In 2020 we uncovered a costly problem for Direct Line (DL). Our own customers were being stolen from us by accident management companies (AMCs), who were hijacking our brand search.
Not only were these AMCs often fraudulent and causing great distress to our customers, but they were also extremely expensive for Direct Line and eroding their profit margin. We had to protect our customers and our profit.
So, we flipped how we typically use search, bidding on our own active customers for the first time. We beat the AMCs to the top of the list, spending 20k and generating 7m in savings. That's an ROI of 350 for every 1.