The Six-Month Picture
$4,704 in Google Ads. 70 qualified Medicare advisory leads. October 2025 through March 2026.
The blended CPA of $67.20 sits within the $50-120 Medicare advisory benchmark. But the monthly breakdown tells the more useful story.
Why January and February Are Always the Hardest Months
Medicare’s Annual Enrollment Period runs October 15 through December 7. That’s when seniors can switch plans — and when every Medicare insurer, broker, and national agency floods Google Ads with budget.
After December 7, the enrollment window closes. But national advertisers don’t pull their budgets immediately. January and February see elevated CPC competition from campaigns that are still running on momentum. CPLs spike industry-wide.
This account’s $103 January and $151 February aren’t outliers — they’re the expected seasonal pattern. March returned to $61 as competition normalized. A well-managed Medicare account anticipates this and adjusts budget strategy accordingly.
The November Result
24 leads in a single month at $36.86 each. That’s the account performing at its ceiling.
November sits inside the enrollment window — demand is high, seniors are actively comparing plans and calling advisors. This firm’s campaign was well-calibrated to capture that demand at the moment it peaked.
At a 35% close rate and $600 first-year Medicare Advantage commission, 24 November leads represent approximately 8 new enrolled clients and $4,800 in first-year commissions — from $885 in ad spend.
The Renewal Commission Argument
Medicare advisory clients don’t just generate one commission. Every year a client stays enrolled, the advisor earns a renewal commission — typically $300+ annually.
70 leads over 6 months. At a 35% close rate, approximately 24 enrolled clients. At $300 annual renewal and 7-year average retention, the lifetime value of those 24 clients is $50,400. Against $4,704 in ad spend, that’s a 14x lifetime return. lifetime value ROAS in professional services Google Ads explains the full framework.
The physical walk-in office is a real competitive advantage in this market. Most Medicare advisors operate digitally. Proximity searches — Medicare advisor near me, Medicare help near me — from seniors who want a face-to-face conversation get the highest bid priority in the account.
