Leads Generation via ChatGPT Ads
Bank / Insurance
Omnichannel Media Consulting & Activation
Generating car insurance quote requests
As a leading Swiss comparison platform, bonus.ch enables consumers to compare insurance policies (health, auto, home, life), financial products, telecoms, and consumer goods.
To strengthen its customer acquisition strategy, bonus.ch sought to tap into new qualified lead generation opportunities to complement its traditional marketing mix.
Objective: Test an innovative approach via ChatGPT Ads to engage prospects differently, right when they are actively searching for information.
Challenge: Drive car insurance quote requests across French- and German-speaking Switzerland during a 3-week campaign.
Solutions
Targeting key search intents using hints structured around 4 core themes:
- Insurance comparisons
- Cancellation & practical info
- Coverage options
- Budget optimization
This hint-based approach enables timing intervention perfectly within the customer journey using relevant responses, maximizing engagement opportunities.
Testing 2 bidding strategies:
Click Optimization:
- Higher click volume (369 vs. 237)
- Higher CTR and lower CPC
Conversion Optimization:
- Lower click volume, higher conversion rate
- More leads generated at a better CPO
results
Over 3 weeks, the campaign generated 134,000 impressions, multiplied conversions sixfold, and cut CPO by 86%.
CPO reduction in 3 weeks
conversion increase in 3 weeks
