An insurance funnel with its own backend that brings in almost 50 leads a day from Google
- Client
- Dogcare24
- Industry
- Insurance
- Services
- Funnel development, Software development, SEO, AI SEO (GEO)
- Year
- 2025
Organic Google search now brings in almost 50 leads a day, more than twice as many as in December 2025.
- Leads per day from organic search (October 2026, compared with 22.5 in December 2025)
- almost 50
- Clicks from Google in Q4 2025, 27% more than in the previous quarter
- 77,402
- Clicks per month from April 2025 to March 2026
- +242%
- Mentions as a source in AI answers (January 2026)
- 126
Source: Leads per day October 2026: figure from Media on Earth; Dogcare24 SEO report, Q4 2025 (Search Console and Analytics); clicks per month: Google Search Console via Ahrefs GSC Insights, April 2025 (8,627) to March 2026 (29,528)
Situation
Dogcare24 brokers Barmenia’s dog health insurance. Sales happen online: dog owners search Google for costs, cover or a specific breed, compare plans and then want to know quickly what their dog will cost.
Then there is the part after sign-up. Policyholders need to be able to submit vet invoices without an account and without an app. This journey is also part of the product and determines reviews and recommendations.
The challenge
Dog health insurance is a topic with a lot of search volume and fierce competition for the top positions. To be visible there, you need a separate, good answer for every question, from puppies to pre-existing conditions.
The website therefore had to do three things at once: rank on Google for hundreds of search terms, guide visitors straight from the premium to the sign-up, and hand every new policy cleanly to the team in the background.
Approach
Media on Earth built the site as a custom application, not as a website-builder site. What is live today:
- Premium calculator as the entry point. Right on the homepage, a field asks for the dog’s name, and the calculator then leads to the premium in around two minutes. Four plans (OP-Schutz surgery cover, Basis, Top and Premium) sit side by side. Once customers have decided, they take out the insurance directly online, with no detour via phone or paper. More under Funnel development.
- Service journey after sign-up. Under “Rechnung einreichen” (submit an invoice), customers link their policy number, upload up to five files and immediately receive a confirmation by email. Alternatively, it works via WhatsApp. Behind it runs a custom backend that passes new policies and submitted invoices on to the Dogcare24 team.
- A page structure built for search. The sitemap comprises 242 pages: 43 pages on the insurance (costs, cover, puppies, older dogs, pre-existing conditions, no waiting period, breeds such as Labrador or Dachshund), 159 guides on dog health and 30 knowledge pages. Each page answers a specific search query and links to the calculator. This is the SEO work.
- Pages for every situation. Dedicated pages for puppies, older dogs, two dogs and pre-existing conditions, plus breed pages for Labrador, Dachshund, French Bulldog, Golden Retriever, German Shepherd and mixed breeds. Anyone already comparing insurance finds pages on the question “directly with Barmenia or via Dogcare24” and on the comparison with HUK-Coburg.
- Making trust visible. Test winner seals, Google reviews, real reimbursement cases, an editorial and author section and the TÜV certificate appear where the decision is made.
- Content for AI search. Short answers at the start of each section, clear terms and verified figures ensure that ChatGPT, Gemini and Google’s AI Overviews cite Dogcare24 as a source. More under AI SEO.
The sales team itself also uses the website: a dedicated job portal recruits staff for customer advice. Technically, the site runs as a Next.js application on Vercel. For Dogcare24, this means fast loading times on mobile and a calculator that feels like an app.
Result
In the fourth quarter of 2025, organic Google search brought 77,402 clicks, 27% more than in the previous quarter. The pages achieved 5.51 million impressions at an average position of 6.55, and 13,826 keywords were in the top 100.
Visitors stay longer: over the quarter, the bounce rate fell by 6.1% to 43.2%, and session duration rose by 4.1% to 1 minute 36 seconds. The page that converts best at the end of the journey is the article on the Stiftung Warentest test winner.
This traffic turns into leads: in September 2025 there was an average of 19.2 leads a day, 20.8 in November and 22.5 in December. By October 2026, the number had risen to almost 50 leads a day from organic search. In AI search, Dogcare24 was cited as a source 126 times in total in January 2026, 121 of them in Google’s AI Overviews and 22 in ChatGPT.
Over a longer period, Search Console shows the trend: in April 2025 there were 8,627 clicks a month, in March 2026 there were 29,528. That is an increase of 242% in eleven months.
