About

Services

Work

Insights

Webinars

Careers

Get in Touch

Menu

Napkyn Increases Insurance Applications Over 45% with Value-based Bidding in the New SA360

American mutual insurance company

Challenge

The client historically used Google Ads, yet wanted to test into enterprise search automation technology to scale revenue further through advanced floodlight bidding. Each of the client’s five insurance packages have differing values to the business, thus making manual optimization and single conversion value optimization techniques inefficient and misaligned with real business outcomes.

The client historically used Google Ads, yet wanted to test into enterprise search automation technology to scale revenue further through advanced floodlight bidding. Each of the client’s five insurance packages have differing values to the business, thus making manual optimization and single conversion value optimization techniques inefficient and misaligned with real business outcomes.

Solution

Variance in conversion value is an ideal scenario for value-based bidding within SA360, which enables customization to prioritize higher value customers and more closely align bidding to true business impact.

The team moved quickly, as an early adopter of the New SA360, to apply custom conversion values to all five “application complete” floodlights in preparation for value-based bid strategies. The custom values fed the algorithm for four weeks prior to tROAS bid strategy activation within the client’s non-brand campaigns.

Variance in conversion value is an ideal scenario for value-based bidding within SA360, which enables customization to prioritize higher value customers and more closely align bidding to true business impact.

The team moved quickly, as an early adopter of the New SA360, to apply custom conversion values to all five “application complete” floodlights in preparation for value-based bid strategies. The custom values fed the algorithm for four weeks prior to tROAS bid strategy activation within the client’s non-brand campaigns.

Results

  • After just one month of testing VBB in non-brand campaigns, results are strong and aligned with real business outcomes:

  • >45% increase in “application completes”

  • >30% higher predicted revenue

  • >18% “application complete” conversion rate 

  • With confidence in SA360 high, the teams are now planning to adopt additional enterprise features to promote further growth.

  • After just one month of testing VBB in non-brand campaigns, results are strong and aligned with real business outcomes:

  • >45% increase in “application completes”

  • >30% higher predicted revenue

  • >18% “application complete” conversion rate 

  • With confidence in SA360 high, the teams are now planning to adopt additional enterprise features to promote further growth.

Back to Case Studies

Latest Insights and Education

Latest Insights and Education

How to Use BigQuery to Get Powerful Marketing Insights from Google Marketing Products and First-Party Data

Shreya Banker

Data Scientist

Jul 2, 2025

Read More

Advanced GA4 Funnel Reports: Setup, Analysis & Optimization Guide
Advanced GA4 Funnel Reports: Setup, Analysis & Optimization Guide

Advanced GA4 Funnel Reports: Setup, Analysis & Optimization Guide

Hasan Alanam

Manager, Data Solutions

Jun 25, 2025

Read More

Unify Web and App GA4 Data in BigQuery
Unify Web and App GA4 Data in BigQuery

How to Unify Web and App GA4 Data in BigQuery for Reliable Cross-Platform Analytics

Shreya Banker

Data Scientist

Jun 18, 2025

Read More

More Insights

Sign Up For Our Newsletter

Sign Up For Our Newsletter

Napkyn Inc.
204-78 George Street, Ottawa, Ontario, K1N 5W1, Canada

Napkyn US
6 East 32nd Street, 9th Floor, New York, NY 10016, USA

212-247-0800 | info@napkyn.com  

About

Services

Our Work

Insights

Webinars

Careers

Contact Us

LinkedIn

Kepler

Kyu

Napkyn © 2024

Privacy Policy

Cookie Policy