MMA réduit ses coûts de brand bidding de 90 %

Challenge

MMA, one of France’s most recognized mutual insurance groups, faced mounting inefficiencies in its branded search spend. CPCs were rising, but not all paid clicks were delivering incremental value.

The objective was clear: reduce branded search investment without compromising lead flow or competitive positioning. MMA needed a bidding system that could adapt in real time, protecting visibility only where it mattered.

Stratégie

We activated Primelis Signal, our proprietary brand bidding optimization tech, to transform how MMA managed its search presence.

The approach focused on maximizing cost-efficiency by:

  • Identifying when paid ads added incremental value
  • Reducing spend where organic performance was sufficient
  • Scaling the logic across campaigns while maintaining lead quality

Exécution

To bring the brand strategy to life, we deployed it across 4 core capabilities:

  • KO Bidding on Branded Terms: Primelis Signal progressively reduced bids on MMA’s branded keywords, monitoring impact through live signals like clicks, leads, and conversions. Spend was preserved only where paid traffic contributed to net-new performance.

  • Competitive Safeguarding: For high-intent terms such as “MMA Assurance,” ads were toggled based on real-time competitor presence. This ensured that MMA only paid for visibility when key positions were at risk.

  • Segmented Keyword Strategy: We applied differentiated bidding logic for high-volume and long-tail branded queries. Investment was focused on terms with clear ROI, while low-impact queries were deprioritized.

  • Scalable Campaign Rollout: After validating early results, KO bidding was rolled out across all branded campaigns, creating a consistent framework for spend control and lead growth.

Results

  • - 92%

    in Total Ad Spend

  • - 89%

    in Cost per Lead

  • - 80%

    Blended CPC

  • + 75%

    in Lead Volume

Measured August to November 2024 vs. previous period.

Impact

MMA redefined its branded search strategy around performance, not presence. With Primelis Signal controlling spend dynamically, the brand cut 92 percent of ad investment while increasing lead volume by 75 percent.

Visibility was maintained where it mattered. Spend was eliminated where it didn’t. MMA now has a scalable, cost-efficient search model built for sustainable acquisition.