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Building visibility in the online space within a highly-competitive marketplace.

The insurance Octopus

The Insurance Octopus

The Insurance Octopus is an award-winning, independent commercial insurance broker, specialising in business insurance, tradesman insurance and restaurant insurance, among other key policies. By partnering with some of the most reputable insurers out there, they compare quotes with the aim of tailoring customer policies to meet their exact needs.

The Brief

Building visibility in the online space within a highly-competitive marketplace.

We were tasked with building the brand, boosting organic rankings and showcasing their expertise within the insurance industry. With an initial focus on restaurant insurance and plant & machinery insurance, areas to follow included commercial combined insurance, business insurance and shop & retailer insurance.

Our Approach

A multi-channel approach, integrating link-building activities with optimised content and carefully-crafted PPC campaigns.

For the PPC campaign, we rebuilt the structure, adding new targeting to ascertain higher value leads such as hotel, pub and bar insurance. We also revamped the bidding strategy to reduce CPL and improve ROI. By adding new Google features and well-worded ad copy, we aimed to increase engagement and visibility, while steadily upscaling budget to meet these needs.

To aid ranking positions for key terms and phrases related to restaurant insurance and plant & machinery insurance, we created long-form content around them. In depth competitor and keyword research was conducted to drive our strategy, which led to the formation of content that was well-written, optimised and highlighted the company’s expertise and level of care. Optimisation tactics included metadata, schema, image optimisation and heading optimisation.

Increase in average insurance premium

Performance That Exceeded All Expectations

  • Increased leads by 93.3% on a monthly basis utilising the same spend

  • Increased click to lead rates from 20% to 35%

  • Reduced cost per lead by 20.6%


increase in new users

Driving new business to the website, with related keywords seeing page 1 positions across the board.


increase in quote request

Converting content into quotes, encouraging leads and conversions for varying policies.


increase in CTR

Customers ready to click, motivated by meta descriptions and titles that showcase The Insurance Octopus’ offering.

  • Dan Walmsley

    The Insurance Octopus

    Embryo are a joy to work with. They understand what we want to achieve, their service is excellent and they are constantly analysing metrics to ensure that our campaigns overachieve.

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