The Client
Collectibles Insurance Services is America's leading provider of specialized insurance for collectibles — covering everything from comic books and sports memorabilia to coins, stamps, dolls, and fine art. They offer policies specifically designed for collectors that standard homeowners insurance doesn't adequately cover.
This is our largest lead generation account by volume — with over $5.3 million in managed ad spend and 438,000+ qualified leads generated.
The Challenge
- Massive scale management — maintaining lead quality and CPA targets while spending $5M+ requires sophisticated campaign architecture and constant optimization
- Niche but broad market — "collectibles" spans hundreds of subcategories, each with different audiences, search volumes, and competitive dynamics
- Education-heavy market — most collectors don't know specialized insurance exists, requiring awareness campaigns alongside intent capture
- Seasonal events — comic conventions, card shows, antique fairs, and hobby events create demand spikes that require agile budget management
Our Approach
- Category-specific campaign architecture — separate campaigns for sports memorabilia, comics, coins, stamps, dolls, fine art, and other collectible categories
- Intent tier segmentation — high-intent ("collectibles insurance quote"), mid-intent ("insure my coin collection"), and awareness ("do I need insurance for my baseball cards")
- Display prospecting — reaching collectors browsing hobbyist websites, forums, and marketplace sites
- Performance Max — expanding reach through Google's full network with collector-audience signals
- Scale management — daily budget pacing, bid strategy optimization, and CPA monitoring across 15+ simultaneous campaigns
The Results
- 438,731 qualified insurance leads (quote requests, calls, form submissions)
- $5.34 million in total ad spend managed
- $12.17 average cost per lead — remarkably low for insurance leads
- 15+ campaigns running simultaneously across Search, Display, and PMax
- Our largest account by both spend volume and lead volume
Key Takeaways
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Scale doesn't have to mean waste. Managing $5M+ in ad spend while maintaining a $12 CPL requires daily attention, not "set and forget" automation.
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Niche insurance can be affordable to advertise. Unlike auto or health insurance where CPCs are $30-100+, collectibles insurance keywords are less competitive — but only if you know how to find them.
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Category segmentation unlocks performance. A comic book collector and a coin collector are completely different audiences with different intent signals. Treating them as one audience wastes budget.
What the Client Says
"Managing $5 million in ad spend is no small task, and Live PPC Ads handles it with the same attention to detail as a $5,000 account. They understand our market — the different collector segments, the seasonal events, the nuances of insuring a vintage comic vs. a coin collection. The lead cost stays consistently low, and the quality keeps our agents closing."
— VP of Marketing, Collectibles Insurance Services
About This Campaign
Industry: Insurance — Specialty Collectibles Platforms: Google Ads (Search, Display, PMax) Account Duration: 2020 — Present (ongoing)