How Gerber Life Drove 3x Conversions at 69% Lower CPA Through DV360 Campaign Consolidation
In short:
Delve Deeper helped Gerber Life Insurance Company, a leading U.S. insurance provider, restructure its Accident Protection campaign in DV360 — consolidating fragmented line items into a single, signal-rich architecture before high season launched.
The program gave DV360’s algorithm what it needed to actually learn, and the full GMP stack the connectivity it needed to measure cleanly — driving 3x more conversions at 69% lower CPA.
The challenge:
GLIC’s Accident Protection campaign was built on a fragmented line item structure — one audience segment per line item. But heading into high season, that structure was quietly working against performance.
By splitting signals across too many line items, the architecture was starving DV360’s optimization algorithm of the data it needed. Each line item didn’t have enough conversion volume to train effectively, which meant the algorithm couldn’t learn fast enough — and conversion delivery suffered, particularly among the high-value mobile female audience the campaign was built to reach.
The core question wasn’t “how do we spend more?” It became: “Is our structure the reason the algorithm isn’t performing?”
The approach:
Delve Deeper designed a structured A/B test to answer that question directly — comparing the legacy fragmented structure against a fully consolidated line item approach under real campaign conditions, before high season launched.
The consolidated line item brought all audience segments together, giving DV360’s bidding algorithm significantly more conversion data to learn from. GA4 behavioral signals and CM360 cross-channel data were integrated throughout, feeding the algorithm with the quality inputs it needed to bid more precisely and efficiently.
Delve Deeper led the A/B test design, DV360 consolidation strategy, and full GMP stack integration — ensuring clean measurement across the test and a structure ready to scale the moment results came in.
Summary:
Delve Deeper Results:
The consolidated structure won — and it wasn’t close. With 6% less spend, the consolidated line item delivered 3x more conversions and a 69% improvement in CPA, dropping from $10,755 down to $3,381.
Response rate grew by 277%, climbing from 0.05% to 0.18%. The full GMP stack proved essential: CM360 kept measurement deduplicated across channels, GA4 validated conversion quality and surfaced behavioral signals, and DV360 translated better data into better outcomes.
The team didn’t just get a better-performing campaign — they got proof that structure, not just spend, is what unlocks algorithmic performance.