Insurance / Linear TV + Search
Improving paid media economics for an insurance company
An insurer wanted more quote submissions while its linear TV plan was paying above-market rates.
TV rate↓ 12–15%
CPA↓ 52%
Phone calls↑ 85%
Form submissions↑ 21%
The constraint
High station rates reduced frequency and limited the campaign’s ability to create the necessary response.
What Surge changed
- Scheduled ads around the most responsive dayparts.
- Reassessed conversion attribution and benchmarked TV rates.
- Used in-house media tools to optimise the plan.
- Built a stronger Google Ads layer and reinstalled conversion tracking.