CASE STUDY
How an insurer turned marketing messages into scalable, high-performance assets with VERZE
Switzerland's leading accident insurer achieved 121% more reach per CHF invested and set new benchmarks across Meta - all by building a sustainable marketing message database with VERZE.
CHF 0.34
CPM on Meta
+121%
More Reach per CHF 100.-
>7%
Click-Through Rate
1375
Ads in VERZE Database
CLIENT
Large Insurer (anonymous)
INDUSTRY
Insurance & Public Sector
PLATFORM
Meta (Facebook & Instagram)
USE CASE
Scalable Campaign Architecture & Marketing Message Database
The Challenge
A large insurer providing mandatory insurance coverage for roughly half the Swiss workforce. With 23 distinct safety and insurance themes to communicate year-round, their marketing team faced a fundamental scaling problem:
how do you maintain 365-day visibility across dozens of topics without ballooning costs or fragmenting your message?
Traditional campaign approaches meant short-lived flights, disconnected assets, and algorithms that never had enough data or runtime to truly optimize. Each campaign started from scratch - no compounding learnings, no reusable content, no sustainable data foundation for the platforms to work with.
The Solution
Using VERZE, the insurer transformed their marketing messages into a structured, machine-readable asset database. Every piece of content became a sustainable investment-optimized for algorithm readability, designed for high variance, and built for permanent visibility.
The approach centered on three pillars:
  • Marketing Message Database: 1375 ads were created and structured in VERZE, forming a sustainable foundation of audience-specific content that algorithms could continuously learn from.
  • Always-On Campaign Architecture: Instead of isolated campaign flights, the insurer implemented year-round baseline campaigns ("Always-on Signals/Noise" for awareness, "Campaign Baseline Signals" for traffic) so algorithms could learn without interruption.
  • Content Reuse & Cross-Pollination: Existing ads in VERZE were redeployed, audience insights were transferred across campaigns, and learnings from individual campaigns flowed directly into new planning — building on an ever-improving data foundation.
"Every asset in VERZE is a sustainable investment. Optimal readability for efficient machine learning. High variance as a direct cost reducer."
The Results
The results were not accidental — they were the direct outcome of a deliberate campaign architecture. The insurer set new standards across every key metric:
CHF 0.62
Average CPM across all platforms
Far below the Swiss benchmark of CHF 7.50, dropping to CHF 0.92 within 6 weeks.
CHF 0.05
Cost per Click
10x better than industry benchmark on Meta.
4.73x
Avg. Performance Multiplier
More relevant performance than the previous year with the same media budget.
365 Days
Continuous Visibility
Year-round presence for 23 insurance topics via always-on campaign architecture.
Campaign Architecture That Compounds
The key insight: performance was not a one-time outcome - it was the result of a self-reinforcing system. The campaign logic works because every element builds on the last.Ads through VERZE are redeployed rather than recreated. Audience insights transfer between campaigns. Learnings from individual flights flow directly into new planning. The foundation for data-driven targeting improves continuously, enabling algorithms to reach the right audiences more effectively over time.
VERZE marketing message database workflow showing content import, management, and export processes
Always-On Visibility Strategy
The always-on traffic campaigns proved more efficient than traditional campaign flights for nearly all of the insurers contentc topics. In 2026, the strategy expands: year-round baseline campaigns ensure algorithms learn and optimize without interruption.
For awareness, the insurer's audience-specific flights consistently exceeded benchmarks in 2025. This learning now feeds into the annual baseline, which is being split into two distinct audiences - workplace safety and leisure safety - to deliver 365-day visibility for both target groups.
"With a CPM on Meta of CHF 0.34, a cost per click of CHF 0.05, and a click-through rate of over 7%, we set new benchmarks - 10x and 5x above industry standards."
What's Next
Having proven that the VERZE system logic delivers exceptional results at the top and middle of the funnel (awareness and traffic), the next frontier is conversion performance.The recommendation: extend browser-based tracking with server-side tracking to bring conversion performance to the same level as awareness and traffic results in 2026. Combined with the compounding data foundation in VERZE, the insurer is positioned to turn every CHF of media spend into measurable, optimized outcomes across the entire funnel.
Ready to Build Your Marketing Data Foundation?
See how VERZE can transform your marketing messages into scalable, high-performance assets just like the insurer. Get 2-5x more efficiency and 10-20x better ad performance from the same budget.