CRT Digital
HRG Strategy Meeting

TRUTH
BEFORE
SCALE

Eliminate blind spots. Establish profitable baselines. Dominate when it matters.

Swiss Style Abstract Composition
1

Foundation & Truth

WEEKS 1–2

Foundation Blueprint

Measurement & Attribution

Before meaningful spend, we confirm conversion definitions. If we can’t measure it, we don’t scale it.

Live Conversion Agreement

Interactive Mode

Funnel Structure

We map intent to destination. No generic pages.

Search Intent
Example Query
Destination
High-intent Medicare
"Medicare advisor near me"
medicare.yourhrg.com
AEP urgency
"switch Medicare plan AEP"
AEP-specific LP
Brand
"Heartland Retirement Group"
Homepage
2

Controlled Launch

WEEKS 3–4

Launch Trajectory

Campaign Architecture

We start tight, not wide. We earn the right to scale.

Campaign Architecture Visualizer

Interactive Mode
Brand Defense
"Heartland Retirement"

Captures people specifically looking for YOU. Cheap, high-converting, defensive.

Target: [Brand Keywords]
High Intent Search
"Medicare Advisor"

Captures people actively seeking help NOW. Not research, but action.

Target: "Advisor", "Help", "Near Me"
Broad / Awareness
"What is Medicare?"

Too early. Low intent. We do NOT target this yet.

Status: PAUSED
Traffic Flows Downstream

Ad Copy Strategy

Clarity
"Free Medicare Review"
Trust
"Local Advisors"
Relief
"Overwhelmed?"
Urgency
"Ends Dec 7"
3

Optimization & Scale

WEEKS 5–8

Scale Chart

Conversion Quality Control

We optimize for issued policies, not form fills. Bad leads get killed fast.

  • Lead quality by keyword
  • Lead quality by geography
  • Lead quality by landing page

Smart Expansion

CONDITION: Stable CPL & Predictable Appointment Rates

Performance Max (Search + YouTube)
Call-only campaigns during AEP
Time-of-day & geo bid adjustments
4

AEP War Mode

SEASONAL

War Mode Strategy

Dominate When It Matters

Tactics

  • Daily bid & budget control
  • Aggressive brand protection
  • AEP-only ad copy & landing pages
  • Tight negative keyword updates

Reallocation

  • States / agents converting best
  • Highest close-rate keywords
"This is not ‘set it and forget it’. This is hands-on."