610 final-expense leads in one month at $1.77 each
The agency had fallen back to purchased leads. A second product line meant the CRM had to branch: different messaging, fields and cadence for two kinds of lead running through one system.
The situation
Mortgage-protection ads that were not converting, a vendor lead feed in their place, and a CRM workflow built for one product.
Delivered through a partner sub-agency.
What we built
- A final-expense lead-form campaign with the qualifying questions inside the form, later relaunched as an organic-audience variant.
- The GoHighLevel workflow split by product type, so purchased leads and ad leads route into different messaging and actions in one system.
- Custom “scheduled” conversion events for call bookings, over 1,100 recorded.
What was recorded
| Month | Spend | Leads | Cost per lead | CTR |
|---|---|---|---|---|
| November 2025 | $913 | 251 | $3.64 | 6.19% |
| December 2025 | $991 | 409 | $2.42 | 7.75% |
| February 2026 | $672 | 71 | $9.46 | 4.88% |
| March 2026 | $486 | 13 | $37.38 | 3.60% |
| August 2026, relaunch | $1,077 | 610 | $1.77 | 3.44% |
Meta Ads Manager, November 2025 to August 2026.
The screenshots
Taken from the account itself. The client’s name, domain and account are pixelated; nothing else is edited. Open any one at full size.
How to read it
Leads, not policies: final-expense leads are low-intent by nature and the agency’s close rate is not on record. The February–March dip is the same saturation curve as the clinics, and the August relaunch shows it recovers with new creative and a new audience.
More results from the same service
All 17 case studies567 enquiries at $5.95 each for a service nobody had heard of
427 buyer leads in four months at $2.18 each, from one Spanish-language video
1,498 patient enquiries in 60 days at $3.61 each
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