustrative example. Client details are anonymised and representative of the work we do.
- Industry
- Insurance
- Services
- Lead Generation Services + more
- Platforms
- Google Ads, Meta Ads
- Duration
- 4 months
Where they started
Lead volume was healthy but most enquiries were price shoppers who never bought a policy.
The approachWhat we changed
We rebuilt targeting around life events, added a short qualifying quiz and routed the best leads to advisers within minutes.
What other businesses can take from this
Insurance is a category where price comparison is easy, so broad campaigns attract people collecting quotes with no intention of switching. Lead counts rise, advisers spend their day on calls that go nowhere, and the genuinely interested prospects wait. Targeting by age or income alone misses the moments when people actually need cover.
Other brokers can borrow the structure. Target the life events that create a real need for cover. Use a short quiz to separate serious buyers from browsers before an adviser is involved. Then route the best leads fast: adviser response time here is under 10 minutes, and policy conversions rose 52%.
This fits brokers and insurers whose advisers are overloaded with low-intent enquiries and whose products suit clear trigger moments.
What moved
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