High-Quality Leads, Low Cost: The Strategic Approach Behind Olunna Insurance Agency’s Success
About Olunna
Olunna, a health and life insurance agency led by CEO Chandler Weeks, started with a clear mission: to ethically educate as many people as possible about life and health insurance—a necessary yet often misunderstood subject.
As a new player in the insurance market, Olunna’s vision was to not only grow their own business but to create meaningful impact by helping people navigate the complexities of insurance. Chandler knew he needed to scale the business quickly to make this vision a reality, but faced significant challenges in generating the high-quality leads needed to fuel growth.
The challenge
As a young agency, Olunna struggled with two critical issues: lead volume and lead quality. Their initial efforts to fulfill lead orders for their team of agents led to a mix of results, often bringing in unqualified leads that resulted in a low conversion rate.
The high cost per lead (CPL) was also a growing concern, making it difficult to justify further ad spend without better results. In addition, Chandler wanted to build out a lead company to support his agents, but couldn’t scale with the inconsistent lead flow and quality they were experiencing.
Services Used:
Esteemed digital marketing solutions
GenTech Marketing stepped in to solve Olunna’s lead generation challenges by shifting focus toward highly targeted life insurance lookalike audiences. To address Olunna’s lead generation challenges, we implemented a comprehensive paid advertising strategy centered around Meta Ads. Our primary focus was leveraging lookalike audiences for life insurance, allowing us to target individuals who closely mirrored Olunna’s ideal customers. By using Facebook’s robust data, we built highly detailed custom audiences based on demographic and behavioral insights, ensuring that the ads reached people with a higher likelihood of needing life insurance.
We also launched dynamic ad campaigns, employing a variety of creatives, including video and carousel ads, to capture attention and drive engagement. Each creative was tailored to resonate with Olunna’s target audience, delivering clear messaging about the value of life insurance and offering educational content to build trust and interest.
To control costs and optimize performance, we implemented an aggressive split-testing strategy. This involved continuously refining ad copy, visuals, and calls-to-action to improve click-through rates and reduce cost per click (CPC). We also optimized the landing page experience to increase lead capture rates by streamlining the conversion process. By monitoring key performance indicators such as conversion rate, CPC, and CPL in real-time, we were able to make data-driven decisions that continuously improved the campaign’s efficiency and scalability.
Through this strategic approach, we not only lowered the cost per lead but also ensured the generated leads were of high quality and relevant to Olunna’s business model, allowing them to build a scalable lead reselling operation for their agents.
- Meta Ads
- Ad Optimization
- Focused Landing Page
- Creative Video Content
- Advanced Audience Targeting
STRENGTH IN NUMBERS
Results Achieved in 9 Months
The campaign’s performance metrics demonstrated exceptional efficiency and scalability. With a total ad spend of $156,552, we successfully generated 9,254 high-intent leads, achieving an optimized cost per lead (CPL) of $16.92—well below the industry average for life insurance. This reduction in CPL was driven by the precision of our targeting strategy, which utilized advanced lookalike audiences and custom segmentation to hone in on individuals with a higher propensity for conversion.
We employed A/B testing across ad creatives, copy, and landing page experiences to maximize engagement and lead capture rates. By refining the ad funnel and optimizing each stage of the customer journey, we ensured that the generated leads were not only cost-effective but also highly qualified. This resulted in a substantial uplift in lead quality, enabling Chandler to monetize the leads by reselling them to his network of agents. The consistent lead flow further allowed Olunna to scale operations and onboard new agents, providing a reliable sales pipeline for the agency.
In addition to the primary lead generation objectives, we improved the overall conversion tracking and ROI measurement by integrating sophisticated CRM tools that provided real-time data on lead performance and agent follow-up. This data-driven approach enabled continuous optimization throughout the campaign, ensuring sustained success and long-term growth potential for Olunna.
Unique Impressions
Click Through Rate
Form Leads
Conclusion
Through strategic lead generation, GenTech Marketing helped Olunna transition from a small, starting agency to a robust business with 13 agents and a scalable model for continued growth. By focusing on life insurance lookalike audiences and generating high-quality, branded leads, we enabled Olunna to not only meet but exceed their goals. Today, Olunna is thriving, and Chandler’s vision of ethically educating and supporting clients through life and health insurance has become a reality, backed by a strong and scalable marketing foundation.
+45 %
Faster meeting scheduling
25%
More revenue per lead
15 %
Higher revenue rate
