growing insurance sales by 55% and increasing quotes by 280% for age co

Age Co is a subsidiary of Age UK, the UK’s largest charity dedicated to people in later life.

They offer a wide range of services targeted at people over 50, from car and home insurance to legal services, funeral planning, and independent living solutions, donating their profits back to Age UK. At Enjoy, we concentrate on driving insurance quotes and sales, and also enhancing Age Co’s brand awareness and market presence.

The purpose-driven model makes Age Co unique, but in a crowded and competitive insurance market, they needed a smarter digital approach to reach more people over 50, drive quotes, and keep sales growing sustainably.

Impact

Organic

• +23% increase in organic traffic
• +71% clicks to home insurance pages
• +55% uplift in home insurance sales

Paid

• +280% increase in car and home insurance quotes
• +262% increase in home insurance sales

"Myself and the Age Co marketing team have been working with Enjoy for a number of years now and over that time have expanded and grown our digital remit through strong performance and the continued optimisation of digital channels.  They have helped us build a whole new website, launch new products, journey into increasing our brand awareness, test new channels, and all while making sure our performance delivery is the best it can be. As a small growing subsidiary of Age UK we rely on strong partners and they fit perfectly in this space.  We have great processes in place that mean we work as one team to ensure we’re all working to agreed objectives and targets so they can take ownership and deliver projects big and small."

Sally Palmer, Senior Marketing Manager

Background

We’ve had the pleasure of working with both Age Co and Age UK for many years now, overcoming challenges, uncovering opportunities, and sharing plenty of success along the way. Through regular immersion sessions and project work, we’ve built a deep understanding of both organisations; their goals, their audiences, their challenges, and their competitors.

This solid strategic understanding, combined with our continual focus on improvement, has helped us produce some exceptional results for Age Co since we partnered up.

Challenge

Despite a strong brand and important mission, Age Co’s visibility in search wasn’t where it needed to be, especially for high-intent terms around car and home insurance. Organic rankings were inconsistent, and paid media wasn’t fully fulfilling its conversion potential. 

To succeed, we needed to:

• Improve how Age Co ranked for insurance-related terms
• Drive more qualified traffic through SEO
• Use more advanced bidding strategies, including the introduction of Performance
• Max and broader keyword targeting, to expand reach and efficiently convert high-quality leads
• Increase quotes and sales efficiently, both organically and through paid marketing

This meant taking a fully integrated performance marketing approach, with SEO, paid search, performance max, paid social, and programmatic all playing a role.

What we did

We started with the foundations, making sure their website was in the best possible shape to be found, ranked, and trusted.

Creating a strong foundation with SEO

We began with a deep technical audit to identify backend issues holding the site back, like crawlability, page speed, and indexing. At the same time, we created supporting content to boost relevance and improve internal linking, with a particular focus on home insurance, where we saw the biggest growth opportunity.

Through in-depth keyword research and competitor benchmarking, we identified where Age Co could rank better and wrote content that was more relevant, more trustworthy, and more aligned with user intent.

Using paid media to push performance further

To deliver measurable, scalable growth, we took a full-funnel approach to paid media, combining broad-reaching awareness activity with tightly optimised performance campaigns:

Awareness and brand building

We increased spend on traditional platforms like Meta (Facebook) and YouTube, alongside modern programmatic partners such as MiQ, GumGum, and Fifty.io. This multi-channel awareness strategy drove greater brand recognition, trust, and branch search volume.

Lower-funnel activation

For high-intent traffic, we deployed a Maximise Conversions portfolio bidding strategy across Search. By grouping generic and competitor campaigns under a single bidding structure and unified budget, we maximised efficiency.

Performance Max for incremental reach

To reach slightly colder, yet still intent-driven audiences, we activated Performance Max. This enabled us to extend reach across Google's full inventory while maintaining conversion quality. Together, Search and Performance Max allowed us to capture both hot leads and incremental traffic that traditional keyword strategies may miss.

The results

Our strategy delivered powerful results across both organic and paid channels:

Organic impact

• +23% year-on-year increase in organic traffic

• +71% more clicks to home insurance pages

• +8.9% uplift in impressions to home insurance pages

• 50+ home insurance-related keywords moved to page one

• +55% uplift in home insurance sales

Paid search performance

• +280% increase in car and home insurance quotes

• +262% increase in sales

• +116% increase in brand searches

This is a clear demonstration of scalable, performance-driven growth, achieving significantly more conversions without compromising cost-efficiency.

Let’s get growing!

This is a great example of how joined-up thinking across SEO, paid media, and performance channels, paired with a focus on strategy over shortcuts, can drive sustainable growth, even in the most competitive markets.

At Enjoy, we help ethical, ambitious brands grow digitally, sustainably, and with impact. Since 2008, we’ve supported over 275 businesses in turning performance into progress, combining creativity, data, and purpose in every campaign.

Let’s talk about what growth could look like for you

Explore our performance marketing services, and start your next project with a team that’s built to grow with you.