Professional Services case study, 2023 to 2024

Lifted Marmalade conversions 218% with a layered YouTube ad funnel.

A UK car insurer for young drivers built a YouTube funnel that moved people from first look to quote. CPA came in 50% lower than search.

Paid Media Strategy Campaign Management

Homepage of Marmalade, a Insurance · Young Driver Specialty · UK business, shown in a browser window

WEAREMARMALADE.CO.UK

+218%

CONVERSIONS

More insurance quotes came from the layered video plan.

6.2K

NET SITE VISITS

Net site visits driven by the YouTube funnel campaigns.

1.5K

CROSS-CHANNEL ATTRIBUTED

Extra conversions that video helped drive on other channels.

Headline result · +218% conversion uplift Reporting cadence · weekly · funnel-tied

CLIENT SNAPSHOT

Profile UK insurer

Sector Car insurance · young drivers

HQ United Kingdom

Recognition Specialist young-driver insurer

Engagement YouTube paid media partner

Timeline 2023 / 2024

Platform YouTube + Google Ads

The brief

A UK car insurance company for young drivers and their parents, with Learner Driver, Black Box and Named Driver coverage.

Marmalade is a UK car insurance company built for young drivers and their parents. It offers products such as Learner Driver, Black Box and Named Driver insurance. These help new drivers cut costs and risks.

Marmalade already had partners for paid media, organic search and PR. It saw what YouTube could do and brought in Redefine Web. Our job was to design a layered paid video campaign that built awareness and drove conversions across age groups.

The problem

Two separate audiences, young drivers and parents, and an untapped YouTube channel.

Marmalade's paid campaigns focused on search and social, and YouTube sat unused.

YouTube came with hurdles. Audiences overlapped, tracking was unclear and CPA looked worse than paid search. No funnel moved people from awareness to conversion.

Attribution was also a concern.

Last-click models gave video ads too little credit. Without layered bids, campaigns could not balance awareness and performance goals.

What we did

A layered YouTube funnel for awareness, consideration and conversion, with view-through attribution.

We gave each audience and each stage its own YouTube campaign.

We built a layered YouTube ad funnel that matched what each audience wanted. Unskippable awareness ads reached parents and young graduates. Mid-funnel ads were skippable 30-second spots that won clicks. Remarketing caught people ready to buy, based on custom intent and product-specific actions.

We also changed how we measured results. View-through reporting showed what video added across channels.

RESULTS, CHARTED BEFORE AND AFTER

CONVERSIONS +218%

Before

After

6.2K NET SITE VISITS Net site visits driven by the YouTube funnel campaigns.

1.5K CROSS-CHANNEL ATTRIBUTED Extra conversions that video helped drive on other channels.

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Multi-layer YouTube funnel

Awareness, consideration and conversion stages, each with its own targeting and KPIs.

Audience-stage targeting

Parents and young drivers each got messages that fit them.

View-through attribution

Cross-channel conversion modeling that captured 1,463 attributed conversions.

Custom intent and product remarketing

Remarketing that brought back people ready to buy.

Funnel-stage bidding

Bids set by stage to balance awareness and performance.

FREE · WRITTEN IN 24 HOURS · NO PITCH

Get your free website audit.

A written report in your inbox within 24 hours, with three fixes you can ship the same week, whether or not you hire us.

WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021