Transforming the Arachas Digital Strategy
Our Client
Arachas, Ireland’s largest nationwide insurance broker, has been serving the insurance needs of individuals and businesses for over 50 years.
With a commitment to delivering innovative products and exceptional service, Arachas aims to simplify the insurance experience and provide reliable coverage from trusted insurance providers.
The Challenge
Arachas approached us with the challenge of optimising their digital marketing efforts.
Despite being a leading player in the insurance sector, they were facing intense competition and struggling to achieve satisfactory results from their existing Google Ads campaigns.
Additionally, their organic visibility on Google was limited, and they had not fully utilised social media ads to drive quotes and policies.
The primary objectives were to rebuild the underperforming Google Ads account, advise on SEO strategies, and leverage paid social media advertising to drive conversions in the hyper-competitive insurance space.
Expertise Applied
The Solution
To address Arachas’ digital marketing challenges, we developed a comprehensive solution which encompassed rebuilding the Google Ads account, advising on SEO, and formulating a robust paid social media strategy.
Rebuilding Google Ads:
- Conducted a thorough audit of the existing Google Ads campaigns to identify areas for improvement.
- Performed keyword research to identify high-intent, relevant keywords for the insurance industry.
- We restructured the campaigns, ad groups, and keywords to improve relevancy and targeting.
- Developed compelling ad copy that highlighted Arachas’ unique value propositions.
- Implemented conversion tracking and analytics to measure campaign performance accurately.
SEO:
Conducted a comprehensive SEO audit to identify on-page and technical SEO issues.
Optimised website content with relevant keywords and meta tags to improve organic visibility.
Enhanced technical SEO to improve website crawlability and indexing.
Social Strategy:
- Conducted audience research to identify target demographics and their preferences.
- Created visually appealing ad creatives tailored to different social media platforms.
- Utilised advanced audience targeting options to reach potential customers, including retargeting.
- We optimised ad placements and bidding strategies to maximise return on ad spend.
- Continuously monitored and adjusted campaigns based on performance metrics and feedback.
Results
The impact of our work has been hugely successful.
The implemented solution produced significant improvements in Arachas’ digital marketing efforts, generating remarkable results:
Google Ads Cost-Efficiency
Leads generated from Google Ads campaigns became -56% cheaper to acquire, resulting in reduced cost per acquisition (CPA) and increased return on investment (ROI) for Arachas.
SEO Visibility
Arachas experienced a remarkable +140% increase in SEO visibility, allowing them to capture a larger share of organic search traffic in the competitive insurance market.
Paid Social Media Advertising
Insurance quotes generated from social media ads were achieved at -49% less than the industry benchmark, indicating an efficient and cost-effective approach to driving conversions through targeted social media campaigns.
Arachas is one of Friday’s most vital partnerships in delivering real growth and we continue to work with their teams to improve our success.
"Working with Friday has allowed us to make significant gains in the digital space in quite a short space of time. We have seen sustained growth in lead generation over the last 12 months with a consistent reduction in cost per lead. The team are fully engaged in the project and proactively reach out with suggestions and challenges to the status quo. You can tell that the Friday team care about producing the best results possible for their clients."
