Nonprofit Hearing Care Lead Gen - Meta Ads

Background

Nonprofit hearing health clinic in a major U.S. metro area, providing audiology evaluations and hearing aids at Medicaid-rate pricing for seniors and low-income residents. Strong cause-driven mission, limited paid marketing history. Goal: bring in pre-qualified seniors who could actually benefit from the program and would book a hearing test.

The challenge with senior lead gen:

most leads from broad targeting don’t qualify for the subsidized program
cold seniors often aren’t sure if they even need a hearing test
clinic staff time is the bottleneck – calling 200 leads to find 20 real fits is a losing trade

So the entire system was built to do the filtering inside the ad funnel – before the lead ever reaches the clinic.

Execution

Meta Ads only, lead form objective
6 static and short-video creatives, rotating by performance
Geo-targeted to a single metro region with age 60+
Pre-qualifying lead form with 4 questions: Medicare/Medicaid coverage status, age band, who needs hearing care, and ‘have you had your hearing checked before?’
Creative emphasized affordability and the foundation/community-care angle without jargon

Lead Flow

Lead form submission via Meta
4 qualifying questions filter out anyone outside the program criteria
Qualified lead lands in Google Sheet via Zapier with all answers attached
Clinic team has full context before the first call – knows coverage, age, and prior hearing history
Appointment booked for a free hearing evaluation

Why It Worked

The lead form did the heavy lifting that the clinic team would otherwise burn hours on. Asking ‘have you had your hearing checked before?’ filtered out curious clickers and surfaced people genuinely thinking about their hearing – the most bookable segment.

4-question pre-qualifier – leads arrive ranked, not raw
Medicare/Medicaid eligibility surfaced upfront
volume + price: 100+ leads on $920 spend, broad enough geo that learning phase closed quickly

Bigger lead volume at low CPL is only useful if those leads are actually workable. The form made them workable.

Results

Ad spend: $920
Leads generated: 103
Cost per lead: ~$9
Pre-qualified via 4-question lead form (coverage, age, who, prior hearing test history)
Single metro region, age 60+

Takeaway

For mission-driven service organizations, the win isn’t just cheap leads – it’s leads the team can actually serve. Putting the qualification questions inside the Meta lead form, before the lead even gets to the CRM, turns a high-volume top-of-funnel into something the clinical staff can work in a single pass.

Project info

Talk With Expert

+1 (508) 388-5914

Email us

phil@philgrabowski.com

Want pre-qualified leads instead of cold ones?

Lead gen that does the filtering before your team picks up the phone. Reach out below to talk through your setup.