Case Study: Leading US Insurer achieves 14% lift in conversions with OptiMine

Agile Marketing Measurement & Optimization Drives Increase in Conversions 14% lift in conversions with OptiMine’s agile approach

MediaVest, working for the leading US insurer in the supplemental health plan market, needed to boost paid-search lead generation while maintaining cost efficiency and understanding how upper-funnel activity influenced lower-funnel conversions. To address this, MediaVest engaged OptiMine and its agile marketing measurement (OptiMine Insight) to analyze cross-channel and cross-search effects on conversion behavior.

OptiMine measured impressions and conversions at the keyword/ad level to quantify the value of upper-funnel keywords and show how they drove lower-funnel performance, enabling MediaVest to reallocate spend and refine upper-funnel content. Using OptiMine’s insights, the campaign delivered a 14.05% increase in conversions for a 4.91% incremental investment and reduced cost per lead by 8.01%.