Insurance PPC Case Study – Scaling High-Intent Leads With Optimized Google Ads Campaigns

Client Overview

A national insurance agency partnered with our team to build a scalable PPC engine that could generate consistent, high-intent policy leads while maintaining efficiency across multiple product lines. They had a team already in place to handle the projected increase in call volume.

Challenge

The client’s prior campaigns produced sporadic results. Lead volume would spike when budgets increased, but policy conversion rates lagged due to poor keyword targeting and overreliance on generic search terms.

Strategy

We focused on refining structure and intent alignment:

Paused underperforming keywords and redirected spend to high-performing ad groups
Gradually scaled budget from $40K to $270K while tightening targeting
Introduced insurance-specific signals (form fills, calls, and enrollments) to train the algorithm toward qualified actions
Layered top-state campaigns to isolate best-performing regions for incremental spend

Results

Lead volume increased more than 7× between March and September 2025
Consistent VOB generation each month despite fluctuating spend
Reduced wasted spend through better keyword control and campaign segmentation
Improved overall lead quality, creating a stable foundation for scalable admissions growth

Takeaway

By redirecting spend toward high-intent campaigns and verified insurance actions, the addiction treatment center transformed its PPC performance from generic traffic to measurable, treatment-ready leads, proving that quality alignment drives sustainable growth in behavioral health advertising.