Services: SEM Strategy, Quality Score Optimisation, Funnel Retargeting, Negative Keyword Governance
InsureDIY is a Singapore-based direct insurance platform challenging the traditional broker model. Operating in one of Asia's most competitive regulated markets, the company required paid search performance that didn't just generate traffic — it needed to generate conversions at a cost that incumbents couldn't sustain.
The Singapore insurance market is high-intent but highly contested. CPCs are elevated, consumer trust is hard-won, and compliance constraints limit creative latitude. Outperforming in this environment requires precision, not volume.
Digital Squad was engaged to rebuild InsureDIY's SEM framework from the ground up — engineering a paid search engine calibrated for conversion dominance, not vanity metrics.
InsureDIY's existing paid search activity faced several compounding inefficiencies:
In insurance, the margin between a performing campaign and a losing one is narrow. These inefficiencies weren't just limiting growth — they were actively eroding the unit economics that made scaling possible.
We restructured the entire keyword framework around buyer intent — moving from broad-match volume plays to tightly segmented clusters aligned with specific coverage types and decision stages.
Quality Score is the multiplier that determines whether paid search compounds or bleeds. We rebuilt ad copy, landing page alignment, and expected CTR across every ad group.
High-intent insurance prospects rarely convert on first visit. We implemented a structured retargeting architecture to recapture and progress prospects at each stage of the consideration cycle.
Budget precision is a competitive advantage in high-CPC markets. We implemented rigorous negative keyword governance to eliminate wasted spend.
Following full implementation:
In regulated, high-CPC markets, precision is the only sustainable competitive advantage. InsureDIY's results weren't achieved by spending more — they were achieved by engineering smarter. That's the difference between a campaign and an acquisition engine.
If your business operates in a competitive paid search environment and needs a framework built for conversion dominance, let's talk.
