The challenge of maturity and automation
Context
As the undisputed leader in insurance comparison in France, Assurland.com has been helping individuals compare market offers (car, motorbike, home, health, etc.) for over 20 years, enabling them to save money.
In 2025, after several years of fruitful collaboration, the Google Ads account reached a turning point. Whilst performance remained stable, it had plateaued. The gradual automation of campaigns (widespread adoption of Smart Bidding, dominance of Performance Max) had ultimately levelled out the results. We observed a slowdown in conversion rates and a growing difficulty in driving incremental growth without worsening the CPA. The challenge was not to fix the account, but to reach a new milestone: how to scale volumes on an already highly optimised account, in a context where Google’s algorithm tends to standardise performance ?
Objectives
Balancing Hyper-Growth and Profitability
Assurland’s stated ambition was clear: to break through the current glass ceiling.
- Priority No. 1: Significantly increase the volume of leads (quotes) to feed the partners.
- Constraint: It is essential to maintain a real ROI > 1. Growth must not come at a loss: every lead generated must continue to contribute to the margin.
Achievements
- Granular Restructuring: We have reintroduced human control into the structure. No more mixing of strategies: we have isolated exact-match keywords to maximise our share of voice on high-intent terms, whilst ensuring control over broad-match keywords via dedicated ad groups.
- Shift from PMAX to Demand Gen: Analysis revealed that Performance Max was ‘cannibalising’ part of the existing Search traffic. We switched to Demand Gen, a more suitable approach for reaching an incremental, visually-driven audience without interfering with historical search campaigns.
- Brand Rationalisation: Shifted the bidding strategy for brand traffic. The objective: to reduce the artificially high CPC and reinvest these savings into new customer acquisition, whilst maintaining optimal defence on brand keywords.