Star Insuarance Lead Generation Star

Background
ABC Insurance specializes in retirement and supplemental health insurance plans tailored for individuals transitioning to Medicare. Their primary goal was to capture high-quality leads nearing retirement age to offer personalized insurance consultations.

Despite significant ad spend on Meta platforms, the client struggled with low-quality leads that failed to convert into sales opportunities.

 

ABOUT

Client: ABC Insurance
Industry: Retirement and Health Insurance
Target Audience: Retirees aged 64–65 in North America
Objective: Increase high-quality MQLs through precision targetting and conversion-focused tactics.

Challenges
  1. Audience Saturation: Ad fatigue among the audience due to repetitive messaging.
  2. Irrelevant Traffic: A significant portion of leads were not in the target demographic or lacked purchasing intent.
  3. High Cost per Lead (CPL): The average CPL exceeded the industry benchmark, straining the budget.

Year

2024

Client

ABC Insuarance

Services

Meta Ads Manager

Project

Increasing MQLS

Description

Strategy

The focus was on creating a highly targeted and optimized campaign strategy to attract qualified prospects and increase the volume of MQLs.

1. Audience Refinement

  •  – Primary Audience:  
  •      – Demographics: Age 64–65 | North America residents | Retirement transition phase  
  •      – Interests: Medicare/insurance research | Retirement planning | Financial security  
  •      – Behaviors: Recent insurance-related searches | Engagement with financial content  
  •    – Exclusions: Users <64 | Non-insurance interest segments | Existing policyholders  
  •    – Expansion Tactics:  
  •      – Lookalike audiences modeled after high-LTV existing customers  
  •      – Retargeting pool for ad engagers/non-converters 
  • .

2. Creative Optimization

  • Developed new ad creatives tailored to retirees, emphasizing:
    • Security and peace of mind in retirement.
    • Testimonials from satisfied customers.
    • Simplified messaging with clear CTAs like “Get Your Free Medicare Consultation Today.”
  • A/B tested ad formats:
    • Carousel ads highlighting plan benefits.
    • Video testimonials from happy clients.
    • Static images with relatable retirement scenarios.

3. Landing Page Enhancements

  • Designed a dedicated landing page with minimal distractions.
  • Included a short lead capture form asking for key details: name, age, location, and insurance needs.
  • Added trust signals, including certifications and customer testimonials.

4. Campaign Optimization

  • Used Meta’s Conversion API to track leads accurately and optimize for MQL conversions.
  • Ran Lookalike Audience campaigns based on the client’s existing high-value customers.
  • Implemented a retargeting strategy for users who engaged with ads but didn’t convert, offering additional resources like a free Medicare guide.

Execution

Timeline:

  • Week 1: Research and campaign setup.
  • Weeks 2–4: Launch and monitor initial results.
  • Weeks 5–8: Optimize campaigns based on performance data and Scale successful strategies.

Key Metrics Monitored:

  • Click-Through Rate (CTR)
  • Cost per Lead (CPL)
  • Conversion Rate on landing pages
  • Marketing-Qualified Leads (MQLs)

Results

  1. Qualified Leads:

    • MQLs increased by 58% within 60 days.
    • Captured 1,800 new MQLs, compared to 1,140 in the previous period.

  2. Cost Efficiency:

    • Reduced CPL by 32%, bringing it below the industry benchmark.

  3. Ad Performance:

    • CTR improved from 1.8% to 3.7%.
    • Retargeting ads achieved a conversion rate of 18%.

  4. Landing Page Success:

    • Conversion rate on the landing page increased from 12% to 22%.
    • Reduced bounce rate by 40%.

Takeaways

  • Narrowing the audience to highly relevant demographics significantly improves lead quality.
  • Ad creative personalization resonates strongly with older audiences, especially through relatable visuals and testimonials.
  • Combining precise targeting with retargeting strategies ensures optimal ROI.
  • Optimized landing pages with clear CTAs drive better conversions.
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