Driving a 71% CVR Improvement for Armadillo Through Paid Search, SEO, and CRO

Armadillo is a tech-enabled home warranty platform redefining what home protection looks like. With transparent pricing, no hidden fees, and a fully digital claims experience, Armadillo competes directly against legacy home warranty providers by offering a better product at a fraction of the cost.

‍

Growing a subscription-based consumer service in a crowded, trust-sensitive category requires more than running ads. It requires a cohesive strategy across paid search, organic search, and on-site conversion that works together to attract the right homeowners and turn them into subscribers efficiently. Kreativa Group is Armadillo's strategic growth partner, driving performance across every channel in their digital marketing ecosystem.

As Armadillo's strategic growth partner, our expertise spans across four growth marketing channels, each one built to reinforce the others and drive compounding performance across the full funnel.

‍

Paid Search We manage Armadillo's Google Ads program with a focus on driving high-intent homeowners into the conversion funnel efficiently. In a category where competitors spend heavily on branded and generic home warranty terms, precise targeting, strong ad creative, and continuous bid optimization are what determine whether spend translates into subscribers or wasted budget.

‍

SEO, pSEO, GEO, and AEO We built and continue to drive a combined SEO, programmatic SEO, Generative Engine Optimization (GEO), and Answer Engine Optimization (AEO) strategy for Armadillo, targeting homeowners across every stage of their research journey. From broad home warranty comparisons to specific appliance and system coverage queries, the goal is to make Armadillo the most visible and credible option across both traditional and AI-powered search. The pSEO component creates scalable content infrastructure that compounds over time as Armadillo expands into new markets, while the GEO and AEO work ensures Armadillo is cited and referenced in Google AI Overviews, featured snippets, and answer engines like ChatGPT and Perplexity.

‍

Conversion Optimization We work directly on Armadillo's website to identify and remove friction from the conversion path. Every improvement to the on-site experience is designed to turn more of the traffic we're driving, paid and organic, into plan subscribers.

‍

Landing Pages Custom landing pages were developed to give paid search campaigns dedicated, high-converting destinations built around specific audience intents and messaging rather than generic site pages.

The coordinated strategy has delivered strong, compounding results across every channel.

‍

SEO and pSEO drove 315% more organic traffic, establishing search as a major acquisition channel in a category where organic visibility is a significant competitive advantage. Our GEO and AEO work has been equally impactful, with AI-generated mentions growing by 131% and citations by 436% quarter over quarter, reflecting Armadillo's rapidly growing authority across AI-powered search platforms.

‍

Conversion value grew 124% and conversions increased 23%, reflecting real subscriber growth driven by stronger traffic quality and a better on-site experience. CVR improved by 71%, a direct result of the conversion optimization and landing page work. And despite scaling the program, cost per acquisition decreased by 10%, proving that growth and efficiency don't have to be in conflict.

‍