Pinnacle Life Group
Pinnacle Life Group
Other
Other
Media Buying & Paid Ads
Media Buying & Paid Ads
Pinnacle Life Group
Pinnacle Life Group
Pinnacle Life Group and Pinnacle Nation · October 8 to November 27, 2025 · 50 days
The recruits you want aren't on Indeed. We found 383 of them in 50 days.
17%submitted a full application, not just a form fill
Pinnacle Life Group/Meta recruiting campaign
Application submitted
The problem
Two life insurance agencies were recruiting the way the industry always has: Indeed, ZipRecruiter, and warm-market DMs. None of it reached the people they actually wanted, which is licensed sales talent in their twenties who do not look at job boards.
What we built
Paid social campaigns across Facebook and Instagram, targeted to sales-experienced candidates rather than general job seekers.
A recruiting funnel that opens with an opportunity webinar instead of a job posting, so candidates qualify themselves before anyone spends time on them.
A structured application capturing licence status, years of experience, current occupation, current income and target income.
CRM in GoHighLevel, with every applicant tagged to the agency and the campaign that produced them.
Six campaign rounds across two brands, each rebuilt on the previous round's data.
It got cheaper every round
Recruiting campaigns do not perform on day one. Meta needs volume before it learns who to show the ad to, and creative needs real data before you know which version earns applications. Cost came down in every single round, on both brands, and it fell hardest further down the funnel.
Cost per lead
Round 1 → Round 3 · Established brand −7% · Newer brand −43%
Cost per application
Round 1 → Round 3 · Established brand −29% · Newer brand −76%
Cost per lead and cost per submitted application, by campaign round. Source: Meta Ads Manager spend reconciled against GoHighLevel CRM records.
Cost per lead
Round 1 → Round 3 · Established brand −7% · Newer brand −43%
Cost per application
Round 1 → Round 3 · Established brand −29% · Newer brand −76%
Cost per lead and cost per submitted application, by campaign round. Source: Meta Ads Manager spend reconciled against GoHighLevel CRM records.
Where the applications came from
Placement | Leads | Application rate |
|---|---|---|
Instagram Feed | 46 | 21.7% |
Facebook Mobile Feed | 207 | 16.4% |
Instagram Stories | 19 | 15.8% |
Facebook Mobile Reels | 55 | 14.5% |
Instagram Reels | 19 | 5.3% |
Creative mattered more than format. The strongest single creative turned 18.7% of leads into applications, the weakest managed 5.9%. Video and static finished within a point of each other overall, which means the winner is found by testing, not by guessing.
Method: $4,626 of Meta ad spend across six recruiting campaigns between October 8 and November 27, 2025, reconciled line by line against contact records in GoHighLevel. A lead is a unique CRM record attributed to a paid campaign. An application is a completed structured form, not a webinar registration. Best-round figures are the strongest single campaign round for that metric; blended across the full period, leads cost $12 and applications cost $71.
Figures shared with client permission. No individual contact data is disclosed.
If you are recruiting sales people and the job boards have stopped working, we can show you what this looks like for your agency.
Pinnacle Life Group and Pinnacle Nation · October 8 to November 27, 2025 · 50 days
The recruits you want aren't on Indeed. We found 383 of them in 50 days.
17%submitted a full application, not just a form fill
Pinnacle Life Group/Meta recruiting campaign
Application submitted
The problem
Two life insurance agencies were recruiting the way the industry always has: Indeed, ZipRecruiter, and warm-market DMs. None of it reached the people they actually wanted, which is licensed sales talent in their twenties who do not look at job boards.
What we built
Paid social campaigns across Facebook and Instagram, targeted to sales-experienced candidates rather than general job seekers.
A recruiting funnel that opens with an opportunity webinar instead of a job posting, so candidates qualify themselves before anyone spends time on them.
A structured application capturing licence status, years of experience, current occupation, current income and target income.
CRM in GoHighLevel, with every applicant tagged to the agency and the campaign that produced them.
Six campaign rounds across two brands, each rebuilt on the previous round's data.
It got cheaper every round
Recruiting campaigns do not perform on day one. Meta needs volume before it learns who to show the ad to, and creative needs real data before you know which version earns applications. Cost came down in every single round, on both brands, and it fell hardest further down the funnel.
Cost per lead
Round 1 → Round 3 · Established brand −7% · Newer brand −43%
Cost per application
Round 1 → Round 3 · Established brand −29% · Newer brand −76%
Cost per lead and cost per submitted application, by campaign round. Source: Meta Ads Manager spend reconciled against GoHighLevel CRM records.
Where the applications came from
Placement | Leads | Application rate |
|---|---|---|
Instagram Feed | 46 | 21.7% |
Facebook Mobile Feed | 207 | 16.4% |
Instagram Stories | 19 | 15.8% |
Facebook Mobile Reels | 55 | 14.5% |
Instagram Reels | 19 | 5.3% |
Creative mattered more than format. The strongest single creative turned 18.7% of leads into applications, the weakest managed 5.9%. Video and static finished within a point of each other overall, which means the winner is found by testing, not by guessing.
Method: $4,626 of Meta ad spend across six recruiting campaigns between October 8 and November 27, 2025, reconciled line by line against contact records in GoHighLevel. A lead is a unique CRM record attributed to a paid campaign. An application is a completed structured form, not a webinar registration. Best-round figures are the strongest single campaign round for that metric; blended across the full period, leads cost $12 and applications cost $71.
Figures shared with client permission. No individual contact data is disclosed.
If you are recruiting sales people and the job boards have stopped working, we can show you what this looks like for your agency.
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