Case Study: ICICI Prudential Life Insurance achieves 2X ROI and 50% lower CPL with Taboola

ICICI Prudential Life Insurance Achieves 2X Increase in ROI with Taboola Image Ads

ICICI Prudential Life Insurance, one of India’s leading life insurers, sought to drive High Net Worth Individual (HNI) leads for a promoted Term Insurance product and hit a target 1X ROI. Already running campaigns on Facebook, Google Discovery, Amazon and GDN, the team wanted to test new channels to improve acquisition efficiency and scale HNI conversions.

They deployed Taboola Image Ads and the Taboola Pixel to reach and retarget audiences across top publisher sites, driving clicks to a “Get a Quote” landing page with a term calculator, while Taboola’s account team optimized creatives and targeting in real time. The campaign delivered a 30% month-over-month increase in leads, 2X quarter-over-quarter ROI, and a 50% reduction in CPL, with CPLs 30–40% lower than Google Discovery and 3X higher ROI than GDN; ICICI plans to expand the partnership and test additional targeting and first‑party data.

ICICI Prudential

Abhinav Barik

Campaign Head, E-Commerce