148% more leads, 54% lower cost per lead
Over a 3-month window, Oneplan Gap Cover saw a 148% increase in leads while cost per lead dropped 54%.
The challenge
Oneplan Gap Cover sits inside the Oneplan insurance group alongside Oneplan Pet and Oneplan Health. It runs on a tighter monthly Google Ads budget than its sister products and competes in a crowded South African gap cover market. During the baseline period the account was generating 980 leads at R125 per lead.
What we did
We rebuilt the Google Ads structure around tighter ad groups and stripped wasted spend with deep search term mining and negative keyword work. We fixed the conversion tracking with Conversion Rate Pros so call, form and WhatsApp leads were all reporting cleanly. From there we tuned bids, refined ad copy and tightened audience and geo settings each week through our Marketing Pulse cadence.
The results
In the following 3 months, leads increased from 980 to 2,432 — a 148% improvement. Cost per lead dropped from R125 to R58 — a 54% reduction.
