Case Study: National Claims Helpline achieves definitive ROI in less than two months with Ruler Analytics

National Claims Helpline Definitive ROI in Less Than Two Months

National Claims Helpline, a leading UK claims management company, faced rising marketing costs and a lack of clear attribution for enquiries that arrived both via phone and online forms. Amy Smeaton, head of business development and marketing, needed to know which keywords and channels were driving genuine conversions from Google AdWords and PPC instead of relying on guesswork, so she trialed Ruler Analytics to fill the analytics gap.

Ruler Analytics implemented visitor-level journey tracking and keyword-level attribution, revealing which search terms converted (e.g., “what to do after a car accident” / “car accident”) and which were costly but ineffective (e.g., “no win, no fee”). Using Ruler Analytics’ insights the team streamlined PPC/AdWords spend, revised website content to improve the customer journey, and achieved a definitive return on investment in less than two months while continuing to build new campaigns with Ruler Analytics.

National Claims Helpline

Amy Smeaton

Head of Business Development and Marketing