Allied Public Adjusters helps policyholders get fairly paid on their insurance claims. When they came to Gradari in January, the goal was not more leads. It was better ones. More qualified and appointment-qualified leads the team could actually move forward.
The account had been set up to track qualified Google Ads leads, and basic call tracking, but Microsoft Ads had no quality data flowing at all. Some of the right pieces were in place. They just were not set up in a way that could actually drive better decisions.
So we did it in the right order. Fix the data first. Then the structure. Then position the account to scale. One change at a time, so we could see what was actually moving the needle.
Three things were holding the account back.
The accounts could not see qualified phone calls.
Google Ads and Microsoft were set up to track form leads, and if calls happened but nothing was capturing the quality of the. For a business where serious claims often start with a detailed conversation, that left a huge part of performance invisible to the platform.
The tracking data was a mess.
Google had triple conversion actions firing for each action, with inaccurate values attached. Microsoft had a conversion action set up but nothing flowing into it. The platforms were had a good start but were light on good signals.
The structure worked against itself.
Seven campaigns and 83 ad groups split the data too thin and created internal competition. The account was busy, but it was not built to optimize for quality or to scale cleanly.
Fix the data. Fix the structure. Then position to scale.
Fix the data first.
We verified and rebuilt offline conversion tracking across Google and Microsoft. We cleaned up the triple-counted conversion actions, set real values, and got Microsoft actually reporting qualified data. We added Nimbata call tracking so qualified phone calls became a measurable conversion instead of a blind spot.
If the platform cannot see which leads are qualified, it optimizes for whatever is easiest to capture. Fixing the data is what makes everything after it possible.
Rebuild the account structure.
We consolidated seven campaigns down to four, and 83 ad groups down to 22. That stopped the account from splitting its own data and bidding against itself, and gave each campaign enough volume to actually learn and improve.
Fragmented accounts feel thorough. In practice they starve the algorithm of the data it needs and compete with themselves with redundant campaigns. Consolidation is what let the quality signals come through.
Position the account to scale.
With clean data and a clean structure, we're still actively pushing ad strength scores up across the board, testing ad variations against platform best practices, and lining up new landing pages for every ad group. The goal is simple. When it is time to grow, we can turn the dial without breaking what is working.
Work in progress here, so more results to come!
Worth noting: Microsoft Ads is following the exact same system. Qualified leads are now populating, appointment-qualified tracking is next, and a larger restructure is underway.
Lead quality climbing, month after month.
Qualified Contact Rates - Dec '25 - May '26
Better leads beat more leads. Even before you scale.
Allied Public Adjusters is not a 'we lowered cost per lead' story. It is what happens when you stop optimizing for volume and start optimizing for quality, in the right order.
Most accounts fail at the data layer. When qualified phone calls go untracked and conversion actions fire three times with no values, the platform learns the wrong lessons and gets confident about the wrong leads. Fix the data, simplify the structure, and the algorithm starts finding the people who actually qualify.
That is the Lead Quality Framework. Get the right data flowing, build a structure that can use it, then scale what is working. The qualified-rate gains here are the early proof. The system is built to compound from here.
APA did not need more leads. They needed better ones. That is exactly what the Lead Quality Framework is built to produce.