Categories Name : MOBILE and TABLETS
Sub-Category : Best Campaign- Use of Mobile and Mobile Monetization
Campaign Name : Make and Model Mobile Campaign
Search – Make & Model Mobile Campaign
Royal Sundaram's motor insurance search campaigns faced a fundamental challenge — generic, undifferentiated search targeting delivers weak relevance and poor conversion efficiency in a fiercely competitive category. The insight was clear: motor insurance buyers don't search broadly, they search with intent tied to a specific automobile make. Acting on this, Ethinos designed a granular, mobile-first, AI-powered search architecture built around individual automobile makes including Kia, Tata, Hyundai, Honda, Toyota, and Maruti Suzuki — transforming a broad campaign into a precision lead generation engine across 12 automobile brands.
The strategy rested on four pillars: make-based segmentation with brand-specific messaging for each ad group, Google's AI-powered bidding through Maximize Conversions, Target CPA, and AI Max for Search, a mobile-first user journey with optimized landing pages and simplified lead forms engineered for speed and conversion, and competitor intent targeting to capture high-intent users already evaluating insurance options in the market. Every element of the campaign was deliberately structured to give Google's AI the cleanest, most tightly defined inputs — because the team understood that AI amplifies good strategy, it doesn't replace it.
The results compounded significantly over 17 months. LMS-CPL dropped 62% from its peak of ₹520 in January 2025 to just ₹158 by December 2025, reflecting the sustained impact of AI bidding, make-level optimization, and continuous creative refinement. Across the full campaign run, 7,330 leads were generated at an overall conversion rate of 20.43% and a click-through rate of 10.3% — well above industry benchmarks for competitive insurance keywords. April 2026 marked the campaign's strongest month, delivering 1,159 leads at a 22.05% conversion rate and ₹198 CPL, with a 41% lead validity rate demonstrating that scale was achieved without sacrificing quality.
This campaign is a replicable blueprint for intelligent search marketing — proving that when granular human strategy meets AI-powered optimization, the result is sustained, compounding performance that raises the bar for what lead generation in financial services can look like.