The client
Manulife Financial Advisers is Manulife's financial advisory arm in Singapore, advising on wealth and legacy planning, retirement income and critical illness protection. Its best clients — high-net-worth individuals, accredited investors and business owners — research carefully, compare providers, and only convert after a consultation with an adviser.
The problem
At the start of 2026 the paid accounts ran on fragmented ad sets.
They produced about 280 advisory leads a month at SGD 142.00 each, only 7.4% of leads went on to attend a consultation, and the pixel alone was missing a share of iOS conversions — so the bidding was learning from an incomplete record of who actually became a client.
What we did
- Intent-tiered search. Generic finance queries separated from high-intent searches such as retirement annuities and whole-life coverage comparisons, with Target CPA bidding and portfolio bid caps replacing manual CPC, and more than 620 low-value queries excluded.
- Qualified lead forms. Meta Advantage+ lead campaigns with three qualifier fields — income band, age bracket and current CPF coverage — and a confirmation step that filters out accidental submissions.
- High-net-worth audiences and timing. Campaigns aimed at accredited investors and business owners looking at legacy planning, with budget surges for the SRS top-up tax season and mid-year bonus periods.
- Search ads that earn the click. Responsive search ads tested on Singapore retirement and CPF themes, sitelinks with adviser credentials, retirement calculators and policy brochures, and impression share held above 90% on brand and core commercial terms.
- Speed to adviser. Every lead routed by webhook to a dedicated Manulife adviser within five minutes, followed by automated SMS and email calendar confirmations.
- Outcome tracking. Meta Conversions API and Google offline conversion import sending CRM milestones — completed consultation, underwriting approved, policy issued — back to the platforms for value-based bidding, with hashed first-party matching and deduplication across web and CRM data.
- Creative through legal review. 180+ assets built from pre-cleared modular templates that pass Manulife's internal legal review, with the required disclosures on every asset, run as 9:16 reels and multi-card carousels on Instagram and Facebook.
What we delivered
ad assets built and iterated in-house
Carousels, adviser video explainers and retirement-gap calculators.
low-value search queries excluded
Job, login, claims and free-course searches — 22% of budget recovered.
from form to adviser
Webhook routing of every submitted lead to a dedicated adviser.
CRM milestones sent back to Google
Completed consultation, underwriting approved, policy issued.
Deliverable counts, supplied by shakalakaa. Not performance metrics.
