Medical Out Fit

01 — The Challenge

Medical Out Fit was generating leads through Meta, but sales reported a high volume of unqualified inquiries that wasted the sales team's time and skewed CPA reporting.

02 — Strategy

1. 01

   Replaced generic lead forms with multi-step qualification forms to filter by budget and facility type.

2. 02

   Layered high-intent search campaigns targeting equipment-specific queries.

3. 03

   Built a lead-scoring framework feeding performance data back into campaign optimization.

03 — Execution

1. 01

   Redesigned lead forms with qualifying questions (facility type, budget range, timeline) before contact details.

2. 02

   Ran Search campaigns on branded equipment terms with landing pages matched to specific product categories.

3. 03

   Set up offline conversion imports so Meta could optimize toward leads that actually converted to sales.

05 — Lessons & Future Scaling

Optimizing for lead volume alone was misleading — once the algorithm could see which leads actually closed, both cost and quality improved together.