How We Helped Choosewell Increase Their Sales by 390% YOY

Marketing Objectives

  • To Get Calls From Text Ads & Website

    Get Calls from Text Ads & Website

    Receive calls from Google’s call extensions & through the website with a duration of more than 10 seconds

  • To Compare Health Insurance Form Submits

    Compare Health Insurance Form Submits

    ‘Online Compare Form’ submissions.

  • To Request a Call Back Form Submits

    Request a Call Back Form Submits

    Submits 'Request A Callback' form on the website.


From March 2016 to Apr 2017

Calls Received
  • 192

    Calls from Text Ads

  • 97

    Calls from Website

  • 30

    Calls from Landing Pages

  • 439

    Callback request from Website and Landing Pages

  • 758

    Total Calls Received

Enquiries / Leads received

Enquiries and leads from Website and Landing Pages


Uplers Approach


Initially, we started the campaigns using AdWords best practices by integrating generic & brand search with display and remarketing campaigns. To this, we started receiving conversions but the CPL (Cost Per Lead) was difficult to control as the competition for generic paid keywords in the finance industry was high.


After that, we decided to target their competitors while having a close eye on Google’s Trademark policy and advertising guidelines. This strategy worked well in terms of generating conversions with a low CPL.

'End of financial year' campaigns also performed well in terms of CPL, along with increasing brand awareness.

We incorporated a ‘Funds’ campaigns with the increased budget, which caused the number of conversions to increase drastically.

We also started targeting hospital & dentist related keywords, however, this did not perform well in terms of CPL. Although, it did help with the brand reach and awareness.


Performed optimisation activities and a/b testing in the account regularly to decrease the CPC (Cost Per Click) and increase the CTR (Click Through Rate) and conversions. Also incorporated new offer ads to generate more leads.

Chris Giovine
Chris Giovine

Digital Marketing Manager
Choosewell Health Insurance

Uplers organised approach to planning and execution has allowed us to compete online with some of Australia's largest and well-known brands. Our lead volume has increased by 572% and sales have increased by more than 390% over the same period year on year. I'm extremely satisfied with the outcomes and milestones produced so far.