Internal Lead Gen Launch from $0 to $600k per Month

Case Study - Internal Healthcare Lead Generation Brand

Case Study

The Goal

Agency aimed to launch and scale in-house lead generation brands for Medicare, Affordable Care Act (ACA), and Final Expense Insurance. The initiative had zero digital presence and needed to expand customer acquisition efforts. The target was to grow leads at scale while maintaining cost-per-acquisition (CPA) efficiency when compared to other advertising channles.

The Strategy

  • 0→1 Paid Media Buildout: Led the development and execution of full-funnel media strategy from scratch—Search, YouTube, Display, and Performance Max—with a clear focus on cost-efficiency at scale.
  • Creative Systems & Testing: Introduced high-volume testing of landing pages and ad creatives (including AI-generated videos using Synthesia) across promo, testimonial, and direct-response formats.
  • Audience & Funnel Optimization: Built audience segments using intent-based targeting, demographic overlays, and funnel filters to improve call quality and conversion rates.
  • Cross-Channel Measurement: Developed attribution and reporting dashboards to validate media contribution to lead volume and sales pipeline, enabling better optimization decisions.
  • Team Enablement & Playbook Creation: Documented SOPs and trained internal team members to continue scaling Medicare and similar health verticals.

    • The Results

    Successfully proved digital model to be most cost-effective while scaling revenues to over $600k / month. CPA reduced by over 25% through creative and audience optimizations while generating thousands of qualified leads and revenue-generating sales.

    Skills & Platforms

    • Advertising Platforms: Google Ads (Paid Search SEM, PMAX, Demand Gen, YouTube), Microsoft Ads, Meta Ads
    • Data Analytics & CRM Tools: Google Analytics (GA4), Looker, Funnel.io, Power BI, Invoca
    • AI & Automation Tools: ChatGPT, Canva
    • Programming & Analytics: Excel Macros, Google Ads Scripts (JavaScript)
    • Testing: A/B Testing, Creative Testing
    • Management Tools: Notion, Monday

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