User Intent Alignment for Insurance Landing Pages

"How do you segment your keywords by ad groups?" After testing and auditing a lot of things, we've gone back to basics, and that's - in our opinion - what's most efficient. What I mean by efficient: effective while still being pleasant to manage for an account manager. 1) MATCH VISITOR INTENT TO LANDING PAGE: The most important factor is that each ad group corresponds to a single visitor intent. And that this intent is assigned to a landing page that perfectly matches this request. Simple fact: if you have a “price” page, send your traffic there with keywords linked to a price request (containing the word “price”, “rate”, “how much does it cost”…) rather than sending them to a page presenting the service. It's a quick-win that can make a big difference to your conversion rate. 2) GATHER KEYWORDS BY INTENTION: customers often go for the obvious. If an Internet user is looking for “car insurance”, the keywords for this theme will be grouped together and will not be in the same ad group as “home insurance”. Now, more tricky: should we mix, for example, keywords evoking price (“cost of life insurance for senior”) with something more generic (“what life insurance for senior”)? A customer will undoubtedly reply, “The customer is actively looking for life insurance, so why make a difference? Here, we prefer to create a "price" ad group and a "choice" ad group with completely different landing pages. Because a prospect asking for a price probably already has an idea of what he wants, and ask for a concrete figure, quickly. Whereas a prospect typing in “which life insurance to choose” will need to be taken by the hand to understand and value the whole offer BEFORE throwing the price in his face. 3) CAN WE MIX MATCH TYPES? Exact/Phrase/Broad. It can be done. For us, there's only one rule: have control over the search terms on which you're going to advertise for each keyword in the ad group. If you mix the types too much AND/OR if you add too many keywords, you'll end up with search term lists of thousands of occurrences to check by hand. And that's going to get tiresome fast! You'll undoubtedly lose out on strategic analysis and pertinence ad <> keyword <> landing page. You need to make sure that Google doesn't get out of line. In Google Ads, common sense and business logic should always take precedence over the hunt for technicalities, hacks and “magic” structures with flashy names (Hagakure, etc.). Poor account performance can almost always be explained by a disconnect between targeting, landing page and user intent. The training course I find most eloquent on this subject is that of GodTierAds (by Ed Leake, his YouTube channel is also a gold mine), for those who would like to delve deeper into the subject. #googleads #ppcchat #ppc #sea

How our Tactical Redesign Increases Conversions 78% for an Insurance Client Are underwhelming landing page conversions impacting your PPC performance? You’re not alone. We hear this from our clients every other day. Here’s how our strategic optimization process can improve your results. 𝗖𝗼𝗮𝘀𝘁𝗮𝗹 𝗜𝗻𝘀𝘂𝗿𝗮𝗻𝗰𝗲 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀 was stuck with an 11.54% conversion rate on their PPC landing page. Most of their New York mobile traffic bounced without converting. They were burning ad spend. --- 1️⃣ 𝗥𝗲𝗮𝗱𝗮𝗯𝗶𝗹𝗶𝘁𝘆 We reformatted text into scannable bullet points and increased font sizes. This caters for how people read online. Before we reorganized content by user priority. 2️⃣ 𝗩𝗮𝗹𝘂𝗲 𝗣𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 The value proposition lets visitors know what’s in it for them. It needs to be impactful. So, we crafted a new version that communicated a compelling reason to convert. 3️⃣ 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 How your page presents itself influences the confidence of the consumer. We: 1. unified fonts 2. aligned elements 3. organized images 4. properly positioned the call-to-actions. 4️⃣ 𝗙𝗼𝗿𝗺 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 The old, clunky form looked like it would take forever to complete. We changed it to a slicker, 2-step version that appeared way less intimidating. We suggested nice introductory text. And changed the organization of form questions so that it asked for visitors’ personal and contact details first. Before delving into questions about their property. 5️⃣ 𝗠𝗼𝗯𝗶𝗹𝗲 𝗨𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝘆 Everyone is using mobile right now! But people still aren’t optimizing their landing pages for mobile-first. It is vital for user experience. We also discovered we needed to make the company phone number bigger to suit the smaller screen. -- The re-designed page crushed the original. A 78.5% conversion lift was achieved by the SiteTuners team. While we slashed cost per acquisition to 29.67%. We don’t like guesswork. Our processes are data driven - that’s why we unlocked Coastal’s real potential. Now it’s an efficient PPC customer acquisition engine. We also replicated the design across their entire marketing funnel. - PS, We've generated over $1 BILLION dollars for clients like Google, CostCo, Nestle & American Express through Conversion Rate Optimization. Frustrated with yours? Let's chat

We’re seeing more businesses rely heavily on Google Ads — but still miss the biggest lever: Intent alignment. Your keyword might be high intent. Your offer might be strong. But if the ad and landing page don’t reflect what the searcher actually wants… Performance tanks. This is what we focus on first: → Does the headline match the keyword? → Is the offer the obvious next step for that search? → Is there friction that doesn’t need to be there? Fixing these can cut CPA dramatically — even without changing budgets, bids or targeting. It’s not about hacking the algorithm. It’s about removing confusion. If you’re running Google Ads right now: How confident are you that your landing page answers the exact question people are searching for?

Most brands’ landing pages convert at just 2.35%. Top-performing pages hit 10%+, and that difference could be costing you thousands in lost revenue. Why aren’t yours converting? 1️⃣ You have a dull or clunky in-page purchase process leading to drop-offs; tailored landing pages create a smoother, more engaging buying journey. 2️⃣ Your broad messaging fails to resonate with potential customers; tailored landing pages ensure your content speaks directly to a specific audience. 3️⃣ Complicated navigation frustrates visitors, leading to drop-offs; landing pages streamline the journey from ad click to purchase. 4️⃣ Directing traffic to a homepage weakens ad effectiveness; landing pages align closely with ad messaging, enhancing user intent. 5️⃣ Poor mobile design frustrates users and increases bounce rates; optimised landing pages ensure seamless browsing and higher conversions on mobile devices. A landing page isn’t just a page, it’s a sales funnel in disguise. It needs to be designed to match the energy and intent of your ads while making the purchase process as frictionless as possible. Look at the example in the screenshot: 👉 Social proof is front and centre with “Best Seller” tags and a 5-star review bar. 👉 The headline hits hard with a clear, benefit-driven hook. 👉 Every element, from rotating USPs to CTA placement, is built to guide the user to convert. Landing pages like this consistently outperform the competition because they’re aligned with ad messaging and optimised for seamless user flow. That’s why we’re offering CRO-optimised landing pages as part of our services across Soar With Us and Hambi Media. Landing pages that are fully aligned with your ad’s messaging, visuals, and angles, with each page optimised to convert the traffic it’s driving. If your landing page isn’t driving results like this, it’s time to fix that. Get in touch.