Orbite Assurance

Ursa Marketing’s mandate for Orbite services d’assurances

In 2019, Leclerc Assurances (now Orbite services d’assurances) trusted Ursa Marketing to put rigorous performance tracking in place and to position itself as an insurer of choice on the web.

Founded in 1953, Leclerc Assurances offers personalized insurance solutions for individuals and businesses. Its specialty: insuring recreational vehicles with unmatched protection!

In 2024, Leclerc Assurances joined a group of insurance brokers in Canada to form Orbite services d’assurances, which carries on its mission: offering insurance (RV, home, auto, motorcycle, etc.) at competitive prices across Canada.

Our mandate: raise awareness of the insurance offered by Orbite services d’assurances on the web and increase leads through paid advertising and the organic channel.

The challenges tied to the mandate

Carrying out our mandate came with several challenges over the years.

First, to obtain a quote as well as an online price, Leclerc Assurances (now Orbite services d’assurances) uses a custom-built platform, which makes conversion tracking more complex. From the very start of our collaboration, we noticed a limitation in calculating conversions and the real impact of marketing efforts.

Second, a complete rebrand took place during the mandate. Leclerc Assurances, a company serving Quebecers, became Orbite services d’assurances, now available to all Canadians. The challenge: not losing the awareness cultivated by Leclerc Assurances over the past years and migrating that awareness to the Orbite services d’assurances brand. A rebranding plan was therefore orchestrated, both to preserve Leclerc Assurances’ organic and paid positioning.

All in all, Leclerc had built strong awareness in Centre-du-Québec so far, but the goal was to sell insurance across all of Quebec, and then Canada.

The digital marketing strategies and tactics deployed

We developed a complete strategic approach, integrating a variety of tactics to address the challenges tied to the Orbite services d’assurances mandate.

Performance measurement

At the start of our collaboration, we made sure to properly measure website events, in order to calculate the real impact of online marketing efforts. The number of website visits, the source of these users, events and conversions were all set up before beginning the company’s online promotion. Performance tracking was also carried out to assess the return on investment on the advertising platforms used, such as Meta Ads and Google Ads.

Advertising campaigns

Insurance is an occasional need.

It is therefore essential to display your presence in the top positions on search engines.

Speaking specifically to individuals looking for new insurance, we ran campaigns on the Google Ads search network.

Our objective was to reach people searching the web for a specific service.

This way, we position Orbite services d’assurances in the search results of users who are in a decision-making phase (bottom of the sales funnel).

We offer them a free online quote, so they can get a price for unmatched protection.

To spend the budget optimally, we target precise keywords within a given geographic area.

It is important to extend our offer into geographic areas where we have not yet built awareness. This helps increase the number of leads and prospects across Quebec.

Afterward, we deployed remarketing campaigns on Meta to retarget users who had visited the website.

The ads re-present our offer to users who have already visited a section of our site, while taking advantage of the lower investment costs that Meta offers.

Combining the two platforms generates excellent results: an increase in the number of online leads and a drop in cost per conversion!

SEO

In order to improve Leclerc Assurances’ presence (now Orbite services d’assurances) in Google’s organic searches and to reduce advertising investment over the long term, we worked jointly with the members of Leclerc’s marketing team on organic search optimization.

Conducting technical audits allowed us to identify the website’s content and structure issues, in order to optimize it with industry best practices.

In-depth keyword research was carried out to target high-search-volume keywords in the website’s tags.

This action aims to increase the indexing of these keywords on the website to eventually achieve better organic positioning on search engines.

Brand and website migration

When a company changes its name and brand image, nothing should be left to chance.

A migration plan was therefore put in place so that this change would happen smoothly, not only from the user’s point of view, but also with the bots and the algorithm tied to search engines.

On the user side, several initiatives were proposed:

• Informing users through organic social media
• Informing users through newsletters
• Promoting the new brand on the website’s homepage and social media visuals (banner, profile picture, etc.)
• Running campaigns on the Google search network to appear on keywords related to the former brand
• Creating social media ads to amplify organic posts and reach more users
• Merging the social media pages

In order to preserve and benefit from the organic search ranking Leclerc Assurances held, various initiatives had to be devised for SEO:

• Setting up redirects
• Supporting the writing of the new tags
• Implementing performance measurement on the new website
• Google Business Profile listing strategy

The impact of SEO efforts

The challenge in migrating one website to another is to maintain good keyword indexing and strong organic search ranking.

We can observe significant growth in non-branded indexed keywords, which is ideal for gaining awareness among new users or prospects.

Please note: the data is for the French-language site only. Generic indexed keywords grew by +10.94%.