CuidaSalud is a health insurance service operating in Venezuela, providing urgent care coverage with a subscription model. The primary objective is to enable users to easily subscribe via its e-commerce platform, ensuring convenience and speed. The company is also developing a mobile application for iOS and Google Play to expand accessibility. CuidaSalud partnered with AMZ Ad Firm in August 2024 to improve its lead generation efforts using Meta Ads, focusing on acquiring high-quality leads while maintaining cost efficiency​​.

Pain Points

1. Inefficient Tracking System: The company faced challenges with CRM discrepancies, as Meta Ads showed significantly higher lead numbers compared to CuidaSalud’s internal CRM.
2. High CPL (Cost Per Lead): The initial CPL was above target levels, limiting budget efficiency and scalability​​.
3. Funnel Optimization Issues: The existing funnel structure had inefficiencies, with critical events such as “Add to Cart” and “Purchase” not being tracked accurately, impacting data insights​.

Challenges

Streamlining Tracking and CRM Integration

Addressing discrepancies between Meta Ads and CRM data to ensure accurate reporting.

Lowering CPL

Optimizing campaigns to reduce CPL while maintaining or improving lead quality.

Improving Funnel Performance

Reconfiguring pixel events to capture all key stages accurately and optimizing the website funnel for better conversions.

Results

Reduced CPL

Through campaign optimizations, CuidaSalud achieved significant reductions in CPL, with a 33% decrease, showcasing progressive improvement.

Enhanced Data Accuracy

Pixel reconfiguration ensured accurate tracking of key events, like “Add to Cart,” “Initiate Checkout,” and “Purchase". This led to better alignment between Meta Ads data and CRM, minimizing discrepancies​.

Improved Funnel Efficiency

Adjustments to the website funnel, including URL-based triggers for critical actions, streamlined user flow. Conversion rates for critical steps, such as “Add Payment Info,” saw a significant boost, increasing by 84%.

Consistent Lead Volume

Campaigns maintained consistent lead generation, with over 1,000 landing page views weekly by the end of December 2024. Additionally, the number of leads increased by 57%.

‍

Through strategic campaign management and funnel optimization, AMZ Ad Firm successfully addressed CuidaSalud’s lead generation challenges. By reducing CPL, improving data accuracy, and enhancing the funnel’s efficiency, CuidaSalud achieved better cost efficiency and sustainable growth in its lead acquisition efforts. This partnership highlights the importance of aligning digital strategies with accurate data and user-focused funnel design.