MethodGroupe was the first agency on the MASA Medical Transport Solutions B2B paid social account. When we engaged in May 2021, MASA was running LinkedIn brand awareness in-house — with no lead-generation infrastructure and no presence on Meta. We rebuilt LinkedIn into a real B2B lead-gen system, launched the Meta channel from scratch, and delivered MASA’s message to the exact decision-makers driving group benefits decisions at the country’s largest broker firms — at roughly half the cost the program had been paying for the same audience.

MASA Medical Transport Solutions Digital Case Study

OBJECTIVE

Generate Marketing Qualified Leads (MQLs) for distribution to MASA’s Field B2B Sales Team, with subscriber conversions and content-guide downloads as supporting acceptable conversions. Build a complete B2B paid social funnel — Brand Awareness → Content Downloads → MQLs — across LinkedIn and Meta within a constrained budget.

AUDIENCE

National broker and benefits-decision-maker community: insurance brokers, employee benefits agents, HR and Finance leadership at mid-market and enterprise employers, and group benefits buyers. Reached through hyper-localized, member-group-driven targeting built outward from MASA’s specific commercial pockets — not national-with-exclusions.

CHALLENGE

MethodGroupe came in as the first agency on the MASA paid social account. The existing in-house LinkedIn program was running brand-awareness campaigns only — no lead-generation campaigns, no Lookalike audience architecture, no lead-form infrastructure, and no path from impression to MQL. Meta did not yet exist as a channel. The program also had to operate within a complex, shifting multi-state regulatory perimeter — six states fully off-limits to MASA marketing (AK, NY, WA, ND, NJ, WY), three with conditional rules requiring product-specific disclosures and in some cases regulator submission, and a product-classification change mid-engagement (Wyoming moved from “insurance” to “membership” on July 1, 2021). The mandate: stand up a working B2B engine across two channels within those constraints, on a media budget that left no room for waste.

AT A GLANCE

  • −53% LinkedIn CPM ($11.36 → $5.40)
  • Lead-gen apparatus built from zero
  • ~70% of impressions to Finance / HR / Sales / BizDev
  • ~43% of impressions to Senior+ seniority
  • ~39% to enterprises of 10,001+ employees

THE WORK

Following a full account audit, MethodGroupe rebuilt MASA’s B2B paid social program around three coordinated objectives: brand awareness with the broker / benefits community, content-download capture through gated How-To guides, and MQL delivery to MASA’s Field Sales Team.

On LinkedIn, we launched four new lead-generation campaign structures (Brokers + Groups × Static + Video), built Lookalike audiences against MASA’s existing customer base, and architected lead-form flows feeding directly into MASA’s sales hand-off. A dual creative track — separate Broker and Employee value propositions — was paired with awareness and retargeting variants, all produced under MethodGroupe’s creative guidance and refreshed across the engagement.

The result on LinkedIn was an immediate efficiency gain. Cost-per-click dropped from $4.31 under the in-house baseline to $2.19 under MethodGroupe management — a 49% reduction. Cost-per-thousand-impressions dropped from $11.36 to $5.40 — a 53% reduction. Same audience, same platform, roughly twice the buying power per media dollar.

Audience composition during the engagement reflected the precision of the targeting strategy. LinkedIn delivered impressions inside the largest broker and benefits firms in the United States. Approximately 70% of LinkedIn impressions reached the four highest-value job functions for B2B benefits sales: Finance, Human Resources, Sales, and Business Development. Approximately 43% reached Senior+ seniority (Senior, VP, Director, CXO, Owner, Partner). Approximately 39% reached enterprises with 10,001+ employees — the segment of the market where group benefits decisions actually happen.

Alongside the LinkedIn rebuild, MethodGroupe launched the Meta channel from scratch. We built MASA’s first Meta presence — top-of-funnel awareness layers and content-download lead capture — adding a second platform to the funnel where none had existed before, and complementing LinkedIn at the top and middle of the funnel with broader audience reach.

First agency on the MASA B2B paid social account.


−49%

LinkedIn cost-per-click vs. the in-house baseline ($4.31 → $2.19).


−53%

LinkedIn cost-per-thousand-impressions vs. the in-house baseline ($11.36 → $5.40).


0 → 4

LinkedIn lead-generation campaign structures stood up where none existed.


~70%

Share of LinkedIn impressions reaching Finance, HR, Sales, and Business Development.


~43%

Share of LinkedIn impressions reaching Senior+ seniority.


~39%

Share of LinkedIn impressions reaching enterprises of 10,001+ employees.

Meta launched from scratch —

a second platform added to the funnel.

– DIGITAL –

Digital Display, LinkedIn, Social (Meta)

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SOURCES

  • −49% LinkedIn CPC and −53% LinkedIn CPM — Internal: LinkedIn Campaign Manager (MASA Global Ad Account, account 508569917). Pre-MethodGroupe period: January–April 2021 LinkedIn Branding campaigns under MASA’s in-house management. MethodGroupe period: May–August 2021 LinkedIn Branding campaigns under MethodGroupe management. Platform-level Total rows.
  • 0 → 4 lead-generation campaign structures — Internal: LinkedIn Campaign Manager. Pre-MethodGroupe period contained Branding campaigns only (Brokers + Groups). MethodGroupe period added four lead-generation structures: Brokers Expanded, Brokers Video Expanded, Groups Expanded, Groups Video Expanded.
  • Meta launched from scratch — Internal: Meta Ads Manager (MASA account). No Meta campaign activity prior to May 2021; first MASA Meta campaigns launched under MethodGroupe management.
  • ~70% to Finance / HR / Sales / Business Development, ~43% to Senior+ seniority, ~39% to 10,001+ employee enterprises, Top firms reached — Internal: LinkedIn Campaign Manager, account-level Demographics view, time range 1/8/2021–8/18/2021 (used directionally for the LinkedIn engagement window; some impressions in the early portion of the window reflect pre-MethodGroupe in-house activity).
  • Three-tier funnel architecture (Awareness → Content Downloads → MQLs) — MethodGroupe campaign brief and execution plan, 2021.
  • Multi-state regulatory perimeter — MASA legal / compliance brief shared with MethodGroupe at engagement kickoff, May 2021.