Do you need an expert analysis of your ad account and creative strategy? Talk to us at https://www.tiereleven.com/apply
Are your ad campaigns competing against your own business? I’m breaking down why one insurance platform was paying $150 per lead while competitors were paying just $30. The problem wasn’t the ads. It was how the ads were structured.
We’ll analyze an AI-powered insurance SaaS platform with hundreds of agents running fragmented campaigns across Meta, Google, and other channels. I’ll walk you through the strategic changes we’re implementing, like building a creative strategy around specific customer avatars.
I’ll also show you why centralized media buying, stronger creative hooks, and smarter lead distribution can transform a scattered advertising system into a scalable growth engine. If you’re managing lead generation, paid media, or a multi-location sales organization, this is your blueprint for building campaigns that actually scale.
What you’ll learn:
- Why identical products can have wildly different cost per lead
- How agency black boxes increase cost per lead
- Why fragmented ad spend triggers Meta auction competition
- The minimum ad budget Meta actually needs to learn
- How niche avatar targeting can double or triple performance
- The Rolex franchise model for consolidating ad accounts
- State-level targeting versus city-level Meta Ads
- Using round-robin lead distribution to stop agent cannibalization
- Why programmatic and CTV are the next layer after Meta
Mentioned in the Episode:
High-End Pet Brand Case Study: https://perpetualtraffic.com/podcast/episode-801-from-2-5m-to-4m-a-month-ad-spend-barely-changed-heres-why/
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Partner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply
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- Hire Tier 11 – https://www.tiereleven.com/apply-now
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READ THE TRANSCRIPT:
One Lead Gen System, 1,000 Agents, $1.5M/Month: Here’s the Architecture
00:00:00:00 – 00:00:00:20
Ralph
So this company
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Ralph
as an agent powered
00:00:02:13 – 00:00:05:04
Ralph
SAS insurance platform.
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Ralph
were paying $150 a lead. The competition was paying $30 a lead.
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Ralph
Same product, same platform. The only difference was structure.
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Ralph
Today we break down exactly what that means and what we did to fix it.
00:00:17:12 – 00:00:19:13
You’re listening to Perpetual Traffic.
00:00:20:11 – 00:00:24:01
Ralph
All right. Let’s talk about the company here. So this is an agent powered
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Ralph
life insurance platform.
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Ralph
SAS based,
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Ralph
licensed in all 50 states.
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Ralph
They sell whole life term mortgage protection annuities,
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Ralph
as well as all from
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Ralph
A+ rated carriers. The business has two interlocking parts, which is an insurance brokerage which is generating leads
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Ralph
and closing policies through 1099 agents.
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Ralph
They’ve got
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Ralph
tons of these guys and a proprietary sort of AI, a genetic CRM system that handles back office operations. So basically, this is a lead generation on steroids
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Ralph
organization, cutting edge, all
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Ralph
AI powered
00:01:01:17 – 00:01:03:13
Ralph
in all different ways.
00:01:03:13 – 00:01:06:13
Ralph
Really like a remarkable organization
00:01:06:13 – 00:01:09:13
Ralph
and one that, we’re very excited to work with, obviously.
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Ralph
So they have,
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Ralph
hundreds of agents,
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Ralph
in fact, they’re recruiting agents as we speak.
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Ralph
And the big problem is that
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Ralph
they have no centralized way in which to gather their leads. And so
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Ralph
Facebook,
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Ralph
meta,
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Ralph
Google,
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Ralph
Snapchat,
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Ralph
programmatic, none of these are being used right now. They couldn’t really figure it out because all the individual reps were doing all their individual marketing spending on their own,
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Ralph
and they were sabotaging each other. And cost per lead started to increase from 30 all the way up to $150, $150 a lead in the insurance space, unless you’re selling
00:01:46:18 – 00:01:48:23
Ralph
very lucrative policies, is,
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Ralph
not a very
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Ralph
solid way in which to scale a business.
00:01:52:19 – 00:01:53:09
Ralph
So
00:01:53:09 – 00:02:04:19
Ralph
the beauty of this is that their CRM does all the follow up. They’ve got a genetic AI that powers all of this follow up sequences, rescheduling appointments, setting all automatically. So a great
00:02:04:19 – 00:02:08:03
Ralph
SAS Insurance Agency platform.
00:02:08:03 – 00:02:14:05
Ralph
And one that is making money and the agents are closing deals. So they’re actively recruiting for this in the insurance space.
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Ralph
This is a pretty exciting opportunity. So
00:02:16:02 – 00:02:17:21
Ralph
they came to us with this problem.
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Ralph
And we’re going to talk about exactly how to sort of solve this
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Ralph
and how to be able to scale up a complicated business like this. And I’m sure you’ll be able to
00:02:25:20 – 00:02:33:09
Ralph
garner a fair amount of expertise from this for you and your team. And of course, if you need our help over at year 11, we’re always here at tier 11.com.
00:02:33:09 – 00:02:37:05
Ralph
So here’s the goal. They’ve got 200 agents onboarded.
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Ralph
They’ve got 100 more on the wait list.
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Ralph
They’re targeting
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Ralph
1500 agents all trying to get their own leads to be able to sell all these individual policies,
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Ralph
so forth, which I mentioned before.
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Ralph
But how do you actually do it? So we met with them months ago
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Ralph
and they really had no idea,
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Ralph
they had all of their agents sort of doing their own Facebook ads.
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Ralph
Some of them were doing Google ads.
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Ralph
There was no centralization.
00:03:01:15 – 00:03:02:05
Ralph
So
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Ralph
and there was a lot of sabotage. There’s a lot of cannibalization that was going on between individual territories, which does happen quite a bit. Salespeople are salespeople, myself being one of them. I manage sales teams for,
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Ralph
you know, ten, 15, 20 years.
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Ralph
Actually, I was a sales rep for ten years and managed sales teams for ten years, so I guess that’s 20 years total.
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Ralph
Now here I am managing tier 11. The point is this is that when you have thousands of agents all trying and vying for the same audience
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Ralph
and they’re all advertising independently, it’s absolute chaos. And so what happens is you end up
00:03:33:09 – 00:03:35:12
Ralph
not only competing against the competition
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Ralph
from the State Farm rep down the corner,
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Ralph
but you’re also competing against yourself.
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Ralph
You’re competing against people within your own organization. That’s not good. And that doesn’t necessarily create harmony within the organization,
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Ralph
nor does it
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Ralph
create any sort of efficiency because you’re going to start to compete against each other, especially if you’re running Google Ads and they were running Google ads here.
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Ralph
These are very expensive leads. I’ve done a lot of,
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Ralph
insurance
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Ralph
lead generation back in my affiliate days.
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Ralph
I still have friends that do it,
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Ralph
and this is an expensive space because
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Ralph
insurance, the reason why you see Geico commercials and you see State Farm commercials when you’re watching football on Sundays here in the United States. Football. Well, actually, you see it, football in the World Cup right now as well as because insurance companies make a ton of money,
00:04:19:04 – 00:04:20:20
Ralph
they can spend a lot on a lead.
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Ralph
However, if you’re a broker,
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Ralph
if you’re an independent agent, a 1099, you need to keep that cost as low as possible, because
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Ralph
the money that you make is based on a commission
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Ralph
over the entirety of the policy. So really, really important with lead generation here, with this particular client is to get the lead cost down as low as possible, but also enhance the quality.
00:04:41:13 – 00:04:46:10
Ralph
So a lot of the agents had been running ads through an incumbent agency that
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Ralph
this is the second problem here is that the agency I can’t believe agencies still freaking do this. But anyway, this agency was doing it.
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Ralph
They own the ad account. So everything they were completely blind to what was working. They had no idea was behind.
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Ralph
It was a big black box, and they were paying these guys
00:05:04:21 – 00:05:08:18
Ralph
tens of thousands of dollars a month to manage all of these ad campaigns.
00:05:08:18 – 00:05:13:06
Ralph
And they had no idea what was going on. They just kept paying every single month, and
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Ralph
they were obviously paying for ad spend. They’re paying for the fees.
00:05:15:23 – 00:05:19:10
Ralph
And so costs per year just continue to escalate up and up and up and up.
00:05:19:11 – 00:05:22:05
Ralph
I think this is one of the problems with the agency space right now.
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Ralph
The reason why,
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Ralph
you know, so many
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Ralph
there’s so many agencies out there that just do such a crappy job for clients, which just really pisses me off. But anyway, that’s a whole other thing.
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Ralph
Case in point here, they had the same issue.
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Ralph
So the agents were paying for these results that they just couldn’t verify because they had no idea,
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Ralph
which accounts were being used.
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Ralph
They were blind to what targeting to what geographic areas were being targeted, all of this.
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Ralph
So,
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Ralph
when we spoke with them on the initial call, he said,
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Ralph
we don’t have access to any of the meta accounts that are running ads for our company.
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Ralph
I can’t believe that that is the case. But anyway,
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Ralph
that’s not a creative problem.
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Ralph
That’s not a creative diversification problem. That’s a structural problem. That’s an ethical problem.
00:06:03:19 – 00:06:09:00
Ralph
So there’s also a problem here with the fragmented spend. So you’ve got 200 independent agents,
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Ralph
each running their own ad spend. And overlapping geographies. They’re competing against each other. Like I said before,
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Ralph
they’re competing against each other in the same auction for basically the same offer. And meta knows this. And when it does
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Ralph
it, when it identifies competition in the same market,
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Ralph
your CPMs, your cost per lead, your cost to actually
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Ralph
get in front of the same clients and potential prospects
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Ralph
increases.
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Ralph
And that’s why their cost per leads. We’re starting
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Ralph
to,
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Ralph
to dramatically increase to the point where it is just financially untenable.
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Ralph
Another problem with it is structurally, is that each one of the agents
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Ralph
had a budget of $50 a day,
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Ralph
and
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Ralph
in some geographies and some smaller geographies, this could work. But
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Ralph
in most cases the platform and meta in particular just really can’t learn on that type of budget. The base just simply doesn’t work.
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Ralph
The next problem is the creative gap.
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Ralph
So,
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Ralph
on our first call with these guys,
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Ralph
the CEO said,
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Ralph
the ads in this space is a direct quote. The ads in this space
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Ralph
often suck from a creative perspective.
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Ralph
I generate additional
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Ralph
images, generic copy, no emotional resonance. And yet agents were converting leads,
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Ralph
some cases,
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Ralph
really at, like
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Ralph
6 to $30 cost per lead. It was really where they wanted to come back to.
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Ralph
However, the cost per lead that they were getting inside meta, according to their agency, was anywhere between 50 and $200, depending on what the geography was.
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Ralph
So it was a lot of issues here. Plus, you’re blind to the fact you don’t know what’s going on inside the meta account. The creative is terrible. It’s all eye slop.
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Ralph
According to him.
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Ralph
And,
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Ralph
there was a lot of work to do here.
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Ralph
So let me just give you a little bit of industry context. I’ve got some experience with this, having done this in the past, and we’ve worked with similar types of businesses
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Ralph
before. Insurance is one of the highest cost meta advertising verticals, so there’s just no getting around it. Average cost per lead,
00:08:01:22 – 00:08:07:11
Ralph
runs anywhere between, you know, you might be getting anywhere between 50 to $200.
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Ralph
The fact that they were getting something below
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Ralph
that is actually pretty good.
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Ralph
However,
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Ralph
there is a lot of work to be done here, especially if you have no idea what’s going on inside the ad account and
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Ralph
you’re just throwing out eye slop for your creative, your video creative, your image creative. By the way, very, very little video
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Ralph
was being utilized.
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Ralph
And any of this no real differentiator as far as who this company really was. I mean, like I mentioned in the introduction,
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Ralph
this is a really novel
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Ralph
model here that should be talked about or discussed
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Ralph
in the messaging for the individual
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Ralph
brokers. So
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Ralph
that was obviously not being discussed at all.
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Ralph
So historically, life insurance lead gen
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Ralph
does rely heavily on specific niche avatars like veterans, truckers, first responders,
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Ralph
new parents, that kind of thing.
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Ralph
None of that was going on. None of that avatar related messaging was being relayed
00:09:00:23 – 00:09:04:15
Ralph
in all of these individual ad accounts, according to them.
00:09:04:17 – 00:09:07:13
Ralph
So there’s really there was a lot that could be done.
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Ralph
There was a lot that could be improved not only from a creative perspective, but also from an avatar and talking to that avatar
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Ralph
and what their specific problem is and how their solution
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Ralph
might actually solve
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Ralph
that problem. And
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Ralph
because of the way the company is structured, there’s a price advantage versus
00:09:26:20 – 00:09:30:14
Ralph
the insurance agent down the street or your uncle who sells insurance.
00:09:30:14 – 00:09:31:04
Ralph
So
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Ralph
there’s a lot of benefit here.
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Ralph
The question is, is how are we going to get this message out into the world? And we’re going to talk about that next on today’s show.
00:09:38:15 – 00:09:47:02
Ralph
right. So we’re talking about this insurance company here today. AI powered insurance company. Really. This is a lead generation company. This is one of the areas of expertise we
00:09:47:02 – 00:09:48:17
Ralph
we absolutely crush
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Ralph
at tier 11 and would love to be able to help you
00:09:51:08 – 00:09:53:16
Ralph
and your lead generation. We do this
00:09:53:16 – 00:10:02:18
Ralph
for lots of businesses. Multi-location. This is just a great example of one here in the insurance space, but you name the niche, we’ve done it in the lead gen space.
00:10:02:18 – 00:10:07:12
Ralph
Obviously we do a lot on the e-commerce side, but this is really a towering strength for us. So,
00:10:07:12 – 00:10:22:00
Ralph
if you like what you’re hearing here, you want the same analysis done for you or better yet, have us do it for you. Head on over to cherry 11.com/apply. We love to figure out a way to help you reach your goals and ultimately achieve your vision as an organization.
00:10:22:16 – 00:10:25:09
Ralph
So let’s get into some of the solutions here. So we’ve laid out
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Ralph
pretty well,
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Ralph
what the problems are. Let’s talk about some of the solutions that we’re going to be
00:10:29:22 – 00:10:32:08
Ralph
deploying for this particular client. So
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Ralph
we have an internal process called a creative strategy framework. And
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Ralph
deep dive where we actually go into the individual avatars, talk to the folks that are
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Ralph
client facing, the ones that are actually dealing with and selling.
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Ralph
And it might be, in this case, a lot of the individual agents, because they’re hearing the objections of the actual client.
00:10:51:13 – 00:10:55:09
Ralph
And then we can also talk to specifically. And then once we do that,
00:10:55:09 – 00:10:58:11
Ralph
then we can start going into specific avatars. And
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Ralph
one of the avatars that these guys,
00:11:00:21 – 00:11:04:15
Ralph
target and do a really great job with is the veteran avatar.
00:11:04:15 – 00:11:08:17
Ralph
And their current agency is not even exploiting this at all. Not talking about it at all.
00:11:08:17 – 00:11:09:10
Ralph
So
00:11:09:10 – 00:11:15:15
Ralph
I would say the highest leverage insight that we got from their initial session is that most veterans are on a VA coverage
00:11:15:15 – 00:11:17:11
Ralph
that has a two year waiting period,
00:11:17:11 – 00:11:22:06
Ralph
so their premiums are oftentimes increasing. They don’t have any living benefits.
00:11:22:06 – 00:11:30:23
Ralph
But this company offers one day coverage, locked premiums and up to $2 million in coverage, which was that basically means is this is a better mousetrap.
00:11:30:23 – 00:11:32:06
Ralph
This is a better product.
00:11:32:06 – 00:11:36:13
Ralph
Nobody knows about it yet. So that’s the key. So you have to be able to talk about these things
00:11:36:13 – 00:11:42:17
Ralph
in the right way in your ads. But the fact that you’ve actually got a better solution potentially here
00:11:42:17 – 00:11:44:11
Ralph
is tremendous. And
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Ralph
for the
00:11:45:09 – 00:11:51:03
Ralph
veteran avatar, and this is how deep we go into this creative strategy framework
00:11:51:03 – 00:11:55:21
Ralph
with what we also refer to as the John calls, which we’ll talk about in future episodes.
00:11:55:21 – 00:12:00:02
Ralph
Here is the moment that somebody here is there’s no two year waiting period.
00:12:00:02 – 00:12:01:02
Ralph
They tend to click
00:12:01:02 – 00:12:01:19
Ralph
and
00:12:01:19 – 00:12:10:19
Ralph
that that is a key in this particular demographic group which their agency and their ads don’t reflect. So
00:12:10:19 – 00:12:16:14
Ralph
this is what we found out just through our initial research. Talking to these folks like that’s to me is you could
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Ralph
you could basically double, triple or quadruple this business just on that alone because the,
00:12:20:14 – 00:12:21:04
Ralph
the,
00:12:21:04 – 00:12:25:12
Ralph
the VA population, the veteran avatar is an enormous population.
00:12:25:12 – 00:12:26:14
Ralph
We’ve worked in that niche,
00:12:26:14 – 00:12:27:15
Ralph
for many, many years.
00:12:27:23 – 00:12:32:10
Ralph
Another big benefit is there’s no medical exam framing. So
00:12:32:10 – 00:12:41:00
Ralph
one of the things that came up in conversations here is that no medical exam sounds like sort of cheap, low coverage insurance.
00:12:41:00 – 00:12:44:21
Ralph
But the point is, is that you’re getting 2 million in coverage.
00:12:44:21 – 00:12:46:22
Ralph
It’s approved very quickly
00:12:46:22 – 00:12:49:20
Ralph
using health questions don’t have to do a doctor’s visit.
00:12:49:20 – 00:12:58:03
Ralph
There’s a lot of ways in which we can sort of portray a lot of these things, and this is one of the reasons why we’re really getting excited about this, because there’s a lot of ways in which
00:12:58:03 – 00:12:59:18
Ralph
we can find hooks
00:12:59:18 – 00:13:01:17
Ralph
on specific avatars,
00:13:01:17 – 00:13:06:10
Ralph
like for no medical exam framing for an older population.
00:13:06:13 – 00:13:09:11
Ralph
I mean, that would obviously be good for like a 50 plus
00:13:09:11 – 00:13:10:04
Ralph
population.
00:13:10:04 – 00:13:13:09
Ralph
So definitely, that’s one of the hooks that we’re going to,
00:13:13:11 – 00:13:20:01
Ralph
lean heavily on in their advertising and in their messaging through our creative team, as well as through our growth strategies.
00:13:20:06 – 00:13:27:21
Ralph
There’s also a hook in here, which is I don’t want to get into too much specifics, but there’s a cash value hook, which basically means that the premiums,
00:13:27:23 – 00:13:30:16
Ralph
build a cash value account that could be borrowed against,
00:13:30:18 – 00:13:35:09
Ralph
at a lower than bank interest rates. So you can actually borrow against your insurance
00:13:35:09 – 00:13:37:06
Ralph
premium. Like that’s a big, big deal.
00:13:37:11 – 00:13:40:14
Ralph
So a lot of people don’t even know that this sort of thing exists.
00:13:40:14 – 00:13:43:10
Ralph
You can use this for house payments, for car payments,
00:13:43:10 – 00:13:44:21
Ralph
financial buffer.
00:13:44:21 – 00:13:52:09
Ralph
You know, I believe kids tuition, if I’m not mistaken. So there’s a lot of benefits here, a lot of things that people don’t realize
00:13:52:09 – 00:14:00:19
Ralph
that are unique to this organization. So a lot of hooks here, a lot of things we can sort of sink our teeth into for messaging, which gets us really, really excited.
00:14:01:00 – 00:14:03:22
Ralph
So our recommendation with something like this is to go broad
00:14:03:22 – 00:14:20:18
Ralph
at first, try all these different hooks. We’re going to obviously, we’re actually in the throes of doing it right now with this client is to go very, very deep on these avatars, pain points, desires, etc. go broad and then start narrowing down into individual niches. And we’ve done this on a number of,
00:14:20:19 – 00:14:23:07
Ralph
other case studies where we’ve realized that.
00:14:23:07 – 00:14:26:01
Ralph
And one case study was actually it was a high end,
00:14:26:02 – 00:14:28:08
Ralph
carrying case. We realized that the
00:14:28:08 – 00:14:36:20
Ralph
the military and gun population, the firearm population, the firearm enthusiast population was really it was the area where we could
00:14:36:20 – 00:14:39:19
Ralph
double down, triple down. And we took that business from
00:14:39:19 – 00:14:43:20
Ralph
5.6 million in revenue in two years to 32.
00:14:43:20 – 00:14:46:09
Ralph
It’s now $36 million business.
00:14:46:09 – 00:14:47:01
Ralph
So,
00:14:47:03 – 00:15:02:12
Ralph
then the riches really are in the niches. If you can figure out that hook and what you do typically with campaigns like this is you go very broad and then you just let the data, let meta tell you what’s resonating with which audiences. And you usually will do that through
00:15:02:12 – 00:15:08:03
Ralph
the the ads in the ad sets with the greatest ad spend, not necessarily the ones with the conversions.
00:15:08:03 – 00:15:13:11
Ralph
It’s the ad spend is the indicator. So a lot of things that we got really excited about here.
00:15:13:15 – 00:15:18:14
Ralph
All right. The next part of this is the architecture framework. The problem like I said, is you’ve got
00:15:18:14 – 00:15:20:08
Ralph
hundreds of agents all
00:15:20:08 – 00:15:21:23
Ralph
all spending,
00:15:22:01 – 00:15:27:05
Ralph
money on their own and competing against each other with very small budgets. So
00:15:27:05 – 00:15:31:23
Ralph
the idea was hatched, and we have done this in the past with a lot of the franchises
00:15:31:23 – 00:15:39:04
Ralph
that we work with is we consolidate everything into a single account, single company credit card, single meta account,
00:15:39:04 – 00:15:46:00
Ralph
ad spend flows to the parent entity and is billed to the agents on the back end,
00:15:46:00 – 00:15:48:04
Ralph
so they all contribute money.
00:15:48:06 – 00:15:51:07
Ralph
This is sort of like the Rolex franchise model.
00:15:51:09 – 00:15:51:18
Ralph
And
00:15:51:18 – 00:15:52:14
Ralph
so one
00:15:52:14 – 00:16:00:01
Ralph
one entity actually manages the account, the internal billing and everything. And there’s a singular point of contact. And this is how Rolex does it for
00:16:00:01 – 00:16:01:22
Ralph
their offices. And
00:16:01:22 – 00:16:03:11
Ralph
actually, I had done some work
00:16:03:11 – 00:16:06:20
Ralph
with them in the past. And this was sort of one of the ideas for the strategy
00:16:06:20 – 00:16:08:06
Ralph
that I think was,
00:16:08:06 – 00:16:12:19
Ralph
instrumental with them deciding to come to tier 11, because it’s like that type of expertise.
00:16:12:20 – 00:16:29:02
Ralph
What does insurance have to do with Rolex selling Rolex watches? Well, a lot if you’re doing a lot of things, if you’ve got a lot of experience, a lot of different areas, you can translate different ideas. That’s why we’ve never sub specialized into one specific area, because we find something in the lead generation niche
00:16:29:02 – 00:16:37:14
Ralph
might actually be really helpful in the high end e-commerce niche, something in the beauty niche we can relate over to a franchise that’s selling,
00:16:37:14 – 00:16:38:21
Ralph
lawn care services.
00:16:38:21 – 00:16:42:02
Ralph
Believe it or not. Like there’s a lot of cross-pollination here. So
00:16:42:02 – 00:16:48:07
Ralph
this is, I think, the key to this whole thing is consolidating everything, using sort of the Rolex franchise model
00:16:48:07 – 00:16:52:15
Ralph
and with one singular account, internal billing handles the rest.
00:16:52:15 – 00:16:55:10
Ralph
And without this step, I don’t think anything really works here.
00:16:55:20 – 00:16:58:14
Ralph
Second part of this was of this,
00:16:58:14 – 00:17:03:08
Ralph
billing and sort of structural element as to how go state level geographic targeting.
00:17:03:08 – 00:17:05:05
Ralph
So, John and myself have,
00:17:05:05 – 00:17:08:16
Ralph
John Moran and myself have quite a bit of experience doing this sort of thing.
00:17:08:16 – 00:17:09:21
Ralph
If you are,
00:17:09:23 – 00:17:20:14
Ralph
advertising your services in Natick, Massachusetts, and you’ve got another agent advertising their services in Framingham, Massachusetts, I’m giving you a little Massachusetts geography here.
00:17:20:20 – 00:17:29:16
Ralph
Those are towns that abut each other. You are going to that is not smart enough to just advertise in Natick. It’s going to cover Natick and
00:17:29:16 – 00:17:36:20
Ralph
Framingham. And when you’re advertising in Framingham, it’s going to advertise in Framingham and in Natick and all the other surrounding towns. So
00:17:36:20 – 00:17:39:12
Ralph
the best way to do this kind of
00:17:39:12 – 00:17:44:03
Ralph
ad spend or this sort of strategy is to do it on a statewide basis.
00:17:44:03 – 00:17:44:19
Ralph
So
00:17:44:19 – 00:17:47:21
Ralph
let’s say you have ten sales reps or ten,
00:17:47:21 – 00:17:50:07
Ralph
ten, 90 nines in the state of Nevada.
00:17:50:07 – 00:17:56:08
Ralph
I don’t know why I’m using Nevada as an example, but anyway, you would actually run advertising for the state of Nevada.
00:17:56:08 – 00:18:00:18
Ralph
And then the next part is you would have a round robin lead distribution. So,
00:18:00:18 – 00:18:03:12
Ralph
all those ten sales people will
00:18:03:12 – 00:18:08:19
Ralph
will contribute to the pool for advertising in the state of Nevada.
00:18:08:21 – 00:18:16:16
Ralph
And then your lead form will then have a round robin routing system that goes to each of the individual ten sales
00:18:16:16 – 00:18:18:17
Ralph
So no one individual rep
00:18:18:17 – 00:18:20:21
Ralph
will sabotage the others.
00:18:20:21 – 00:18:23:21
Ralph
And so this is really, really important here. So this is
00:18:23:21 – 00:18:28:14
Ralph
coming right from the sales calls and right from the creative strategy framework that we’ve started to do here.
00:18:28:14 – 00:18:31:15
Ralph
And this infrastructure change is going to be just
00:18:31:19 – 00:18:33:04
Ralph
So in this model,
00:18:33:04 – 00:18:37:09
Ralph
agents stop competing for the same lead and start sharing an organized cue.
00:18:37:09 – 00:18:44:21
Ralph
And that is the key because salespeople, myself included, are very greedy. They want all the leads in the sales.
00:18:44:21 – 00:18:48:14
Ralph
And if you can distribute it this way, is is going to involve some,
00:18:48:14 – 00:18:52:14
Ralph
you know, having state specific landing pages, which is very important.
00:18:52:15 – 00:19:04:20
Ralph
And obviously you can include the words Nevada on those sales pages to make them even more relevant. When we start rolling in the Google ads, starting obviously first on the meta side.
00:19:04:20 – 00:19:06:22
Ralph
But yeah, this is the way that you would do this.
00:19:07:00 – 00:19:12:05
Ralph
But this is takes a fair amount of expertise. And having a lot of experience in this area
00:19:12:05 – 00:19:13:05
Ralph
was very, very helpful.
00:19:13:11 – 00:19:15:03
Ralph
The next part of it was the creative
00:19:15:03 – 00:19:17:21
Ralph
And our growth strategies Thomas and media buyer will
00:19:17:23 – 00:19:23:03
Ralph
are going to push this 30 creatives. We decided 30 creatives at the very least
00:19:23:03 – 00:19:24:22
Ralph
per month mostly video,
00:19:24:22 – 00:19:27:22
Ralph
and then bring those into the ad account within weeks.
00:19:28:08 – 00:19:38:00
Ralph
The briefs are already starting to be written here with a lot of those hooks. The two year waiting period, the no medical exam, the cash value, rainy day fund, living benefits,
00:19:38:00 – 00:19:39:12
Ralph
all of those sorts of things
00:19:39:12 – 00:19:48:02
Ralph
using UGC and creator content. So we’ve got a really good plan as we’re sort of moving forward here. And this is what we recommended to them
00:19:48:02 – 00:19:49:21
Ralph
prior to them coming on board.
00:19:50:01 – 00:19:52:09
Ralph
And then on our first few calls here as well.
00:19:52:16 – 00:19:57:03
Ralph
Whether or not we do any AI generated ads here, I’m not really sure. We,
00:19:57:03 – 00:20:01:10
Ralph
we’ll probably have to see. Will we do do AI generated ads
00:20:01:10 – 00:20:07:22
Ralph
and we compare those to see how how much spend they get versus non AI generated ads. And you would think,
00:20:07:22 – 00:20:13:08
Ralph
as a brand you don’t want AI generated ads. Well, in fact AI generated ads are actually very, very helpful.
00:20:13:08 – 00:20:18:05
Ralph
And you can test them against the real deal. And you also want to measure the lead quality
00:20:18:05 – 00:20:24:02
Ralph
off those ads, too, especially if you can measure last click, which is of course, something that we can do through the tier 11 data suite.
00:20:24:02 – 00:20:26:03
Ralph
here’s the bigger picture on all of this.
00:20:26:03 – 00:20:30:00
Ralph
This is a platform play. This is a strategy play. This is not just
00:20:30:00 – 00:20:36:21
Ralph
hey, run my ads and don’t think anything about it and just put in money. This is a complete strategic look
00:20:37:01 – 00:20:38:23
Ralph
How are you going to
00:20:38:23 – 00:20:44:12
Ralph
help them achieve their goals as an organization? And what they’re trying to do is build a
00:20:44:12 – 00:20:48:22
Ralph
lead machine that’s powered by a SaaS platform, which is very, very cool.
00:20:48:22 – 00:20:58:17
Ralph
And the back end of the lead generation system is highly sophisticated. They’ve got that, like I said, automated follow up, they’ve got appointments setting, they’ve got scheduling, they’ve got all of that.
00:20:58:23 – 00:21:01:15
Ralph
All of that will then be tied into the tier 11 data suite.
00:21:01:15 – 00:21:03:08
Ralph
So we can get the right
00:21:03:08 – 00:21:06:01
Ralph
events to optimize the ads.
00:21:06:01 – 00:21:13:23
Ralph
So then meta can go out and find more folks like those people who have already converted. Very, very important to have your back end and your front end
00:21:13:23 – 00:21:15:06
Ralph
all working together.
00:21:15:06 – 00:21:16:01
Ralph
And we do that
00:21:16:01 – 00:21:17:16
Ralph
through the tier 11 data suite.
00:21:17:18 – 00:21:23:11
Ralph
Now here’s the best part. As they expand out and continue to recruit more agents,
00:21:23:11 – 00:21:27:02
Ralph
this engine is just going to grow more and more and more powerful.
00:21:27:02 – 00:21:31:03
Ralph
And each one of the agents is required to put in a set amount,
00:21:31:03 – 00:21:32:12
Ralph
which in aggregate
00:21:32:12 – 00:21:38:07
Ralph
turns this into hundreds of thousands of dollars a month and ad spend in a very, very short period of time.
00:21:38:07 – 00:21:45:13
Ralph
So the next phase after we gain success in meta is obviously is to do what we did through the,
00:21:45:14 – 00:21:48:15
Ralph
case study that we did for the high end,
00:21:48:17 – 00:21:49:15
Ralph
pet brand
00:21:49:15 – 00:21:51:08
Ralph
a few weeks back.
00:21:51:08 – 00:21:56:13
Ralph
A few months back, actually, we’re going to be doing a refresh of that one because we’ve gotten amazing results in the last
00:21:56:15 – 00:21:59:17
Ralph
3 or 4 months since we last did that case study
00:21:59:17 – 00:22:02:17
Ralph
is to layer in programmatic as the next layer.
00:22:02:17 – 00:22:03:08
Ralph
And
00:22:03:08 – 00:22:05:14
Ralph
our programmatic and native
00:22:05:14 – 00:22:13:07
Ralph
and connected TV team here at tier 11 is top notch. That’s over the top television, that CTV, that’s programmatic display, that’s
00:22:13:07 – 00:22:18:22
Ralph
Taboola and Outbrain. All of that layered on that can also be geo targeted as well.
00:22:18:22 – 00:22:27:13
Ralph
So when they’re up to 1000 agents, which is their goal here, you’ve got budget to be able to build brands nationally and within the individual states.
00:22:27:19 – 00:22:31:14
Ralph
But then you pair that and you overlay that with meta ads.
00:22:31:14 – 00:22:33:22
Ralph
And then at the very bottom of it all
00:22:33:22 – 00:22:35:12
Ralph
is your Google
00:22:35:12 – 00:22:39:04
Ralph
branded search ads, which will be a smaller portion
00:22:39:04 – 00:22:47:21
Ralph
of the overall spend. They won’t be going after the Geico’s in the state farms of the world, trying to compete for those leads way too expensive
00:22:47:21 – 00:22:49:14
Ralph
at hundreds of dollars a click.
00:22:49:14 – 00:22:50:21
Ralph
Don’t even bother. They’re
00:22:50:21 – 00:22:53:08
Ralph
the platforms that will scale a business like this
00:22:53:08 – 00:22:54:08
Ralph
are on meta,
00:22:54:08 – 00:22:57:08
Ralph
and you pair that with programmatic. It is,
00:22:57:08 – 00:22:59:10
Ralph
a absolutely just,
00:22:59:10 – 00:23:02:22
Ralph
potent mix for any company that wants to scale.
00:23:02:22 – 00:23:03:14
Ralph
And,
00:23:03:14 – 00:23:12:06
Ralph
that’s why we’re doing so much less on the Google side. Just because Google really is just demand capture. It’s no longer demand generation.
00:23:12:08 – 00:23:17:03
Ralph
All the other platforms are creating the demand, and meta is leading the way, especially now with this,
00:23:17:03 – 00:23:17:23
Ralph
Andromeda
00:23:17:23 – 00:23:21:01
Ralph
gem lattice update, which is absolutely incredible.
00:23:21:01 – 00:23:23:17
Ralph
we will do a follow up on this client here.
00:23:23:17 – 00:23:31:17
Ralph
They are now actively working alongside our team, and we’re doing all the things that we had mentioned here in today’s show.
00:23:31:19 – 00:23:34:11
Ralph
And, of course, you know, if you’re running paid media
00:23:34:11 – 00:23:36:03
Ralph
across multiple platforms,
00:23:36:11 – 00:23:41:13
Ralph
I really want to figure out how to leverage like that next level of scale. This is a problem we see
00:23:41:13 – 00:23:43:10
Ralph
multiple times during the week.
00:23:43:10 – 00:23:49:03
Ralph
It’s not just Google ads, let me tell you that right now it is with meta. It is with top of funnel, middle of the funnel.
00:23:49:03 – 00:23:52:18
Ralph
And Google will just get that last click, that bottom of funnel, which is perfectly fine.
00:23:52:18 – 00:23:57:23
Ralph
If they’re googling your name, you know you’ve made a difference and you’re creating brand,
00:23:57:23 – 00:23:59:11
Ralph
you’re creating loyalty,
00:23:59:11 – 00:24:03:02
Ralph
and you’re creating a business that can really scale
00:24:03:02 – 00:24:09:16
Ralph
with metrics that matter and ultimately growth that scales. So if you want the same thing done for your business,
00:24:09:18 – 00:24:11:15
Ralph
we’re always here to help of course.
00:24:11:15 – 00:24:14:04
Ralph
Tier 11.com/apply.
00:24:14:05 – 00:24:16:06
Ralph
Hope you enjoyed this week’s show.
00:24:16:07 – 00:24:23:02
Ralph
We will leave all the links to all the other shows and references in the show notes over at Perpetual Traffic.
00:24:23:02 – 00:24:24:08
Ralph
Com and look forward to
00:24:24:08 – 00:24:27:18
Ralph
having a follow up episode here with these guys. Really excited
00:24:27:18 – 00:24:28:08
Ralph
about,
00:24:28:08 – 00:24:29:19
Ralph
what we’re going to be doing for them,
00:24:29:19 – 00:24:36:03
Ralph
not only on the structural side and the creative side, but just on the pure performance side, because they’ve really got something
00:24:36:03 – 00:24:37:16
Ralph
that is very, very different
00:24:37:16 – 00:24:44:04
Ralph
they’ve got a very strong why as to what they’re doing and how they’re doing it, and they’re using and leveraging AI technology
00:24:44:04 – 00:24:46:08
Ralph
to make that experience better in the insurance space.
00:24:46:08 – 00:24:47:09
Ralph
All right. So like I said
00:24:47:09 – 00:24:52:10
Ralph
leave links all in the show notes here. Of course wherever you listen to podcasts make sure that you leave us a rating
00:24:52:10 – 00:24:56:16
Ralph
and or review. Certainly do appreciate that will read those on the air, I promise.
00:24:56:16 – 00:25:01:04
Ralph
And of course, all the references that we mentioned here in today’s show are over at perpetual traffic.com.
00:25:01:04 – 00:25:04:15
Ralph
Be sure to watch this over on our YouTube channel as well.
00:25:04:15 – 00:25:06:11
Ralph
We’re stepping up our YouTube game.
00:25:06:11 – 00:25:08:05
Ralph
You can see the new office set up here
00:25:08:05 – 00:25:09:19
Ralph
as well. Just pretty exciting.
00:25:09:19 – 00:25:13:04
Ralph
So that’s over at perpetual traffic.com/youtube.
00:25:13:04 – 00:25:14:06
Ralph
Until next show.
00:25:14:06 – 00:25:15:11
Ralph
See you.
00:25:15:11 – 00:25:24:11
You’ve been listening to Perpetual Traffic.
