< Back to Our Work

Captain Cover

for more

162% increase in conversion rate

Captain Cover is a trading style of Lexelle Ltd. and provides insurance products to direct consumers online. The lifestyle brand is focussed on mobile electronic equipment - smartphones, tablets, and laptops.

What can we do for your business?

Get in touch


  • A cost per lead higher than the target by 50%
  • Number of conversions and PPC revenue below target
  • Lack of strategy from incumbent agency

Ignition Search have supported our digital marketing strategy with clear objectives, in-depth analyses and invaluable expertise. They have always delivered on time, within budget and with a strong focus on performance.

Sharon West, Managing Director at Lexelle/Captain Cover


The first challenge was to complete a full account restructure, creating multiple campaigns split down by brand and model of phone. To arrive on the best performing message, we ran extensive split testing of ad copy and created multiple remarketing lists to personalise the user journey and improve ROI.

To drive down the cost per lead, we built custom scripts and optimised our highest performing keywords to increase conversions and ensure optimal performance.


In month 1, we reduced the CPA by 30% for the first time in 12 months.

After 6 months:

  • we have reduced CPA by 50% surpassing our target by 25%
  • 162% increase in Conversion Rate
  • PPC revenue increased by 194% from no additional spend


Get in touch

Office address

The Triangle,

1 Burton Road,

Sheffield, S3 8BW

Contact details

0114 272 2444