How to market a Medicare business, from the first ad to the renewal.
Live training Marketing masterclass
I was in the trenches like most of you.
Now all I do is market, and train agents to market. Everything today comes out of my own ad account.
2020
Started serving boomers
$137K
In my first 15 months
4,000+
Policies submitted
Today, you'll learn how to build your own Medicare Marketing Machine.
01
Consistent, predictable leads
How to generate them, every month.
02
A full campaign, from scratch
Campaign, ad set and ad. What to set at each one, and why.
03
Scale predictably
Know when an ad is really working, and how to scale the budget without breaking it.
04
Turn leads into clients
Then into more policies per client, with the cross-sell.
NextBut first, imagine this.
Imagine if…
+Leads came in every day, predictably.
+You knew exactly which ad was working, and why.
+You knew exactly when to scale, and by how much.
+Your funnel turned clicks into booked calls.
+Your follow-up ran on its own, so no lead slipped through.
+Every client turned into two or three policies.
NextSo why doesn't that happen for most agents?
Most agents
One month the leads are great. The next month, they dry up.
Type in the chatType 1 if that's you
NextIt's not your fault. Here's why.
Most agents were taught the old way.
The old way
Hunt for the perfect audience
Stack interests and hope you guessed right.
The old way
Only in person
Seminars, events and knocking on doors. It works, but it doesn't scale.
The old way
Buy leads
Rented, shared, and gone when you stop paying.
the rules changed. nobody told you.
NextWhat works now.
What works now
The Medicare Marketing Machine.
Leads in, every month, predictably. Because you built the machine, and you own it.
NextFour myths you have to stop believing first.
But before we start, let's break four myths.
these are why most agents' ads get stuck.
Myth 1
The magic is in the targeting.
The truth
Your creative is your targeting.
Meta has gotten very good at finding buyers. The ad itself tells it who to go find.
Nextmyth number two.
Myth 2
Make one great ad.
The truth
Testing is the name of the game.
Test different formats and angles: AI videos, regular videos, images. Then put the money behind what wins.
Nextmyth number three.
Myth 3
Go by industry benchmarks.
The truth
Beat your own numbers.
Every business is different. Your account average is the only benchmark that matters.
Nextthe last myth, and it is the one that costs agents the most.
Myth 4
If it is not working, it is the ad.
The truth
Sometimes it is your system.
The leak is often after the click: the page, the booking, the follow-up.
Nextthe four rules that replace them.
The four rules of the Marketing Machine.
Rule 1
Creative is the lever
Not the targeting you try to set up.
Rule 2
Angles and formats
Each one opens a new pocket of buyers.
Rule 3
Kill fast, scale slow
Cut losers early. Grow winners carefully.
Rule 4
Know where the ad sits
Top, middle or bottom of the funnel. Judge it by its job.
screenshot this one.
NextPart 1. Why your creative is your targeting.
01
Creative
Why the ad itself decides who Meta finds.
coming up: the one thing that changed how Meta finds your buyers.
01Creative02Setup03Numbers04System
The money is in the ad itself.
The old way
Hunt for the perfect audience
Stack interests. Narrow it down. Hope you guessed right.
→
Now
Let the ad do the targeting
Go broad. The creative tells Meta who to go find, and Meta finds them.
less work on the setup. more work on the ads.
NextProof. Same budget, same audience, two different ads.
Same budget. Same audience. Different ad.
The ad most agents run
Your AgencySponsored
Need help with Medicare? Our licensed agents can help! Call us today for a free quote.
yourAgency.comCall Now
HookTalks to nobody in particular
PromiseA quote. Every agent offers a quote.
CTAA phone call with a stranger. The scariest ask there is.
The ad that books calls
Your AgencySponsored
Turning 65 this year? There are 3 Medicare decisions you have to make before your birthday month, and most people find out about the third one too late.
Free checklistThe 3 Medicare Decisions Before You Turn 65
Free checklist · 2 minutesGet The Checklist
HookCalls out the exact person and the timing
ProblemThree decisions and a deadline they didn't know about
CTASomething small and useful. The call comes after.
Type in the chatWhich ad would you click? 1 or 2
Make ads for where they are in the funnel.
TopUnaware
MiddleWarming up
BottomClosers
Top of funnel
They've never seen your ad.
Or they don't know they have a problem yet. Cheapest to reach. Your job: get noticed.
Middle of funnel
They've seen you a few times.
They know they need help, and they're getting to know you. Your job: build trust.
Bottom of funnel
They've seen you many times.
They're ready. These are your closers. Your job: get them to book.
people need to see you 7 or more times before they buy. this is that journey.
NextHow to make ads for each level.
Every angle opens a new pocket of buyers.
An angle is just a different way to speak to the same customer.
Angle
AI ads
The same script, made with AI. Fast to make, cheap to test.
Angle
Q&A
Answering real questions, on camera.
Angle
Testimonials
Real clients, in their own words.
Angle
Static images
One strong line and one image.
different angles find different people.
In his own words
He picked one niche. Booked appointments at about $12.
Justin knows sign language. Working with Johnny, he found a way to get booked appointments with ASL clients. It worked so well, we had to turn his ads down to $1 a day.
About $12per booked appointment
Individual results vary. Not a guarantee of future results.
Justin Gray
How to tell where an ad sits.
Look at one number in Ads Manager: frequency, by the day. It's how many times one person sees your ad.
1.05Brand-new peopleTop
1.15Mostly new peopleTop
1.25The gray zoneMiddle
1.5+People who know youBottom
the higher the frequency, the lower in the funnel.
NextPart 2. How to set the campaign up.
02
Setup
Campaign, ad set, ad. What to pick at each level.
coming up: the one setting that decides who Meta finds for you.
01Creative02Setup03Numbers04System
Every campaign has three levels.
Campaign
What you want. The result you tell Meta to go get.
Ad set
Who and how much. The audience, and the budget when you are testing.
Ad
What they see. The creative. This is where the real targeting happens.
NextThe single most important setting in the whole account.
Step 1: the campaign. Pick your objective.
Campaign
Ad set
Ad
Choose a campaign objective
AwarenessShow your ad to as many people as possible.
TrafficSend people to a page.
EngagementGet likes, comments and messages.
LeadsCollect leads for your business.
App promotionGet app installs.
SalesFind people likely to buy.
Advantage campaign budgetOn
Pick what you want Meta to get you.Want leads? Pick Leads. Meta goes and finds more of exactly that.
Budget at the campaign level.Turn it on. Meta moves the money to the ad set and ad that's winning.
Tell Meta exactly which customer to find.
At the campaign level, you choose what Meta optimizes for. It goes and finds more of exactly that.
Opt-insCheap. Lots of them. Many never book.
→
Booked appointmentsFewer, and they are the people you actually want.
optimize as far down the funnel as you can.
Step 2: the ad set. Who, where and how much.
Campaign
Ad set
Ad
Conversion location
Instant formsWebsiteCallsMessenger
Performance goal
Maximize number of conversions
Budget
Daily budget · set per ad set
Audience
Locations: your licensed states, and more (see the tip)Age: 64 to 70+Detailed targeting: none, go broad
Where the lead comes in.A form inside Facebook, or your own landing page.
Optimize as deep as you can.If you track booked appointments, tell Meta to find those, not just form fills.
Go broad.States and age. Let the creative do the targeting.
Quick tip: a bigger map.Adding states beyond the ones you're licensed in lowers your CPM, and that lowers your cost per lead.
One angle per ad set. One or two ads in it.
The ad set
Broad, one angle
Your licensed states and age. Each angle gets its own ad set: AI ads in one, Q&A in another, testimonials in another.
The ads
Only one or two
Put four in, and Meta spends on one and barely shows the rest. One or two gives you a real test.
less in the ad set means more control.
Step 3: the ad. This is your targeting.
Campaign
Ad set
Ad
Your AgencySponsored
Turning 65 this year? There are 3 Medicare decisions you have to make first.
Video or image
Free checklistGet the checklist
Format
Single videoSingle image
Primary text
Call out the person and the problem
Headline
The promise
Call to action
Learn more / Book now
This is the targeting.Who the ad talks to is who Meta finds.
One or two ads.Per ad set, while you test.
One angle per ad set.Test AI, Q&A and testimonials in separate ad sets.
Two campaigns. Never mix them.
Testing · ABO · about 20 to 30%
You control the budget
Budget on each ad set, so every angle gets a fair test before Meta picks a favorite.
Scaling · CBO · about 70 to 80%
Meta moves the money
Only proven winners go here. Plus one more for retargeting.
a winner graduates from testing to scaling. never the other way.
NextPart 3. How to know which ad is actually winning.
What's resonated so far?
Creative and setup. Two parts down, two to go.
Type in the chatDrop it in the chat
03
Numbers
What is winning, what to kill, what to scale.
coming up: the two questions that tell you exactly where to look.
01Creative02Setup03Numbers04System
Two questions. Every time.
Question 1
Is my cost normal?
Compared to my own account average. Not the industry.
Question 2
Is my volume normal?
Am I getting the usual number of booked appointments?
if one is off, that tells you exactly where to dig.
Kill fast. Scale slow.
Your benchmark
Your own numbers
Read every ad against your own account average, not generic benchmarks.
The metric
Cost per booked appointment
The number you actually manage to.
Kill
3x your target cost
If an ad costs three times your target, it is dead. Turn it off.
Scale
Holds under target
Winners that stay under target earn more budget.
Alone, each number says nothing. Together, they tell the story.
AdSpendFreq / dayCPMCost / leadVerdict
Turning 65 · 3 decisionsStatic image$1,84062% of spend1.08$9$7.40ProspectorLeave it. It feeds everything.
Book your Medicare callLower funnel$31010% of spend1.62$31$3.10CloserLeave it. It's meant to be small.
Plan G static v2Static image$953% of spend1.31$28$19.80No jobNot earning spend. Launch a new version.
Example account
sort by spend. read each ad left to right. then decide.
Type in the chatWhich ad would you turn off? 1, 2 or 3
Last 30 days · Sep 6 – Oct 5, 2026this is one of our clients · targeting veterans
3,459 leads at $1.64 each.
3,459Leads
$1.64Cost per lead
$5,672.92Total spent
168,330People reached
frequency 1.38: still mostly new people. that's a prospector doing its job.
Another one of our clients · after the system
From 20 deals a week to 50.
Barry runs an agency with seven employees. Since working with Javier and Johnny, he says it went from 20 deals a week to 50, and he doesn't run his own ads anymore.
7employees
20 → 50deals a week
Individual results vary. Not a guarantee of future results.
Barry · Agency owner
Your back end tells your front end what to do.
Every client is worth something different, depending on what they buy from you.
Client A
One policy
Medicare
Client B
Two policies
MedicareDental
Client C
Three or more
MedicareHospitalCritical illness
So find out which client is worth the most to you.Then make more ads for that person, and optimize for them.
04
System
When it is not the ad, and where the leak really is.
coming up: the number that can double your appointments without a new ad.
01Creative02Setup03Numbers04System
Sometimes it's not the ad. Find the leak.
They click, but don't opt in
The pageThe page doesn't match the ad, or asks too much.
They opt in, but don't book
The bookingSlow follow-up. No reason to book now.
They book, but don't show
The remindersNo text, no reminder, no rebook.
the ad can only bring them to the door.
Same ads. Twice the appointments.
Example: 100 leads from the same ads.
40% book
40
60% book
60
80% book
80
fix the booking rate before you buy more leads.
The first five minutes decide the lead.
The system handles the first minute. You make the call.
0:00
Mary fills out your form
0:01
She gets a text: “Hi Mary, got your request. Calling you in a few minutes.”
0:01
Your phone buzzes with a new-lead alert
0:05
You call. She still remembers filling it out.
Tomorrow
You're calling a stranger.
speed to lead
Type in the chatCall speed? 1 under 5 min · 2 same day · 3 later
Don't dig through Ads Manager. Track it.
Tracker
Creative tracker
Every ad, its angle, its cost per booked appointment.
Tracker
Funnel tracker
Opt-in, booking, show and close rates, week over week.
Automatic
Sent to you
The numbers come to whoever reviews them. No digging.
your benchmarks come from your tracker, not from anyone else.
Four things to remember from today.
01
Creative
Is your creative doing the targeting?
02
Setup
Are you testing and scaling separately?
03
Numbers
Do you know your own benchmarks?
04
System
Where is your leak?
Type in the chatWhich one are you missing? 1, 2, 3 or 4
NextHow we help you build it.
I've poured a lot into you today
Can I show you how we'd build it?
Drop a 1 in the chat
I'd love to make you an offer. I just want your permission first.
Goal · Launch your first campaign
The Marketing
Our Skool community.
This is where we teach you to launch your first campaign in less than 7 days.
How to cross-sell every client into more policies.
Every course unlocked on day one, and wins posted every day.
$147a month
skool.com · The Real Insurance Group
Value so far
$1,764
Goal · Launch your first campaign
The Marketing · Live calls
Where we launch your first campaign, with you.
Live calls with Johnny and Javier, every week.
Bring your campaign. We build it with you, right on the call.
What's working right now, across all of our clients.
You're never stuck. Our team answers your questions.
Includedwith the community
Johnny BrockJavier Martinez
Value so far
$1,764
Goal · Launch your first campaign
The Marketing
The Medicare Marketing Playbook.
Everything you learned today, step by step.
Market, message, ads, funnel and backend, in order.
So you always know what to do next.
$3,000value
The Real Insurance Group
The Medicare Marketing Playbook.
Johnny Brock
Value so far
$4,764
Goal · Launch your first campaign
The System · Built on GoHighLevel
Real CRM: the system behind your ads.
It's GoHighLevel, set up for Medicare agents.
Without it, your ads leak money. Leads come in, and nobody follows up.
With it, every lead gets a text, a call and reminders, automatically.
If you're running ads, you need this.
$97/mo Freea bonus for being here live
Real CRMMedicare pipeline
New lead
Contacted
Booked
Client
Value so far
$5,928
Goal · Launch your first campaign
The System
A plug-and-play snapshot.
Our funnels and automations, loaded into your account.
Webinar, lead forms, booking pages, texts and emails.
You don't start from a blank screen. You start from what works.
$5,000what it cost me
Your account · day one
Value so far
$10,928
Goal · Launch your first campaign
The Building
Your onboarding call.
We set up your full GoHighLevel account, live, with you.
Your number, email and calendar, connected.
Texts approved, so they actually land.
$1,000what we typically charge
Your account, set up
Value so far
$11,928
Goal · Launch your first campaign
The Building
Your dedicated GoHighLevel specialist.
You say what you want. He builds it.
Funnels, automations, follow-up, fixes.
The piece that gets your campaign actually launched.
$1,500a month on its own
Christopher · your specialist
Value so far
$29,928
Goal · Launch your first campaign
Outside this webinar, it's all separate.
The Marketing
Our Skool communityLaunch your first campaign in less than 7 days.
$147/mo
The Marketing
Live calls with Johnny and JavierWe build campaigns with you, every week.
included
The Marketing
The Medicare Marketing PlaybookToday's training, step by step.
$3,000
The System
Your Real CRM accountEvery lead, text and follow-up in one place.
$97/mo
The System
Plug-and-play snapshotOur funnels and automations, loaded in.
$5,000
The Building
Onboarding callYour full GoHighLevel account, set up with you.
$1,000
The Building
Your dedicated GoHighLevel specialistHe builds it for you. You launch.
$1,500/mo
Total value, first year$29,928
Goal · Launch your first campaign
Here's where you'll be.
Day 1
You're set upYour account, built and connected.
→
Days 2 to 6
It gets builtYour funnel, follow-up and ads, ready.
→
Day 7
Your campaign is liveLeads start coming in.
→
Every month after
You own the machinePredictable leads. Clients who cross-sell.
Goal · Launch your first campaign
The Marketing. The System. The Building. One price.
$300/mo
that's about $10 a day.
Nothing up front. No contract. Cancel anytime.
One-time offerOnly on this webinar. Ends at midnight tonight.
We teach you the Medicare marketing. We give you the software and the systems. And we give you the person who builds it. Only on this webinar.
Goal · Launch your first campaign
The doors are closing
At 15, the doors close.
When the 15 spots are gone, or at midnight tonight, whichever comes first, these come off the table:
Your Real CRM, freeThe plug-and-play snapshotYour onboarding callYour dedicated specialist
15spots left
Goal · Launch your first campaign
You have two choices.
Choice 1
Close this tab
Next month looks like this month.
Leads come and go.
You figure it out alone.
Choice 2
Join today
Your campaign is built with you.
Live in 7 days.
You own the machine.
Goal · Launch your first campaign
Ask me anything.
The link stays open while we talk. Seats and bonuses go in the order people join.
15seats left
$300/mo
Act nowThe link is in the chat.
The Marketing Machine · controls
→ Space ↓
Next step / next slide
← ↑
Previous step / previous slide
F
Fullscreen
S
Open speaker view (notes) in a second window
B
Black screen (toggle)
G then number, Enter
Go to slide
A
Reveal all steps on this slide
T
Start / pause the 15-minute offer timer (Shift+T resets). It starts itself on the Why there's a limit slide.
O
Skip / show the optional slides (the pillar subtotals)
J
A seat was taken (Shift+J undoes). Fills the seat grid and counts down the seats left.
?
This panel
Add ?nofrag to the URL to disable step-by-step reveals.
Free checklistThe 3 Medicare Decisions
