Client Overview:
This client was a Personal Finance & Insurance Agency firm specializing in wealth strategy education and life insurance solutions. They approached us to scale their digital lead generation efforts while improving cost efficiency.
Objectives:
1) Reassess and Optimize the Lead Pipeline and CRM
Optimize HubSpot and related content and HubSpot-centric campaigns.
2) Channel campaigns
Increase qualified lead volume through paid media campaigns while decreasing cost per lead (CPL) across Facebook and Google Ads.
3) Analytics & KPI Dashboarding
We created a central dashboard that incorporated and extended their business intelligence to inform and build real ROI marketing metrics.
4) Ad Creative & Content Aligned with Revised Customer Journey and Profiles
- We developed ad creatives rooted in strong psychological hooks, financial education, and objection‑handling themes.
- We leveraged scroll‑stopping visuals and copy frameworks proven to boost CTR and conversion rates.
5) The Lead Funnel & Pipeline Optimization
Our Lead Funnel Strategist partnered with a specialized HubSpot vendor to replace the client’s intuition-based funnel and pipeline weighting systems with a data-driven model. The transition exposed long-standing, non-scientific assumptions in their marketing approach, clarified through an initial audit, SWOT analysis, and strategic roadmap. The result was a transparent, evidence-based system for weighting and managing the pipeline.
6) Omnichannel Dashboard
Our internal agency team began to be worked into the above-mentioned funnel and CRM processes wherever possible, including our analytics specialist leading the new dashboard. This dashboard would become a centralized source of KPIs in a format that increasingly led to better correlations and building real-world ROI stats and a data-driven marketing budget that could answer accounting and leadership/stakeholder questions for more informed decision-making process.
7) Multi‑Platform Campaign Optimizations
We deployed a full‑funnel strategy across both Meta (Facebook and Instagram) and Google Ads using a combination of brand search and Performance Max campaigns.
8) Create a Systematic Testing Framework
- Launched A/B split tests on multiple audiences, ad formats, and messaging.
- Iterated creatives quickly based on performance data.
- Adjusted campaign structures to reduce wasted spend and improve targeting precision.
- A cohesive all-inclusive marketing dashboard was created as proposed in the roadmap, to help institute a scientific mode within their marketing system, which was central to optimizaing every aspect along the way.
- All of these above measures allowed campaigns, the pipeline and the dashboard to thrive and optimize in an increasingly streamlined way.
Macro Results
Our optimizations of brand position messaging, customer journey and customer profiles reformulated the brand into a more articulate and efficient brand voice capable of better establishing the brand and the best possible pathway of prospects to the finish line of realworld sales and upselling opportunities.
Channel-Centric Results
Facebook Ads (Last 30 Days):
- Reduced CPL from $21.48 and $37.45 down to as low as $3.23
- Generated over 1,000 leads in a single campaign
- Achieved CTR up to 4.15%, outperforming industry benchmarks
- Dropped CPM to as low as $5.20 while maintaining lead quality
- Delivered over 130,000 impressions with sustained engagement
Google Ads:
- Lowered average cost per conversion to $18.49 on Brand Search
- Performance Max campaign achieved 63 conversions at $28.29 CPA
- Improved overall conversion rate to 5.82% on Brand, 5.08% on PMax
- Optimized keyword targeting and ad relevance to maintain efficiency
Key Takeaways:
- Audience testing and creative iteration are critical to scaling with control.
- Strategic creative development significantly improved CPL across platforms.
- Running cross‑platform campaigns increased total lead volume while maintaining profitability.
What Our Clients Say
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