My Lead Gen strategy that dropped my CPL from $75 to just $1.22

I run an insurance lead generation platform for life insurance agents, and for a long time I was using Meta lead form ads. Since insurance falls under a Special Ad Category, the results were rough. My CPMs were around $270, which meant very little traffic and even fewer leads. My cost per lead was through the roof.

So I decided to try something different.

I switched from lead form ads to Traffic campaigns optimized for Landing Page Views. I kept the exact same ad creative and sent people to my landing page instead.

The results? Even worse.

I got plenty of traffic... but zero form submissions. At that point, I honestly thought I was out of options. 😂

Then I came across a TikTok video talking about identity resolution software that can help identify a portion of your anonymous website traffic. From what I understand, it uses identity graphs and matching technology to connect some of your website visitors to real people. I don't fully understand the technical side of it, but it can reportedly identify anywhere from 15% to 40% of your traffic and provide information like names, email addresses, cities, and phone numbers.

The platform I tested adds a consent-based opt-in experience to your website through a pixel installed in your header. Visitors who choose to opt in can then be added to your email and SMS campaigns without having to complete a traditional lead form. The idea is to reduce the friction that causes so many visitors to abandon the process.

As soon as I implemented it, I started seeing results.

The software only charges when a contact is actually unlocked, and in my case the cost was about $0.10 per unlocked visitor.

Here are the numbers from my test campaign:

• Meta traffic spend: $279.35
• Landing page visitors: 755
• Unlocked contacts: 249 (33% of visitors)
• Cost to unlock contacts: $24.90
• Opted-in contacts: 89

Results:

• Total cost per unlocked contact: $1.22
• Total cost per opted-in contact: $3.41

Compared to the lead form campaigns I had been running, this approach dramatically lowered my acquisition costs. Instead of paying premium CPMs and hoping people completed a form, I was able to get significantly more value from the traffic I was already buying.

I'm planning to test this strategy across some of my other campaigns as well. Has anyone else experimented with identity resolution or anonymous traffic activation? I'd be curious to hear what results you've seen.