Red C Transforms So-Sure's PPC Campaign Performance

Brief

After winning a competitive four-way pitch, Red C was appointed to revitalise the underperforming pay-per-click campaigns for So-Sure, a leading provider of home contents and mobile phone insurance. Despite being managed previously by a prominent award-winning London agency, the campaigns were failing to deliver expected results. High acquisition costs, low conversion rates, and ineffective targeting were limiting the potential of So-Sure’s PPC activity, leaving significant revenue opportunities untapped.

So-Sure required a fresh, strategic approach from an experienced PPC agency that could diagnose the underperformance, optimise campaigns, and deliver measurable improvements. The challenge was not just to reduce costs but to demonstrate the true potential of pay-per-click as a reliable driver of leads and business growth.

Red C approached the project with a high-touch, data-driven methodology. Our team specialises in PPC campaign management, combining technical expertise, strategic insight, and ongoing optimisation to ensure campaigns are cost-efficient and conversion-focused. From the outset, we assessed every aspect of So-Sure’s campaigns, including keyword selection, audience targeting, bidding strategies, and ad copy. The goal was to transform the pay-per-click campaigns into a scalable, high-performing marketing channel that would deliver tangible results and support long-term growth.

Winning this pitch presented an opportunity to demonstrate how personalised, analytical PPC strategy and planning could unlock value for a client whose previous campaigns had underperformed despite considerable investment. The Red C team was determined to exceed expectations and re-establish So-Sure’s confidence in pay-per-click as a channel.

Approach

Red C was tasked with managing two of So-Sure’s key insurance products: home contents insurance and mobile phone insurance. These were critical revenue drivers for the business, but under previous management, both were experiencing inflated acquisition costs and disappointing conversion rates.

The first step was a comprehensive audit of the existing campaigns. Our PPC specialists identified several inefficiencies limiting performance. These included gaps in audience targeting, misallocation of budget across underperforming ad groups, ineffective ad copy that failed to engage users, and underutilisation of advanced bidding strategies. By mapping every aspect of the campaigns, we created a clear roadmap for improvement.

Once the audit was complete, we implemented a data-driven optimisation approach that combined campaign restructuring, audience refinement, creative improvements, and rigorous reporting.

Campaign Restructuring
We reorganised campaigns and ad groups to align more closely with user intent. By grouping keywords logically and separating high-performing segments, we improved Quality Scores, which positively impacted both cost per click and ad visibility.

Audience Targeting
Our team refined targeting by analysing historical performance data and identifying high-value audiences. Adjustments included location targeting, device segmentation, and demographic parameters to ensure ads reached users most likely to convert.

Ad Copy Optimisation
We rewrote ad copy for both insurance products, focusing on clear messaging, compelling calls to action, and differentiation from competitors. Multiple variations were tested to identify messaging that resonated most with prospective customers.

Bid Strategy and Budget Allocation
Using a combination of automated and manual bidding strategies, we ensured that budgets were efficiently allocated across campaigns and keywords. Underperforming segments were paused or optimised, while high-converting areas received appropriate investment to maximise ROI.

Continuous Monitoring and PPC Campaign Reporting
Effective PPC campaign management requires ongoing attention. We implemented real-time monitoring and A/B testing for ads, landing pages, and extensions. Detailed PPC campaign reporting allowed the So-Sure team to track performance, understand improvements, and make data-backed decisions quickly. This iterative approach ensured continuous optimisation and long-term success.

Throughout the process, our focus was on achieving immediate wins while establishing a framework for sustained growth. Technical optimisation was combined with strategic insights to address inefficiencies and unlock new opportunities for lead generation. Transparent PPC campaign reporting and regular communication kept So-Sure fully informed of changes, performance improvements, and strategic recommendations, reinforcing trust in our client-focused approach.

Conclusion

The results of Red C’s intervention were immediate and impactful. Within the first month of management, So-Sure experienced a 36% decrease in cost per acquisition, directly improving lead generation efficiency. Conversion rates increased by 41.5%, demonstrating the effectiveness of optimised targeting, ad copy, and budget allocation.

Katharine Brown, Marketing Director of So-Sure, commented:

“Working with Red C is like night and day compared to our previous PPC agency. You have transformed our campaign performance and restored our faith in PPC. Your insights and commitment to optimising our campaigns have not only driven better results but also helped us scale our marketing efforts more effectively.”

This case study illustrates the impact of a personalised, data-driven approach to PPC campaign management. By continuously analysing every element—from keyword selection and audience segmentation to bidding strategies and ad creative—Red C achieved rapid performance improvements while creating a framework for ongoing optimisation and growth.

Red C’s work with So-Sure demonstrates that an effective PPC agency can make a measurable difference even in previously underperforming campaigns. High-quality analysis, continuous testing, and strategic insight ensure that campaigns are not only optimised in the short term but also positioned for sustained success.

The ongoing partnership ensures So-Sure can maintain high performance across all pay-per-click campaigns, scale marketing efforts efficiently, and maximise ROI from digital advertising spend. The success of these campaigns highlights the importance of working with an experienced PPC agency that integrates technical expertise, creative insight, and a client-focused approach.