TNT Growth audited and rebuilt Bolt's Google Ads account from the ground up — eliminating unqualified lead volume, introducing CRM-linked conversion tracking, and delivering 300% more qualified leads at 32% lower cost per MQL.
Bolt is an insurance distribution platform designed by agents for agents, offering instant access to top carriers and products nationwide. While their platform was built for growth, their paid search program was struggling with a persistent lead quality problem. MQLs were expensive and consistently unqualified, landing in the CRM without converting into meaningful business.
Regardless of previous optimizations, the "noise" in the CRM remained high. Bolt needed more than just a media buyer; they needed a performance partner to diagnose and resolve issues at the account architecture level. TNT Growth was brought in with a straightforward objective: drive more leads, and drive better ones.
The challenge wasn't just volume—it was relevance. By performing a comprehensive audit of conversion tracking, bidding strategies, and search intent, TNT Growth identified clear inefficiencies that could be remedied through a total account rebuild and deeper technical integration with Bolt's internal sales data.
The Mandate
300%
Qualified Lead Increase
"Drive more leads, and drive better ones. Better leads. Lower costs."
01
Leads were entering the CRM but failing to convert. The existing program generated high volume, but the quality wasn't there, making the cost per actual Marketing Qualified Lead (MQL) unsustainable.
02
The core issues traced back to weak account structure and misconfigured conversion tracking. There was a fundamental mismatch between search intent and ad targeting that hadn't been diagnosed.
03
Previous agencies attempted optimizations, but cost per MQL remained high. The program lacked the keyword coverage and bidding precision needed to unlock scaling headroom in the competitive InsurTech space.
Strategy
TNT Growth launched an entirely new account structure from the ground up. We utilized multiple ads per ad group to enable ongoing A/B testing, fully utilized all headline and description placements, and implemented dynamic insertion headlines to ensure maximum relevance for every query. This clean-slate approach allowed us to eliminate legacy inefficiencies and build a foundation designed for scale.
We created new Conversion Actions tied directly to Bolt's CRM. This gave the Google Ads algorithm the deepest possible signal on what a "qualified" lead actually looked like, allowing it to optimize for bottom-of-funnel value rather than just form completions. By closing the loop between ad click and sales outcome, we turned the algorithm into a precision tool for finding high-value prospects.
We launched a dedicated campaign targeting competitor brand names, which quickly became a top-performing pillar. Simultaneously, we filled keyword gaps and removed conflicting negatives to expand reach into high-intent solution-based queries. This dual approach allowed us to capture existing demand for competitors while establishing Bolt as the premier alternative.
By using direct feedback from the Bolt sales team, we built a precision negative keyword list. This narrowed search terms to only high-intent queries, drastically reducing budget waste on irrelevant traffic. Instead of guessing what was "unqualified," we used real-world sales data to prune the account of low-value search intent.
To maximize efficiency, we implemented automated rules to reduce bids and budgets on weekends when lead quality was historically weaker. This allowed us to reallocate budget toward the highest-performing hours of the work week, ensuring that every dollar was spent when it had the highest probability of converting into a qualified lead.
Implementing dynamic headlines throughout the account ensured that every user saw ad copy that matched their specific search intent, increasing CTR and Quality Score.
We built separate ad groups for distinct keyword categories, each paired with specialized ads. This "hand-in-glove" fit between keyword and creative is what drove the efficiency gains.
By maintaining multiple active ads in every group, we identified winning creative combinations in real-time, constantly pushing the account toward better performance.
Our team performed daily audits of search terms and bidding performance, shifting spend away from underperformers and into the campaigns with the highest headroom for growth.
The numbers tell the story clearly. By rebuilding the account around CRM-verified lead quality, TNT Growth turned Google Ads from a "black box" into a predictable growth engine for Bolt.
The success of the Bolt campaign came down to account architecture and data integrity. By rebuilding the account around CRM-verified lead quality, TNT Growth turned Google Ads from a "black box" into a predictable growth engine. We didn't just buy more traffic; we bought better traffic by teaching the algorithm exactly what a successful sale looked like.
This methodology — sales-informed optimization — is what allowed us to scale qualified lead volume while simultaneously reducing the cost per lead. When your marketing data is perfectly aligned with your sales outcomes, efficiency isn't just a goal; it's an inevitability.
"Kyle and the TNT team took their toolkit and audited our existing program, made strategic recommendations, and delivered 300% more qualified leads than before. Would absolutely recommend them for any PPC program you are looking to launch!"— Grace LaFountain, Bolt
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