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Cigna: bidding on qualified leads, not cheap ones

For a global health insurer, I moved paid search bidding from lead volume to lead quality.

All leads

Contacted

Qualified

Illustrative: optimising for the bottom bar, not the top.

The challenge

Bidding was set up to win leads, so the cheapest leads won, whether or not they ever qualified.

Moved bidding to cost per qualified lead in SA360, using CRM data, so budget followed the leads that sales could actually close.
Managed the account inside a portfolio of more than £25M annual spend.
Line-managed a team of three.