Medicare FMO Cuts Q1 Agent CPL by ~70% With Focused Toolkit Funnel

Total Leads

In the first 5 days, a focused Q1 toolkit funnel generated 43 Medicare agent leads from paid social, with room to scale.

Cost Per Lead

By iterating on last year’s Q1 campaign, blended CPL dropped from roughly $64 per agent lead to the high‑teens, a reduction of about 70–75%.

Client

Medicare‑focused FMO (name confidential)

Services provided

Paid social strategy & campaign build
Funnel and offer positioning
Landing page copy direction
Creative direction (static + short‑form video)
Retargeting setup and optimization
Tracking and reporting

Problem

This Medicare FMO already had a Q1 resources campaign in market. It was doing “okay” on lead volume, but:

The message was broad, trying to appeal to new agents, experienced producers, and agencies all at once.
The offer was framed as a general resource hub, not a specific solution to a specific Q1 problem.
Cost per lead for Medicare agents sat in the mid‑$60s, which made it harder to justify additional budget.

They wanted to improve Q1 economics and attract more of the right agents, without betting everything on a brand‑new channel.

Solution

Rather than starting over, we used the 2025 campaign as a baseline and tightened focus for Q1 2026:

Defined one primary agent profile based on who felt the most pain during the prior AEP.
Reframed the offer into a Q1 Medicare toolkit built around that profile’s real January–March needs.
Re‑wrote the funnel so ad copy, landing page, and graphics all told the same story about that agent and that toolkit.
Added a simple retargeting layer to capture warm visitors who had already engaged with the FMO’s content.
Monitored early performance daily and shifted spend toward the highest‑quality segments.

In the first 5 days of the new campaign, the focused funnel delivered 43 toolkit leads at a blended CPL in the high‑teens, with stronger alignment to the FMO’s ideal agent profile.

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