Case Study: Towergate Insurance grows new market insights with Adthena

New Market Discovery for Towergate Insurance

Towergate Insurance, a UK insurance broker handling £3bn in annual premiums, works across many specialist and niche markets. The company needed a way to segment the search landscape by niche and search term group, while gathering competitive intelligence, ad copy insights, and keyword research to evaluate and enter new insurance markets. They used Adthena’s Whole Market View to support research and planning for PPC growth.

With Adthena, Towergate Insurance analyzed new niches such as photographic equipment, pets, and drones, identifying key competitors, ad volume, share of impressions, and top-performing ads. Adthena helped Towergate build campaigns for new insurance products and create more compelling ad copy and CTAs, enabling them to replicate success across multiple new markets. While no hard metrics were provided, Towergate reports that Adthena’s data has been invaluable for planning and optimizing campaigns, helping improve search performance and grow ROI.

Towergate Insurance

Keith Mowbray

Head of Digital Marketing