La Turquoise

+ 0 %

calls from paid search traffic this year compared to the previous year
+ 0 %

engagement rate since the implementation of a content strategy and the monthly management of social media

Natural search engine optimization (SEO)
Paid search (SEM)
Social media advertising

Client

La Turquoise is one of the largest insurance firms affiliated with Intact Insurance. With over 60 years of experience, the company offers a full range of insurance products to meet the diverse needs of its clientele.

Mandat

Deploy an SEO strategy to increase the number of submissions for business insurance.

Design a content strategy to support marketing initiatives, strengthen brand awareness, and enhance the employer brand, while highlighting the company’s core values: transparency, authenticity, and community spirit.

Natural search engine optimization (SEO)
Paid search (SEM)
Social media advertising

Our
approach

1.

Restructure paid search campaigns to improve their effectiveness and relevance to the company’s objectives.
2.

Improve call tracking to better analyze their impact on the overall performance of advertising campaigns.
3.

Implement sales tracking on advertising platforms to gain a clear view of the profitability of marketing investments.
4.

Create original and inspiring videos to highlight the company culture.
5.

Develop a content strategy aligned with the brand’s values to strengthen its authenticity and appeal.

Our objectives

1.
Generate new customers
2.
Increase the number of calls from paid search traffic
3.
Reduce the cost per submission
4.
Strengthen brand engagement and increase brand awareness

For this project, we conducted a thorough audit of the Google Ads campaigns to restructure them according to best practices in paid search.

The goal was to optimize the performance of these paid campaigns while ensuring more efficient resource management. We then enhanced call tracking by implementing Google’s dedicated functionality. Conversions were only attributed to calls of sufficient length to generate qualified leads, thus increasing the chances of converting them into sales.

We also created a series of videos as part of an HR marketing recruitment campaign. These videos aim to attract and engage talent by showcasing the company’s values and culture.

On a daily basis, we also manage social media with a strategy designed not only to enhance the employer brand but also to attract new clients and increase brand visibility. The content highlights the company’s involvement in its community through events that embody its values.

To refine our tracking further, we integrated actual sales data by importing transactions made from the leads. Thanks to improved data flow, we were able to optimize the campaigns much more effectively.

This provided better context to adjust our bidding strategies, based on machine learning, allowing us to fine-tune performance and maximize results.