High-Velocity Lead Generation for Novamar Insurance Group
Industry: Marine & Yacht Insurance Brokerage
ICP: High-net-worth yacht owners and luxury boat enthusiasts in key coastal markets (e.g., Sarasota, Newport Beach, Seattle, and the Northeast).
Core Objective: To build a scalable digital acquisition engine that generates high-intent insurance quote requests for premium vessels nationwide.
The Client
Novamar Insurance Group is a global leader in marine insurance, founded in 1987 by lifelong boaters. With decades of experience and a presence in major US and international boating hubs, they provide specialized coverage that standard insurers cannot match. Their reputation is built on deep jurisdictional knowledge and strong relationships with top-tier global underwriters.
The Overview
Novamar entered this partnership with AC Generates as a dominant, well-established force in the marine industry. While their brand was recognized in elite boating circles and among industry partners, their digital acquisition channel was underutilized. They needed a way to move beyond traditional networking and "boots-on-the-ground" local offices to reach high-value boat owners across the country through a predictable, automated lead generation system.
The Fundamentals
Our first priority was deconstructing the insurance quoting process to identify where digital friction existed. We focused on:
Market-Specific Segmentation: Identifying the most profitable "boating corridors" and high-value vessel types (Yachts, sportfishers, and daycruisers) to prioritize in our campaigns.
Funnel Analysis: Reviewing the existing "Request a Quote" flow to ensure it captured critical underwriting data (vessel value, mooring location) without sacrificing conversion rates.
The Strategy
We engineered a high-precision Meta ads system designed to intercept luxury boat owners where they spend their digital time—engaging with lifestyle, travel, and marine-related content.
1. Geographic & Demographic Precision Using "Key Boating Area" targeting, we localized campaigns around major marinas, yacht clubs, and affluent coastal zip codes. We layered this with high-net-worth behavioral markers to ensure our ad spend was focused exclusively on individuals with the financial profile for premium yacht ownership.
2. Full-Funnel Quote Request System We built a fresh Meta ad account optimized for "Bottom-of-Funnel" conversions. Instead of broad awareness, every campaign was structured to drive users to a streamlined 1-2-3 Step Quote Form.
Custom Conversion Events: We mapped specific actions—from "Quote Start" to "Quote Completion"—to train the Meta algorithm to find users most likely to submit full vessel details.
CAPI Integration: Implemented the Conversions API to ensure 1:1 data accuracy, allowing us to track offline policy approvals back to the original ad impression.
3. Creative Authority & Social Proof In an industry built on trust, the creative assets focused on Novamar’s "Boater-to-Boater" philosophy.
Expertise-Led Messaging: Highlighting their 40+ years of experience and specialized programs like the Novamar Yacht Program.
Visual Resonance: Utilizing high-fidelity imagery of luxury vessels in their natural environments to trigger immediate recognition and brand alignment.
4. Automated Lead Routing To maximize the "Speed-to-Lead," we integrated the ad system directly with Novamar’s internal workflow, ensuring the appropriate regional agent received high-intent leads in real-time for immediate follow-up.
The Impact
The results provide a high-level overview of the results Novamar Insurance were able to achieve with our Meta ads strategies to maximize their quote opportunities.
By focusing on lead quality and those ready to receive quotes, our Meta ads strategies opened up a new avenue for issuing quotes at Novamar.
Key Metric | Outcome |
Cost Per Lead | ~$42 |
Conversion Rate on Quotes Issued | 27% |
Market Position | Successfully shifted from local/manual to national/digital-first. |
