South Africa's niche insurance sector is notoriously competitive, fluctuating cost-per-acquisition and high volumes of low-intent leads that often burden internal sales teams. For Zestlife, a leader in gap and dental cover, the objective was not just to increase lead volume, but to achieve a state of predictable excellence: consistent lead flow paired with high conversion probability.
Zestlife asked us to drive its Google Ads on a performance-driven contract, with a cost-of-sale target.
NightJarr shifted focus from broad-match reach to a machine-learning-led approach anchored in conversion data integrity. Recognising that "more" is not always "better", we implemented a rigorous Google Ads strategy built on three pillars:
By refining conversion tracking and importing offline conversions, we provided Google's bidding algorithms with cleaner signals, allowing the system to distinguish casual browsers from high-intent applicants.
In a high-interest-rate environment where consumer behaviour shifts rapidly, we maintained a steady hand on campaign management, preventing the aggressive peaks and troughs typical of less disciplined performance marketing.
A Google Data Studio dashboard visualised lead and sales data end-to-end, so spend, lead quality and revenue could be read at a glance and decisions made on evidence, not instinct.
Five workstreams ran in parallel across the engagement.
Over the past 24 months, the collaboration has transformed Zestlife's digital acquisition into a stable, high-performing asset.
Consistent flow lets Zestlife forecast sales capacity and resourcing with high accuracy.
Deliberate optimisation of search queries and audience signals, sales-desk efficiency directly improved.
Held performance steady through interest-rate shifts and regulatory nuance.
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