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Health insurance

Optimizing millions in ad spend to qualified leads, not clicks

Millions
in annual ad spend, optimized to qualified leads
Invoca + Five9
call platforms integrated to feed Smart Bidding real lead-quality signals
Down-funnel
deeper conversion actions, optimizing to qualified calls, not clicks
Multi-market
enterprise account management across markets and enrollment seasons

The challenge

A national health insurance brand spends millions a year on Google during enrollment season. At that scale, the gap between optimizing to clicks and optimizing to qualified enrollments is enormous, and most accounts quietly do the former. The reason is simple: the outcome that actually matters, a qualified call that becomes a member, lives in call platforms and a CRM the ad platform never sees.

What we did

  • Integrated the call stack. We wired Invoca and Five9 into Google so the signals that matter, qualified calls rather than raw call volume or shallow form fills, flow back into Smart Bidding.
  • Moved optimization down the funnel. Instead of bidding to surface conversions, we feed Google deeper conversion actions and lead-quality values, so the algorithm chases members, not noise.
  • Ran it as an enterprise program: multi-market, season over season, with the audit discipline a budget this size demands.

Results

The bidding now optimizes toward the outcomes the business actually cares about, qualified, sellable leads, rather than whatever produces the cheapest click. At millions in annual spend, that alignment is the difference between efficient growth and expensive guesswork.