LGG Media builds exclusive health insurance lead generation on Google Ads for brokerages spending $30,000 or more per month. No shared vendor leads. Your CRM’s enrollment data feeds the bidding algorithm, so budget flows to the policies that pay commissions, not the calls that fill a queue.
In this vertical, roughly 75 percent of conversions arrive through call extensions, and call extensions only pass static conversion values. The algorithm receives the same signal for a $300 per month enrollment as for a $1,500 per month enrollment, so it optimizes for call volume and the account plateaus. Layer shared third-party leads on top, where the same prospect is sold to several competing brokers, and profitability erodes with every attempt to scale. The brokerage in our published health insurance lead generation case study hit exactly this ceiling at $5,000 per day.
The difference is not lead quality, it is what the ad platform gets to learn from. The brokerage in our case study ran ten lead vendors at once and could not scale past $5,000 per day, because a vendor can only ever optimize on the shallowest signals. In-house infrastructure feeds the deep ones.
A form fill scored as marketing-qualified by the answers in it. An inbound call, or a call that crosses a duration threshold. That is the entire list, and the vendor’s algorithm optimizes it across every broker the lead is resold to, never on whether a policy was enrolled.
Sales-qualified leads. Annualized first-year commission at enrollment. Collected premium, churn-adjusted before the platform ever sees it. These signals only exist inside your CRM, and only in-house infrastructure can feed them back to the ad platforms, on your account, for your book of business only.
Our proprietary phone tracking architecture, a pool of more than 500 numbers with device fingerprinting and session-based attribution, is whitelisted by Google for native integration, so the click ID is captured from every call extension. When your CRM confirms an enrollment, the commission value, adjusted and validated, is passed back through offline conversion tracking. Four rules make the signal trustworthy:
We pass annualized first-year commission, or expected lifetime value where the data supports it, never first-month premium. First-month premium makes a Medicare Advantage enrollment look identical to a low-value ancillary product, and the algorithm scales whatever you feed it. Running Medicare Advantage, Supplement, or D-SNP programs specifically: that market has its own economics on our Medicare lead generation page. For personal auto and P&C programs, see auto insurance leads, and for term or final expense, life insurance leads.
Rapid disenrollment revokes commissions, so predicted churn is discounted up front. If a segment historically loses 12 percent of enrollments inside 90 days, its conversion values are reduced by that factor before Google ever sees them. Outlier values are capped so one unusual policy cannot skew bidding.
Nothing converts on ring time. A conversion is pushed only on a confirming call disposition, Qualified Prospect or App Submitted, sent from the CRM and tied to the original click ID. Calls under roughly 90 to 120 seconds are scored as non-conversions so misdials never pollute the signal.
Calls route to licensed agents or warm-transfer hubs depending on capacity. A full telephonic enrollment runs 20 to 35 minutes across scope of appointment, health assessment, plan lookup, and application submission, and the disposition at the end is what the algorithm learns from.
How offline conversion tracking works → · Setting target ROAS against real revenue →
The required TPMO disclaimer sits within the first sentences of our ads and landing pages. We avoid absolute claims like best plan or all benefits included, and we never use Medicare card imagery or government seals. Just as important is what we refuse to run: flex-card bait ads promising cash on a prepaid debit card without eligibility context, fake editorial layouts, quiz funnels that hide consent language in fine print, and unauthorized carrier-branded search ads. Compliant accounts outlast every workaround, and the algorithm learning they accumulate is an asset regulators cannot take away.
The highest urgency and the highest CPAs of the year. Audience building starts in late Q3 so the account enters AEP with accumulated signal, then maximum budget deploys through the peak November weeks.
Lower and more deliberate intent from beneficiaries adjusting the choices they made in AEP. The account shifts to a tighter, more targeted strategy rather than chasing AEP-level volume.
Special Enrollment Periods never stop: people turning 65 every month, loss of group coverage, county moves, and dual-eligible D-SNP and LIS populations who can enroll year round.
In the account Google published, the off-season baseline settled at $25,000 to $45,000 per day, five to nine times the old ceiling, because accumulated premium-value signal does not reset when seasons change.
A national health insurance brokerage came to us capped at $5,000 per day across ten shared-lead vendors. With commission-value bidding on our tracking architecture, the account scaled to a $130,000 peak day, sustained a premium-to-cost ratio of 0.7 to 1.0, enrolled 50 to 125 customers per day in season, held 92 percent exact click attribution, and replaced every vendor. Google also published an official case study on Central Health Advisors, an LGG Media health insurance client: a 45-day AI Max test that delivered a 35.8 percent uplift in clicks, a 28 percent uplift in conversions, and a 23.4 percent uplift in conversion value, all while holding the client’s strict target ROAS. As its president put it, AI Max proved they could “scale effectively while strictly respecting our required Target ROAS.”
Google’s official case study PDF → · All Google-published case studies →
No. Every lead is generated exclusively for your brokerage through your own ad accounts. The account Google later published replaced ten third-party lead vendors entirely. Shared leads were the reason it could not scale past $5,000 per day: the same prospects were being sold to competing brokers.
Annualized first-year commission, or expected lifetime value where the data supports it, never first-month premium. First-month premium makes a Medicare Advantage enrollment look identical to a low-value ancillary product. We also apply a predicted-churn discount before the value is sent, so if a segment historically loses 12 percent of enrollments to rapid disenrollment inside 90 days, the value is reduced by that factor, and we cap outliers so the algorithm does not overfit to a handful of unusually large policies.
Through our proprietary phone tracking architecture: a pool of more than 500 tracking numbers with device fingerprinting and session-based attribution, whitelisted by Google for native integration. A conversion is recorded only when the call disposition confirms it, such as Qualified Prospect or App Submitted, pushed from the CRM and tied to the original click ID. Calls under roughly 90 to 120 seconds are treated as non-conversions so misdials and quick bounces never reach the bidding algorithm.
Yes. The required TPMO disclaimer appears within the first sentences of ads and landing pages, we avoid absolute claims like best plan or all benefits included, and we never use Medicare card imagery or government seals. We also refuse tactics common in this vertical: flex-card bait ads without eligibility context, fake editorial layouts, and quiz funnels that hide consent language in fine print.
Audience building starts in late Q3 so the account enters the Annual Enrollment Period, October 15 to December 7, ready to deploy maximum budget in the peak November weeks. The Open Enrollment Period, January 1 to March 31, runs a tighter strategy for beneficiaries adjusting their AEP choices. Off-season spend targets Special Enrollment Periods: people turning 65 each month, loss of group coverage, county moves, and dual-eligible populations who can enroll year round.
$30,000 per month in ad spend, month to month, no long-term contract. Below that level the tracking infrastructure cannot pay for itself. If you are under the minimum, the case study and the guides on our blog document most of the method.
Next Step
Send us the account. We will show you what your conversion signal is teaching the algorithm and what commission-value bidding would change. Month to month, no lock-in, minimum $30,000 per month in ad spend.
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