How American Integrity Insurance Cut Cost Per Lead by 60%
American Integrity Insurance was already investing in Google Ads to reach Florida homeowners actively searching for insurance.
The opportunity was to make that investment work significantly harder.
Click Laboratory rebuilt the search-to-lead experience around better targeting, dedicated landing pages, accurate conversion tracking, and smarter allocation of advertising budget.
Within two months, performance in the strongest markets improved dramatically:
Lower Cost Per Lead
$204 → $81
Higher Conversion Rate
13% → 30%
Higher Click-Through Rate
1.2% → 2.1%
The biggest improvement wasn’t simply getting more clicks.
The Opportunity: Capture High-Intent Demand More Efficiently
Homeowners searching Google for insurance are already telling you something important:
They are looking for what you sell.
That’s what makes paid search such a valuable acquisition channel.
But buying high-intent traffic doesn’t automatically make a campaign efficient.
American Integrity wanted to improve that entire process.
Build the Measurement Before Optimizing the Marketing
One of the first priorities was making sure campaign performance could be measured clearly.
Click Laboratory created dedicated landing pages with tracking for both:
That gave American Integrity much better visibility into what happened after someone clicked an ad.
Instead of optimizing primarily around clicks and traffic, the campaigns could be evaluated around the metric that mattered:
Leads.
That foundation made every decision afterward more useful.
Match the Ad to What the Customer Wants
People don’t all search for homeowners insurance in the same way.
Click Laboratory researched the different ways customers searched for coverage in Florida and identified more than 120 highly relevant search terms to target.
Those terms were organized into tightly focused groups so the advertising could more closely reflect what someone had actually searched for.
At the same time, more than 200 negative keywords were added to help prevent budget from being spent on searches unlikely to become customers.
It was more relevant traffic.
Because every irrelevant click consumes budget that could have been used to reach a better prospect.
The Landing Page Made Every Click More Valuable
Getting the right person to click was only half the job.
They still had to become a lead.
Dedicated landing pages gave campaign visitors a focused path toward either completing a form or calling American Integrity.
The effect was significant.
Conversion Rate Increased From 13% to 30%
That’s an improvement of more than 130%.
That result demonstrates why Click Laboratory looks beyond the advertising platform itself.
If you improve the quality of traffic but ignore what happens after the click, a large portion of the opportunity can still be lost.
Let Performance Decide Where the Budget Goes
American Integrity initially launched campaigns in three Florida markets:
Pensacola
Clay County
Gainesville
Rather than assuming all three markets should receive equal investment, Click Laboratory evaluated how each was performing.
The data showed stronger economics in Pensacola and Clay County.
Budget was then concentrated in those markets rather than continuing to force investment into a market that wasn’t performing as efficiently.
That’s an important part of profitable marketing.
It's to learn where the strongest opportunities are and invest accordingly.
The Result: A Much More Efficient Lead-Generation System
After two months, the performance in Pensacola and Clay County showed substantial improvements across the search-to-lead journey.
Click-Through Rate
1.2% → 2.1%
75% improvement
Average Cost Per Click
$26 → $24
Approximately 8% lower
Conversion Rate
13% → 30%
More than 130% higher
Cost Per Lead
$204 → $81
More than 60% lower
The last number matters most.
American Integrity wasn’t simply paying less for clicks.
It was paying dramatically less to generate a lead.
That’s a business outcome.
Why the Results Improved
There wasn’t one trick that reduced cost per lead by 60%.
Several parts of the system worked together.
Better targeting
Reach people whose searches more closely matched the insurance products American Integrity offered.
More relevant advertising
Align the ad experience with what the prospect was actually searching for.
Dedicated landing pages
Give visitors a focused path from interest to action.
Accurate conversion tracking
Measure both forms and calls so decisions could be based on lead generation rather than traffic alone.
Smarter budget allocation
Put more investment into the markets where campaign economics were strongest.
What This Case Study Really Demonstrates
American Integrity’s opportunity could have been approached simply as:
“Improve the Google Ads account.”
But the cost of a lead isn’t determined by Google Ads alone.
Click Laboratory looked across the entire path:
If targeting is weak, the landing page receives the wrong visitors.
If the landing page underperforms, good traffic becomes expensive.
If tracking is incomplete, it’s difficult to know what’s actually working.
And if budget isn’t moved toward the strongest opportunities, efficient campaigns can’t reach their potential.
Connecting those pieces is what helped reduce American Integrity’s cost per lead from $204 to $81.
Services Used
Your Cost Per Lead May Not Be an Advertising Problem
When lead-generation campaigns become expensive, the immediate response is often to adjust bids, keywords, or budgets.
Sometimes that’s exactly what needs to happen.
But the bigger opportunity may exist somewhere else in the journey.
Click Laboratory looks across the entire lead-generation system to find where marketing dollars are being lost and where improvements can create the greatest impact.
