• +1,214% Conversion Rate
• -7% CPA Goal
• +128% Conversion Goal

Pinnacol Assurance, Colorado’s largest workers’ comp insurer, partnered with GMW to generate quotes for Colorado businesses through an ongoing search program.

Previously managed in-house, search efforts created an added workload and a disconnect from their broader brand campaign, also managed by GMW. We aligned the strategy with business goals, audited and optimized Google and Microsoft campaigns, evolved targeting to reach out-of-state businesses and remote Colorado employees, and implemented tracking focused on quote-driven KPIs.

Outcome

• Achieved a 1,214% increase in conversion rate, 128% over goal, 7% under CPA benchmarks, and a 7x ROAS from closed deals.
• Successfully expanded into new geographic markets.
• Freed up internal marketing resources by offloading daily search management to focus on strategic growth.

Key Takeaways

• A fresh set of expert eyes can uncover blind spots and drive significant improvement.
• Consolidating media under one partner increases efficiency and enables a more integrated strategy.
• Offloading intricate execution frees internal teams to focus on strategy and growth.
• Optimizing to the furthest point in the user journey delivers stronger performance through search algorithms.