1️⃣ Initial Research & Strategic Planning

Medicare lead generation requires a trust-driven approach, given the sensitivity of healthcare services. My strategy focused on:

• Market Analysis: Identified peak enrollment periods, common Medicare pain points, and regulatory considerations.
  
  
• Ideal Customer Profile (ICP): Targeted seniors aged 65+, retirees, and individuals nearing eligibility.
  
  
• Competitive Research: Studied top Medicare lead gen competitors to refine messaging and optimize bidding.
  
  
• Funnel Mapping: Designed a multi-step lead nurturing system with retargeting sequences for increased conversions.
  
  

2️⃣ Audience Targeting Strategy

I used a layered audience strategy to reach the right people while filtering out low-quality leads:

• Demographic Targeting: Focused on individuals aged 60+, pre-retirees, and caregivers assisting elderly family members.
  
  
• Interest-Based Targeting: Senior living, Medicare benefits, retirement planning, healthcare, and insurance.
  
  
• Behavioral Targeting: Engaged shoppers, frequent Facebook users, and individuals researching healthcare topics.
  
  
• Lookalikes: Built from past high-quality leads and converted customers.
  
  
• Custom Audiences: Previous lead form engagers, website visitors, and newsletter subscribers.
  
  

🔹 Geo-Targeting: Optimized for regions with a high density of Medicare enrollees.

3️⃣ Campaign Funnel Structure

I structured the campaign into three strategic phases to maximize lead quality and minimize CPL:

• Top of Funnel (TOF): Awareness-focused ads educating users on Medicare options, benefits, and enrollment deadlines.
  
  
• Middle of Funnel (MOF): Retargeted engagers with testimonial videos, FAQs, and cost-saving insights.
  
  
• Bottom of Funnel (BOF): Strong CTA ads pushing users to fill out the lead form with urgency-based messaging.
  
  

💡 Campaign Setup:
✔ Used Facebook Lead Forms (pre-filled fields) for frictionless conversion.
✔ A/B tested Instant Forms vs. Website Landing Pages for lead collection.
✔ Integrated CRM with Zapier for real-time lead follow-up.

4️⃣ Creatives & Messaging Strategy

Since trust is critical in Medicare marketing, I crafted authentic and reassuring messaging:

• Video Testimonials: Seniors sharing their Medicare enrollment success stories.
  
  
• Carousel Ads: Breaking down Medicare benefits, common misconceptions, and how to enroll.
  
  
• Static Ads with Clear CTAs: “Find the Best Medicare Plan for You – Free Consultation!”
  
  
• Ad Copy Style: Simple, direct, and benefit-driven (e.g., “Lower your Medicare costs – See if you qualify now!”).
  
  
• Urgency Triggers: “Open Enrollment Ends Soon – Act Now!”
  
  

5️⃣ Technical Setup & Tracking

To ensure high-quality lead capture and smooth automation, I implemented:

• Meta Pixel & Custom Events: Tracked key lead form interactions and drop-offs.
  
  
• UTM Parameters: Added tracking for source, medium, and campaign segmentation.
  
  
• CRM Integration: Direct lead syncing via Zapier, ensuring fast follow-ups.
  
  
• Conversions API (CAPI): Improved tracking accuracy post-iOS 14 updates.
  
  

6️⃣ Optimization & Scaling

Continuous monitoring and optimization helped reduce CPL and increase lead quality:

• A/B Testing: Ran split tests on form fields, headlines, ad creatives, and CTA placements.
  
  
• Retargeting Segments: Re-engaged form starters, page visitors, and past leads who hadn’t converted.
  
  
• Budget Scaling: Gradually increased budget for low-CPL, high-quality ad sets.
  
  
• Exclusion Lists: Filtered out irrelevant leads to maintain data integrity.
  
  

📊 Key Performance Gains:
✔ CPL Dropped from $1.20 to $0.72 after optimizing lead form friction.
✔ Landing Page vs. Instant Form: Instant forms converted 32% higher at a lower cost.

7️⃣ Offer Structure & Lead Quality Enhancements

To maximize lead intent and qualification:

• Pre-Qualifying Questions: Ensured leads met basic Medicare criteria (e.g., age, residency).
  
  
• Follow-Up Automation: Immediate SMS/email response after form submission to boost engagement.
  
  
• Live Agent Call-Backs: Warm transfer of high-value leads to phone agents.
  
  
• Incentives: “Free Medicare Savings Consultation” to encourage form completion.
  
  

✅ Final Results

With highly optimized targeting, frictionless lead capture, and ongoing campaign adjustments, the campaign generated:

• Total Ad Spend: $15,000
  
  
• Total Leads: 21,000
  
  
• Cost Per Lead (CPL): $0.72
  
  
• Lead-to-Call Conversion Rate: 46% (warm leads booked for consultations)
  
  

🏆 Outcome:
A highly profitable Medicare lead gen campaign with low CPL and high intent leads. The strategy is scalable for future open enrollment periods and ongoing Medicare education efforts.