Fortune 500 InsurerHow We Cut a Fortune 500 Insurer’s New Enrollment Costs 25% on Meta
This Meta Ads insurance case study follows a Fortune 500 insurer seeking more efficient paid enrollment campaigns for its federal employee services. In early 2025, we found its most efficient postal worker audience was not receiving enough budget. That underfunded segment was already producing the brand’s strongest cost per acquisition and cost per enrollment among prospecting audiences. A focused bid-cap adjustment helped increase enrollments 150% while reducing cost per enrollment 25%.
Key Results
More Audience Spend
87%
Directed to the postal worker audience.
Increase in Enrollments
150%
Outpacing the increase in spend.
Lower Cost Per Enrollment
25%
Cost per acquisition also declined.
The spend figure reflects the allocation change. Enrollment growth and lower CPE reflect the client outcomes that followed.
The Challenge
The insurer wanted to lower both cost per enrollment (CPE) and cost per acquisition (CPA) while scaling lead generation across high-value prospecting audiences. Those audiences were organized around occupations relevant to the brand’s federal employee offering.
Early in 2025, the postal worker audience was producing the campaign’s most efficient CPA and CPE on Meta, but Meta was allocating relatively little budget to the segment. January is a high-intent period for benefits enrollment, so we needed to correct that delivery gap early in the enrollment window.
Our Solution
We let Meta’s learning stabilize, then reviewed early-month delivery and performance to determine where a manual adjustment could improve allocation. The postal worker audience stood out because it combined the campaign’s best CPA and CPE with relatively low spend.
The performance pattern gave us a specific action to take. Instead of asking Meta’s algorithms to continue distributing budget across the existing audiences, we intervened manually in the audience that was already delivering the strongest efficiency.
We raised the postal worker audience’s bid cap, giving the campaign more room to gain impressions and clicks from that segment. The change did not introduce a new audience, new creative, or a different message. It focused delivery on an established segment and gave it enough budget to scale during the January enrollment window.
After the adjustment, we monitored the campaign weekly. Spend pacing showed whether more budget was reaching the audience. Account completions provided a view of progress after the click, and enrollments kept the campaign’s ultimate acquisition goal in focus. Reviewing those signals together helped us distinguish increased delivery from the downstream actions the insurer needed.
The Results
Enrollment completions and cost per enrollment completion, December 2024 compared with January 2025.
The bid-cap adjustment increased spend to the postal worker audience 87%. This figure reflects the allocation change made through the higher bid cap. Enrollments increased 150%, outpacing the increase in spend. Cost per enrollment decreased 25%. Cost per acquisition also declined meaningfully.
The audience scaled after the bid-cap change without new creative or messaging. Enrollment volume and efficiency improved with the allocation change.
Find the Next Opportunity in Your Paid Media
Strong paid media performance depends on more than launching campaigns. Teams also need to recognize when platform delivery is working against the business goal and make the right adjustment at the right time.
OuterBox helps brands connect campaign management to the outcomes that matter. Our paid media team looks beyond top-line delivery to understand which audiences, bids, and downstream signals are shaping performance. Talk with us about finding and scaling the opportunities inside your account.
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