The context
In the complex world of professional insurance, Toasta has positioned itself as an innovative broker, specifically dedicated to auto-entrepreneurs and freelancers. This clientele, although numerous, presents a major challenge in terms of acquisition: often in a hurry, cautious about its expenses and not inclined to engage in complex administrative procedures.
The site, launched in March 2023 and designed by Sales Odyssey, was a promising first step with excellent technical performance. This site, rich in information and perfectly optimized for natural referencing, met the needs of exhaustive and educational navigation.
However, despite a strong value proposition — affordable and flexible insurance — one thing was clear: the conversion of visitors into customers could be further optimized, especially for advertising traffic, which has different expectations from organic traffic.
To fully exploit the major advantage of Toasta — insurance offers that are accessible and adaptable to the specific needs of the freelancers — a acquisition strategy complementary and targeted was becoming necessary in this highly competitive market.
Issues
Despite a successful site, freelancers, by nature wary of insurance services, frequently abandoned the subscription process before it was finalized.
The main site, while optimized for SEO with rich and detailed content, required a different approach to ad traffic. Users arriving through Google Ads have different expectations of speed and efficiency, requiring more direct paths to maximize the return on advertising investment.
In a sector where historical leaders dominate natural search results, Toasta was struggling to capture the attention of entrepreneurs at the precise moment of their active search for an insurance solution specific to their needs.
Our mission
Transform Toasta's unique offer into a powerful acquisition machine through a targeted Ads strategy and optimized conversion paths.
Solutions provided
Our intervention was built around an in-depth analysis of the insurance needs specific to freelancers. In close collaboration with Toasta, we identified the key moments when these professionals are actively looking for coverage, as well as the specific obstacles that prevent them from completing their subscription.
Since June 2024, we have deployed a Google Ads campaign architecture structured around three distinct themes : professional civil liability, legal protection, and business creation. For each of these themes, we created a specific campaign with its own ad groups, keywords and advertising messages. This triple segmentation made it possible to precisely address the different needs of freelancers, whether they were in the start-up phase or already established, thus increasing the perceived relevance of Toasta offers from the first click.
For each of the three thematic campaigns, we designed specific and dedicated landing pages, optimized to maximize conversions. Contrary to the standard course of the Toasta site, these pages have been specifically designed to be direct and effective: a clear presentation of the insurance offer, highlighting the key advantages for the freelancer, and a simplified contact form. This “one campaign, one landing page, one short journey” approach made it possible to considerably reduce the abandonment rate and to immediately capitalize on the intention to buy without risking losing the prospect in a too complex journey.
In addition to the main campaigns focused on direct subscription, we have set up ad hoc campaigns focused on high added value content (guides, checklists, calculators) available for download. This strategy made it possible to capture the attention of freelancers still in the thinking phase, gradually building a pipeline of qualified prospects that can be converted later.
3 Strategic key points
to precisely meet the different needs of freelancers
with short and optimized conversion paths to transform initial interest into immediate contact
by combining direct conversion campaigns and lead generation through value-added content
