Commercial Trucking Insurance Case Study
How SNR Insurance AgencyTurned $2,381 In Meta Ad SpendInto $114K In Bound PremiumsWithin 6 Weeks.
Accomplished a complete structural overhaul of their advertising campaign, dropping their Cost Per Lead by 32%.
32% Lower Cost Per LeadReduced from$29.55 to $20.18over six weeks.
Insurance Built Aroundthe Realities of Trucking
SNR Insurance Agency is a commercial trucking insurance agency serving the Southeastern US: Mississippi, Alabama, Tennessee, Georgia, South Carolina, Texas, and Louisiana.
Founded and led by Rett and Sam Brown, SNR writes policies for owner-operators and fleet businesses that need agents who actually understand the specifics of DOT authority, commercial coverage, and the day-to-day realities of running a trucking operation.
The Lead Volume Was There.
The Lead Quality Wasn't.
- Tire-kickers
- New ventures without a valid DOT
- General commercial inquiries
- Low-intent prospects
Established trucking operators with active authority and genuine renewal timing.
When Rett and Sam brought Annex Marketing on board in June, the ask was clear.
They wanted a Meta ad program that would deliver a steady flow of qualified truckers actively shopping their insurance, not tire-kickers, not new ventures without a valid DOT, and not general commercial inquiries that would burn hours of their sales team's time.
They wanted established operators with existing authority, real premium volume, and legitimate renewal timing.
By the time Annex took over, the account was averaging a $29.55 cost per lead with inconsistent quality. The volume was fine. The mix wasn't.
On June 5, Annex rebuilt the campaignfrom the ground up around three principlesdesigned specifically for how truckinginsurance agents actually close policies.
Speak Directly toEstablished Operators
We shifted the creative from generic "commercial trucking insurance" language to renewal-focused messaging that spoke directly to established operators facing rate hikes, coverage gaps, and carrier changes. That naturally filtered out the audience Rett didn't want (new ventures, box truck delivery, CDL training schools) and drew in the audience he did want.
Give MetaA Better Signal
We deployed a specialized ad set built around commercial trucking renewals for operators with 1+ years of active authority. This ad set wasn't the biggest lead generator on its own. Its job was to give Meta's algorithm a clear signal on what a high-intent trucker looks like, so it could bring similar audiences into the higher-volume ad sets at lower cost. The result was a 32% drop in overall cost per lead in the first month.
Move Qualified LeadsInto the Pipeline Immediately
We integrated the campaign within our CRM and automation platform so every lead landed in SNR's pipeline the moment they submitted the form, with automated email and SMS follow-up sequences already firing. No manual routing. No delayed handoffs. No missed windows on hot leads.
From $2,381 in Ad Spend to $114,208 in Bound Premiums
Lower Costs.Better-Fit Leads.
Before Annex
Baseline cost per lead.
High volume, inconsistent quality.
After the Campaign Rebuild
After the campaign rebuild.
Lower cost with better-qualified leads.
The reduction happened while Annex was improving lead quality, not simply increasing low-quality volume.
Five Policies BoundBetween June 23 and July 14
“Definitely improved from our last deal. I'm really happy with what we've got going on here. For the first month, it's been great. I've gotten more volume, so that's been good.”
Month one validates the model.Month two and beyondcompound the results.
Continuous audience refinement
Every closed policy teaches the algorithm more about what an ideal customer looks like. That feedback loop compounds monthly, driving CPL down without any change in ad spend.
Creative rotation on cadence
High-performing ads fatigue predictably. We refresh creative every three to four weeks so the winning ad sets never lose momentum.
Pipeline integration, not just lead generation
A qualified lead is only worth what your sales team can close from it. Every optimization on the ad side is paired with a review of how leads are routing, following up, and converting inside the CRM.
Build a Similar Growth System for Your Insurance Agency
Talk with Carlo DeBello, our Managing Director. He'll walk you through what a similar program could look like for your agency.
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