Projects · Meta Ad Center · Case study

THE RESULTS.

two Meta campaigns, two jobs done well: webinar registrations and page followers, at a cost per result most recruiting budgets do not reach.

A recruiting funnel needs two things from paid social: people who raise their hand for the webinar now, and an audience to keep talking to later. HPM ran one campaign for each. Here is what each one did at its best, straight from the ad account. Every figure is real spend and real delivery, not a projection.

Campaign 1 · Webinar registrations

CMS 2027 Final Rule

A deadline the audience already feared, turned into a reason to register now. One voiced, value-first creative carried it and beat a fresh challenger head to head.

89webinar registrations

$8.53average cost each

$3.88best day, 10 registrations that day

10most in a single day

$759.33total invested

40days delivering

The winning creative: The Clock. Press play.

Why it worked

A real deadline, not manufactured urgency. The CMS 2027 rule change gave the ad a clock the audience already respected.
Value before the ask. The creative taught the change first and invited registration second, which held cost per registration under $5.00 on its best days.
One creative, proven. Run against a fresh hook on identical budgets, it won every complete head to head day, so the budget went to a known winner rather than a guess.

The ad copy

The 48-hour SOA wait is dead. Most Florida agents haven't caught up yet. CMS just handed Medicare agents the most broker-friendly rule change in years. Same scope, same day. The client who's ready stays ready, and you sit down right then. SOAs at educational events? Now allowed. The disclaimer sprint and the 10-year retention rule? Both loosened. That's the good news. The catch is the calendar. The marketing rules take effect October 1, right before AEP. Adjust before that date and you'll run plays your competition doesn't know exist yet. We're breaking down all six changes in a free 30-minute training. What each one means, and the one move to make before October 1. Since 2013, Health Plan Markets has helped 950+ independent agents across 42 states stay ready for exactly this kind of shift. Stay to the end and we'll show you how HPM covers your CE credits. Save your seat. 👉

Headline: The 48-Hour Wait Is Dead · Button: Sign up

Campaign 2 · Page followers

Page Likes

The long game: an owned audience of licensed agents to retarget, built at a price per follower that stayed under a dollar for most of its run.

748page followers

$0.87average cost each

$0.60cheapest follower, best day

62most follows in a single day

10 daysunder $1.00 a follower

$653.47total invested

The campaign in motion: Grow your book. The cheapest follows came from the Ownership static at about $0.80 each.

Why it worked

The right audience, cheaply. Targeted at licensed agents, it bought followers at $0.87 on average, well inside what a warm recruiting audience is worth.
Consistency, not spikes. It held under a dollar a follower for ten days running, so the audience compounded at a predictable cost.
An asset, not just a number. Every follower is someone HPM can reach again for free, which turns ad spend into an audience the next campaign starts with.

The ad copy

Grow your book. Keep what you build. The support you always wished you had. For Medicare and ACA agents and agencies.

A page-engagement ad, no link: the job is to build the audience, not to close.

What both prove

Registrations at $8.53 and followers at $0.87 come from the same discipline: one clear job per campaign, creative that earns the click instead of demanding it, and budget concentrated on what is already working rather than spread across guesses. The registration campaign fills the room now; the follows campaign builds the audience that fills the next one.

The live tracker, with every day and the full scorecard, is on the Facebook Ads page, and the short read is the Analytics Snapshot.

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