How Aira helped Hagerty UK increase traffic, clicks and revenue in a highly competitive marketplace
The Challenge
Traffic, customer and revenue growth for Hagerty in the UK
Hagerty, the world’s largest provider of specialty insurance for classic vehicles, had a stable position in the UK but wanted to grow further in the highly competitive automotive and financial market. The goal was to build on its brand recognition and expand across the classic car insurance and valuation space.
They wanted to increase traffic and customer acquisition while continually reducing CPA and maintaining a high conversion quality.
The Solution
Aira started by fully understanding Hagerty’s unique audience and objectives.
We crafted a comprehensive strategy focusing on driving targeted traffic from new leads.
Innovative paid search strategies
- Dynamic search ads (DSA): Introduced in 2019, this campaign boosted conversion volume by capturing previously missed search opportunities. DSA uses website content to create highly targeted ad text based on users’ searches. This tactic is still running across campaigns today.
- Improved account efficiency in 2024: We refined the account’s efficiency by focusing ad spend on high-converting users
- Split branded and non-branded search terms: Keywords were split into separate campaigns for better budget control and more accurate CPA assessment
- Discontinued underperforming keywords and campaigns: To improve budget control and focus resources, less valuable keywords were removed
- Improved ad effectiveness: We added more ad variants and leveraged Google’s machine learning for split testing
- Explored new keyword opportunities: Conducted thorough research, focusing on specific classic car makes and models to identify new opportunities
- Ongoing innovation: Constantly investigating new paid search strategies to increase visibility and reduce wasted ad spend, helping Hagerty stay ahead of competitors.
Andrew appreciates Aira’s forward-thinking tactics on paid media.
The Results
With Aira’s ongoing support, Hagerty has exceeded their targets, achieving substantial growth in traffic, conversions, and revenue:
- 150% increase in paid search clicks from 2020 to 2023
- 51% increase in clicks for ‘classic car insurance’ paid search ads
- 98% increase in search impression share and 91% increase in CTR from Q1 2024 to Q4 2024, directly attributed to Aira’s work improving account efficiency
- Exceeded completed quote targets by 7%, thanks to campaigns that directed traffic to a new quoting platform
- As a result of targeted optimisations, CPA has consistently reduced while improving the quality of conversions
