Overview

Aviva India is a leading life insurance provider in India, offering a wide range of term insurance and long-term savings solutions. The brand focuses on helping individuals secure financial protection and build long-term financial stability through structured insurance products. This engagement focused on strengthening the quality and efficiency of paid lead acquisition for Aviva India’s core insurance offerings.

Objectives

Aviva India’s campaigns for term insurance and savings products were generating leads, but many required further qualification at the sales stage. The objective was to drive stronger lead quality, lower cost per lead, and create a predictable acquisition model, with PPC services structured around real conversion signals.

Key strategies implemented

• Life-stage and intent-based audience restructuring
  Audience targeting was refined to move away from generic financial interests. Campaigns were aligned around life-stage indicators, income relevance, and insurance consideration signals. This helped reduce exposure to exploratory users and improved intent at the top of the funnel.
• Product-specific messaging clarity
  Creatives and copy were reworked to clearly separate term insurance intent from savings-led intent. Messaging focused on protection needs, long-term planning context, and eligibility cues, allowing users to self-select before entering the lead flow.
• Lead form and funnel optimisation
  Lead capture flows were optimised to discourage casual submissions. Copy hierarchy, question framing, and flow structure were adjusted to prioritise users with genuine purchase consideration, improving lead quality without sharply impacting volume.
• Ongoing optimisation focused on efficiency, not just scale
  Performance was reviewed regularly across CPL trends and lead quality feedback. Budgets, creatives, and audience segments were continuously refined to sustain efficiency gains while supporting consistent lead delivery.

Results

(FY’25 Q2 – Q3)