Case study
AVBOB
The goal
Founded in 1918, AVBOB is Africa’s largest Mutual Assurance insuring nearly 10 million lives. To strengthen its digital presence and drive quality policy acquisitions, AVBOB partnered with Microsoft Advertising to reach high-intent users and boost first premium success rates—efficiently and at scale.
The solution
To expand its reach, AVBOB partnered with Microsoft Advertising, iLEAD et al, and InMobi Advertising. A Performance Max campaign, powered by Microsoft’s AI, drove conversions across MSN, Outlook, and other properties. Strategic bidding, ad scheduling during peak hours, and targeting life insurance–interested audiences ensured high-quality leads and strong first premium success rates.
"Through the Performance Max campaign with Microsoft Advertising, we achieved some of the highest first premium success rates across all our campaigns, demonstrating the impact of a well-targeted and expertly managed digital strategy."
— Anna van Rooyen, Manager: Brand and Advertising, AVBOB
“Partnering with AVBOB on their Performance Max campaign with Microsoft Advertising and InMobi Advertising allowed us to harness the full power of data-driven optimization with an omnichannel approach. The results exceeded expectations, delivering measurable growth, enhanced reach, and greater efficiency. It’s a testament to how the right strategy, paired with the right tools, can truly transform performance."
— Edette Pieters, Head of Account Management, iLEAD et al
The results
AVBOB’s campaign delivered strong performance and efficiency gains. Microsoft Advertising Performance Max drove:
- 70% of the total leads generated
- 60% increase in monthly brand search volumes since the campaign began
- 1.75x higher conversion rate compared to regular search campaigns
- 50% lower cost per lead (CPL) compared to regular search campaigns
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