📋 Project Overview
A commercial and corporate insurance brokerage was burning over $35,000/month on Google Ads with average cost-per-click exceeding $85 for cyber liability, commercial property, and directors & officers keywords.
Starting position
Expensive paid search dependency, lack of comprehensive policy explanation hubs, and poor landing page Quality Scores inflating Google Ads costs.
🎯 Goal
Build topical authority in commercial risk management to capture organic policy quotes and improve Google Ads landing page relevance to slash CPCs.
🔧 Solutions
Phase 1 — Commercial Policy Silos & Insurance Schema (Month 1–3): Engineered 30+ comprehensive policy guides (Cyber, D&O, General Liability) with InsuranceAgency schema.
Phase 2 — Quality Score & Speed Optimization (Month 2–4): Re-architected quote funnel pages, raising Google Ads Quality Scores from 5/10 to 9/10 and cutting CPCs by 42%.
Phase 3 — Risk Management Calculator Tools (Month 3–6): Built interactive business liability estimators and coverage requirement calculators.
Phase 4 — B2B Authority Link Building (Month 4–8): Acquired 58 editorial links from corporate risk journals, compliance portals, and financial news publications.
📈 Results
In 8 months, commercial quote requests rose 320% (134 quotes/mo), Google Ads CPC was slashed by 42%, and written policy premiums reached $6.8M from organic search.
Google Search Console — Organic Clicks (12 months)Campaign period
Total Clicks
Impressions (scaled)
Policy hubs live
Quality Scores hit 9/10
39,600/mo peak
Keyword ranking improvements
Final results summary
Monthly Commercial Quotes+320%32 to 134 leads↑ 320%
Google Ads CPC−42%$85 to $49/click↓ 42% cost
Monthly Organic Traffic39,600from 9,400↑ 321%
Written Policy Value$6.8Mfrom search leadsNew revenue
Quality Score Average9.2/10up from 5.4/10Top score
Top 3 Commercial Keywords54from 5 keywords↑ Top 3
"Top3Results delivered a double win: they tripled our organic inbound policy requests and cut our Google Ads CPC in half through smarter landing page architecture."