Path 1 · DIY
Install the system yourself
Wire CRM offline conversions, build compliance-grade landing pages, and pre-stage seasonal campaigns yourself. For licensed operators ready to do the work.
Medicare Advantage paid acquisition runs on a knife edge. AEP (Oct 15 – Dec 7) creates a 54-day spending cliff that can't be modeled with always-on optimization. CMS Final Rule 2024 reshaped TPMO disclosure rules and shut down the funnels that didn't disclose. Scope-of-appointment requirements changed how leads get routed to licensed agents. And the only metric that actually matters — enrolled members who stay past first month — is invisible to Google. The compliant operators are eating the market. The non-compliant ones got fined or banned. These systems give you the funnel architecture to win AEP, capture year-round SEPs, and push enrolled-member events back to Google so the algorithm learns what a CMS-clean customer looks like.
Pick how you want to fix the signal layer
Wire CRM offline conversions, build compliance-grade landing pages, and pre-stage seasonal campaigns yourself. For licensed operators ready to do the work.
$0
Compliant first-party traffic during the 54-day AEP window
$0
Year-round triggers (turning 65, job loss, Medicaid redeterm)
$0/year
Initial enrollment; renewals at reduced rate
3-15%
Lower with intent-fit targeting, higher with broad form-fill optimization
Oct 15 to Dec 7. Every year. There is no second chance until the next AEP unless someone qualifies for an SEP. Google's smart bidding needs 14 days to optimize, which means you're effectively giving up the first two weeks of the most lucrative window in your business — every single year. The compliant agencies pre-load campaigns in September and ramp on Oct 15. Most agencies set up campaigns Oct 14 and lose 2 weeks of momentum.
TPMO disclosure requirements changed. Lead aggregator and downline rules changed. Compensation structures changed. Many of the lead-gen funnels that worked in 2022-2023 are no longer compliant. The agencies that adapted early are now scaling because the bad actors were forced out of the channel. The ones still running 2022 funnels are getting carrier audits and CMS letters.
An unlicensed call-center setter can't discuss specific MA plan benefits without a recorded scope of appointment. Most lead-distribution systems route by speed-to-lead, not by SOA-compliance. That's a compliance bomb waiting to detonate during a CMS audit. Lead routing has to be license-aware AND SOA-aware AND state-aware — not just first-to-dial.
Google sees a quote request and books it as a conversion. Your CRM sees an enrolled member who stayed past the first-month rapid-disenrollment window. Those are completely different signals. Without offline conversion imports tied to enrolled-and-stuck members, the algorithm keeps optimizing for the cheapest form fills — which during AEP usually means lowest-fitness traffic that disenrolls in week 3.
“CMS Final Rule wiped out half the Medicare lead funnels in our market. We were compliant from day one, which felt like extra work at the time. Now we're running 3x the volume because the bad actors aren't in the auction anymore.”Reddit r/insuranceagent
“Every AEP I lose 2 weeks ramping up campaigns. By the time Google's smart bidding catches up, I'm already in November.”Reddit r/Medicare
“We had a 14% rapid-disenrollment rate last AEP because Google was optimizing for the cheapest leads, not the right-fit ones.”Reddit r/PPC
These are representative outcome patterns we've seen from operators implementing these systems. Details are anonymized; numbers are realistic for the vertical.
Operator profile
Starting point
Cost per enrollment during AEP: $260. Lost 2 weeks of AEP every year to campaign setup. 14% first-month rapid disenrollment rate eroded effective commission. SEP revenue: 2-3 enrollments/month off-season.
What changed
Pre-loaded AEP campaigns in September with CMS-compliant ad copy templates, baked TPMO disclosures into every landing page, pushed enrolled-and-stuck member events back as offline conversions, and stood up year-round SEP campaigns.
Each product builds on the previous one. Start where you are, progress at your own pace.
Push enrolled-member events (not lead form fills, not appointments) back to Google as offline conversions. Filter out members who rapid-disenroll in the first month so the algorithm learns what a stuck enrollment looks like — not just what a cheap form fill looks like.
Every system on this page is what we install for our own clients. If you'd rather have us run it with you — or for you — these are the paths.
AEP is a 54-day sprint. Pre-built campaigns live on day 1, CMS-compliant landing pages with TPMO baked in, SOA-aware lead routing, and enrolled-member attribution that filters out rapid disenrollments. Then capture the off-season SEP triggers at 60-70% lower CPCs.
Or book a free 15-min audit if you're not sure which path fits.
60-min strategy session — closed-deal attribution, regulated-keyword strategy, aggregator-beating funnels, and compliance review. For operators hitting a CPA ceiling or navigating a regulatory shift.
Full ad ops for regulated lead-gen — Google + Meta + dialer + CRM + compliance pages. For $10K+/mo operators in insurance, mortgage, solar, Medicare, debt relief, or nonprofit lead gen.
Outcome
Cost per enrollment during AEP dropped to $145, zero CMS disapprovals across the 54-day window, rapid disenrollment fell to 5%, and SEP revenue grew to 18 enrollments/month off-season.
Operator profile
Starting point
Pre-CMS-Final-Rule funnels still in production; 3 agents flagged in carrier audit; lead routing didn't account for SOA or state license. AEP enrollment volume flat year-over-year despite 2x ad spend.
What changed
Rebuilt every landing page with CMS Final Rule 2024-compliant copy, installed SOA + license + state-aware lead routing, and migrated downline tracking to enrolled-member-attribution events fed to Google.
Outcome
Carrier audits cleared, AEP enrollment volume grew 47% on the same ad spend, and downline override revenue rose 38% as agents received only license-and-state-matched leads.
Operator profile
Starting point
Generic 'Medicare plans' Search at $48 CPC, lost head-on to eHealth and GoHealth. Cost-per-enrollment $310. No T65-birthday-month targeting; campaigns lumped 65-year-olds with 78-year-olds.
What changed
Built T65-birthday-month-triggered campaigns, swapped generic Search for SEP-trigger keywords (just turned 65, retiring soon, Medicaid redetermination), and added carrier-comparison landing pages with CMS-compliant TPMO disclosure.
Outcome
Cost-per-enrollment dropped to $128, T65 capture rate tripled, and the agency built a year-round SEP pipeline producing 65% of annual revenue (vs 25% prior).
Pre-built AEP campaigns that pre-load in September and activate Oct 15 — no 2-week ramp-up. Year-round SEP campaigns targeting turning-65, job-loss, Medicaid-redetermination, and relocation triggers at 60-70% lower CPCs than AEP traffic.
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