Healthcare marketers write off Meta for one reason: lead quality. High volume or cheap leads don't matter when leads are unqualified, uninsured, or never convert to patients. Cardinal's paid social team cracked the code. Through systematic testing of Meta lead forms—adding SMS verification, progressive insurance qualification, and strategic engagement tactics—they transformed Meta from a brand channel into a legitimate performance driver. The result? A 78% reduction in cost per qualified lead compared to Google Ads, with quality that actually converts. In this episode, Lisa Fisher and Caro Costa walk through the exact testing framework and optimization strategies that made it work. You'll leave with a replicable playbook for your own Meta campaigns. RELATED RESOURCES 10 Ways to Succeed on Meta in 2025 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/10-ways-to-succeed-on-meta-in-2025/ How Meta's Data Restrictions Impact Healthcare Advertising Strategies - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-announces-major-changes-healthcare-advertising/ Performance Creative: The Key to Paid Media Success - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/ 5-Step Paid Media Strategy to Attract Your Ideal Patients - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/paid-media-patient-acquisition-guide/