Bid for policies sold, not quotes given.
Insurance has some of the most expensive clicks in paid search and one of the widest gaps between a conversion and a sale. Shoppers collect quotes from several insurers and buy one policy. Iris prices every campaign on the policies it brings, product by product.
What gets in the way
The quote is the conversion, and it is the wrong one
Purchases are too few to feed the bidding, so most accounts optimize to quotes. The platforms then find people who like collecting prices. Quote volume rises and quote-to-buy falls.
Buyers are in the market for a few weeks a year
Most cover renews annually. A driver three weeks from renewal and one eight months away fill in the same form, and only one of them can buy. Add customers returning for claims, documents and mid-term changes, and most paid visits were never a sale.
Every line has its own economics
Motor, home, pet and travel differ in premium, in how long a customer stays and in what you can afford to pay to win one. A campaign can also fill the funnel with risks your underwriters price themselves out of. One account-wide target hides all of it.
What Iris does about it
Campaigns priced on policies, not quotes
Every campaign gets an expected cost per policy bought. Where policies are still few, high intent visits fill the gap, valued at the rate your account turns them into sales. A campaign that brings quotes and no policies shows as expensive, whatever the reason.
A better signal than the quote form
The model is trained on visitors who went on to buy from you. Iris Signal sends Google and Meta those high intent visits as a conversion to bid on. It keeps claims and policy-servicing traffic out of what they learn from.
A price limit for every product
Set the most you will pay per product, such as 1 500 kr per car policy. Each campaign is compared with similar campaigns, not with the whole account, so pet is never judged against motor.
A decision you might see
The budget runs out while buyers are still arriving. This is the campaign to grow, even if its quote count looks modest beside motor.
Instructions we might write with you
- About the businessA home policy is worth three times a travel policy to us. Customers stay longest on pet.
- GoalPet insurance is our growth line this year.
- Season and timingSingle-trip travel cover peaks before the summer and school holidays. Expect a higher cost per order outside those weeks.
- Campaign noteBrand Search is mostly customers looking for their documents. Keep it running, but never raise it on order count alone.
See Iris on your own numbers.
Book a meeting. We show you Iris on a demo account. Then we measure your potential and prove the value in your own accounts, before you commit.
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