Project overview
Coverfox sells car, bike and health insurance online. The engagement, running since May 2026, covers acquisition across these insurance lines with a Meta-first performance strategy.
The work sits at the intersection of paid media and marketing technology: campaigns on one side, and the tracking, CRM and automation plumbing that makes their results measurable on the other.
The challenge
Insurance is not an impulse purchase. A lead is only the beginning of the journey — the business outcome that matters is a completed policy. Optimising campaigns for lead volume alone produces cheap leads that never convert downstream.
The second challenge is measurement. Browser-only tracking under-reports conversions, and without a clean connection between ad platforms and the CRM, there is no reliable way to know which campaigns produce policyholders rather than form-fills.
Strategic approach
Align acquisition with downstream policy quality: campaign signals, Conversions API and CRM measurement are connected so optimisation can look beyond the initial lead.
Retarget website visitors who have not completed a purchase, while segmenting existing purchasers and applying audience exclusions so budget is not spent on people who already bought.
Use WhatsApp campaigns and lead-generation funnels to keep the conversation moving between first click and completed policy.
Role and responsibilities
- Meta Ads strategy, acquisition and campaign optimisation.
- Retargeting of non-purchasing visitors; purchaser segmentation and audience exclusions.
- Meta Pixel and Conversions API implementation and troubleshooting, CRM integration and event tracking.
- WhatsApp campaigns, lead-generation funnels, creative strategy and AI-enabled marketing automation.
Results and business impact
Performance figures for this ongoing engagement are not published. The case study presents the scope and approach rather than unverified numbers.
Key learnings
- In insurance, the funnel does not end at the lead — measurement has to reach the policy.
- Server-side tracking and CRM integration are not optional extras; they are what make optimisation decisions trustworthy.
- Audience hygiene — exclusions and purchaser segmentation — is one of the cheapest efficiency gains available.