Health insurance

Acquiring new customers on digital channels

INSURANCE

B2C

New daily policies

+60%

The context

Scaling customer acquisition in a sector saturated with competition

Working in collaboration with a telemarketing company, we helped one of Spain’s largest health insurers acquire new customers through digital channels. Health insurance advertising on Google Ads and Facebook is extremely competitive: dozens of insurers, comparison sites and brokerages bid for the same visibility, which drives up costs. The challenge was clear: increase the number of new customers signed up while keeping acquisition costs stable.

The challenge

The traditional metrics (ROAS, CPA, number of policies sold) fell short: they needed to align with the client’s operational and financial objectives. So we defined a KPI that measured the combined effectiveness of online acquisition and phone conversion: the net margin of the entire acquisition operation became the main indicator. On that basis we built proprietary technology that manages the Google Ads accounts in real time to maximize profit, not just volume.

Healthcare professional reviewing a form with a patient — insurance company case study

"We stopped optimizing for cost per lead and started optimizing for what really matters: the margin each customer leaves. We scaled sign-ups without acquisition costs spiraling."

Head of Digital Acquisition

Health insurer (confidential project)

Our strategy

A technology that bids for profit, not volume

We automated campaign management to adapt it in real time to competition, demand and the sales team's capacity.

Profit-maximization technology

Proprietary software automates the Google Ads accounts by measuring the full online + phone-conversion performance, and adjusts spend, keywords, time slots and geographic areas in real time. It calculates the optimal balance point between lead volume and unit cost to maximize the client's profit.

Real-time adaptation to competition

The system reacts to the constant entry and exit of competitors on Google Ads: it increases investment where it detects opportunities because competitors withdraw, and reduces it where increased competition erodes financial performance.

Investment synced with the sales team

An additional module smooths the peaks and troughs of traffic to match the number of leads to the team's real capacity. If there's more demand than can be handled, it bids only for the most profitable leads; if the team has spare capacity, it bids for all those with a hope of generating profit.

Doctor attending a patient in consultation — insurance company case study

Hands filling in a paper medical form, data later matched through offline tracking

Enfermera atendiendo a un paciente en consulta — caso de éxito de una aseguradora

Patient in hospital with an IV line — health insurance company case study

The results

New daily policies

+60%

A 60% increase in the number of new daily policies after a year of collaboration.

A 59% reduction in the cost of acquiring new customers (CPA).

A real-time dashboard that shows not only the operational data (costs, leads, sales), but the profitability of the entire acquisition operation.

REVIEWS

What do our clients say?

"The Fáktica team gives us commitment, trust and efficiency. They adapt to our changes and needs, supporting us at every step to reach our strategic goals. And the numbers prove it."

"With Fáktica our investment is always optimized and aligned with the company's goals. Thanks to them, SEM and SEO have become priority actions because of the ROI achieved. They contribute to our strategic marketing and sales decisions."

"Highly qualified professionals. They find solutions to the challenges we bring them. They're very easy to work with."

"They didn't just implement the project we'd agreed on — they also proposed several additional KPIs that proved extremely useful"

"They generated dozens of B2B sales leads for us, along with information and location data on potential customers. They're helping us consolidate and expand in Peru, Chile, Mexico, Colombia, Argentina and Panama."

"I recommend Fáktica 100% to any business looking to drive customers to their premises or physical store. Since March 2022 they've been running our Google Ads campaigns on weekdays, which is traditionally when we have the fewest customers. In the first 3 months we increased bookings by 80%, and within a year we had already tripled them!"

"Working with Fáktica has been the step up in quality we needed at Remm Guitart. After trying several web developers, training ourselves internally to be self-sufficient, and seeking support from multinationals, the only solution that has truly delivered tangible growth in leads and sales has been Fáktica. On top of that, their closeness and constant attention to our business have allowed us to optimise our investments and significantly improve profitability."