Part of the Kelliher Insurance Group, Kerry London is a specialist provider of insurance cover to a range of businesses and individual customers.


The brief

Kerry London is a specialist insurance provider to a range of business and individual customers.

They required Distinctly to devise a strategy which would utilise pay-per-click advertising to target three specific audiences:

  • Residents’ associations
  • Paramedics
  • Sports clubs

What we delivered

Distinctly produced a strategy which would target the three sectors on the Google AdWords Search network, using keyword bidding.

The keywords had an estimated cost per click average of £15, so particular focus was put into ensuring the AdWords quality scores were as high as possible, which would lead to cheaper clicks. We achieved this through a highly granular campaign structure, where landing pages were created for each sector with bespoke wording tailored to that audience and the keywords targeted.

This highly targeted approach has proved very effective in its first three months, with conversion rates exceeding initial expectations and the cost per clicks significantly lower than the original estimates.

A/B testing has proved key in identifying the best converting imagery, copy and contact form design. Daily bid refinements and negative keyword reviews also ensure that the campaigns remain competitive and average positions on the search results are maintained.

Our final thoughts

The key to successfully delivering a highly bespoke campaign is good planning.

Initial setup time shouldn’t be underestimated, and sometimes requires additional factors like specific landing page design to ensure conversion rate is as high as possible.

When the difference is pounds per click, it really pays to be clear about what the business objectives are from the start.

What the client thought...

Working with the team at Distinctly has been simplicity itself. They deliver against their commitments, are ROI focused, are easily contactable and are responsive to our needs. As a result of this, we are continuing to grow our investment in search with them. Ed Longley, Group Head of e-Commerce for Kelliher Insurance Group (including Trade Direct Insurance)
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Increase in Conversion Rate

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CPC vs Google Average

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Cost Per Lead vs Estimate