Choosewell Achieves 390% YoY Sales Growth

Choosewell helps Australians compare health insurance policies, competing online against some of the country's largest, best-known insurance brands. It needed paid search generating qualified calls, form submissions, and callback requests at a controllable cost.

• High Cost Per Lead on generic finance keywords in a fiercely contested market.
• Competing directly against much larger, better-known insurance brands.
• Success required qualified calls and form submissions.
• Lead volume needed to grow without CPL rising in step.

• Build a paid search program that grows leads and sales year over year.
• Keep Cost Per Lead under control while scaling.
• Diversify beyond generic keywords into more efficient acquisition paths.
• Continuously test and optimize creative and targeting.

• Launched on generic and brand search plus display and remarketing to establish a baseline.
• Pivoted into competitor targeting within Google's trademark and advertising policies for lower CPL.
• Timed End of Financial Year campaigns to peak insurance buying periods.
• Scaled with a dedicated, increased-budget "Funds" campaign and tested new keyword categories.
• Ran ongoing A/B testing to cut CPC, lift CTR, and surface new offer angles.

• +390% sales year over year
• +572% lead volume year over year
• 3,491 enquiries and leads in the year