health insurance provider
case study
OVerview
A US-based health insurance provider helping individuals and families navigate their health insurance options. The service provides personalised support to help customers find healthcare plans suited to their individual needs.
Objectives
The client came to us with the objective of generating more of their own leads through online marketing channels. The focus was on increasing both website form submissions and inbound phone calls, giving the sales team more opportunities to speak directly with prospective customers.
One of the main challenges was the highly competitive nature of the health insurance market, where cost per click was high. Lead quality was equally important, as only customers meeting specific demographic requirements would qualify for the client's services.
The activity
We developed a full-funnel paid media strategy, covering the customer journey from initial brand awareness through to lead generation.
Alongside increasing the volume of leads, we focused heavily on using campaign and customer data to improve lead quality and help the advertising platforms identify users who were more likely to qualify.
Alongside our paid media activity, we also supported the client’s wider organic marketing strategy. We produced two SEO-focused blogs each month, targeting relevant topics and search terms to help strengthen the website’s content and improve organic visibility.
We also published 2-3 organic social media posts per week, covering a mixture of health insurance-specific topics and broader health and mental health issues affecting the US population. Each new blog was also promoted across social media, helping to maintain a consistent online presence, increase engagement and drive additional traffic to the website.
meta and display campaigns
Meta and Display activity was used to build awareness and reach relevant prospective customers.
We created two social media campaigns targeting specific demographics that were more likely to qualify for the client's services.
Campaigns were separated by state, allowing us to test state-specific messaging and imagery.
Carousel and video advertising was used to increase engagement and generate leads.
Performance data helped us understand which audiences and messaging were most effective at generating relevant enquiries.
Google Ads campaigns
Our Google Ads activity focused on generating conversions from people actively searching for health insurance.
Campaigns were structured around specific health insurance searches and providers.
With CPCs initially limiting the volume of traffic available, campaigns were continually optimised as conversion data increased.
Once campaigns began generating leads, we introduced Maximise Conversions bidding alongside CPA targets to help reduce CPCs and cost per lead.
After reaching a suitable cost per lead, the focus shifted towards increasing lead volume while maintaining quality.
Broad match targeting was tested using the strongest-performing keywords to expand reach and generate additional leads.
Increasing volume presented an additional challenge: broader targeting generated more leads, but also attracted users who did not qualify for the client's services.
To improve this, we introduced first-party customer data and offline conversion data from leads that had successfully converted. This provided the advertising algorithms with stronger signals based on genuine sales outcomes rather than lead volume alone. After a two-week period, this approach improved both lead quality and the client's internal conversion rates.
Results
By combining full-funnel paid media activity with first-party and offline conversion data, we were able to improve both campaign efficiency and conversion performance. Overall, the activity delivered:
32%
reduction in cost per lead
16%
decrease in CPC
95%
increase in conversion rate
By combining full-funnel paid media activity with first-party and offline conversion data, we were able to improve both campaign efficiency and conversion performance. Overall, the activity delivered: