AXA Insurance
AXA Insurance launched a lead generation campaign in the UAE to boost health insurance sign-ups and reduce cost per lead (CPL). By leveraging contextual targeting, whitelisting premium health and news websites, and retargeting high-performing audiences, the campaign achieved impressive results—delivering over 6 million impressions and driving CPL well below the target.
Case Study: AXA Insurance Health Campaign
Objective
AXA Insurance set out to generate quality leads for health insurance while minimizing the cost per lead (CPL).
Briefing
Period: January–February 2020
Target Audience: Men and women, 25–55 years old, interested in acquiring or switching health insurance
Key KPI: Leads > CPL
Market: UAE
Devices: Desktop & Mobile
Approach
Contextual & Thematic Targeting – Ads were placed on top health and news websites in the region, such as WebMD, Health.com, Healthline, Gulf News, Khaleej Times, The National, and BBC.
Keyword Targeting – To reach users actively searching for health-related information.
Retargeting – Focused on the best-performing audiences.
Optimization – Continuous conversion-focused adjustments to maximize lead quality and efficiency.
Results
Impressions: 6M (exceeding objective)
vCPM: $1.29
CPL: $18.01 (significantly lower than the $25 objective)
Conclusion
The campaign successfully surpassed expectations by delivering cost-effective leads and strong brand visibility. Through precise targeting and optimization, AXA Insurance not only reduced CPL but also strengthened its position in the UAE health insurance market.
Case Study: AXA Insurance Health Campaign
Objective
AXA Insurance set out to generate quality leads for health insurance while minimizing the cost per lead (CPL).
Briefing
Period: January–February 2020
Target Audience: Men and women, 25–55 years old, interested in acquiring or switching health insurance
Key KPI: Leads > CPL
Market: UAE
Devices: Desktop & Mobile
Approach
Contextual & Thematic Targeting – Ads were placed on top health and news websites in the region, such as WebMD, Health.com, Healthline, Gulf News, Khaleej Times, The National, and BBC.
Keyword Targeting – To reach users actively searching for health-related information.
Retargeting – Focused on the best-performing audiences.
Optimization – Continuous conversion-focused adjustments to maximize lead quality and efficiency.
Results
Impressions: 6M (exceeding objective)
vCPM: $1.29
CPL: $18.01 (significantly lower than the $25 objective)
Conclusion
The campaign successfully surpassed expectations by delivering cost-effective leads and strong brand visibility. Through precise targeting and optimization, AXA Insurance not only reduced CPL but also strengthened its position in the UAE health insurance market.
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