Cost per enquiry halved for an insurance broker, on 27% less spend
VIM Cover's CLIQ-branded search campaigns cover professional indemnity, business, truck and strata insurance. Between the four months to January 2026 and the four months to August 2026, website enquiries rose from 15.8 to 22.8 a month, the cost of each fell from $227 to $115, and monthly ad spend came down by 27%.
Insurance is one of the most expensive categories in Google Ads, and a broker covering several product lines feels it more than most. Professional indemnity, business, truck and strata insurance each attract different searchers, different competitors and very different costs per click.
VIM Cover's CLIQ campaigns were producing enquiries, but at a price that made growth hard to justify. The brief was simple: more enquiries, each one costing less, without spending more.
We rebuilt the account so that each product line runs as its own campaign, with its own budget, keywords and ads. That lets spend follow the lines that produce enquiries at a sensible cost, rather than the lines that attract the most clicks.
Match types were tightened and negative keywords expanded to cut the searches that were never going to become a quote request. Bidding was pointed at the conversion actions that count, website enquiries and phone calls, with each tracked separately so we can see where every lead came from.
Comparing October 2025 to January 2026 with May to August 2026, website enquiries went from 15.8 to 22.8 a month, up 44%. The cost per website enquiry fell from $227 to $115, a 49% drop.
That happened while monthly ad spend came down 27%, from $3,571 to $2,618. Counting phone calls as well as website enquiries, leads rose from 32 to 36.5 a month and the cost per lead fell from $112 to $72.
Fewer wasted clicks, more of the right ones, and a budget that goes further every month.
Alongside search, a Meta campaign for business insurance ran from March to August 2026 on about $800 a month and added 45 leads at around $107 each.
