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4Paws Pet Insurance

How we secured 543% return on social ad spend

4Paws are a supplier of pet insurance to the whole of the UK. They’re proud to be ‘the caring pet specialists’ — ensuring that our four-legged friends are totally covered.It was our mission to devise and implement a series of creative, strategic paid advertising campaigns to drive direct dog insurance quotes and policies.

Project team

Donna Herron

Services provided

543%Return on social advertising spend

490%increase in social impressions

1058%increase in sessions via social


Cutting through in a noisy industry.

In a competitive sector like pet insurance, paid advertising can be very challenging.

Reaching your target audience, for example, can cost a great deal of money. Any effective strategy needs careful, responsive management.

A strategic paid campaign to help 4Paws stand out in the crowded insurance industry, typically dominated by aggregators — with astonishing, tangible results.


Understanding the customer journey to get in front of target audiences.

The vision — an ‘always-on’ paid social strategy to keep 4Paws at the forefront of dog owners’ minds for when they are ready to review their current pet insurance policy.

This was to include a mixture of educational pet content video ads and incentives.

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Sprinkling some magic on 4Paws’ paid social.

We delivered a paid social strategy quite different from your ordinary.

Our funnel-based model caters to crucial stages of the customer journey — from brand awareness through to consideration and conversion.

Other strategic aspects include a plan for tracking ROI, split-testing cold and warm audiences as well as budget management. The use of video creative ensures that 4Paws’ social ads really stand out from those of competitors.

543%Return on social advertising spend

490%increase in social impressions

1058%increase in sessions via social


A social advertising strategy that delivered incredible results.

After a year of strategic management, 4Paws’ results speak for themselves — over the course of 2019, a 543% return on ad spend (ROAS).

This is coupled with some other eye-catching metrics — over 1.2 million impressions, tens of thousands of page views via social specifically, as well as many direct and assisted transactions.

This was an ad strategy that delivered real, tangible results in a challenging industry landscape.

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