WebCitz started working with this client in 2022
- Client: Wisconsin Advantage
- Platform: WordPress
- Industry: Business & Professional Services
- Services: Digital Marketing
Navigating strict regulations and fierce competition, Wisconsin Advantage sought to connect with local seniors needing Medicare guidance. Through a targeted, compliance-focused Facebook Ads campaign, they transformed their lead generation and established themselves as a trusted resource in their community.
The Challenge
Generating leads for Medicare is one of the most challenging areas of digital marketing due to strict CMS (Centers for Medicare & Medicaid Services) regulations and intense competition during the Annual Enrollment Period (AEP). Wisconsin Advantage required:
- High-Intent Lead Acquisition: They needed to reach Wisconsin residents who were either “aging-in” to Medicare (turning 65) or looking to compare their current Advantage plans during enrollment windows.
- Compliance-First Advertising: Every ad needed to adhere to evolving federal marketing guidelines to ensure the agency remained in good standing while still being persuasive.
- Local Authority Positioning: As a Wisconsin-based agency, they needed their ads to emphasize “local help” over national, anonymous call centers to build immediate trust with seniors.
The WebCitz Solution
We implemented a “Community-Focused Lead Engine,” leveraging the granular targeting capabilities of the Meta platform:
- Strategic Facebook Ads Deployment (2022): We designed and launched a multi-tiered ad campaign targeting specific demographics across Wisconsin. By focusing on life-event triggers (like turning 65) and regional interests, we ensured the ads were seen by those most in need of Medicare assistance.
- Lead Form Optimization: We utilized Facebook’s native Lead Instant Forms to reduce friction. This allowed seniors to request a free consultation or an educational guide without leaving the Facebook app, significantly increasing the conversion rate compared to external landing pages.
- Compliance & Creative Stewardship: Our team managed the creative assets – from imagery to ad copy – ensuring that the messaging was clear, helpful, and fully compliant with insurance marketing regulations. We emphasized the agency’s “Medicare Made Easy” philosophy to resonate with overwhelmed beneficiaries.
- Performance Tracking & Scaling: We provided ongoing analysis of lead quality and cost-per-lead (CPL). By identifying which ad sets drove the highest-quality inquiries for Green Bay and Menasha residents, we were able to optimize the budget for maximum ROI.
The Result
By 2026, Wisconsin Advantage has solidified its position as a trusted regional leader in Medicare education and enrollment. Our 2022 Facebook Ads partnership provided the immediate influx of leads necessary to grow their client base during critical enrollment periods. By trusting WebCitz with their social media advertising, Wisconsin Advantage was able to focus on providing top-tier insurance counseling while we ensured their calendar stayed full of qualified local prospects.
