Which Health Insurer cut cost per acquisition 31% with AI-generated UGC video and lifted lead-to-sale conversion from 1.2% to 14%.
Which Health Insurer connects UK consumers with FCA-regulated health insurance advisers. By Q3 2024 its static Meta ads had stalled at 10 leads a day.
Winner, Innovative Agency of the Year UK Agency Awards 2026
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The results
September 2024 to January 2026. The 34% is AI-generated UGC video against static images in controlled creative tests. The 31% is the whole campaign against its pre-campaign baseline.
- 14%from 1.2%Lead-to-sale conversion, above the 10%+ targetWhich Health Insurer
- -31%Cost per acquisition against the pre-campaign baseline, also below targetWhich Health Insurer
- 6,070Leads, 69% above the projection of 3,600Which Health Insurer
- -34%Cost per acquisition, AI-generated UGC video against static images in creative testsWhich Health Insurer
- 1.41%from 0.94%Click-through rate, static images against AI-generated UGC videoWhich Health Insurer
The challenge.
Static ads had hit a ceiling on both volume and quality. Lead volume was 300 or more a month, but only 1.2% converted to a sale, and some enquiries were for travel insurance rather than health cover.
Creative also tired quickly and was slow to refresh. As a regulated finance brand, Which Health Insurer needed to know whether AI-generated creative could earn consumer trust and pass legal review.
- Client
- Which Health Insurer
- Sector
- Health insurance lead generation
- Work
- Paid social and AI creative
What PUSH did.
PUSH used Arcads to make UGC-style video testimonials. Scripts named private medical insurance and FCA-regulated advisers, legal reviewed every one, and avatars matched UK adults aged 30 to 60. The team produced fourteen videos in week one, in 9:16 for Reels and 1:1 for Feed, with captions for viewers watching without sound.
Meta ran on a three-campaign structure with broad targeting. Winning videos moved into a Scale campaign, and UGC competed against static images, GIFs and carousels in a testing campaign.
The team reviewed performance every Monday, Wednesday and Friday. A weak CPA or a click-through rate under 1.2% triggered a refresh, and a new video could go live within 24 hours. Lead checks included duplicate detection and monitoring for travel enquiries.
More case studies.
BreakroomTikTok creative and paid social-51%TikTok cost per acquisitionBreakroom cut TikTok cost per acquisition by 51% and doubled its conversion rate.Read the case study- BreakroomTikTok paid social-96.6%TikTok cost per acquisitionBreakroom cut TikTok cost per acquisition 96.6% in the US by moving from broad to interest-based audiences.Read the case study
BreakroomTikTok paid social-41%Cost per leadBreakroom cut cost per lead 41% on TikTok while lead volume grew 76% month on month.Read the case study
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Results differ by account. The stories above are what happened for those clients.
