How AAA Reduced CPQL by 40% Through Smarter Campaign Structuring
In short:
Delve Deeper helped AAA, a leading U.S. insurance provider, fix a structural blind spot in its Google Ads account — separating brand and non-brand activity across Search and PMax so the team could finally understand what was actually working.
The program dramatically improved brand demand capture, reduced wasted signal across the account, and gave the team the foundation they needed to scale with confidence.
The challenge:
AAA’s best-performing campaign strategy was brand search. But the account structure was making it nearly impossible to understand just how much of that opportunity was actually being captured.
Brand and non-brand activity had no clear separation across PMax and Search campaigns — meaning brand terms were being harvested inside PMax, quietly pulling in brand-driven traffic without it being visible or measurable as such.
With brand and non-brand signals mixed together, the team couldn’t get a reliable read on either. What looked like strong non-brand performance might have been brand traffic in disguise. Every optimization decision was being made on a foundation that wasn’t solid.
The core question stopped being “how do we scale?” It became: “how do we actually know what’s working before we try?”
The approach:
Delve Deeper restructured the account to give brand and non-brand strategies the separation they needed to perform — and be measured — correctly.
The first move was to negate all brand search terms and keywords from PMax campaigns entirely, forcing the campaign type to do what it’s actually designed for: non-brand acquisition. With brand traffic no longer bleeding into PMax, brand campaigns were freed to operate on their own terms, with cleaner signals and a clearer mandate.
The restructuring also drove more data into fewer campaigns. Rather than spreading performance signals thin across a fragmented account, consolidation concentrated learning where it could have the most impact — leading to stronger optimizations, more reliable bidding, and a structure built to scale.
Summary:
Delve Deeper Results:
With brand and non-brand finally separated, the account started working the way it was supposed to. Brand search performance improved significantly — CPQL dropped by 40% between November 2025 and March 2026.
Core brand impression share climbed from 74% to 90% over the same period. More data flowing into fewer campaigns meant stronger optimization signals, better bidding decisions, and a more scalable foundation across the full account.
The team didn’t just get better numbers — they got a structure they could trust and build on.