Fortune 500 Insurer
ADM Acted Quickly to Cut a Fortune 500 Insurer’s New Enrollment Costs by 25% on Meta
87%
Increase in Audience Spend
150%
Increase in Enrollments
25%
Decrease in Cost Per Enrollment
Services
87%
Increase in Audience Spend
150%
Increase in Enrollments
25%
Decrease in Cost Per Enrollment
Services
The Challenge: Generate More Efficient Paid Social Leads
A Fortune 500 insurance brand needed more efficient lead generation for its federal employee services. It enlisted ADM to design a paid social media marketing strategy that would lower the cost per enrollment (CPE) and cost per account (CPA) while scaling performance across high-value prospecting audiences (defined based on relevant occupations).
At the beginning of 2025, the client’s postal worker audience was delivering its most efficient CPAs and CPEs on Meta—but was being throttled by the algorithms, which were under-allocating budget to this audience—thus impeding efficiency.
ADM’s Solution: Budget Redistribution and Bid Cap Adjustments
Because January is an extremely high-intent period for benefits enrollment, it was critical to address under-delivery in top-performing segments early. Missing the opportunity to scale during a peak decision-making window would have led to higher overall CPAs and missed enrollment targets. ADM acted quickly to to alter Meta’s spend allocation and grow efficiency by prioritizing this key audience.
Implementation Steps:
Data Review: After allowing Meta’ learning phase to stabilize, ADM analyzed early-month performance where postal audience outperformed other segments in both CPA and CPE.
Strategic Adjustment: Increased postal worker audience bid caps to allow Meta to deliver more impressions and clicks to this efficient ad set.
Performance Monitoring: Tracked spend pacing, account completions, and enrollments on a weekly basis to evaluate performance consistency.
The Results
ADM found that the postal worker audience could be scaled cost-efficiently with only a bid cap adjustment—no creative or messaging changes were required. The client saw a dramatic decrease in CPA and CPE accompanied by a significant lift in enrollments.
This work demonstrates the value of audience and bid strategy optimization even within platform constraints. Meta’s algorithm responded well to manual intervention, proving that a performance-driven strategy can still outmaneuver default delivery logic. ADM’s ability to react swiftly and scale this audience’s budget ultimately validated our approach.
87% Increase in Audience Spend
150% Increase in Enrollments
25% Decrease in Cost Per Enrollment
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