TD Insurance reached 7.6M Canadian small business owners with Amazon Ads

Goals

Behind every thriving Canadian community, there's a small business owner making it happen. They're the café owner who knows your order by heart, the contractor who built your neighbor's deck, the online retailer who ships handmade goods across the country. They're problem-solvers, risk-takers, and the people who turn ideas into livelihoods. But even the most resourceful entrepreneurs face real challenges. According to a recent TD Insurance survey, one in three small business owners say increasing operating expenses are their biggest challenge today.¹

For TD Insurance, this insight set the direction for the "TD Insurance for Business" campaign. The goal wasn't just to build awareness, but to deliver real value by connecting small business owners with customizable coverage and discounts designed for the challenges they actually face.

"Ultimately, we believe that by making more meaningful connections, we can drive better business results," says Alan Wen, Vice President of Marketing at TD Insurance.

This community-first mindset reflects a broader shift in how audiences connect with brands. Amazon Ads recent Beyond the Generational Divide research shows that consumers are 2.1 times more unified by shared behaviors than by generation,² reinforcing the importance of reaching audiences based on how they live and operate, rather than who they’re assumed to be.

To make that connection, TD Insurance needed a strategy that could reach the right audience, at the right moment, with the right message.

How TD Insurance leveraged Amazon Ads to engage small business owners.

Approach

TD Insurance and their agency partner, Starcom, worked with Amazon Ads to bring this strategy to life through a full-funnel marketing launch. By taking advantage of Amazon Ads audience insights and advanced targeting capabilities, the team was able to reach verified business owners and decision makers, helping TD Insurance connect with small business audiences in a more meaningful way.

"We know that small business owners commonly use Amazon for their day-to-day operations," says Wen, "so, we saw an opportunity to connect directly with business owners in a place where they’re already doing business."

This approach aligns with another key insight from Amazon Ads research: more than half of consumers say they prefer advertising that reflects shared human experiences over messages based on age or demographic labels.³

The campaign activated across Prime Video, Amazon Business, and Performance+, allowing TD Insurance to engage small business audiences across multiple moments in their journey, while keeping the message grounded in real business needs.

"Amazon Ads was the perfect partner for this campaign because of their advanced targeting capabilities, rich first-party insights, and full-funnel marketing capabilities," says Samantha Monteiro, the account director at Starcom leading the insurance portfolio.

Results

The campaign delivered strong results, demonstrating the value of thoughtfully designed audience strategy combined with a full-funnel approach.

Across Prime Video ads, Amazon Business, and Performance+, the TD Insurance campaign reached 7.6 million Canadians.⁴ Each solution contributed meaningful unique reach, with less than 3% audience overlap across channels.⁵

By focusing on confirmed business behaviors rather than broad assumptions, TD Insurance minimized wasted spend and maximized efficiency. The campaign showed how Amazon Ads solutions can work together to reach highly relevant audiences at scale and support measurable outcomes.

Sources

¹ TD Insurance Survey: Preparing to Pay: TD Insurance survey finds more than half of small business owners turning to costly financing options in emergencies, even though they have insurance, Sept 2025.

^2-3 Beyond the Generational Divide: The new rules for consumer connection, Amazon Ads 2025.

^4-5 Amazon Internal, CA, 2025