Central Health Advisors, a U.S. health insurance broker, earned LGG Media the 2026 Media Achievement title for the US and Canada. We walk through what the official winner page and case study say it did, and flag what they leave out.
Google's winner page describes a national health insurance brokerage spending $5,000 a day (about $150K/month) on non-exclusive third-party leads, and calls the result "a low-growth spiral."
The block was measurement. Google says 75% of conversions happened on phone calls, so its AI "didn't have the data to tell a $300 enrollee from a $1,500 one." A Smart Bidding strategy that sees a call as one conversion bids the same for both. It has no reason to pay more for the caller who is worth five times as much.
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Request a Discovery Call →Google says LGG Media built "a native Google Ads integration that returned policy premium values to Smart Bidding for every call." Google's next sentence: "For the first time, Smart Bidding could see real customer value." The page also says this replaced "unreliable third-party call tracking."
With value visible, Google says LGG Media ran "a full-funnel AI suite across Search, Performance Max, and Demand Gen, focused on a target premium-to-cost (PTC) ratio." In plain terms, bidding aimed at a ratio of policy premium to ad cost, not at a cost per lead.
LGG Media's award page quotes Juan Colicchio: "We built the tracking so Google could see what a call was actually worth, not just that it happened."
Google's page says the integration "returned policy premium values to Smart Bidding for every call." LGG Media's own published pages on this client and vertical describe how that worked.
Most conversions were phone calls. LGG's health insurance case study adds that these came through Google Ads call extensions, which are limited to static conversion values. Every enrolled caller looked the same to the bidding, whatever the premium.
Calls ran through LGG Media's own phone tracking system: a pool of tracking numbers with device fingerprinting and session-based attribution. LGG's health insurance lead generation page says it integrates with Google's supported call-tracking mechanism for native GCLID capture, so the click ID is captured from every call extension.
The case study says that when a customer enrolled, the CRM recorded the policy details and the monthly premium. That data synced to LGG Media's tracking server, which matched the premium to the original click through the fingerprint and the click ID.
The enrolled premium then went to Google Ads as a dynamic conversion value for every call-generated enrollment, in place of the static value a call extension sends. LGG Media's award page describes the tracking as LGG's call tracking and Hyros attribution.
How Google Ads call tracking works → · How offline conversion tracking works →
The decision that changed the account was what the bidding optimized for. Before the integration, Google received one static value per call, so it optimized for call volume. After it, the case study says, "Bid strategy shifted from optimizing for call volume to optimizing for premium value."
Google's page names the target: bidding "focused on a target premium-to-cost (PTC) ratio" across Search, Performance Max and Demand Gen. The case study calls the PTC ratio "the core profitability metric in this industry."
In the insurance accounts we run, we set this kind of target in Google Ads as Target ROAS on the ratio of value to ad spend, as our insurance lead generation page describes. A ratio target ties spend to the premium it brings back, not to a fixed cost per call. Google's 2025 case study shows the same client holding a strict Target ROAS during its AI Max test.
Google reports daily spend scaled from $5,000 to $130,000 (about $150K to $4M/month) during peak enrollment, "with profitability held." Google's summary: "more efficient and more predictable at a scale 26 times larger."
Google reports 92% attribution accuracy across inbound calls and online conversions.
Google's page lists the campaign contributors as Juan Colicchio and Greg Ranger, and names the Google products used: Performance Max, Smart Bidding and Demand Gen.
Google calls the $5,000-a-day vendor setup "a low-growth spiral." The case study explains why: the leads were non-exclusive, so the brokerage paid for the same prospects its competitors were calling, and every push for more volume made the premium-to-cost ratio worse.
With one value per call, "scaling spend produced more calls, not more" high-premium customers, in the case study's words. It calls the ceiling "a data quality limitation, not a budget limitation."
Google's page says the result replaced "unreliable third-party call tracking" with a proprietary acquisition engine. The case study says no off-the-shelf platform could pass the enrolled premium back per call, so the infrastructure was built from the ground up.
Google's page gives the problem, the approach and two results. It does not give the timeline, the cost per enrollment or the ratio target. We have left those out rather than estimate them.
A year before the award, Google published a case study on the same client, Central Health Advisors, naming LGG Media as the agency. It covers a different piece of work: a 45-day AI Max test on Search campaigns.
Google says the broker relied on phrase and exact match keywords, which "maintained profitability but capped reach," and that the team was skeptical of broad match. The test ran AI Max on generic Search campaigns and "strictly utilized only the text customization feature." LGG Media validated it on a top campaign before rolling it out account-wide.
Google reports a 35.8% uplift in clicks, a 28.0% uplift in conversions and a 23.4% uplift in conversion value over the 45-day test, measured with a pre-post method. The client's quote says the growth came "while strictly respecting our required Target ROAS."
Google's case study (PDF) → · All three Google-published case studies →
Both records show the same account bidding to a value target, not a lead count. In the award work, bidding aimed at a premium-to-cost ratio. In the 2025 test, Central Health Advisors scaled while keeping its Target ROAS. A value target only works when Google receives a real value per conversion. In the award work, Google says that value was the policy premium on each call.
That is the order LGG Media builds every account in: tracking architecture first, then conversion data, then bidding on events that can't be faked, with the most weight on cash collected or projected lifetime value. In the insurance accounts we run, our general practice is projected lifetime value per line, normalized across line items.
How LGG sets conversion value from persistency → · Estimate the spend a new bid strategy needs to learn → · Attribution tracking →
LGG Media's account for Central Health Advisors, a U.S. health insurance broker, won Media Achievement for the US and Canada. Google credits the result to sending policy premium values to Smart Bidding on every call, which let daily spend scale 26 times with profitability held.
Google says LGG Media built a native Google Ads integration that returned policy premium values to Smart Bidding for every call. LGG Media's case study says calls ran through its own phone tracking system with native GCLID capture, the CRM recorded each enrolled premium, and that premium was matched to the original click and sent back as a dynamic conversion value.
Google says the campaigns ran across Search, Performance Max and Demand Gen, focused on a target premium-to-cost ratio: policy premium relative to ad cost. In the insurance accounts LGG Media runs, this kind of target is set as Target ROAS on the ratio of value to ad spend.
Yes. Google's winner page describes the account without naming it, and LGG Media confirms the client. Google's 2025 case study on Central Health Advisors covers an earlier 45-day AI Max test for the same client.
Google Ads Impact Awards: LGG Media, Media Achievement Winner (Google, published May 19, 2026), Central Health Advisors case study (Google, 2025), and LGG Media's 2026 Google Ads Impact Award page, health insurance case study, health insurance lead generation page, insurance lead generation page and Google-published case studies page. Checked September 30, 2026. Client identity confirmed by LGG Media.
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