Optimizing lead generation: how CuidaSalud got 57% more leads

CuidaSalud is a health insurance service in Venezuela that offers urgent care coverage through a subscription. Its main goal is to let people subscribe quickly and easily through its e-commerce site, and it is building a mobile app for iOS and Google Play. In August 2024, CuidaSalud partnered with AMZ Ad Firm to improve lead generation on Meta Ads, focusing on high-quality leads at an efficient cost.

• →Tracking gaps: Meta Ads reported far more leads than CuidaSalud's internal CRM.
• →High CPL: the starting cost per lead was above target, which limited budget efficiency and scale.
• →Funnel issues: key events such as Add to Cart and Purchase were not tracked accurately, so the data was unreliable.

• →Reconfigured pixel events to capture every key step, including Add to Cart, Initiate Checkout and Purchase.
• →Aligned Meta Ads data with the CRM to reduce discrepancies and make reporting accurate.
• →Adjusted the website funnel with URL-based triggers for critical actions to smooth the user flow.
• →Optimized campaigns to lower CPL while keeping or improving lead quality.

• →CPL dropped 33% through ongoing campaign optimization.
• →Leads grew 57%.
• →Conversion at the Add Payment Info step rose 84%.
• →By the end of December 2024, campaigns drove more than 1,000 landing page views per week with steady lead volume.
• →Meta Ads and CRM data now line up much more closely.

Accurate data and a user-focused funnel gave CuidaSalud better cost efficiency and sustainable growth in lead acquisition.