Coverage4Veterans Generates 2,788 Conversions at $14.39 Average Cost Per Conversion Through Google Search

Coverage4Veterans connects veterans and construction workers with final expense life insurance. Trispace Media built and managed the Google Ads account, designed the landing page, and wired conversions into GoHighLevel — building an acquisition system that turned search intent into measurable leads at a cost that held across a six-month campaign window.

"We needed an ad setup that could find the right people — veterans looking for final expense coverage — without wasting budget on tire-kickers. The Google Ads account Trispace built has been the most consistent lead source we’ve run."

Marketing lead, Coverage4Veterans

The Challenge

Veterans searching for final expense coverage online were reaching general insurance aggregators, not Coverage4Veterans directly. Without a Google Ads presence or a landing page built to convert that intent, the business had no scalable acquisition channel — and no CRM to capture and follow up on leads even when they did arrive.

Coverage4Veterans provides final expense life insurance to veterans and construction workers — audiences that are underserved by standard insurance distribution channels. The marketing brief was to build a search-first acquisition channel: put the offer in front of people actively searching for it, and convert that traffic with a focused landing page rather than a generic website.

Trispace Media approach

Search-first acquisition around veteran final expense intent

The campaign strategy focused on capturing high-intent search queries from veterans and construction workers actively researching final expense coverage. Rather than broad awareness, every campaign was structured around people already in a buying mindset — with landing page messaging matched to the search terms bringing them in.

• Final expense and veteran-specific keyword targeting
• Landing page copy matched to search intent rather than a generic homepage
• Conversion tracking built from day one to measure what actually mattered

Google Ads campaign structure

Two campaign types ran in parallel across the period. The Veteran Final Expense Search campaign targeted the highest-intent, most cost-efficient segment. Broader campaigns ran across the full final expense audience to maintain volume, with the account optimized over time toward the placements returning the best conversion value per dollar spent.

• Search campaigns across veteran and final expense keyword clusters
• Bid strategy tuned to conversion value, not just click volume
• Negative keyword management to filter non-converting traffic

Results

2,788

Total conversions from 137,449 impressions

$14.39

Average cost per conversion

$1,700

Conversion value from standout campaign on $4,918 spend

The standout campaign — Veteran Final Expense Search — returned $1,700 in conversion value against $4,918 in spend (2,754 clicks at $1.79 average CPC), making it the account’s most cost-efficient campaign by conversion value returned per dollar. Total account spend across the March 25–September 30, 2026 period was $40,122, producing 2,788 conversions across 137,449 impressions at an average $14.39 cost per conversion.

Turning Search Intent Into 2,788 Conversions

The campaign was built around one objective: capture veterans and construction workers already searching for final expense coverage, then move that intent through a focused landing page and into an automated CRM follow-up system.

137,449

Impressions

2,788

Conversions

$14.39

Cost / Conversion

$40,122

Total Spend

Standout Campaign — Veteran Final Expense Search

2,754

Clicks

$1.79

Average CPC

$4,918

Spend

$1,700

Conversion Value

The campaign focused budget around the search terms most closely aligned with veteran final-expense intent, while negative keywords and ongoing optimization helped reduce irrelevant traffic.

From Click to Lead

Google Ads was only one part of the acquisition system. Traffic was directed to a conversion-focused landing page built around a single action: request a quote.

High-Intent Search → Focused Landing Page → Quote Request → GoHighLevel → Automated Follow-Up

CRM & Lead Follow-Up

Every tracked conversion was routed into GoHighLevel, creating a direct connection between paid search and lead follow-up.

• Capture incoming quote requests
• Attribute leads back to their campaign source
• Trigger automated follow-up
• Keep new leads visible to the sales team
• Reduce the chance of leads being lost after submission

The result was not simply more traffic — it was a measurable acquisition system connecting Google Search, conversion-focused landing pages, and CRM automation.