PCP Claim Specialist

Overview

When PCP Claims Specialist approached us, they had a profitable operation but zero control over their lead generation. Every single claim they processed came from third-party lead providers. High cost. No visibility. No long-term moat.

Our job was simple:

📉 Reduce their cost per lead

🔧 Build a system they owned

📈 Scale volume without sacrificing quality

Three months later, we had gone from nothing to a high-performance funnel generating 1,000 cases per month, fully tracked and automated, with a 60% drop in CPL.

The Starting Point

There was no website. No tracking. No campaigns. Just a single lead buyer: PCP Claims Specialist processing claims fed to them by other marketing firms.

That meant sky-high costs and a total lack of control.

They came to us with one clear goal:

"Help us build our own funnel so we can reduce lead costs and scale sustainably."

We had full runway. No restrictions. Just a need to move fast and prove performance.

Building the Foundation

We built the first version of the website using a clean WordPress stack, designed to convert on mobile and desktop, fast. Our goal was to get traffic flowing quickly, so we designed, launched, and hooked everything into analytics within weeks.

Key infrastructure included:

• Multi-step contact form with save progress functionality

• Custom PHP scripts to push data securely to the backend

• GA4 event tracking for granular conversion stages

• Custom n8n workflows to process form submissions

• Integration with Zoho CRM for end-to-end lead visibility

Each lead submission was categorised into one of three types:

• Type 1: Contact details only

• Type 2: Document signed

• Type 3: Document + ID uploaded (ready-to-go case)

This branching logic allowed us to treat each lead differently in both automation and reporting.

Smart Automation at the Core

Using n8n, we built a custom backend that handled the heavy lifting:

• Triggering document generation (via a self-hosted PDF tool)

• Routing leads based on their Type (1/2/3)

• Pushing clean data into Zoho CRM

• Sending confirmation emails and SMS

• Initiating retargeting automations for incomplete leads

We didn't rely on third-party SaaS bloat. Everything was hosted, fast, and modular. Every step of the pipeline was trackable.

Paid Traffic Strategy

We launched Google Search campaigns first, driving traffic directly to the new landing page.

Before running any ads, we:

• Mapped the full keyword landscape using Ahrefs

• Grouped terms into three categories:

1. High-intent / commercial

1. Niche / long-tail

1. Broad / discovery

• Built campaigns using exact and phrase match only - no broad match, no noise

• Wrote and tested multiple Responsive Search Ads (RSAs) per group

Tracking was key, so we invested serious time in a robust GA4 setup, not just to capture raw leads, but to feed back advanced conversions into Google Ads:

• Type 2 leads (signed docs)

• Type 3 leads (fully completed cases)

This clean feedback loop helped the ad algorithm optimise towards quality, not just quantity.

Results & Scale

In the first four weeks, we saw a CPL of £110. Not brilliant, but stable enough to learn fast.

Over month two, we:

• Pruned down keywords based on real performance

• Cut low-converting terms

• Trimmed to ~20 core keywords

• Then flipped our top-performing keyword to broad match

Because our conversion feedback loop was clean and rich, Google's ML actually worked. By the end of month two, CPL was £70. By the end of month three: £40.

That gave us confidence to triple the ad budget.

Within 90 days, we were driving over 1,000 claims per month through a funnel we fully controlled.

Human + Automation = Conversions

Running ads is one thing. Closing deals is another.

We didn't just leave Type 1 leads to rot. We built a full lead nurturing system with:

• Personalised email sequences

• SMS reminders

• Smart lead scoring based on:

• Email opens

• Link clicks

• Site revisits

When a lead crossed a threshold, we triggered a call from a human agent.

We weren't wasting time on cold leads, just closing the ones who were most likely to convert.

That system helped us convert hundreds of "partial" submissions into fully qualified Type 3 leads without increasing ad spend.

Key Takeaways

✅ Own your funnel - buying leads keeps you capped.

✅ Clean data wins - GA4 + CRM integration fuels Google Ads optimisation.

✅ Broad match only works once your base is perfect.

✅ Automations are great, but smart human follow-up closes the deal.

Final Word

This wasn't just a landing page. It was a self-hosted, self-scaling revenue engine - built fast, optimised aggressively, and now powering over a thousand high-value claims a month.