Turning Clicks Into Coverage: A Multi Layered DV360 Campaign

Client Overview

TBC Insurance is one of Georgia's leading insurance providers, covering a wide range of personal and commercial policies. In November, TBC Insurance ran a targeted digital campaign through DV360 and Google Ads to increase policy sales while testing multiple audience strategies. The campaign operated on a modest budget of 933.88 EUR, making cost efficiency a defining constraint from the outset.

Campaign Objective

The campaign aimed to drive qualified traffic to TBC Insurance's digital platforms and convert interested users into policyholders. With a limited budget, every click needed to carry conversion potential. The targeting strategy had to eliminate low-intent impressions and concentrate delivery on users with demonstrated interest in insurance products.

The campaign also served as a testing framework for multiple audience strategies. By running Google audience targeting, retargeting, keyword-based capture, and contextual website placements in parallel, TBC Insurance could measure which approach delivered the strongest conversion efficiency and apply those findings to future campaigns with larger budgets.

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Audience & Targeting

The broadest layer reached users based on demographic, interest, and behavioral signals within Google's audience taxonomy. Insurance-relevant segments were selected to capture users whose browsing patterns indicated active consideration of coverage products, from auto and health to property and travel insurance categories.

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Platform & Channels

Ads appeared on relevant websites and content categories within the insurance and financial services space. Contextual alignment ensured that impressions served alongside content where users were already thinking about coverage decisions. DV360's programmatic buying managed bid optimization across all four audience layers, automatically shifting budget toward the segments delivering the lowest cost per conversion.

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Creative and Formats

Messaging focused on TBC Insurance's coverage breadth and ease of purchase. Calls to action directed users to the policy application flow on TBC's digital platform, minimizing the steps between ad click and conversion. Creative variations were aligned with the four targeting layers, allowing the team to test which audience and message combinations produced the highest policy purchase rates.