Overview

HealthPlan Direct, a licensed Medicare plan broker, needed to drive more enrollments during the open enrollment period through paid search. With increasing competition from large nationwide providers, they needed a nimble and hyper-targeted Google Ads approach to compete locally and convert intent-driven users.

Industry

Insurance – Medicare Plans

Region

United States

Technology Used:

Services

Google Ads Strategy

Audience Targeting

Landing Page Personalization

Lead Form Optimization

Performance Tracking

Challenges & Solutions

Challenge: The client's previous campaigns were either paused or non-performing due to vague targeting and poor ad relevance. Bidding on “Medicare” keywords without qualifiers led to high costs and low-quality leads. They wanted to improve visibility and conversions for specific, high-intent queries like “Medicare Supplement plans” and “Medicare Advantage near me.”

Solution: Glorywebs deployed a precise, enrollment-season-optimized campaign:

Created separate ad groups for “Medicare Supplement” and “Medicare Advantage” with demographic exclusions for irrelevant age groups
Developed custom landing pages using Elementor with zip-code-based personalization
Added Google lead form extensions to capture users without website redirection
Used call tracking and form analytics to refine bidding strategies
Launched a retargeting campaign for users who clicked but didn’t convert