Case Study: Esurance achieves 0.74% conversion rate and 5X lower CPA with Outbrain Custom Audiences

Esurance Takes its Content Strategy from Awareness to Conversion

Esurance, a digital-first insurance provider, wanted to move its content strategy beyond brand awareness and affinity to drive direct conversions, specifically online insurance quotes. Although the brand had used Outbrain to attract engaged audiences and amplify Super Bowl content, the challenge was turning that familiarity into measurable leads.

Esurance deployed Outbrain Custom Audiences to retarget blog and website visitors across Outbrain’s premium network and installed the Outbrain conversion tracking pixel to measure outcomes. The campaign produced a 0.74% conversion rate and achieved nearly 5× lower CPA compared with non-retargeting campaigns.

Esurance

Heidi Wallis

Copy & Content Manager