Home insurance display ad campaign

Display ads are historically poor-performers when it comes to conversion.* But that isn't necessarily a problem.

When I began designing a display ad campaign promoting home insurance my first step was meeting with the marketer in charge of home insurance. We collaborated to understand what has been successful in the past and what might do well now. I also made sure I understood the bigger picture of what current ads we had running. I knew I needed to design something that connected stylistically and linguistically to the website that the ads led to. Once I knew where these ads would be in our content funnel, I was confident drafting designs. The ads might not have directly led to conversions, but they were part of a larger system of clear and connected information that helped boost our home insurance conversion rate over all.

*0.6% is the average click-through-rate in Google Ads according to data collated by Wordstream.