How MedicareSelfEnroll
Achieved 4.1× ROAS
Reaching Seniors 65+
MedicareSelfEnroll.com had a clear mission — make Medicare Advantage enrollment accessible to everyday seniors in the Hudson Valley. However, they had no website, no ad campaigns, and no digital presence whatsoever. We built the entire platform from scratch and launched CMS-compliant Facebook and Google Ads campaigns that delivered a 4.1× return on ad spend and cut cost-per-lead by 38% within three months.
Zero Digital Presence.
Maximum Ambition.
Bill Vargas came with a clear vision: create a trusted, accessible Medicare Advantage enrollment platform for seniors in the Hudson Valley, New York. The region has a large and growing population of Medicare-eligible residents, yet most were navigating enrollment through confusing government portals or pushy insurance brokers. Bill wanted to change that.
The challenge was significant. There was no website, no brand identity, no ad account, and no existing digital footprint. Furthermore, Medicare advertising operates under strict CMS (Centers for Medicare & Medicaid Services) guidelines — making it one of the most regulated advertising environments in the USA. Consequently, every ad, landing page, and communication had to be compliant before going live.
Additionally, the target audience — seniors aged 65 and over — required a completely different creative and messaging approach than typical digital campaigns. Therefore, the platform, copywriting, and ad creative all had to be built with trust, clarity, and accessibility at the centre.
- No digital foundation: No website, no brand, no ad accounts — everything needed to be built from zero
- CMS compliance requirements: Medicare advertising has strict federal rules covering disclosures, prohibited claims, and creative guidelines
- Hard-to-reach audience: Seniors 65+ require specific platforms, creative formats, and messaging tone to engage effectively
- High competition: Large national insurers spend millions on Medicare advertising in every market
- Trust deficit: Seniors are rightly sceptical of unsolicited insurance marketing — every touchpoint had to earn trust, not just generate clicks
CMS Compliance was non-negotiable. Every ad, landing page, and email was reviewed against CMS Medicare Communications and Marketing Guidelines (MCMG) before launch. Consequently, all campaigns ran without compliance issues throughout the engagement — protecting both Bill and the enrolled beneficiaries.
Build Trust First.
Then Drive Enrollments.
The core principle was that seniors don't click on ads — they respond to trust. Consequently, every element of the strategy was designed to establish credibility before asking for anything in return.
First, the MedicareSelfEnroll.com website was designed and built specifically for seniors — large readable fonts, clear navigation, plain-English plan comparisons, and all required CMS disclosures and disclaimers properly integrated throughout.
Facebook campaigns were geo-targeted to specific ZIP codes across the Hudson Valley with age targeting set to 63–80. Furthermore, creative used real photography, large text overlays, and benefit-focused messaging rather than financial urgency tactics.
Search campaigns targeted seniors actively researching Medicare options: "Medicare Advantage plans near me," "best Medicare plan Hudson Valley," and "how to enroll in Medicare." Additionally, call extensions were prioritised since seniors prefer phone over form submissions.
Unlike typical lead gen funnels, the primary CTA was a phone call — not a form. As a result, conversion tracking was built around call duration and call quality, giving a far more accurate picture of true enrollment intent.
The 6-Month
Execution Roadmap
Because everything was built from scratch, the execution followed a careful sequence — specifically, the platform and compliance review came before a single dollar of ad spend.
Platform & Website Build
First, MedicareSelfEnroll.com was designed and built — a clean, accessible website optimised for senior users. Specifically, the build included plan comparison pages, an FAQ section addressing common Medicare fears, call-to-action phone buttons on every page, and all required CMS legal disclosures.
Compliance Review & Ad Account Setup
Subsequently, all ad creative, copy, and landing pages were reviewed against CMS Medicare Marketing Guidelines before any campaign launched. Additionally, Facebook and Google Ads accounts were configured with proper healthcare ad categories, conversion tracking, and call recording for quality assurance.
Soft Launch — Facebook First
Then, Facebook campaigns launched first with a conservative budget to gather creative performance data before scaling. Specifically, three creative variations were tested: benefit-led (what you gain), fear-relief (worry about coverage gaps), and social-proof (testimonials from enrolled seniors).
Google Ads Launch & Budget Scale
Subsequently, Google Search campaigns launched alongside the best-performing Facebook creative. Furthermore, call extension bidding was optimised and budget was redistributed toward the ZIP codes producing the highest-quality phone enquiries, resulting in the 38% CPL drop by month 3.
Retargeting & Email Nurture
Finally, retargeting campaigns were launched to re-engage website visitors who hadn't enrolled yet. Additionally, a 4-email nurture sequence was deployed to people who called but hadn't confirmed a plan — guiding them back through the decision at their own pace.
Every ad, landing page, and email was built inside a compliance framework — required disclaimers, prohibited language lists, and benefit-claim restrictions all documented before creative production began. Consequently, zero compliance flags were raised throughout the engagement.
Ads used minimum 18pt font overlays, benefit-first headlines, and authentic photography of seniors — not stock models. Additionally, Facebook ad copy was kept to 3 sentences maximum after testing showed seniors scrolled past longer copy on mobile.
All ads linked to a click-to-call page rather than a standard form. Furthermore, calls were recorded (with consent) and reviewed weekly to identify objections — feeding directly back into ad copy improvements and FAQ page updates.
A 4-email sequence was written specifically for seniors who called but hadn't enrolled — plain language, no urgency tactics, and a simple one-click call-back request at the end. As a result, 22% of non-enrolled callers returned to complete their enrollment.
6 Months. Built from
Zero to 4.1× ROAS.
These results cover months 1–6 of the full engagement. All metrics are taken directly from the Facebook Ads Manager, Google Ads account, and call tracking platform. The ROAS figure accounts for total ad spend across both channels against confirmed Medicare Advantage enrollments and plan enquiry values provided by Bill's agency partner.
For every $1 spent across Facebook and Google, $4.10 in confirmed enrollment value was generated. Furthermore, this figure improved each month as creative testing produced better-performing ads and the algorithm learned the highest-value audiences.
Cost-per-lead dropped 38% between month 1 and month 3 — a direct result of creative optimisation, negative keyword refinement, and ZIP-code budget reallocation toward the highest-performing areas in the Hudson Valley.
The Medicare industry average enrollment conversion rate for digital leads is approximately 8–10%. Moreover, MedicareSelfEnroll.com achieved 29–36% — driven primarily by the phone-first funnel, trust-led creative, and personalised follow-up sequences.
What Bill
Had to Say
"Working with Ravi on MedicareSelfEnroll was a game-changer. He built our entire website and ran our Facebook and Google campaigns with a level of precision I hadn't seen before. What really set him apart was his understanding of Medicare compliance — every ad, every page, done right. Our lead costs dropped significantly and the quality of enrollees improved dramatically. He didn't just run ads; he understood what we were trying to do for seniors in our community and built a system that actually worked."
MedicareSelfEnroll.com went from nothing to a recognised and trusted platform in the Hudson Valley. Furthermore, several enrolled seniors referred family members — indicating the brand was generating genuine word-of-mouth in the community.
All campaigns ran throughout the engagement without a single CMS compliance flag or ad disapproval related to Medicare guidelines. Consequently, Bill had complete peace of mind knowing the business was protected on the regulatory side.
Monthly lead volume grew from 51 to 118 as campaigns matured and the retargeting layer was added. Moreover, the enrollment rate tripled over that same period — meaning the quality of leads improved alongside the quantity.
The entire campaign architecture, creative library, and compliance documentation was set up to be reactivated and scaled during the Medicare Annual Enrollment Period each October–December — the highest-value window for Medicare Advantage plans.
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