Using the Performance Max campaign approach within Google Ads, a leading UK based pet insurance company were able to use different channels to engage with users at various stages of the funnel.
More growth - no extra complexity complexity
In the pet insurance sector, online visibility is paramount for discovery and brand awareness, just like many others. the company wanted to acquire and retain as many relevant consumers as they could at the best possible cost.
Search and YouTube were historically the main platforms for growth, but they wanted to try to diversify into using other performance channels. By doing this they could ensure that they were ready to capture demand when and wherever it showed up. Being present, was vital as they know their competitors certainly would be visible.
Being able to have access to an extensive inventory of ads from one single automated campaign using Performance Max took the strain off the team. Instead of using manual solutions they now had the agility they needed to aim for growth.
They were able to use different channels to engage with users at various stages of the funnel, such as awareness all the way through to retargeting, with Performance Max.
Moving away from a siloed single-channel campaign approach to a goal-orientated multi-channel strategy they were able to achieve their KPIs for both CPA and other growth metrics.
A 21% uplift in sales and a 20% improvement in CPA, plus overall return on advertising spend had increased by 13%.
Performance Max more than proved itself when it comes to driving growth.
With Performance Max we’re able to use different channels to engage with users at various stages of the funnel. More growth without adding complexity Online visibility is paramount for discovery and brand awareness in the pet insurance sector, as it is in many others. We wanted to acquire — and retain — as many relevant consumers as we could at the best possible cost.