How a Local Insurance Agent Uses Targeted Audio Ads to Build His Business

Overview

Matthew Brown runs a Farmers Insurance agency in Cabot, Arkansas. After years of relying on search and social ads, he used AudioGO's behavioral targeting to reach insurance-ready listeners across 60 interest categories. For roughly $1,200, his campaign delivered 72,000+ ads, reached 42,000+ unique listeners, and directly generated more than 30 new auto, business, and household policies.

At a glance

About Matthew Brown

Matthew Brown has operated his Farmers Insurance agency in Cabot, Arkansas for over a decade, offering auto, home, renters, and business coverage to local families and small businesses.

Like many independent agents, Brown relied primarily on search and social advertising to stay visible. He wanted a new, affordable channel that would reach consumers who were actually in-market for insurance — not just broadly targeted by geography.

Campaign Objective

• Reach local consumers likely to be in the market for insurance coverage
• Differentiate from larger insurance competitors dominating search and social
• Drive inbound calls, texts, and website visits from qualified prospects

Strategy & Execution

Behavioral targeting across 60 interest categories

Rather than targeting by demographics alone, Brown used AudioGO's interest-based targeting to reach listeners whose behaviors indicated likely insurance need: car owners, homeowners, renters, married listeners, households with children, mortgage customers, and people actively researching financial planning and insurance.

Three custom ads, produced in 24 hours

AudioGO's creative services developed three distinct audio spots with professional voice actors — each tailored to a different coverage type — at a fraction of traditional radio production costs. All were delivered within 24 hours.

Display ads and location targeting

Companion display banner ads were built using AudioGO's ad builder and linked to Brown's website. Geographic targeting was restricted to his service area cities and ZIP codes, ensuring no budget was wasted outside his coverage territory.

Results & Performance

• 72,341 total ads delivered
• 42,680 unique listeners reached within target cities and ZIP codes
• 99% listen-through rate (industry average: 98%)
• 30+ new auto, business, and household policies directly attributed to the campaign
• Total investment: approximately $1,200
• Phone calls and texts received within minutes of campaign launch, with customers specifically mentioning Pandora and iHeartRadio

Why it Worked

1. Behavioral targeting found the right listeners

Instead of reaching everyone in a ZIP code, Brown's campaign reached people whose interests and behaviors matched his ideal customer profile. That precision — car owners, homeowners, renters, families — made every impression more relevant.

2. Audio created immediate response

Brown received calls and texts within minutes of the campaign going live. Listeners identified AudioGO's placements by name, mentioning Pandora and iHeartRadio specifically — a signal that audio creates the kind of recall that drives action.

3. Three ads let him test messaging

Producing three separate spots for different coverage types — at low cost and fast turnaround — gave Brown the ability to speak directly to different audience needs rather than using a one-size-fits-all message.

4. Strong ROI at a modest budget

30+ policies from roughly $1,200 in spend represents a compelling return for a local operator who can't compete with national insurance brands on search or display.