[ssharp]

So all Geico needs to do is convert people who are looking for cavemen into paying customers and they can stop paying $90 million a year to AdWords?

Honestly, your article doesn't make any sense. You're title is that Geico "wastes $90MM" a year in paid search. Yet you offer no evidence that Geico has a negative ROI on this spending.

If your point is that Geico isn't concerned with organic traffic, they are ranked #1 for "car insurance" and #2 for "car insurance quote". I think they seem to be doing alright.

What do you think the point of the Caveman commercials were? The appeal was "it's so easy, even a caveman could do it". The cavemen were an added benefit of a recognizable character. While Geico probably could have spent some time and money getting higher ranking for "cavemen", you don't provide any evidence that doing so would actually covert sales. Missing this is huge because common sense tells me that folks looking for the Geico Cavemen are probably more interested in some quick entertainment than car insurance.