Blue Mick at BSB Superbikes show with a Bennetts sponsored motorbike

Case Study

Bennetts Motorcycle Insurance

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Bennetts Motorcycle Insurance

Getting this client’s paid media strategy firing on all cylinders.

Dates

2021-Present

Key results

179% increase in conversion rate,
76% reduction in cost per conversion,
346% increase in conversions.

Services

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Our Pricing

About the client

Bennetts are the UK specialists for motorbike insurance, trusted by riders for over 90 years.

The project brief

We assumed management of Bennetts’ existing Google Ads account, aiming to optimise conversions and return on ad spend.

Although the client recognised the potential of paid social advertising, they lacked a structured strategy which we were able to provide them with.

Google Ads strategy

We restructured the account with new keyword lists, enhanced audience targeting, and implemented Performance Max campaigns, resulting in improved website traffic quality.

We also eliminated low-value keywords and monitored ad performance.

While the legacy account focused on brand-specific terms to counter aggregators like ‘Go Compare,’ we broadened the focus to include generic and niche terms for increased reach and awareness.

Our focus then shifted to audience expansion and refined messaging. We continuously test, refine, and identify opportunities alongside daily ad management.

Constant testing

We experimented with promoting key events, such as the British Superbike weekends (BSB) sponsored by Bennetts, to capitalise on BSB’s growing popularity and enhance brand visibility.

Additionally, we tested various ad types, budget allocations between generic and branded keywords, demographic targeting, and A/B testing for landing pages.

We transitioned Bennetts’ social spending from boosting posts to concentrated spending on social ads and utilised paid social ads to boost brand awareness during BSB weekends, avoiding ad fatigue by creating dynamic, event-specific content.