How TMI achieved lead growth
for our client through Display

Display advertising is a broad frontier, but when executed properly it can drive real results. This was the case for one of our clients, a medical aid provider looking to boost lead generation for their insurance products.  Historically, they had run basic Google Display Network campaigns, but struggled to gain traction and conversions. After digging into their goals, audiences, and past efforts, we knew we could dramatically improve performance through a targeted display approach.

First, there are a few key metrics to understand when running display campaigns:

  • Cost Per Impression (CPI): This refers to how much you pay each time your ad is shown to someone. The lower the CPI, the more impressions you can get for your budget.
  • Click-Through Rate (CTR): The percentage of people who click on your ad after seeing it. Higher CTRs signal an engaging, relevant ad.
  • Conversion Rate: The percentage of visitors who complete a desired action like filling out a form. Optimising for conversions is the ultimate goal.
  • Cost Per Acquisition (CPA): How much you pay each time someone completes a conversion. Lower CPAs mean cheaper customer acquisitions.
Crafting an Audience-Focused Display Strategy

The primary objective was straightforward: boost “get a quote” conversions and surpass the outcomes of prior GDN campaigns. Rather than taking the spray-and-pray route, we knew driving conversions from display required a targeted, data-driven approach. We segmented audiences based on life stage, creating customised ad variations for Young Professionals, Single Parents, Mature Families, and more. Beyond conversions, we also optimised for supplementary metrics like awareness (CPM) and site traffic (CTR).

To refine audiences further, we monitored performance daily and tweaked targeting based on what was working. We focused spend on placements and contexts where our ads resonated most.


The Results Speak Volumes

Over the campaign’s duration, TMI delivered a staggering 8.4 million impressions at an average cost per impression of R23.94, successfully enhancing brand awareness. Clicks to the site numbered 24,744, yielding an average click-through-rate of 0.31%. Notably, 2,345 “Get a quote” actions were recorded, resulting in an average cost per acquisition of 179.33. The lowest cost per acquisition was an impressive R42.41 in February, garnering 900 conversions. The overall conversion rate for the period stood at a commendable 9%.

With increased leads and brand lift confirmed by the client, our display initiatives succeeded. The client’s feedback on TMI’s performance was overwhelmingly positive: “We are very happy with the performance of the campaigns. Thank you for delivering excellent results and for managing the account with professionalism.”

Display marketing, with the right data, optimisation, and expertise, can transform a struggling campaign into a thriving success story.  Contact us today to see how a strategic display approach can work for your business. Our team of experts is ready to partner with you to drive real results.