Case Study: How InsureDIY Achieved a 13% Conversion Rate in SG's Insurance Market

How InsureDIY Achieved a 13% Conversion Rate in Singapore's Insurance Market

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Services: SEM Strategy, Quality Score Optimisation, Funnel Retargeting, Negative Keyword Governance

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Overview

InsureDIY is a Singapore-based direct insurance platform challenging the traditional broker model. Operating in one of Asia's most competitive regulated markets, the company required paid search performance that didn't just generate traffic — it needed to generate conversions at a cost that incumbents couldn't sustain.

The Singapore insurance market is high-intent but highly contested. CPCs are elevated, consumer trust is hard-won, and compliance constraints limit creative latitude. Outperforming in this environment requires precision, not volume.

Digital Squad was engaged to rebuild InsureDIY's SEM framework from the ground up — engineering a paid search engine calibrated for conversion dominance, not vanity metrics.

The Challenge

InsureDIY's existing paid search activity faced several compounding inefficiencies:

• Low Quality Scores inflating cost-per-click across core campaigns
• Keyword targeting diluted across broad match sets with limited intent segmentation
• Generic ad creative failing to differentiate in a trust-driven category
• No structured retargeting to recapture high-intent drop-offs
• Wasted spend on irrelevant traffic without negative keyword governance

In insurance, the margin between a performing campaign and a losing one is narrow. These inefficiencies weren't just limiting growth — they were actively eroding the unit economics that made scaling possible.

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Our Strategy

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1. Intent Segmentation & Keyword Architecture

We restructured the entire keyword framework around buyer intent — moving from broad-match volume plays to tightly segmented clusters aligned with specific coverage types and decision stages.

• Commercial-intent segmentation by product category (life, health, travel, motor)
• Match type discipline to control intent quality and reduce irrelevant spend
• Search term analysis to identify and capture emerging high-intent queries

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2. Quality Score Optimisation

Quality Score is the multiplier that determines whether paid search compounds or bleeds. We rebuilt ad copy, landing page alignment, and expected CTR across every ad group.

• Ad copy restructured around specific coverage benefits and trust signals
• Landing page relevance improvement to align with ad group themes
• Expected CTR uplift through tighter creative-to-keyword matching

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3. Funnel-Layered Retargeting

High-intent insurance prospects rarely convert on first visit. We implemented a structured retargeting architecture to recapture and progress prospects at each stage of the consideration cycle.

• Audience segmentation by on-site behaviour and engagement depth
• Retargeting creative tailored to objection handling and trust reinforcement
• Frequency and recency caps to maintain presence without saturation

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4. Negative Keyword Governance & Budget Efficiency

Budget precision is a competitive advantage in high-CPC markets. We implemented rigorous negative keyword governance to eliminate wasted spend.

• Systematic negative keyword builds across all campaigns
• Search term monitoring cadence to catch irrelevant traffic early
• Budget reallocation from underperforming queries to proven high-intent terms

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The Results

Following full implementation:

• 13% conversion rate — 4× the Singapore insurance industry benchmark
• 700% growth in impressions
• 570% growth in clicks
• 150% increase in total conversions

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Impact

• A paid search engine built for conversion efficiency, not raw traffic volume
• Sustainable cost-per-acquisition economics that incumbents couldn't match
• A repeatable, scalable SEM architecture capable of growing with the business

Why This Matters

In regulated, high-CPC markets, precision is the only sustainable competitive advantage. InsureDIY's results weren't achieved by spending more — they were achieved by engineering smarter. That's the difference between a campaign and an acquisition engine.

Ready to Engineer Your Growth?

If your business operates in a competitive paid search environment and needs a framework built for conversion dominance, let's talk.

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