High-Performing Health Insurance Campaigns This Open Enrollment 2025

January insurance ads are flooding every feed, policy seekers are juggling numbers, comparing coverage details, and trying to make sense of it all,  while a sharp digital campaign slices straight through the noise, turning casual clicks into hot leads. 

And considering that 75% of consumers check at least three insurance companies online before choosing a plan, and over 70% prefer comparing coverage digitally rather than offline, the competition for attention this Open Enrollment is fierce from the first scroll. 

Add to that the fact that 45% of all insurance-related traffic now comes from mobile devices, and suddenly it’s clear why 2025 demands campaigns that are not just present, but precise, mobile-ready, and impossible to ignore. This Open Enrollment, you don’t just want visibility,  you want that kind of magic: something genuine, sharp, and genuinely transformative.

What Works: What the Data Says

If you want a campaign that actually converts, here are some of the most effective strategies, and why they perform.

Performance Benchmarks

• On average, healthcare PPC (pay-per-click) campaigns convert at about 3.5%–4%. 
• Mobile-optimized PPC campaigns sometimes see higher conversion rates (for example, some segments hit 5.2%).
• For health-insurance campaigns specifically, cost per lead (CPL) tends to fall in the range of US$45–$100, according to industry-wide benchmarks.

Now, take this with a grain of salt; results will shift based on region, offer quality, creatives, funnel strength, and targeting. But treat these numbers as your starting point: hit them if you’re doing the basics right, and aim to beat them once you tighten your audience, polish your messaging, and streamline your funnel.

What Makes a Campaign “High-Performing”

Based on multiple industry reports and case studies, here are the tactics that consistently deliver:

• Personalized & relevant messaging: According to the same ZIPDO study, 55% of health-insurance consumers prefer a tailored online experience. 
• Video content & multimedia: Ads that use video or interactive content tend to get higher engagement, up to 40% more, according to some reports. 
• Fast, user-friendly landing pages: Prospects often spend only 3–5 minutes before converting. That means if your landing page is slow, confusing, or demanding too much info, you lose them.
• Strong search and intent-based targeting: Search ads (vs. display) tend to convert better since they target users actively looking for insurance right now.
• Balanced ad spend and ROI focus: For many in the insurance vertical, spending on paid search remains viable as long as CPL remains in a manageable band ($50–$100 or slightly more) while lead quality remains high.

People don’t buy health insurance on impulse; they research, compare, talk to family, and weigh costs carefully. That’s exactly why lead-gen continues to sit at the top for insurance brands: it attracts people who are already curious, already exploring, and already closer to making a decision. 

When a campaign offers something simple, like “get a quote” or “compare plans,” it naturally attracts high-intent users. And while CPLs may vary, the pattern is consistent: leads with real intent often cost more but convert better and faster. So instead of chasing the lowest CPL, the more brilliant play is to sharpen your targeting and messaging to attract people who genuinely want to evaluate their options. Those are the leads that pay off downstream.

HealthPlanMarket.com

The HealthPlanMarket.com campaign focuses on a simple U.S. lead-gen flow where users enter their ZIP code to explore health-insurance options and get matched with licensed agents. Its strength lies in offering quick plan comparisons, from PPOs and HMOs to short-term coverage, making it easy for high-intent shoppers to take the next step. The funnel stays fast, direct, and conversion-ready, giving advertisers a steady stream of qualified prospects during peak enrollment periods.

Campaign Details:

• Vertical: Lead Gen US
• Category: Health Insurance
• Geo: United States
• Tracking: Realtime
• Validation Period: 15 days
• Cookie Period: 30 days
• Promotional Channels: Web/M-Web
• Promo Methods: Email

Best Practices to Achieve Higher Results 

1. Target High-Intent Users First

People searching for terms like “compare health plans” or “insurance quotes near me” already know what they want. Aim your traffic sources at users displaying clear buying signals.

2. Keep Messaging Clear and Fast

Consumers are overwhelmed during Open Enrollment. Simple wording, direct benefits, and zero fluff always outperform complicated copy.

3. Go Mobile First – Not Mobile Friendly

Nearly half of insurance traffic arrives through mobile. Landing pages, forms, and CTAs should feel effortless on a small screen.

4. Don’t Chase the Lowest CPL

Low-cost leads often mean low intent. The sweet spot lies in quality; high-intent leads may cost more but convert better downstream.

5. Speed Matters More

When a user submits their details, follow-up must happen quickly. Slow response = lost leads. Fast response = higher conversions.

6. Use Real-Time Optimisation

Shift budget toward ad groups, angles, and audiences that show traction. Open Enrollment moves fast, so should your adjustments.

7. Align Creatives with User Mindset

Insurance is not a dream. They are resolving an issue. Headlines that offer quick fixes, affordability, or clarity are successful.