Money & Me came to us looking for a reliable and consistent stream of high-quality leads to fuel their pension compensation work. Historically reliant on introducers, their previous lead generation model had become unpredictable, expensive, and difficult to scale.

They needed a new approach that would:

• Build trust in a sensitive financial services market
• Attract hard-to-reach demographics like former miners and armed forces veterans
• Deliver leads that were pre-qualified, call-ready, and integrated directly into their internal Hubsolv system
• Ensure every part of the journey - from ad to appointment was optimised for conversion

This was less about volume for the sake of volume and more about attracting the right people, with the right intent.

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Turning Clicks into Claims

We developed a performance-led social strategy designed to drive high intent leads, rooted in deep audience understanding and full-funnel conversion thinking.

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Niche Brand Development

We created two tailored sub-brands to directly connect with distinct audiences:

• Mineworkers Pension Justice
• Armed Forces Pension Justice

These sub-brands created instant credibility and relevance, helping us build trust faster and improve campaign engagement.

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Conversion-Focused Funnels

Custom landing pages were developed for each audience, featuring qualifying questions that filtered and pre-qualified users before submission. This increased both conversion rates and lead quality, ensuring that only the most relevant leads progressed to the next stage.

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Multi-Creative Meta Campaigns

We tested and iterated rapidly across Facebook and Instagram, running:

• Static, video, and hybrid creative formats
• Influencer content featuring a respected veteran
• Webinar promotions to deepen education and engagement

This approach helped identify the most resonant messaging, creative, and formats for each audience segment.

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Hyper-Targeted Audiences

We went deep into the demographics – analysing age ranges, interests, language, and geography to pinpoint high-intent audiences. Campaigns targeted:

• 40-50+ year olds with military or mining backgrounds
• Younger family members who could influence or support claimants
• Later expanded to NHS staff, teachers, and blue-collar professions such as construction, supermarket, and bank workers

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Seamless Lead Handling

To ensure a frictionless user experience and fast internal handling, we integrated:

• Jotform and Hubsolv for automatic lead intake
• Calendly for instant appointment booking
• Email and SMS workflows for follow-up and nurturing
• Segmented thank you pages to improve UX and track intent

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Re-Engagement Strategy

Leads who didn’t initially convert were re-engaged through targeted email and SMS remarketing sequences. This helped reactivate interest and turn cold traffic into qualified leads ready to start a claim.

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Proof of Performance

(August 2024 – September 2025)

• 2,474 qualified leads generated
• £30,532.41 ad spend
• £12.34 average CPL
• 561 physical claim packs sent
• 453 packs returned
• 80.75% conversion from pack to claim

This exceptionally high return rate showed the leads weren’t just clicking – they were highly engaged and motivated to take action.

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What’s Next?

After the success of the initial campaigns, Money & Me expanded its reach to new sectors including NHS workers, teachers, and general pension claimants. The same framework is now being applied to new audiences - with similar results.

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What they said

“If you’re an SME owner, then doubtless you’ve entertained a fair number of Sales and Marketing ‘Guru’s’ that promise you the world - yet deliver very little (other than a considerable dent in your profit margin).

This was me/my business partners until we were introduced to SocialTap in the summer of 2019. From the off, Jon was excellent to work with - spending the time needed to understand our business, not just initially, but on a regular basis, constantly refining our marketing strategy to make it as effective and efficient as possible.

Then, true to his integrity, after three years of excellent results, Jon advised me to pause our campaigns and ad spend, as he wasn’t convinced SocialTap could continue to deliver value for money. Doubtless, you’ll agree - that doesn’t happen often.

I contacted Jon again in early 2024, and we’ve since recommenced working with SocialTap, again achieving excellent results.

Working with SocialTap has been one of my better business decisions!”

— Money & Me

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