Complete overview of the marketing acquisition engine, CRM automation pipeline, and insurance verification workflow powering patient growth.
| Campaign | Type | Spend | Clicks | Impr. | Forms | CPA |
|---|---|---|---|---|---|---|
| Workhorse PMax General | Performance Max | $89,010 | 37,135 | 988K | 2,663 | $33 |
| Search Campaigns | Search | $41,709 | 14,504 | 176K | 773 | $54 |
| PMax Dexcom G7 | Performance Max | $7,985 | 2,076 | 55K | 79 | $101 |
| PMax Spanish | Performance Max | $3,344 | 6,079 | 248K | 46 | $73 |
| PMax Libre 3 | Performance Max | $1,386 | 653 | 17K | 34 | $41 |
| Total | $151,237 | 67,200 | 1.7M | 3,676 | $41 |
Conversion Tracking Chain: 5 conversion actions feed signals back to Google — Submit Lead Form (pixel), Zoho CRM Lead Sync, Zoho Lead Qualification, In Chase stage, and Zoho CRM Sale. This teaches Google's algorithm to optimize toward leads that become actual patients, not just form fills.
Each CRM stage that produces re-engageable prospects gets its own dedicated campaign set with up to 3 targeting variants.
+ General cold traffic campaigns for new prospect acquisition
Closed-Loop Retargeting: When a prospect lands in a stalemate stage (HMO, No Contact, Bad DOB, etc.), their data syncs to Meta as a Custom Audience. They see stage-specific messaging encouraging them to re-engage or provide updated info.
Common disqualification reasons from CRM data:
The Feedback Loop Advantage: Every disqualification reason is tracked in Zoho and fed back to both Google and Meta. Google's algorithm learns to avoid searchers likely to be HMO, non-insulin, or ineligible-state. Meta re-engages fixable leads (Insurance ID Correction, No Contact). This is why CPA drops quarter over quarter.
Google Ads (PMax + Search) and Meta Ads (26 segment-based campaigns) drive prospects to the website form.
4 Zaps fire simultaneously: form data to Zoho, timezone normalization, Full Benefit Report, and Prospect ID assignment.
15+ workflow rules auto-assign owners, fire emails, create records, and route prospects through stages.
Automated insurance lookup: Insurance Found, Eligibility Passed, Same/Similar check. 3 gates must pass.
Team reviews edge cases: Validator Warning, Insurance ID Correction, Need MD, and stalemate stages requiring human touch.
Qualified prospects become patients. Device shipment triggered after final verification, welcome call, and Ready To Ship.
Prospect fills out the CGM request form on one of two active websites. Captures name, DOB, phone, email, insurance info, and address.
Within 1 second of form submission, 4 workflows fire in parallel:
New Prospect record lands in Zoho. 8+ workflow rules fire immediately:
Prospect receives: "Your request for the FreeStyle Libre/Dexcom (CGM) System has been received!" A Confirming Request record is created in Zoho.
2 tasks — Takes the raw form submission and creates the Zoho CRM prospect record.
Fired at 5:27:09 PM
2 tasks — Detects and normalizes the prospect's timezone for communication scheduling.
Fired at 5:27:35 PM
21 tasks, 89 steps — The core insurance verification engine. PVerify discovery, eligibility, duplicate detection, K-code and A-code SOS checks.
Fired at 5:27:36 PM
1 task — Assigns the unique prospect identifier linking the CRM record across all systems.
Fired at 5:28:02 PM
PVerify locates the prospect's insurance record. If not found: Validator Warning.
Verifies insurance covers CGM. Failure paths: HMO, Advantage Plan, Inactive Part B, Invalid MBI.
Checks for active orders or duplicate records to prevent double-processing.
All 3 green = automatic advance to Verification Complete → In Chase → Patient.
Any failure = prospect routes to appropriate manual stage where the team intervenes.
Each rule updates fields, creates records, or triggers webhooks. Zero manual data entry for the happy path.
Version 6 — 21 tasks, multiple decision branches
Zapier picks up the new record from Zoho.
Fetches insurance fields, DOB, name, and location from Zoho.
Posts to PVerify to discover insurance. Discovery ID posted back to Zoho.
4 paths:
Detailed eligibility verification. Posts ES-ID and L2 Overview Link to Zoho.
K-code supply, A-code check, duplicate detection. All pass = Verification Complete.
Google Click ID stored on the form and passed to Zoho CRM.
Google records the form submission. CPA optimization starts.
GCLID-linked lead syncs back to Google. Google learns which clicks become CRM records.
Verification Complete signal fires. Algorithm learns which searchers pass insurance.
Active pursuit. Google associates this GCLID with a high-quality lead.
Patient converts. Google's ML now has the complete picture: which keywords, audiences, times, and devices produce actual patients. This is why CPA drops quarter over quarter.
