The Challenge

The Post Office’s travel insurance offering includes a wide range of cover types with varying profit margins. Historically, its bidding strategy was based on a fixed tCPA model, which treated all conversions equally, regardless of value. 

This meant the paid search programme was not prioritising high-margin products or maximising potential revenue. A new approach was needed that could intelligently account for product value, optimise around revenue rather than just volume, and avoid increasing acquisition costs.

The Solution

Working in partnership with Google, Dentsu helped the Post Office develop a testing framework and roll out value-based bidding across its account. This included: 

• Migrating from tCPA to tROAS (target return on ad spend) bidding 
• Aligning bidding strategy with product value and revenue potential 
• Reallocating budget dynamically to maximise impact across the full product range 

This shift empowered the team to focus on what really matters: driving incremental value, not just cost efficiency. Crucially, this transformation was implemented without disruption to campaign performance, and the learnings were scaled across the account.

The Impact

The results were clear and immediate: 

• +112% increase in revenue, driven by smarter budget allocation 
• +134% uplift in conversions 
• −10% reduction in CPA, despite higher-value product targeting 
• ROAS held steady, proving revenue growth came without sacrificing efficiency 

This shift to value-first optimisation helped the Post Office build a more commercially aligned search strategy: one that reflects the true value of each customer, not just the cost of acquisition.