AI-powered search meets the open road: How ADAC strengthens customer connections

ADAC's bright yellow vehicles are a familiar sight on German highways. Known as the “Yellow Angels,” these roadside helpers symbolize safety, reliability, and care for millions of drivers.

Their commitment extends beyond breakdowns to dependable insurance protection. And every November marks Germany’s peak switching season, when drivers take a closer look at their auto insurance coverage and decide whether it’s time for a change.

With so many brands competing for attention, finding clear and trustworthy information isn’t easy. As search behavior shifts rapidly toward AI-driven and conversational experiences, ADAC Car Insurance (further referred to as ADAC) recognized the need to adapt early, ensuring visibility not only in traditional search but also within emerging AI interfaces.

ADAC wanted to position its familiar name at the forefront of every search, guiding drivers and helping them feel confident in their decision. 

Working with Microsoft Advertising and its long-standing agency partner ad agents, ADAC focused on being visible and informative wherever people explore coverage options.

Here’s how they made it work...

• Performance Max across Microsoft Advertising’s inventory: ADAC ran Performance Max campaigns to connect with drivers through AI-powered search results, native content, and audience placements.
• New customer acquisition feature: Using the Optimize for new customer acquisition feature, ADAC prioritized first-time policy buyers, expanding reach efficiently while maintaining strong engagement with existing members.
• Collaboration that kept customers in focus: ADAC’s marketing team worked closely with ad agents and Microsoft Advertising experts to fine-tune targeting, bidding strategies, and creative based on real-world search behavior.
• Agency-led optimization and execution: In close collaboration with ad agents, ADAC continuously optimized bidding strategies, audience signals, and creative execution to fully leverage AI-driven search and Performance Max.

The new approach showed how ADAC’s reliable reputation helped the brand stand out in AI search experiences, including increased visibility within Copilot results.

The success was clear: from January 1 to November 30, ADAC saw an 89% increase in clicks and a 104% increase in conversions through Performance Max alongside a 4% reduction in CPA and an 8% increase in conversion rate by optimizing campaigns for new customer acquisition.

After establishing solid Performance Max performance, ADAC activated New Customer Acquisition (NCA) in December to unlock more incremental value. Even in its first weeks, NCA delivered promising traction, generating a ROAS near 600% with limited time in market. The early data suggests a substantial runway for further gains. To capitalize on this momentum, ADAC evolved its bidding strategy from tCPA to tROAS, focusing more directly on value‑based growth.

Following these proven results, ADAC opted for a 2x budget increase on Microsoft Advertising to explore new ways to connect with drivers. The same trusted presence that supports people on the road now guides them toward the protection they need online.