13× organic growth for a specialist travel insurance brand
A specialist travel insurance provider for mature Australian travellers had no organic presence in one of the most expensive paid search categories in the country. A focused SEO campaign delivered 13× organic growth - with 41 of 47 tracked non-branded terms moving from zero to page one.
Travel insurance is one of the most competitive and expensive paid search categories in Australia. Cost-per-click for high-intent terms regularly reaches double digits, and the space is dominated by comparison aggregators and major insurers with significant media budgets.
Boomers Travel Insurance occupies a specific and underserved niche within that category - travel insurance designed for mature Australian travellers. The product addresses genuine gaps in standard policies: higher medical coverage, pre-existing condition flexibility, and terms that reflect the way older Australians actually travel.
The business had a clear value proposition and a loyal customer base built largely on direct and referred traffic. But in organic search, they were invisible. When we began in July 2024, not a single tracked non-branded term was generating meaningful rankings. Every potential customer searching for travel insurance for seniors or mature traveller policies was finding competitors first.
The niche positioning was the strategic asset. Rather than competing head-on with aggregators for broad travel insurance terms, we built a keyword architecture around the specific language mature travellers use - terms tied to age, medical needs, destinations, and trip types that signal high intent without the volume that attracts the largest competitors.
We developed a content strategy mapped to the full research journey of the target audience. Mature travellers tend to research more carefully before purchasing, often comparing policies across multiple sessions before committing. That behaviour creates a long funnel with multiple ranking opportunities - and we built content to capture each stage.
Technically, the site required structural work to support the content expansion. Category architecture was rebuilt, internal linking was overhauled, and page-level optimisation was applied across all primary landing pages.
Authority building focused on placements in travel, lifestyle, and financial planning publications - sources read by the exact audience Boomers serves. Relevance over volume at every step.
The numbers are almost clean. Of 47 tracked non-branded keywords, 41 now rank on page one - every one of those moved from zero at campaign start. 46 of 47 keywords have moved up overall, with 47 of 47 now ranking somewhere within the top 100 - complete coverage of the tracked portfolio.
Estimated organic traffic has grown from around 90 monthly visits in July 2024 to 1,200 by April 2026, 13 times where it started, and still climbing.
"I couldn't be more happy with the quality of the job and service provided and I wouldn't hesitate to recommend him and his team." Ian Jackson, Boomers Travel Insurance
For a business operating in a category where paid search is brutally expensive, the organic channel now represents a compounding acquisition engine that costs less to maintain with every passing month.
Surface also runs Boomers’ Google Ads. The campaigns cover general seniors travel insurance, cruise cover, competitor brand terms and brand protection, with Performance Max alongside Search.
Comparing June to October 2026 with the same months in 2025, clicks went from 10,643 to 24,035, more than double, while the cost per click fell from $1.24 to $0.92. Click-through rate roughly doubled, from 3.2% to 6.2%, and monthly spend rose 68% as the account earned a bigger budget.
Quote submissions have been tracked since February 2026. Between then and October there were 17,982 of them, at about $2.04 each. A submission is a completed quote form, not a customer, and one person can quote more than once, so we quote it as what it is. Around a quarter of the spend and conversions in that period came from brand-protection ads, people already searching for Boomers by name.
On Facebook and Instagram, a single evergreen lead-generation campaign has run since November 2025, sending people straight to the quote form. Boomers quotes hundreds of policies a day across its channels, and Meta has become one of the main sources.
The campaign started on $593 in its first month and was scaled to about $3,700 a month by February 2026, six times the starting budget in three months, with the cost per quote lead held between $1.40 and $1.80 the whole way. From February to October 2026 it produced 22,602 quote leads at $1.47 each, and over the full twelve months to October, 26,801 at $1.40. It also drove 260 click-to-call phone calls.
Meta and Google each claim credit for some of the same quotes, so we report them separately rather than adding the two together.
