PAID / AFFILIATE · India
Scaling Car Insurance Affiliate Economics
How we rebuilt the unit economics on a top-5 Indian motor insurance affiliate program.
CLIENT: Leading Indian Motor Insurer · INDUSTRY: Car & Bike Insurance
The challenge
What we were asked to solve
Managing affiliate performance for a leading Indian car insurer where the gap between required cost-per-quote and the commission payout was collapsing margin. Billing targets and profit targets were in direct tension.
Our approach
How we ran the engagement
- 01Deep unit-economics teardown across every quote source (tag-level analytics on airf_212 and sister sub-IDs).
- 02Rebuilt the Google Ads account around margin-weighted intent tiers, cutting spend to the quote clusters with sub-economic cost-per-quote.
- 03Shifted creative mix toward motor-renewal intent (first-party cohort) rather than top-of-funnel search.
Results
Numbers on record
Figures from the actual engagement, with client name withheld under confidentiality.
Lower CPQon priority intent clusters vs legacy structure
Margin corridor hitwhile sustaining monthly billing commitments
Direct partner— no publisher in between, cleaner attribution
STACK: Google Ads · Server-side tracking · Partner MIS · First-party audience cohorts
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