Published on 08/09/2025
High performance marketing in competitive industries. My insight from the insurance world
By Mawu Li
Lessons from Yoyo Insurance on driving growth with Google Ads and Meta Ads in a competitive industry.
Competing in industries like insurance requires not just spending on ads but ensuring every pound delivers value. Yoyo Insurance was able to cut waste, sharpen targeting, and boost conversion rates by combining search precision with social creativity.
Who?
Client: Yoyo Insurance
What?
Google Ads and Meta Ads campaigns designed to drive quote form submissions.
Where?
Priorities: Targeting drivers that matched their underwriting criteria.
How?
Process: Focused on audience segmentation for Meta Ads and long-tail keyword strategies for paid search.
Key Takeaways
- Analysed past campaigns to identify terms that delivered conversions—turns out only 10% of the budget was being spent on the highest converting terms.
- Segmented audiences into tangible “interests” on Meta for sharper targeting.
- Split campaigns into interest groups with tailored creative and messaging.
- Ran paid search campaigns using long-tail keywords, exact match, and SKAGs (Single Keyword Ad Groups).
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