Which Health Insurer grew leads 2000% in 12 months, on a conversion rate that rose from 5% to over 20%.

PUSH started with the search account. Keyword research across three or four tools, including Google's own, Neil Patel and SEMrush, produced a tight but large keyword list, plus more than 1,000 negative keywords to cut irrelevant searches. Broad match and dynamic search campaigns ran on a lower budget alongside the main campaigns, as exploratory campaigns that showed how the market was moving and which new keywords to add or block. An audience of people recently researching travel outside the EU was used to keep travel enquiries out.

The second job was conversion rate. For more than a year, at least one A/B test was running on the landing pages every month, from button colours to completely different form layouts. Tests that lost were caught quickly, paused and replaced with the old version, which kept the page improving month on month.