Industry
Insurance
Outcomes
Growth, Strategy
Capabilities
Paid Ads, Digital Marketing
From Vision to
Reality
PHLY Insurance Company partnered with Farotech to strengthen and unify its digital advertising efforts. While the company had a strong reputation and long history of success, its digital campaigns lacked a cohesive strategy and clear performance visibility. Farotech developed a targeted approach that aligned with PHLY’s goals, audience, and competitive landscape.
Through initiatives such as conference geotargeting, seasonal programmatic advertising, and expansion into new digital channels, PHLY increased its reach and improved campaign performance. A custom real-time analytics dashboard gave stakeholders greater transparency into results, helping create alignment across teams and supporting smarter marketing decisions
+173%
Paid Search Traffic
+87%
Organic Search Traffic
+27%
First-time insureds
A Shift Towards Cohesion
Cohesion
Initially, PHLY Insurance Company’s digital marketing efforts were fragmented across a large, decentralized organization in a highly competitive market. With different teams working in isolation and no central strategy to tie their efforts together, digital advertising campaigns lacked coordination and were difficult to optimize.
Furthermore, while PHLY had invested significant time and resources into traditional media, they lacked a dedicated partner to spearhead a cohesive digital advertising strategy. This disjointed approach hindered their ability to effectively measure performance, track ROI, and scale their digital presence in a competitive market.
Charting The
Path Forward
Farotech introduced targeted solutions, such as geotargeting specific conferences and launching seasonal programmatic campaigns aligned with PHLY’s product priorities and renewal seasons. Expanding PHLY’s digital reach further, the team integrated new ad platforms and optimized the website with keyword research and tailored landing pages to enhance visibility and conversions.
A cornerstone of this transformation was the introduction of a custom real-time analytics dashboard. As Farotech’s first client to adopt this solution, the dashboard provided centralized, easy-to-access reporting, allowing high-level stakeholders to gain immediate insights into campaign performance.
This real-time tool empowered PHLY to make data-driven decisions, optimize ad spend, track ROI, and align efforts across their decentralized teams. The dashboard simplified reporting, ensuring that all teams worked from the same data set, and it became crucial in making more informed adjustments to the digital strategy, driving measurable improvements, and setting the stage for scalable growth.
The Metrics
Tell the Story
PHLY Insurance has made notable strides in its digital advertising efforts despite facing challenges like a highly competitive insurance market, decentralized operations, and limited in-house ad management capabilities. Key successes include geotargeting conferences, launching seasonal programmatic campaigns, and diversifying into new advertising platforms.
Revenue from first-time insureds in the Fitness & Wellness segment saw strong growth, with organic traffic revenue increasing by nearly 42% and paid traffic revenue by almost 27% from Q1 2024 to Q1 2025. Paid search traffic rose significantly—up 173% from 2022 to 2023 and another 29% from 2023 to 2024. Google Ads campaigns showed across-the-board improvements, while programmatic efforts, such as the Craft Brewery geotargeted campaign, delivered over four times the impressions and double the clicks compared to the previous year.
Overall, PHLY’s evolving digital strategy is demonstrating increasing effectiveness in both traffic and revenue generation.
“Working with the PHLY team has been a true partnership in digital evolution. Their willingness to embrace a data-driven approach and collaborate on innovative strategies, like the custom analytics dashboard and targeted programmatic campaigns, was critical to navigating a complex market. It’s rewarding to see our combined efforts translate into such significant, measurable growth and to build a scalable foundation for their future success.”
