Danny Deepak
← All casesInsurance claimsSouth FloridaClosed

Foremost Public Adjusters

Spend never moved. Cost per lead swung 83%. And the firm stopped showing up for its own name.

0 / 247

live keywords that were branded: the brand campaign was paused in a restructure Measured

A South Florida home with palms and a pool
Stock photo (Unsplash) · illustrative, not a client property
$8,320Google spend, Jan–May 2026
56leads at 7.16%
$398 vs $93cost per lead, desktop vs mobile
19 / 19crawl issues fixed
Level 1

The 60-second story

For the CEO. Read left to right.
  1. 1Problem

    Flat ~$1,700 monthly spend produced 7-15 leads. CPL swung $114-$209. The firm's own name had no live ad.

  2. 2The leak

    Post-click conversion, desktop spend at $398 per lead, and brand campaign paused with 0 of 247 live keywords branded.

  3. 3How I found it

    Monthly spend vs CVR comparison, device and geo splits, then keyword-level history for the paused brand campaign.

  4. 4What I did

    Fixed 19 crawl issues, rewrote 24 pages, mapped 140 keywords, built all-services campaign, specced brand rebuild.

  5. 5What changed

    Crawl issues 19 to 0. HTS campaign $48 CPL on 3 leads. Brand rebuild specced, not confirmed live. No revenue claimed.

  6. 6Proof

    Google Ads monthly table Jan-May, device and geo exports, Screaming Frog crawl, 8 Jul 2026 keyword history.

  7. 7Lesson

    Check what each paused campaign protected before restructuring. Lead counts this small cannot prove a CVR swing.

Level 2

The business first

Before any channel: what they sell, to whom, and how money comes in.
Business model
Public adjusting firm. Represents policyholders against insurers. Contingency: No Recovery, No Fee.
Industry
Insurance claims (public adjusting), property damage
Target customer
Homeowners and commercial property owners with storm, water, roof, fire damage
Geography
Coral Gables HQ. Miami-Dade, Broward, Palm Beach. Emerging Nashville TN presence.
Commercial objective
Signed claims. Lead volume at a lower cost per lead ahead of hurricane season (Jun-Nov).
How revenue is made
Fee on settled claims. Typical 10-20% of recovery per README. Actual fee and settlement values not shared.
How they convert
Lead form and phone call on landing pages. 89.6% of tracked conversions on mobile. Lead definition and call tracking: DATA NOT AVAILABLE.
01

What the customer sees: before and after

The same touchpoint on a phone, before my work and after it. Screens are schematic; every change and number comes from the account, the change log or the client report.

Searching the firm by nameSpecced, not liveMeasured
Before
foremost public adjusters
SponsoredcompetitorAnother adjuster's ad

The firm's own name had no live ad: 0 of 247 keywords branded.

foremostpa.comForemost Public Adjusters

Organic result below.

After
foremost public adjusters
Sponsoredforemostpa.comForemost Public Adjusters · Florida claims

Brand campaign rebuild specced. Not confirmed live.

02

Before, what I found, action, after

Verified numbers only. Where an after number does not exist yet, it says so.

Technical SEO crawl issues
Before19 open Measuredindex.html s07
What I found

23 URLs (50%) canonicalising inconsistently www vs non-www; 36 images without alt text; 128-134 URLs missing security headers.

Action

All 19 issues fixed.

After0 open (reported) Measuredindex.html s07
Pages with intent-matched title/meta/H1/H2
BeforeGeneric titles, e.g. 'Miami Public Adjuster' Measuredindex.html s06 before and after sample
What I found

Average organic position 25. 296 June impressions.

Action

24 pages rewritten. 140 long-tail keywords mapped to 7 silos.

After24 pages live. Ranking change not re-measured. Measuredindex.html s06
Branded keywords live
Before0 of 247 MeasuredBrand audit Quick Facts
What I found

Only brand campaign paused. Never carried into the new account structure.

Action

Rebuild specced: 2 ad groups, brand negatives, $5-10/day.

AfterDATA NOT AVAILABLE (spec delivered, launch not confirmed) Data not availableno post-8 Jul data
All-services campaign CPL (launched 10 Jun)
BeforeAccount CPL $118.06 (3 live campaigns) Measuredindex.html campaign table
What I found

No service-led campaign existed.

Action

Built HTS All Services at $20/day.

After$48.06 CPL on 3 leads, $144 spend, 37 clicks Measuredindex.html campaign table; sample too small to rely on
03

Where the money leaks: the journey

This business's own path from first search to revenue. Tap a stage for the five-step leak card: what was wrong, how I found it, the evidence, what changed, and after.

01Damage event and searchFlagged02Click and landing pageImproved03LeadFlagged04Signed claimFlagged05Fee and revenueWorking
01Damage event and searchFlaggedAbsent from 77% of auctions. 0 of 247 live keywords branded. Brand campaign paused.
Stage metric23.03% impression share Measuredindex.html s04 Auction insights, Jan-Jun 2026
  1. 1 · What was wrong

    Absent from 77% of auctions. 0 of 247 live keywords branded. Brand campaign paused.

  2. 2 · How I identified it

    Auction insights, then 8 Jul keyword-level history for 'CT AN Search Branded'.

  3. 3 · Evidence

    Brand phrase keyword: 46 impressions, 10 clicks, $56.55 before pause MeasuredBrand Visibility Audit Quick Facts

  4. 4 · What changed

    Brand Defense campaign specced: $150-300 per month, two ad groups, negative list for Foremost Insurance.

  5. 5 · After

    Live status of rebuild: DATA NOT AVAILABLE Data not availableno post-8 Jul data in sources

02Click and landing pageImproved88 paid clicks to homepage ($1,074). www/non-www canonical split on 23 URLs (50% of crawl).
Stage metric782 clicks, 2.92% CTR, $10.64 avg CPC (Jan-May) Measuredindex.html s05 monthly table
  1. 1 · What was wrong

    88 paid clicks to homepage ($1,074). www/non-www canonical split on 23 URLs (50% of crawl).

  2. 2 · How I identified it

    Landing page export and Screaming Frog crawl.

  3. 3 · Evidence

    19 of 19 crawl issues; homepage 88 clicks, $1,073.98 Measuredindex.html s07, s08

  4. 4 · What changed

    19 crawl issues fixed. 24 pages rewritten for claim intent. DSA URL filter and form fix planned.

  5. 5 · After

    0 of 19 open (client report states fixed). Re-crawl date not stated. Measuredindex.html s07 '19 / 19 ... Fixed'

03LeadFlaggedDesktop $397.95 CPL vs mobile $92.83. May CPL up 25% on flat spend. Cause never found.
Stage metric56 leads, 7.16% CVR, $148.57 CPL (Jan-May) Measuredindex.html monthly table total row
  1. 1 · What was wrong

    Desktop $397.95 CPL vs mobile $92.83. May CPL up 25% on flat spend. Cause never found.

  2. 2 · How I identified it

    Device split and month-over-month CVR comparison.

  3. 3 · Evidence

    Desktop 4 leads on 147 clicks; mobile 43 on 276 Measuredindex.html s05 device cards

  4. 4 · What changed

    Planned only: desktop bids -35%, 3-field mobile form, click-to-call. Not confirmed shipped.

  5. 5 · After

    Data not availableno post-fix device data

04Signed claimFlaggedGoogle Ads counts leads only. No lead to signed to settled tracking.
Stage metricData not availableno CRM or claim data in any source
  1. 1 · What was wrong

    Google Ads counts leads only. No lead to signed to settled tracking.

  2. 2 · How I identified it

    README note: in-platform ROAS 0.41-0.58 tracks lead stage only.

  3. 3 · Evidence

    In-platform ROAS 0.41-0.58 (lead value only) MeasuredREADME Business Impact note

  4. 4 · What changed

    Offline conversion import and CRM specced for days 61-90.

  5. 5 · After

    Data not availablenone

05Fee and revenueWorking
Stage metricData not availablefee and settlement values not shared
04

From digital to revenue: the strongest verified chain

Verified for 3 of 6 links. The chain breaks at “Signed claims”, so revenue attribution is unavailable beyond that point.

Google Ads spend (Jan-May)$8,320Measuredindex.html monthly table
Clicks782Measuredindex.html monthly table
Leads56 (monthly table). A second export shows 48 on a different window.Measuredindex.html monthly table vs campaign table
Signed claimsChain breaks hereData not availablenone
Settled feesChain breaks hereData not availablenone
ReturnCannot calculate. README ~9.1x ROAS is leads x 25% x $45k x 12%, all assumed. Do not use.AssumptionREADME Business Impact table
05

What the history shows

Patterns found by re-reading the full history, not just the months I ran. Each is labelled: measured pattern, correlation, anomaly or seasonality.

Anomaly

The $118 account CPL excludes $3,648 of spend

Three live campaigns spent $5,667 for 48 leads = $118.06. The account-total row shows $9,315. $9,315 / 48 = $194.06. The headline $118 is the live-campaign figure, not the account figure. Jun 1-17 spend ($9,315 - $8,320 = $995, $58.53/day) fits the $60/day cap, so $9,315 and $8,320 look like one spend series; leads do not reconcile (56 vs 48).

The numbers

Campaigns: $3,916 + $1,607 + $144 = $5,667. Account total $9,315. Gap $3,648 (39%). 5,667/48 = $118.06. 9,315/48 = $194.06. Clicks 266+129+37 = 432; 48/432 = 11.11% (matches table). Jun 1-17: $995 / 17 = $58.53 per day vs $60 budget.

So whatQuote CPL with its base. Spend in the 14 paused campaigns carries no lead count in any source. True account-wide CPL is unknown.

Measured pattern

Foremost has the lowest top-of-page rate of all six advertisers

The report headline says Foremost wins 62% of auctions it enters. The metric is top-of-page rate. At 62.04% it sits below all five rivals (65.97% to 86.35%). Rivals appear above Foremost 37.5% to 85.4% of shared auctions. Foremost outranks them only 21-22% of the time.

The numbers

Top of page: stellar 86.35, recovery-claim 81.49, fightforyourclaim 73.60, alphapia 68.02, yourinsuranceattorney 65.97, Foremost 62.04. Outranking share 21.29-22.45%. Position above 37.54-85.40%.

So whatThe ad is not 'strong when it shows'. Bid and rank are weak as well as budget. The 8 Jul audit separately notes Foremost trails 2 of 3 tracked rivals on generic absolute top rate.

Measured pattern

Desktop gap is real. The May drop and Jan-Apr gain are noise.

Desktop cost 4 x $397.95 = $1,592, 28% of $5,667 spend, for 4 of 48 leads. That CVR gap is statistically clear. May vs April (3 fewer leads) and Jan vs April are not significant at 95%.

The numbers

Desktop 4/147 clicks (2.72%) vs mobile 43/276 (15.58%): z = 4.0, p < 0.001. Apr 15/146 vs May 12/160: z = 0.85, p = 0.39. Jan 9/159 vs Apr: z = 1.49, p = 0.13. Feb 7/157 vs Apr: z = 1.95, p = 0.051.

So whatPresent the device fix as proven. Present 'May regression' and 'CVR doubled' as unproven: 5 months and 56 leads is too thin.

Anomaly

The brand name drew 46 impressions. Rivals' names drew 1,806.

The paused brand keyword earned 46 impressions and 10 clicks in its lifetime, at $5.66 a click. The audit expects branded CPC of $0.50-2.50. Foremost's own broad keywords showed 1,806 impressions on 'stellar public adjusting', 39x its own name.

The numbers

$56.55 / 10 clicks = $5.66 CPC. 1,806 / 46 = 39.3x. Competitor term spend $122.31. $150-300 per month at $5.66 buys 27-53 clicks vs 10 lifetime.

So whatBrand search demand looks small. The audit's 'highest-ROI fix' rests on generic benchmarks, not this account. Size the brand budget after a live check.

Measured pattern

Two keywords took 66% of Local & Near Me spend

'public claims adjuster near me' ($533.48, 1 lead) and 'pub. adj. for home ins. claim' (~$526.68, 2 leads) cost $1,060 of the campaign's $1,607. Without them the campaign runs at ~$91 CPL, not $178.51.

The numbers

$533.48 + $526.68 = $1,060.16 (66% of $1,607; 3 of 9 leads). Remainder $546.84 / 6 leads = $91.14.

So whatCampaign-level CPL hid a two-keyword leak. Hindsight view; it needs checking against live search terms before claiming savings.

Not a marketing problem

What the data shows ads cannot fix. Saying so early saves budget.

  • Brand campaign was paused during an account restructure. Who made the restructure is not stated; if it was the HTS-Jun10 build, the gap may be self-inflicted.
  • Claim intake, close rate and fee are outside the data. Revenue lags leads by 3-12 months per README.
  • Hurricane season Jun-Nov shifts demand. Seasonality is not separable from the CPL trend with 5 months of data.

Data not available

What would prove more, and does not exist in the sources yet.

  • Signed claims, settlements, fees. No CRM data.
  • Lead definition (form vs call). No call tracking; CallRail only recommended.
  • My start date and what I changed directly in the account.
  • Whether the brand rebuild, negatives, desktop modifier and mobile form went live.
  • June and July monthly series. Monthly table stops at May.
  • Leads and spend for the 14 paused campaigns ($3,648 gap).
  • Cause of May CVR change. GA4 and session recordings not provided.
  • Core Web Vitals. Quality Score. Locations report. Live SERP check.
  • Source inconsistencies to fix before reuse: projection model shows 22 leads/month vs '45 historical (90-day)' (15/month), assumes $2,700/month vs live $60/day and Jan-May $1,664 average, uses $122 CPL and 95% mobile vs measured $118/$148.57 and 89.6%; README says 79% of leads in Miami-Dade and Broward but the geo table gives 34 of 48 = 70.8%; June organic impressions 296 (5.4% of May paid impressions) at average position 25.
Level 3

Implementation and data

For the team that has to run it: every action, test, date and dataset.
06

What I actually did

9 actions found in the project evidence, 4 done or live. Grouped by type, each with its source.

Paid media 3

  • Live

    Built HTS All Services Search campaign, $20/day, launched 10 Jun.

    index.html campaign table
  • Done

    Audited account: device, geo, search terms, landing pages, auction insights.

    index.html s05
  • Specced

    Negative keyword list (15+) incl. Foremost Insurance, competitor brands, job intent.

    index.html s05; applied status not stated

SEO 2

  • Live

    Rewrote title, meta, H1, H2 on 24 pages.

    index.html s06 before/after samples
  • Handed over

    Mapped 140 long-tail keywords across 7 silos.

    index.html s06

Technical SEO 1

  • Done

    Screaming Frog crawl. Fixed 19 issues (canonicals, duplicate titles/metas, image alt and size, security headers, headings, links).

    index.html s07

Campaign restructure 1

  • Specced

    Brand visibility investigation. Tested 10 causes. Rebuild spec for Brand Defense campaign.

    Brand audit Root Cause + Recommended Brand Campaign

Dashboard 1

  • Handed over

    Revenue projection dashboard (budget, CPL, close rate, fee as inputs).

    projection-dashboard.html

Strategy 1

  • Specced

    90-day roadmap incl. single-step mobile form, click-to-call, RLSA, CallRail, offline conversion import.

    index.html s10; README
07

Tests and what they taught

Not every test worked. Each one changed the next decision.

  1. Hypothesis

    Brand name has no ad due to a competitor, negatives, PMax/DSA, or QS collapse.

  2. Action

    Tested 10 causes against keyword, search-term, ad and auction reports.

  3. Result

    Only cause supported: brand campaign paused and never rebuilt. Nine had no support.

  4. Learning

    List what each old campaign protected before restructuring.

  5. Next decision

    Live SERP check and Auction Insights filtered to a rebuilt brand campaign.

  1. Hypothesis

    May CPL rise is a post-click problem, not traffic.

  2. Action

    Compared spend, CPC, clicks Apr vs May.

  3. Result

    Spend and clicks flat. CVR 10.27% to 7.50%. Cause not found. Difference not statistically significant (p = 0.39).

  4. Learning

    Needs GA4 page comparison and session recordings.

  5. Next decision

    A/B test restored April page. Not run in sources.

  1. Hypothesis

    Desktop traffic converts worse than mobile.

  2. Action

    Device split from Google Ads.

  3. Result

    Desktop 2.72% CVR vs mobile 15.58%. p < 0.001.

  4. Learning

    Strongest finding in the file.

  5. Next decision

    -35% desktop modifier test. Result: DATA NOT AVAILABLE.

08

Timeline: interventions and events

My actions sit alongside what the client, the previous team and the market did. Nothing here claims a cause.

  1. Previous team

    Google Ads account starts running. Jan CPL $190, 9 leads.

    README exec summary; index.html monthly table
  2. Previous team

    CPL peaks at $208.57 on 7 leads.

    index.html monthly table
  3. Previous team

    Best month: 15 leads, $114 CPL, 10.27% CVR. Pre-dates my audit. Not claimed.

    index.html; earlier portfolio notes chart caption
  4. Market

    CPL back to $143.33 on flat spend. Cause not found.

    index.html
  5. DannyI join

    Growth Intelligence Report issued. Technical crawl, 24 rewrites and 140-keyword map reported done.

    index.html cover; s06, s07
  6. Danny

    HTS All Services campaign launched at $20/day. Who built it is not stated in the report; the task brief credits me with the campaign build.

    index.html campaign table; README Campaign 3
  7. Danny

    Brand Visibility Audit (Phase 2) delivered. Brand campaign found paused.

    Foremost_GoogleAds_Brand_Visibility_Audit.html
09

The data, month by month

Hold spend constant and see what moves. Here, only conversion rate did.

Cost per lead swung on flat spend

Spend stayed $1,460–1,720 every month. Jan–Apr fall pre-dates my audit; not claimed. Calculated

Conversion rate: the mirror image

May fell on the same traffic. The page, not the auction. Measured

Miami-Dade: the volume and the cost

Broward and Orlando convert cheaper and were under-funded. Calculated

43 of 48 leads came from phones

Desktop cost 4.3× mobile. Calculated

Evidence viewer: the client reports

Growth intelligence reportPreview the reportOpen full screen →
Brand visibility auditPreview the reportOpen full screen →
10

What I'd do next

SourcesGoogle Ads exports Jan–Jul 2026 (38,871 search terms, 694 keywords, geography, device, auction insights), Search Console, Screaming Frog crawl.Evidence labels: Measured, Calculated, Estimated, Assumption, Data not available.
← Previous caseGold Coins Club & Resort24% → 14% · enquiry-to-booking conversion, Q2 to Q3
Next case →EveryWatch20× · monthly new users in 17 months

Work with me

Seen a leak in your own numbers?

Send me the symptom. I'll tell you which case is closest and what I'd check first. No deck, no retainer pitch.

danieldeepak3519@gmail.comLinkedInFree 12-point check