362 → 768 → 1,150 Booked Calls a Month
How Fluid DM roughly tripled Medicare Joe's monthly booked sales calls, from a seasonal, referral-led business to a year-round engine, while holding cost per call flat to lower.
Proven demand, no scalable system.
Medicare Joe is a direct-to-consumer Medicare insurance business handling Medicare Advantage and Supplement plans, nationwide and multi-state licensed. Paid-social acquisition feeds booked agent calls, worked by an in-house team of licensed agents plus a dedicated outbound outreach team.
The engagement began in November 2024 and continues today: paid social, an educational qualification funnel and a hybrid booking model, supported by CRM, email and multi-touch attribution. The goal is a predictable, growing volume of qualified booked calls at a sustainable cost, beyond the Medicare seasonal spike.
On a single consistent basis of total all-platform booked sales calls, monthly volume grew from about 362 to roughly 1,150, around 3x growth, while cost per call held flat to lower.
Every decision moved to cost per real booked call, not platform-reported leads. A four-stage creative testing framework, an educational qualification funnel and a capacity-driven planning model turned agent calendar capacity into a precise weekly plan.
Built for the season, not the year.
Medicare Joe had proven demand and a strong referral base, but the business moved with the Medicare calendar and lacked a scalable, measurable way to put qualified prospects in front of its agents. In a tightly regulated industry, Fluid DM was brought in to build paid acquisition that fills the calendar with booked calls all year, at a cost that holds as volume grows.
Seasonal & referral-dependent
Volume spiked around enrollment season and leaned on referrals, leaving the calendar inconsistent the rest of the year.
High, volatile cost-per-call
Early call costs were high and swung week to week, with no repeatable cost structure to scale against.
Fragmented attribution
Leads flowed across paid, MA and organic with no unified view of which spend produced qualified booked calls.
Track first, then scale creative.
Connect spend to real booked calls and the capacity to take them, then scale creative through disciplined testing into an educational qualification funnel.
Booked-Call Attribution
Spend tied to real booked calls- Spend connected to actual booked calls and the pipeline behind them
- Decisions ran on cost per real call, not platform-reported leads
- One view of which spend produced qualified calls across funnels
"Command Centre" Planning
Capacity-driven, not a guess- Back-solves from agent calendar capacity to the lead volume required
- Outputs the weekly spend needed to fill the available calendar
- Scale became a planning decision, not a guess
Creative Testing at Volume
5 to 30+ variations- A four-stage testing framework on paid social
- Creative scaled from about 5 active variations to more than 30
- Built to find the lowest cost per booked call
Educational Funnel + Hybrid Booking
Qualify, then book two ways- An educational offer qualifies prospects before agent time is spent
- Booked calls come from automated booking plus a manual outreach team
- The blend lifted the lead-to-call rate and smoothed volume
Creative that earns the call.
UGC testimonial and educational creative drove the funnel, run through a four-stage testing framework that kept fresh ads in rotation while protecting proven winners.
Creative strategy
UGC testimonial and educational creative drove the funnel, with a four-stage testing framework keeping fresh ads in rotation while protecting proven winners.
Booked calls, then and now.
The arc the engagement is built around: monthly booked sales calls, on a single consistent basis of total all-platform booked calls, from the start through to early 2026.
Monthly booked calls · the arc
Cost per booked call
Monthly booked calls roughly tripled while cost per call held flat to lower. More volume did not mean more expensive calls. Around 9,700 booked calls were generated across 2025 on this basis.
Cost per booked call · held flat to lower
All booked-call and cost-per-call figures are on a single consistent basis: total all-platform booked sales calls. The all-platform series runs through February 2026, so "now" reflects early 2026, the latest complete window.
The moments that proved the system.
The engine scaled creative, restored its own volume and stayed resilient when a channel dropped.
Creative scaled 6×
From about 5 active variations to 30+, run through a four-stage testing framework
Booking volume restored
A shortfall traced to understaffed manual outreach was fixed by bringing it in-house
Channel resilience
When one delivery channel became unavailable, volume rerouted through owned email and the core funnel with no material dip
Capacity-driven scale
The Command Centre back-solves weekly spend from agent call capacity, turning scale into a precise weekly plan
From seasonal referrals to a year-round engine.
By scaling creative through disciplined testing, anchoring on an educational qualification funnel, and layering automated with manual booking, Fluid DM roughly tripled monthly booked calls, while holding cost per call flat to lower.
More success stories.
The numbers behind the campaigns. Pipeline generated, deals closed, revenue moved.
362 → 768 → 1,150 booked calls a month, year-round.
Five summits sold out on £20K of ad spend.
Word-of-mouth business turned into a paid pipeline.
£102k profit in 10 months at 3.43x ROAS.
ARR doubled, demos tripled.
Stop hoping for leads.
Start building the system.
We specialise in helping businesses generate more leads and sales through online advertising campaigns. A 30-minute strategy call, no pitch, just a clear path to qualified calls every week.
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