Trades Insurance Digital Marketing Case Study

Results Snapshot

A more structured digital strategy improved lead growth, acquisition efficiency, search visibility and performance measurement.

01

More Qualified Leads

Lead volume increased by more than 60% as paid search was rebuilt and organic visibility improved across priority insurance and occupation-based searches, creating more opportunities to reach tradespeople actively researching cover and generating a stronger flow of qualified enquiries.

02

Lower Acquisition Costs

Cost per lead reduced by 45% through stronger targeting, clearer campaign segmentation and continual optimisation across occupations, policy types, search intent and budget allocation, allowing IMAR to generate more opportunities while improving overall acquisition efficiency.

03

Greater Search Visibility

IMAR improved visibility across high-intent trades insurance, occupation and cover-related searches, helping electricians, builders, plumbers, carpenters and other tradespeople find the business while actively researching and comparing insurance options.

04

Clearer Performance Attribution

Call tracking, event analytics, conversion measurement and e-commerce reporting created a clearer connection between campaign activity and commercial outcomes, showing which campaigns, devices, occupations and policy types were generating enquiries, purchases and actual policy value.

From Iconic Offline Brand to Digital Growth

IMAR had already earned significant recognition and trust across the Australian trades sector. The opportunity was not to build awareness from scratch, but to create a digital acquisition model capable of turning an established brand, strong reputation and national market presence into measurable online growth.

A Trusted Name Across Australian Trades

IMAR is one of Australia’s leading specialist trades insurance brokers, providing cover for electricians, builders, plumbers, carpenters and other licensed contractors across the country. The business had built decades of industry experience and developed strong recognition within the trades market. Its reputation was reinforced through traditional marketing and an iconic jingle that had become closely associated with the brand among Australian tradespeople.

That offline strength, however, was not being translated consistently into digital visibility or measurable customer acquisition. The business was well known, but its paid search, organic search presence and performance measurement were not yet operating at the level expected of a nationally recognised specialist provider. As more customers began researching, comparing and purchasing insurance online, IMAR needed a stronger digital foundation that could support national growth while preserving the credibility and trust the brand had already established.

Strong Brand Recognition, Limited Digital Momentum

The business remained heavily reliant on traditional marketing channels, while its digital activity lacked the structure and measurement required to scale confidently. Paid search campaigns were not sufficiently segmented around occupations, cover types and levels of customer intent. This limited relevance, reduced control over budget allocation and made it difficult to determine which campaign combinations were generating the strongest enquiries and commercial returns. Organic visibility was also limited across important trade-specific and insurance-related searches. Technical issues, thin keyword coverage and an underdeveloped landing-page structure meant IMAR was not appearing consistently when tradespeople were actively searching for relevant cover.

Attribution presented another major challenge. The business needed a clearer connection between advertising activity, phone enquiries, online conversions and the actual value of policies purchased. Without that visibility, it was difficult to determine where investment should be increased, reduced or redirected. The objective was larger than improving an individual campaign. IMAR needed a connected digital acquisition model built around stronger visibility, higher-quality leads, clearer measurement and sustainable national growth.

Building the Digital Growth Model

We brought paid search, SEO and conversion measurement together around one commercial objective: creating a more scalable, efficient and measurable customer acquisition model capable of supporting one of Australia’s most recognised specialist trades insurance brands.

Rebuilding Paid Search Around Commercial Intent

We rebuilt the paid search account around specific occupations, insurance products and levels of customer intent. This created greater control over targeting, messaging, budgets and landing-page alignment. Campaigns could be managed according to the needs of different trade segments rather than relying on a broader, less structured account setup. The revised structure also made it easier to identify which combinations of occupation, policy type and search intent were producing the strongest opportunities. Budget and optimisation effort could then be directed towards the areas demonstrating the greatest commercial potential.

Once the core performance foundations were established, the campaigns were transitioned into Search Ads 360. This supported more advanced bidding, greater optimisation frequency and clearer management across a growing national campaign structure. The objective was not simply to generate more traffic. It was to create a paid search model capable of producing stronger leads, improving acquisition efficiency and scaling with the business.

Strong Brand Recognition, Limited Digital Momentum

The SEO strategy began with the technical foundations, including crawl efficiency, URL structure, metadata and other issues affecting search performance. We then focused the content and on-page strategy around the occupations and insurance products with the strongest commercial value. This included clearer keyword targeting, stronger page messaging and recommendations for occupation-specific landing pages covering electricians, plumbers, builders, carpenters and other priority trade segments.

This approach allowed IMAR to compete more effectively across both broader trades insurance searches and more specific occupation-based queries. Rather than relying only on the strength of the brand name, the website could become visible to tradespeople who were actively searching for cover but may not yet have chosen a provider. Internal linking and conversion pathways were also improved so that stronger visibility could translate into a clearer route from search to enquiry or online purchase.

Connecting Marketing Activity to Commercial Outcomes

We implemented call tracking, event-based analytics and conversion measurement to identify which campaigns, platforms and devices were producing meaningful enquiries. This provided a clearer view of the full customer journey, including interactions that began through paid or organic search and continued through phone calls, forms or other conversion points. When IMAR introduced online policy purchasing, e-commerce tracking was added to connect campaign investment with actual policy value rather than relying only on clicks, calls or form submissions.

Campaign and conversion data also fed into OAC Labs, helping our team identify meaningful patterns, refine priorities and make better-informed optimisation decisions over time. The client continued to receive clear reporting and live performance visibility, while OAC Labs supported the deeper analysis behind campaign strategy, investment decisions and ongoing optimisation.

From Improved Performance to Scalable Growth

The improvement was not limited to higher lead volume or lower acquisition costs. IMAR gained a more connected digital acquisition model capable of supporting better decisions, stronger accountability and continued growth across the Australian trades insurance market.

A Connected Digital Acquisition Model

The work gave IMAR a far more structured and measurable digital acquisition model. Paid search, SEO and conversion tracking were brought together around the same commercial objectives, creating a clearer connection between search visibility, enquiry generation, online purchasing and actual policy value.This also gave the business a stronger understanding of which campaigns, occupations, cover types and customer journeys were producing the best opportunities. Rather than assessing each channel in isolation, IMAR could evaluate performance across a more complete and connected customer acquisition system.

Clearer Decisions, Greater Confidence to Scale

With stronger foundations in place, digital became a more reliable channel for national growth rather than a collection of disconnected campaigns. The business could direct budget and optimisation effort towards the areas with the greatest potential, improve efficiency over time and make future marketing decisions with a clearer view of what was driving performance. IMAR’s established reputation remained a major strength, but it was now supported by a digital model better equipped to turn that recognition into measurable commercial outcomes.