Background

Tata AIG, a joint venture between the Tata Group and American International Group (AIG), is a leading insurance provider in India. The company offers a wide range of products, including motor, health, travel, and home insurance, by combining global expertise with a deep understanding of the local market. Seeking to optimize its digital presence, Tata AIG engaged SherlockAI to improve the performance of its Meta advertising campaigns for car insurance.

Challenge

The initial phase of the campaign faced significant performance hurdles, with landing page visit rates stagnating at just 1%. Despite various optimizations, the campaign suffered from extremely low backend visits and high drop-off rates, resulting in poor lead quality. The primary financial challenge was an exceptionally high Cost Per Unique Quote (CPUQ), which averaged approximately $59, far exceeding the target threshold of $2.7.

Approach

SherlockAI shifted the strategy by shutting down underperforming custom audience segments and implementing lookalike audiences derived from SherlockAI’s proprietary insights. The revised plan focused on high-intent cohorts such as individuals visiting car dealerships and driving schools. 70% of the daily budget was strategically reallocated to a lead-generation focused objective to maximize ROI.

Solution

The pivot to AI-driven audience segmentation resulted in a dramatic turnaround, reducing the Cost Per Unique Quote by 95% to $2.8. Adobe backend visits surged by 1,935%, while the visit rate improved from 1% to 46%. Unique quotes increased by 3,200% as the conversion rate from visit to quote rose from 11% to 18%. This adaptive approach enabled Tata AIG to overcome its initial distribution challenges and establish a highly efficient, scalable model for digital customer acquisition.