Case Study: Proving the case for paid social


Professional insurance with a personal touch 

PolicyBee logo

Success Story

Key Stat

Brand awareness ads reached over 1.2M users in two months, with an estimated ad recall rate of 10%

Key Stat

Between £22k and £25K in website purchases attributed to conversion campaigns

Key Stat

ROAS (return on ad spend): 15


Small business insurance broker PolicyBee had a well-established SEO strategy in place but felt there may be potential to reach their target audiences through paid social media



To establish whether paid social should be a part of the organisation’s marketing mix



Red Gem tested lead generation against traffic campaigns targeting one niche sub-sector of the client’s audience. As the marketing team gained a clearer understanding of how the ads worked, and how their audience responded to them, we ran further tests with a selection of niche segments

We were able to gain insights, not only on the type of content that the target audience would engage with but also how the client could best implement data tracking across their website, CRM Google Analytics in order to get a comprehensive and accurate view of campaign performance



The paid social activity proved successful in generating meaningful traffic to PolicyBee’s website. We have since gone on to design and execute traffic and lead generation campaigns targeting broad and niche sectors, each of which displays different interests and behaviours. 

We have also implemented long-term brand awareness activity to improve the impact of seasonal traffic campaigns with users who are only likely to purchase insurance once per year

PolicyBee ad targeting cosmetics professionals
PolicyBee ad targeting photographers
PolicyBee ad targeting online retailers

Products Used


Facebook Ads Management


Facebook Ad Strategy


Emel has been a breath of fresh air. We’ve worked together on a handful of campaigns now and she always takes the time to understand your objectives, works with you to create a campaign which is unique to us, and within our resources and budgets. No two campaigns have been the same and her knowledge of social adverts has been invaluable to get the most out of it. Look forward to working together on many more campaigns to come. 


Zoe Darrah