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CASE STUDY

DotSure

How we restructured a complex $100,000+/month ad account and integrated HubSpot CRM data to increase YoY lead volume by 50% while slashing CPL by 35%.

Industry

Insurance

Services

Google Ads Management, Facebook Ads Consultation

Ad Spend

$100,000+/month

Increase in Leads YoY

+50%

Reduction in CPL

-35%

Conversion Rate

22%

The

Challenge

DotSure, a leading player in the insurance industry, faced two critical challenges that hindered their growth. Intense competition across all product lines (auto, home, pet insurance) made it difficult to capture a larger market share. And an inefficient account structure - a disorganized setup with no clear performance insights - restricted their ability to scale, despite a monthly ad spend of $100,000+.

These challenges limited DotSure’s ability to maximize lead volume, optimize costs, and scale their operations efficiently. They needed clarity, precision, and a strategy tied to real business outcomes.

Strategy and

Execution

Market Lead implemented a data-driven strategy to restructure DotSure’s account, ensuring clear performance insights and scalable growth.

Account Rebuild & Advanced Segmentation

Restructured the account by line of business (auto, home, pet) and keyword intent (high-intent vs. low-intent). Hypersegmented campaigns enabled precise budget allocation and clear performance visibility.

HubSpot Integration

Integrated HubSpot to feed quote and sales data back into Google Ads, enabling optimizations based on real business outcomes. Performance Max campaigns were driven by actual conversion value data.

Custom Budget Allocation Algorithm

Built a custom algorithm that dynamically distributed budget toward the highest-performing segments, ensuring maximum ROI across all product lines and keyword groups.

Real-Time Custom Reporting

Developed custom reporting dashboards providing real-time visibility into campaign performance, enabling rapid adjustments across seasons and product lines.

Results

METRIC

BEFORE

AFTER

CHANGE

Lead Volume

Baseline

+50% YoY

+50%

Cost Per Lead

Baseline

-35%

–35%

Conversion Rate

15%

22%

+47%

Key

Takeaways

Advanced segmentation by line of business and keyword intent provided clarity and precision for optimization across a complex insurance portfolio.

HubSpot data integration ensured optimizations were tied directly to real business outcomes - quotes and sales - not just lead volume.

A custom budget allocation algorithm dynamically distributed spend toward the highest-performing segments.

Real-time custom reporting enabled rapid campaign adjustments across seasons and product lines.

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Case study prepared by Market Lead · 2026