Planit – Best Finance & Insurance Campaign

About Planit

Planit is a performance marketing agency that helps brands grow through search, media, partnerships and emerging discovery channels. We combine strategic thinking, data-led decision making and channel expertise to help clients adapt to changing consumer behaviour. Our work focuses on ensuring brands remain visible, trusted and commercially effective wherever customers discover and evaluate their options.

The challenge

AI-powered search and large language models are changing how consumers discover brands. Traditional SEO and paid search strategies were built for a world where users clicked through ranked lists of results. Today, consumers increasingly receive recommendations directly from AI-generated answers, often without visiting a search results page.

For brands, this creates new visibility challenges. Strong organic rankings no longer guarantee inclusion in AI recommendations, and declining generic search volumes can mask a shift in consumer behaviour rather than a reduction in demand. Success increasingly depends on whether AI systems recognise a brand as trustworthy, authoritative and worthy of recommendation.

For established brands in competitive sectors such as insurance and roadside assistance, adapting to this shift requires a completely different approach to discovery, visibility and influence. The AA recognised this early, and together we developed an approach to strengthen its authority across the digital ecosystem and earn recommendation within AI-generated responses.

The solution

The strategic approach

Our approach began with a simple premise, that AI systems synthesise information from trusted third-party sources when generating recommendations. Working closely with The AA, we developed a publisher-led strategy designed specifically for the emerging AI search environment. Rather than focusing solely on owned channels, we concentrated on strengthening The AA’s presence across authoritative editorial, comparison and recommendation-led environments that AI systems frequently reference. We identified where AI-generated answers were underrepresenting The AA, mapped the sources influencing those recommendations and built a strategy to increase authoritative coverage, repositioning affiliate and partnership activity from a conversion channel into a visibility and recommendation engine.

The technology deployed

The campaign combined AI visibility, ranking and citation analysis with publisher insights, relationship management, affiliate partnerships and performance measurement. We monitored how AI platforms surfaced recommendations, identified recommendation gaps and worked with trusted publishers to create authoritative content. Concurrently, we analysed affiliate activity at page level, with listicle alerts, keyword search functionality and SEO scoring powered by Publisher Discovery data. This combination of technology and expertise let us deploy highly specific briefs to the right publishers, for the right prompt sets, at the right time.

The boldest decision

The boldest decision was reallocating budget away from generic paid search activity and investing instead in publisher-led visibility designed to influence AI-generated recommendations. At a time when many brands were still treating AI search as an emerging trend, we treated it as a fundamental behavioural shift. This gave The AA an early advantage in a rapidly evolving search landscape, building visibility where more customer decisions were beginning to happen.

The results

Within three months, The AA achieved a significant increase in visibility across AI-generated recommendations while maintaining stable sales volumes despite a decline in organic search traffic. LLM visibility rose by 54% in just three months, all on a highly efficient investment of under 30,000 pounds, while baseline revenue was protected against an 8% decline in generic PPC volume.

The campaign proved that AI visibility is measurable, manageable and commercially valuable. By focusing on trust, authority and third-party validation, we created a repeatable framework for helping brands succeed in the next era of search and discovery, and validated the role of partnership marketing within that ecosystem.