Case Study: Acer Insurance
Acer Insurance is a specialist insurance provider offering a range of tailored insurance products for individuals and businesses across the UK.
The Company
Acer Insurance is a specialist insurance provider offering a range of tailored insurance products for individuals and businesses across the UK. Despite operating in a highly competitive market, Acer Insurance has built a reputation for reliable coverage, competitive pricing, and expert customer support. Their website serves as a key lead generation tool, helping potential customers compare and secure insurance policies with ease.
The Challenge
As a relatively new company in the insurance sector, Acer Insurance faced several challenges that were limiting its growth:
- Their website was quite basic, with a confusing structure that made it difficult for users to navigate and find the right insurance products.
- In organic search, they were struggling to break into page one for competitive keywords, limiting visibility and conversions.
- No PPC strategy was in place, meaning they were missing out on valuable paid traffic opportunities.
To compete effectively, Acer Insurance needed a strategic digital marketing approach that would improve search rankings, build a PPC campaign from scratch, and optimise website conversions.
As a result, organic traffic was not translating into meaningful revenue growth, and their paid search strategy was underperforming.
The Solution
To tackle these challenges, we implemented a multi-faceted SEO, PPC, and conversion optimisation strategy:
SEO Strategy:
- Identified low-hanging fruit keywords ranking on pages 2 and 3 of Google and implemented on-page SEO and content optimisation to push them onto page one.
- Improved internal linking and content structure, making the site more search-engine friendly and authoritative in niche insurance markets.
PPC Campaign Development:
- Built a brand-new Google Ads campaign from scratch, focusing on high-intent, niche insurance products that offered the best ROI.
- Designed high-converting landing pages to maximise conversion rates and ensure a strong return on ad spend.
- Implemented smart bidding strategies to keep costs efficient while driving quality leads.
Website Restructuring & Conversion Optimisation:
- Reorganised the site’s structure to improve navigation and user experience.
- Added 30 new insurance product pages, expanding Acer’s offerings and increasing keyword coverage.
- Implemented conversion rate optimisation (CRO) techniques, ensuring visitors were more likely to request a quote or purchase a policy.
The Results
The strategic combination of SEO, PPC, and website improvements led to dramatic growth in both organic and paid search performance:
- 38 keywords ranked in the top 3 positions on Google, increasing visibility for high-intent searches.
- 116% increase in organic traffic, leading to a 107% increase in organic conversions.
- 126% increase in conversions from paid search, demonstrating the impact of the newly launched PPC campaign.
- Improved user experience and site structure, resulting in higher engagement and more insurance inquiries.
