Independent insurance agency
An insurance agency that was buying leads got 610 of its own at $1.77 each
- Channel
- Meta lead ads and GoHighLevel
- Period
- November 2025 to August 2026
- $1.77
- cost per lead in August 2026
- 610
- final-expense leads in one month
- 660
- leads in the first two-month run
- 1,100+
- booked-call events recorded
Delivered with an agency partner.
The situation
The agency's mortgage protection ads were not converting, and it had started buying leads from a vendor.
Its CRM workflow was built for one product. Adding a second product line meant the messaging, custom fields, and follow-up all had to branch.
What we built
- A final-expense lead-form campaign with the qualifying questions inside the form, later relaunched with a new audience
- A GoHighLevel workflow split by product type, using a custom field to route mortgage protection and final-expense leads to different messaging
- Purchased leads and ad leads running through one system
- Custom conversion events for booked calls
The numbers
| Month | Ad spend | Leads | Cost per lead |
|---|---|---|---|
| November 2025 | $913 | 251 | $3.64 |
| December 2025 | $991 | 409 | $2.42 |
| February 2026 | $672 | 71 | $9.46 |
| March 2026 | $486 | 13 | $37.38 |
| August 2026, relaunch | $1,077 | 610 | $1.77 |
Meta Ads Manager figures, pulled September 14 to 16, 2026.
The February and March dip shows the audience wearing out; new creative and a new audience in August recovered it. Final-expense leads convert at a lower rate than most, and the agency's close rate is not on record, so read these as inquiries rather than policies sold.
Services behind this result
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