Shauna Thoresen shows how a Medicaid planning workshop ad campaign cut cost per lead from $12.51 to $3.65 with one change: moving the CTA button higher and removing the form. High click rates meant the landing page was the problem, not the ads.
Chapters
This one tiny tweak reduced my client's cost per lead from $12.51 all the way down to $3.65. I'm going to show you exactly what that change was and how I knew exactly what change to make right now. This is why when I am teaching insurance agents how to generate their own leads and manage their own ads, I teach them how to analyze what the metrics mean and interpret them so that way they know exactly what optimization they need to make in order to continuously reduce their cost This is for a client that was running a Medicaid Live workshop. So we were trying to get registrations for their webinar. So let me show you the backend and how I knew what change needed to be made. This is the actual email update that I had sent the clients after the campaign had finished because I wanted to show them how that tiny tweak made a huge difference. All right, so you can see we were running ads to this Medicaid planning workshop. This was in January of '25. This was the end result. We got 372 leads for only an average of $5.38, which is pretty awesome. But let me show you what they were day by day and what a big difference that one tweak made. So day 1, we were running ads, we got 14 leads, we were spending $8.76. Not terrible, but in looking at the metrics, I knew exactly what I needed to look for. Day 2, we got 15 leads for $12.51. This is when I really looked at the metrics and it told me exactly what change needed to be made. I let them know they made the one tiny little tweak and look at how it reduced our cost per lead by day 3. This was what we got day 4. This is what we got. And by day 5, when it was optimizing, we were generating webinar leads for $3.65. So what was the one tweak that we made? So when looking at the metrics, I could see that we were getting good clicks. I could see that our link click-through rate was really high, so people were interested in what we had to offer. They were clicking over to the landing page. Then I looked at the landing page conversion rate and it was terrible, and that's what let me know it was the landing page that needed a tweak. So I looked at the landing page, I made the recommendation that they moved the button up. This was the only thing that they did on mobile. The button was a little bit lower. They had it where you landed and there was a form and then the information. I said Get rid of the form, move the button up, and have the information at the top that literally has the same language as the ad so that way there is synergy. Increased their landing page conversion rate. Didn't make any changes to the ad campaign. Within 2 days, we had reduced our cost per lead from over $12 down to $3.65, and the rest of the campaign continued to perform really well. So a tiny little change can produce huge results. Follow for more tips.
