Leveraging Machine Learning ready account structure to drive 111% incremental leads


Acko General Insurance is a fully digital direct-to-consumer insurer operating in two verticals – car and bike insurance. Beyond operating online and without the expense of a brick and mortar footprint, Acko is aiming to unbundle insurance in India to make it both more affordable and relevant to consumers. Digital is the main channel for acquiring & servicing customers and the Acko team wanted to maximize efficiency while increasing scale.​

The Outcome

Using Google’s Ads, Acko was successfully able to scale up their non-brand Search campaigns and improve the cost per lead by 24%, despite stiff competition. The Machine Learning enabled campaigns generated 2X the leads garnered by the campaigns in the old structure.


Incremental leads


Lower cost per lead


Improvement in Conversion Rate