Mobile display ads offer a new channel for customer acquisition to Simply Business

Simply Business is the UK’s leading insurance broker for small businesses. With the company’s customer acquisition taking place entirely online, Simply Business faces a challenge. In order to expand their customer base, it’s essential that the company look beyond traditional methods in their highly competitive business-to-business field.

Simply Business explored other avenues that would enable them to acquire new customers, and recorded good results using click-to-call functionality in mobile search advertising. They then decided to give mobile display advertising a try through a one-month trial. Simply Business created a campaign and launched display ads on the AdMob network using click-to-call and click-to-site within their banners.

Through AdMob, Simply Business was able to reach a core audience of business customers, a perfect target group for their products and services. The campaign was tailored to BlackBerry devices and ads were served in AdMob’s news and business channels. These content-based bundles of publisher sites include well-known brands frequented by professionals, such as The Independent, News24 and Aljazeera.

As soon as the campaign went live, the company noticed a sharp rise in calls to the call centre. With their mobile site already tagged with Google Analytics, Simply Business witnessed increases in clickthrough rates of up to 800% compared to previous weeks. The quality of calls and leads surged beyond expectations too.

Off the overwhelming success of their AdMob activity, Simply Business is putting increased emphasis on mobile advertising in the future. They’re currently building a new improved mobile-optimised site based on the findings of the campaign.

In common with plenty of business-to-business enterprises, Simply Business requires advertising that is response-driven. All too often, display advertising is considered a vehicle for branding rather than direct response. But the experience of Simply Business illustrates that mobile display is capable of driving exceptional results in real conversions. Because advertising on the AdMob network uses a cost-per-click model, it’s attractive to performance marketers and in business-to-business, where return on investment is critical.

Learn more about the AdMob activity of Simply Business and how to repeat their success by reading the full case study here.


Posted by Matt Brocklehurst, Product Marketing Manager, EMEA Mobile Ads

Mobile display ads offer a new channel for customer acquisition to Simply Business
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