Marmalade

Driving 218% more conversions through YouTube ad funnels

Marmalade, a car insurance company specializing in coverage for young drivers, faced difficulties growing visibility and increasing conversions while appealing to both young drivers and their parents. By creating a structured YouTube funnel with layered audience targeting and strategic remarketing, I increased conversions by 218%, reduced cost per acquisition by 50%, and generated over 6,000 new website visits.

About Marmalade

Marmalade is a UK-based car insurance company focused on young drivers and their parents, offering tailored plans such as Learner Driver, Black Box, and Named Driver insurance. With products built to lower costs and risks for new drivers, Marmalade has earned a trusted reputation in the automotive insurance space. Its audience includes both young drivers and parents looking for safe, practical coverage options during the learning and early driving stages. After collaborating with several digital partners to strengthen its performance across paid, organic, and PR channels, Marmalade identified YouTube as a powerful platform to expand reach and drive meaningful conversions. I partnered with Marmalade to develop a multi-layered paid video strategy that elevated awareness, attracted qualified users, and drove them to submit insurance quote requests. This initiative strengthened their market visibility, reduced acquisition costs, and provided measurable results across multiple marketing channels.

The challenge

Marmalade needed to connect with two very different audiences—young drivers and their parents—while delivering measurable growth in conversions. Their paid media efforts focused on search and social platforms, but YouTube remained an untapped opportunity despite its strong potential to boost awareness and engagement.

Using YouTube effectively presented several challenges. The brand faced audience overlap, incomplete tracking, and lower-per-acquisition figures than in search campaigns. Without a well-defined funnel, users moved inconsistently from awareness to conversion, and campaign synergy across channels was limited.

Attribution added further complexity. Video ads were undervalued under last-click attribution models, making it challenging to capture YouTube’s real influence on conversions. The absence of tiered bidding strategies reduced campaign efficiency and made it harder to balance brand awareness with direct conversion goals.

Marmalade needed a comprehensive YouTube strategy to engage audiences throughout the funnel, improve performance efficiency, and fill attribution gaps by tracking both direct and view-through conversion activity.

Services Used: Paid Media Strategy & Campaign Management

Esteemed digital marketing solutions

I designed a multi-layered YouTube advertising funnel aligned with audience intent, covering awareness, consideration, and high intent conversion. Awareness campaigns used unskippable ads for parents and young graduates. Mid‑funnel campaigns used skippable 30‑second ads to drive clicks and engagement. I captured high intent users through remarketing layers built on custom intent and product-focused actions onsite. With precise bidding strategies for each layer, conversions reached strong cost efficiency. I applied view‑through reporting to measure video’s role across channels.

Key steps included

I built a YouTube funnel shaped for distinct audience segments
I structured targeting into awareness, consideration, and conversion flows
I set bidding that matched each funnel stage
I refined remarketing layers with custom and product-driven audiences
I used view-through attribution modeling to track cross-channel influence

For Marmalade, we put together a robust digital strategy that included:

Multi-layer YouTube funnel targeting parents & young drivers
Awareness, consideration, and conversion campaigns separated by KPIs
£32 CPA significantly undercutting search costs
6,196 net visits with measurable uplift in organic and paid channels
Attribution modeling proved 1,463 extra conversions from video exposure
50% lower CPA than comparable paid search campaigns
Achieved unified branding and cross-channel boost

STRENGTH IN NUMBERS

Business impact

Through my structured YouTube funnel strategy, Marmalade saw a 218% lift in conversions, thousands of new high‑intent visits, and expanded visibility across channels. The campaigns reduced acquisition costs and confirmed video’s broader impact on digital performance.

+218%

Increase in conversions (insurance quotes) from layered video strategy

6.2K

Net site visits generated by funnel-based YouTube campaigns

1.5K

Additional attributed conversions influenced across other marketing channels