916 leads.113 booked appointments.
How a focused Meta Ads system turned Rick Love’s high-ticket insurance offer into an appointment pipeline at a $5.60 blended cost per lead.
A high-ticket acquisition offer for life insurance agents.
Rick Love’s business operates in the life insurance / final expense space, with an offering designed to help agents build a stronger acquisition engine.
Qualified conversations over vanity metrics.
The core offer was approximately $2,000, which meant the campaign did not need thousands of sales to create meaningful economics. The job was to consistently put qualified prospects onto the calendar at an acquisition cost that left room for the sales team to close profitably.
Build a repeatable Meta Ads funnel that could generate lead volume without sacrificing appointment intent, then identify the audiences and creative angles capable of carrying more budget.
Build the funnel around signal quality, not just cheap clicks.
Campaign architecture, audience testing, creative iteration, and conversion-focused optimization worked together.
Campaign architecture
Structured the campaign around distinct prospecting audiences so performance could be read clearly and budget could move toward proven pockets of demand.
Audience testing
Tested cold-interest and lookalike audiences rather than relying on one targeting hypothesis. This created multiple paths to scale while reducing dependence on a single ad set.
Creative iteration
Tested multiple video scripts, hooks, and testimonial-style assets. Winning concepts were allowed to accumulate data while weaker variants were limited.
Conversion-focused optimization
Tracked website leads and booked appointments alongside CTR, CPC, and landing-page behavior to understand whether traffic was turning into real sales opportunities.
$5,130 in ad spend. 916 website leads.
The campaign combined efficient traffic acquisition with a strong volume of website leads.
Traffic quality stayed efficient.
Across the campaign, Meta reported 6,519 clicks at a $0.78 CPC, with a 6.27% CTR. The account produced 916 website leads at a blended $5.60 per lead.
The result was not driven by one isolated ad: multiple ad sets contributed meaningful lead volume, giving the campaign a broader base for ongoing optimization.
113 booked appointments. About $45 in ad spend per booking.
Lead generation only matters when it creates sales conversations.
Appointment economics and reporting limits
Meta recorded 112 appointments scheduled during the campaign window. Against $5,088.42 in spend, that works out to approximately $45.43 in ad spend per booked appointment.
Rick indicated that the sales team historically closed a meaningful share of qualified calls. This case study focuses on the verified advertising and appointment-generation metrics available for the campaign.
Two audience / creative combinations produced the majority of lead volume.
Three audience and creative combinations contributed meaningful lead volume across lookalike and cold-interest audiences.
Script 2 + Lookalike
365 leads$4.98 CPL · $1,818.15 spendThe strongest volume driver in the account. It paired efficient lead cost with enough scale to become a core campaign asset.
Script 3 + Cold Interest
342 leads$4.92 CPL · $1,684.34 spendThe lowest CPL among the scaled ad sets, showing that cold traffic could compete with lookalikes when the message matched the audience.
Podcast + Lookalike
156 leads$7.32 CPL · $1,141.18 spendA secondary source of volume that expanded the creative mix and reduced reliance on the two top performers.
A scalable lead-generation engine with clear unit economics.
Creative testing, audience structure, and conversion tracking were treated as one system, not separate tasks.
Why this case study matters
The campaign shows what happens when creative testing, audience structure, and conversion tracking are treated as one system, not separate tasks.
For a high-ticket service, the goal is not simply to buy the cheapest lead. It is to create a reliable flow of conversations at economics the sales team can work with. That is what this campaign was built to do.
Scope of work
- Meta Ads strategy & management
- Campaign architecture
- Audience testing
- Creative / hook testing
Optimization
- Budget allocation
- Conversion tracking oversight
- Lead-to-appointment performance analysis
- Ongoing performance refinement
Bottom line
- 916 website leads in headline reporting; 909 in two other PDF locations
- 113 headline bookings; 112 in detailed snapshot
- $5,088.42 Meta ad spend in detailed snapshot
- No verified close-rate, revenue, or ROAS export
Rick Love’s ICA System results explained.
What did the campaign generate?
The PDF’s headline summary reports 916 website leads, 113 booked appointments, and a $5.60 blended CPL for the June 23 – August 8, 2026 window.
Why do some numbers differ in the source?
The PDF also shows 909 leads in a performance heading and outcome footer. Its detailed appointment snapshot shows 112 appointments against $5,088.42 in spend, while its headline reports 113 appointments. These are source-level differences, not additional verified results.
What audience and creative combinations contributed?
Script 2 + Lookalike generated 365 leads; Script 3 + Cold Interest generated 342; Podcast + Lookalike generated 156.
Were revenue and ROAS verified?
No. The supplied PDF says a final verified close-rate / revenue export was not available, so revenue and ROAS are not presented as confirmed results.
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