Plan the audience and objective
Define the campaign objective, customer fit, geography and channel priorities. Agree what a useful response looks like before launch.
All services
07 / Paid reach. A clear purpose.
The right audience. A reason to respond.
Make paid media part of a connected growth plan. We help your brokerage plan, create and improve ads around the customers you want to reach, your team’s capacity and the conversation you want to start.
Discuss this servicePAID SEARCH
A service your customer is looking for
Sponsored / your brokerageInsurance for
the next chapter.
the next chapter.
A relevant service. A clear introduction.
A useful next step for your customer.
Search intentMessage relevance
AudienceMessageLanding pageConversation
A working example / not a client result
Choose the channel for the job it needs to do.
An agency has a priority service to promote. Paid search can respond to existing intent; paid social can introduce the message to an eligible selected audience.
What we start with
Your audience, service offer, campaign budget and available measurement.
- 01
Clarify the objective
Define the service, audience and desired next conversation. Check the agency’s ability to respond before planning traffic.
Working outputA campaign objective and response plan.
- 02
Choose the route
Compare search intent with audience-led discovery. Choose a channel or phased combination that fits the budget and available assets.
Working outputA channel recommendation with clear responsibilities.
- 03
Build the destination
Align approved creative and copy with a useful landing experience. Verify forms, inquiry delivery and supported tracking.
Working outputA connected advertisement-to-inquiry journey.
- 04
Learn and adjust
Review campaign data together with feedback from the people handling inquiries. Prioritize changes to audience, creative or the destination.
Working outputA review rhythm and documented optimization decisions.
Close the feedback loop
Assess each channel against its purpose and available evidence. Ad spend, campaign activity and business outcomes should remain clearly distinguishable.
Map this to your agencyExplore the work in detail
Two ways to reach the right buyer.
Paid social introduces a message to a selected audience. Paid search responds to an active search. Explore how we plan each one.
Social media advertising
Paid audiences, creative, campaigns and testing.
- A campaign brief with clear boundaries.
- Creative variations and a relevant destination.
- A checked inquiry route and response owner.
Google Ads
Search intent, keywords and relevant landing pages.
- Keyword themes and an initial exclusion plan.
- An ad-to-page message map.
- A tested conversion path and measurement notes.
What the work involves
Ads
Build the ad and the next step
Develop campaign structure, ad copy and creative variations. Connect each message to a relevant landing page or inquiry form, with a clear route into your team’s follow-up process.
Launch, learn and improve
Run approved campaigns, review response quality, and test changes to the audience, message, creative and landing experience. Use available sales feedback to guide the next decision.
What we build on
What we need
from your team.
- Campaign goals, target customers and geographic reach
- Ad-account access, campaign approval and content approvals
- Landing pages, inquiry routing and available sales feedback
Useful outputs
What you receive
from the project.
- Paid search and social campaign setup
- Ad copy, creative variations and testing priorities
- Conversion measurement and campaign reporting
Illustrative approach / not a client result
An ad is the start of the journey
A campaign can introduce a relevant service to a defined audience, bring interested people to a useful page and pass their inquiry to the right producer. We review the full path with your team to understand where attention becomes a useful conversation.
The connection in practice
- 01Relevant ad
- 02Useful landing page
- 03Inquiry with context
What we look for
How we review progress.
Review relevant traffic, attributable inquiries and qualified conversations where your team can provide that data. Follow submission, quote and bound-policy progress when available. Campaign results vary; use the evidence to guide the next improvement.
Which advertising channels can we use?
We can plan paid search and paid social campaigns, including Google, Meta or LinkedIn where appropriate. The choice depends on your audience, goals and account eligibility. We agree the channels before launch.
How do you decide what to test?
We start with the audience, message and next step. We agree which variations to compare, review the quality of the response and use available sales feedback to choose what to improve.
Who approves the ads?
Your team reviews insurance-specific claims and creative before publication. Campaigns also depend on the advertising platform’s review and account requirements.
Your next step