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AI-Powered Digital Marketing Cut an Insurance Broker's Cost per Lead by 86%

Case Study

AI-Powered Digital Marketing Cut an Insurance Broker's Cost per Lead by 86%

  • 6 min read
  • Insurance
  • Western India

How one AI digital marketing platform ran search ads, SEO, Google Business Profile and AI search together for an insurance broker, cutting cost per lead from ₹977 to ₹137 and winning its first AI Overview and Gemini answers.

Challenge

What we were up against

  • Close to ₹1,000 per Lead

    In its first full month the new Google Ads account produced 16 conversions at ₹977 per lead, too expensive for a recruitment funnel that has to run all year.

  • No Organic or AI Visibility

    No tracked keyword ranked in Google's top 10, keyword indexation sat at 7%, and the brand did not appear in Google AI Overviews or Gemini.

  • A Business Profile That Didn't Convert

    The Google Business Profile got direction requests but no calls and no website clicks, so local searchers had no easy next step.

  • A Small, Specialist Search Market

    Low search volumes across advisor-recruitment topics meant every channel had to add up. No single tactic could carry the pipeline.

Solution

How Leadmetrics helped

Leadmetrics ran every channel from one AI digital marketing platform: planning, content production, publishing, tracking and reporting. AI agents drafted the research, content briefs and reports, and Leadmetrics strategists reviewed and approved them. That combination let the team keep a monthly pace a small in-house team would struggle to match.

  1. Audit & Diagnosis

    • Baselined Google Ads cost per click, conversion rate and cost per lead
    • Audited keyword rankings on Google and Bing, plus indexation (7% at the start)
    • Tested AI Overview and Gemini answers for the questions advisor prospects ask
    • Reviewed the Business Profile's actions: direction requests only, with no calls or clicks

  2. Strategy & Planning

    • Built a six-month plan covering paid search, Google and Bing SEO, AI search and local search
    • Mapped content to People Also Ask questions about advisor certification, earnings and training
    • Set monthly targets: 5–6 SEO and AI-search blogs, about 18 directory listings, and regular Business Profile updates
    • Planned one conversion-focused Google Search campaign, tuned every month

  3. Execution

    • Delivered 255 completed deliverables: 150 backlinks and directory listings, 50 blogs, 19 Business Profile updates, 17 social posts and 18 performance reports
    • Structured answer-first content for AI Overviews and Gemini
    • Ran review requests and Business Profile updates to turn Maps views into calls and website visits
    • Refined the Search campaign each month on keywords, ad copy and conversion tracking

  4. Monitoring & Optimization

    • Tracked Google and Bing rankings every month
    • Tracked AI Overview and Gemini visibility across a list of buyer questions
    • Sent weekly, monthly and quarterly reports, including AI-generated summaries checked by a strategist
    • Captured every lead in the Leadmetrics CRM with its source attached

Results

The impact delivered

  • At a steady ₹15,000–18,000 a month, Google Ads conversions rose from 16 in January 2026 to 133 in July 2026, and cost per lead fell from ₹977 to ₹137 (₹167 in August). Conversion rate climbed from 8.2% to 27.7%. The CRM captured 705 leads between March and September 2026.
  • Monthly profile interactions grew from 49 in January 2026, all of them direction requests, to 429 in July 2026. Calls rose from 0 to 24 a month and website clicks from 0 to 47.
  • Tracked keywords in Google's top 10 went from none before the engagement to 7 in August 2026. On Bing, top-10 keywords grew from 1 to 9, peaking at 12 in April–May 2026.
  • Starting with no AI-search presence, the brand appeared in Google AI Overviews for 10 of 48 tracked questions (five in first position) and in Gemini for 15 of 61 (eight in first position) in September 2026.

Takeaways

Key lessons learned

When no single keyword has much volume, paid search, SEO, local search and AI answers together build the pipeline.

Around 25 deliverables a month were possible because AI drafted and a strategist approved. Speed without that review would put a regulated brand at risk.

AI Overview and Gemini placements followed from answer-first content on the exact questions prospects ask. Track those questions one by one, not as a single visibility score.

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