428% more leads, 67% lower cost per lead
Over a 3-month window, Oneplan Pet Insurance saw a 428% increase in leads while cost per lead dropped 67%.
The challenge
Oneplan Pet Insurance is part of the Oneplan group, a South African insurer based in Sandton. We took over their Google Ads after their previous agency. During the baseline period, they were generating 4,204 leads at R175 per lead, with budget split across Pet, Health and Gap Cover.
What we did
We restructured the account around lead topics so every keyword theme had its own landing page and ad copy. We added Performance Max with refreshed banners, ran demand gen campaigns targeting pet lovers, and layered in remarketing across the Google Display Network. We also worked closely with Nicole's team on ad copy testing, image extensions and a Shopping campaign for the Onepet Store. Daily check-ins, weekly reviews and tight negative keyword work kept wasted spend down.
The results
In the following 3 months, leads surged from 4,204 to 22,208 — a 428% increase. Cost per lead dropped from R175 to R57 — a 67% reduction.
