How to Generate Life Insurance Leads on Facebook

You want to generate life insurance leads on Facebook. You've seen the ads. You've read the articles. Most of them are wrong. They tell you to use lead forms. They tell you to target interests. They don't show you the math. They don't explain why most agents fail. Here's what they're hiding.

How to generate life insurance leads on Facebook means using branded video ads that pre-educate prospects before they book appointments. Traditional methods (lead forms, cold targeting) create prospects who need education during the sale, which drops close rates to 8-15% and raises cost per sale to $500-$1,875. Branded video ads create prospects who watch your content first, then book appointments already educated. This raises close rates to 45-60% and drops cost per sale to $50-$133.

The ad format you choose determines your close rate. Video ads convert 4-5x higher than lead forms.

Why Most Facebook Lead Strategies Fail: The Math They Hide

The SERP is full of articles telling you to use Facebook Lead Forms. They show you targeting options. They don't show you the real numbers. Here's what happens:

Method 1: Facebook Lead Forms (8-15% Close Rate)

The Process:

• You run ads with lead forms
• Prospects fill out forms (name, email, phone)
• 30-40% answer when you call
• 50-60% are qualified
• 8-15% close

The Math:

• Ad spend: $700-$1,500 for 20 leads
• Cost per lead: $35-$75
• Contact rate: 30-40% (6-8 contacts)
• Close rate: 8-15% (1-2 sales)
• Cost per sale: $500-$1,875
• Time per sale: 30-40 hours

Why It Fails: Prospects filled out a form, but they don't know you. They don't trust you. They need education. You're spending 25-30 minutes per prospect explaining life insurance. Most aren't ready to buy. You're competing with other agents who bought the same leads.

Method 2: Cold Interest Targeting (5-10% Close Rate)

The Process:

• You target people interested in "life insurance" or "financial planning"
• You run generic ads
• Prospects click and land on your site
• 20-30% fill out forms
• 5-10% close

The Math:

• Ad spend: $1,000-$2,000 for 20 leads
• Cost per lead: $50-$100
• Contact rate: 20-30% (4-6 contacts)
• Close rate: 5-10% (0.5-1 sales)
• Cost per sale: $1,000-$4,000
• Time per sale: 40-50 hours

Why It Fails: You're targeting cold audiences. They're not in the market. They clicked out of curiosity. They need education and trust-building. You're spending hours educating prospects who may never buy.

Method 3: Retargeting Website Visitors (10-20% Close Rate)

The Process:

• You retarget people who visited your website
• You run ads to bring them back
• 10-20% fill out forms
• 10-20% close

The Math:

• Ad spend: $500-$1,000 for 20 leads
• Cost per lead: $25-$50
• Contact rate: 40-50% (8-10 contacts)
• Close rate: 10-20% (1-2 sales)
• Cost per sale: $250-$1,000
• Time per sale: 25-35 hours

Why It Fails: It's better than cold targeting, but prospects still need education. They visited your site, but they don't know you well enough to buy. You're still spending 20-25 minutes per prospect explaining life insurance.

The Branded Video Ad System: How Top Agents Actually Generate Leads

Top agents don't use lead forms. They don't target cold interests. They create branded video ads that pre-educate prospects. Here's how it works:

The Branded Video Ad Process

Step 1: Create a Video Ad You record a 60-90 second video explaining life insurance in simple terms. You talk about common mistakes people make. You explain what to look for. You position yourself as the expert.

Step 2: Run Targeted Ads You run the video on Facebook. You target people who need life insurance (new parents, homeowners, business owners). You spend $30-$60 per lead.

Step 3: Prospects Watch and Book Prospects watch your video. They learn about life insurance. They see you as the expert. They book appointments through a landing page. They're already educated when you talk to them.

Step 4: Close at 45-60% Because prospects are pre-educated and high-intent, you close 45-60% of appointments. You spend 5-10 minutes per prospect (not 25-30 minutes). You close 4-5x more sales than lead forms.

The Branded Video Ad Math

The Process:

• You generate 20 branded leads at $30-$60 each
• 90%+ show up for appointments
• 45-60% close

The Math:

• Ad spend: $600-$1,200
• Cost per lead: $30-$60
• Show-up rate: 90%+ (18-20 appointments)
• Close rate: 45-60% (9-12 sales)
• Cost per sale: $50-$133
• Time per sale: 6-10 hours

Why It Works: Prospects are pre-educated. They trust you because they watched your video. They have high intent because they booked the appointment. You're not competing with other agents. You're the only option. The system works in your favor.

The Real Comparison: Lead Forms vs Video Ads

Here's the side-by-side comparison that changes everything:

Lead Forms (Traditional Method)

Metrics:

• Cost per lead: $35-$75
• Contact rate: 30-40%
• Education time: 25-30 minutes per prospect
• Close rate: 8-15%
• Cost per sale: $500-$1,875
• Time per sale: 30-40 hours

The Problem: Prospects don't know you. They need education. You're spending hours explaining life insurance to people who may never buy.

Video Ads (Branded Method)

Metrics:

• Cost per lead: $30-$60
• Show-up rate: 90%+ (they booked)
• Education time: 5 minutes (pre-educated)
• Close rate: 45-60%
• Cost per sale: $50-$133
• Time per sale: 6-10 hours

The Advantage: Prospects are pre-educated. They trust you. They have high intent. You close 4-5x more sales in less time.

The Difference: Video ads cost similar per lead ($30-$60 vs $35-$75) but convert 4-5x higher. Your cost per sale drops from $500-$1,875 to $50-$133. Your time per sale drops from 30-40 hours to 6-10 hours.

That's the difference between struggling and thriving.

How to Build Your Facebook Video Ad System (Step-by-Step)

Most agents think video ads are complicated. They're not. Here's the system:

Step 1: Create Your Video Script (2-3 Hours)

Write a 60-90 second script that:

• Explains a common life insurance mistake
• Shows the consequences of that mistake
• Positions you as the solution
• Ends with a clear call-to-action

Example Script Structure: "Most people buy life insurance based on price. They shop for the cheapest policy. Here's why that's a mistake: [explain the problem]. The right approach is [explain the solution]. I help people avoid this mistake. Book a free consultation to see if you're making it."

Need help with scripts? Get our free ad scripts to see proven templates that work.

Step 2: Record Your Video (1-2 Hours)

Record yourself on your phone or computer. You don't need fancy equipment. You need:

• Good lighting (natural light works)
• Clear audio (quiet room)
• Simple background (wall or office)
• Authentic delivery (be yourself)

Most agents record 3-5 takes and pick the best one. You're not making a movie. You're making a video that educates prospects.

Step 3: Set Up Your Landing Page (2-3 Hours)

Create a simple landing page with:

• Your video (embedded or linked)
• A booking form (name, email, phone)
• A clear value proposition
• Social proof (testimonials if you have them)

You can use tools like Calendly, Acuity, or a simple form builder. The goal is to capture leads who watched your video.

Step 4: Set Up Facebook Ads (1-2 Hours Setup, Then Ongoing)

Targeting Strategy:

Primary Audience:

• Age: 25-55
• Location: Your service area (or 5 miles for local agents)
• Interests: Financial planning, insurance, life insurance
• Behaviors: Recently engaged, new parents, homeowners

Life Events (High-Intent):

• Just married
• New job
• Baby born
• Major birthday (30, 40, 50)
• Recently engaged

Lookalike Audiences:

• Create lookalikes based on previous callers (if you have call tracking)
• Create lookalikes based on website converters
• Start with 1% lookalike, then test 2-3%

Ad Setup:

• Budget: Start with $20-$50 per day
• Objective: Video views or lead generation
• Creative: Your video (60-90 seconds)
• Placement: Facebook Feed, Instagram Feed (mobile-first)
• Call-to-action: "Learn More" or "Book Now"

Why Mobile-First: Nearly half of smartphone users expect insurance agents within 5 miles. Mobile users can call immediately. Desktop users may call later (or never). Focus on mobile placements.

Step 5: Optimize and Scale (Ongoing)

Week 1-2: Test

• Test 3-5 different audiences
• Test 2-3 different videos
• Test different landing pages
• Spend $20-$50 per day per test

Week 3-4: Analyze

• Identify winning audiences (lowest cost per lead)
• Identify winning videos (highest show-up rates)
• Identify winning landing pages (highest conversion rates)
• Pause losers, scale winners

Week 5+: Scale

• Increase budget on winners ($100-$500 per day)
• Create new videos based on winners
• Expand to new audiences (lookalikes, interests)
• Track cost per sale (not just cost per lead)

Key Metrics to Track:

• Cost per lead: $30-$60 target
• Show-up rate: 90%+ target
• Close rate: 45-60% target
• Cost per sale: $50-$133 target

Most agents see positive ROI within 45-60 days.

Advanced Targeting Strategies That Actually Work

Most articles tell you to target "life insurance" interests. That's too broad. Here's what works:

Strategy 1: Life Events (Highest Intent)

Target These Events:

• Just married (need life insurance for spouse)
• Baby born (need life insurance for child)
• New job (need life insurance for income protection)
• Major birthday (30, 40, 50 - reassessing coverage)
• Recently engaged (planning for future)

Why It Works: Life events trigger insurance needs. People who just got married or had a baby are actively shopping. They have high intent. They're ready to buy.

Ad Message: "Just got married? Here's why you need life insurance now: [explain]. Book a free consultation to see if you're covered."

Strategy 2: Retargeting Previous Callers

The Process:

• Use call tracking to identify Facebook ad callers
• Retarget them with specific offers
• Example: If they called about auto insurance, show them life insurance bundle ads

Why It Works: Previous callers already know you. They've shown intent. They're more likely to convert. You can offer bundles or upsells.

Ad Message: "You called about auto insurance. Did you know bundling with life insurance saves 15-20%? Book a free consultation to see your savings."

Strategy 3: Lookalike Audiences Based on Callers

The Process:

• Upload list of previous callers to Facebook
• Create 1% lookalike audience
• Test 2-3% lookalikes if 1% works

Why It Works: Lookalikes find people similar to your best customers. They have similar attributes, interests, and behaviors. They're more likely to convert.

Ad Message: Use your standard video ad. The audience is the difference.

Strategy 4: Geo-Targeting for Local Agents

The Process:

• Target people within 5 miles of your location
• Use Local Awareness Ads
• Include local address and phone number in ad copy

Why It Works: Nearly half of smartphone users expect agents within 5 miles. Local targeting reduces competition. It increases trust. It drives immediate calls.

Ad Message: "Local life insurance agent in [your city]. Free consultation. Call [phone] or book online."

Strategy 5: Interest Stacking (Narrow Targeting)

The Process:

• Combine multiple interests: Financial planning + Insurance + Life insurance
• Add behaviors: Recently engaged + New parents
• Exclude people who already have life insurance (if possible)

Why It Works: Narrow targeting finds people who match multiple criteria. They're more likely to be in the market. They have higher intent.

Ad Message: Use your standard video ad. The targeting is the difference.

Common Mistakes That Kill Your Facebook Lead Generation

Most agents fail because they make these mistakes:

Mistake 1: Using Lead Forms Instead of Video Ads

The Problem: You use Facebook Lead Forms because they're easy. Prospects fill out forms, but they don't know you. They need education. You close 8-15% and lose money.

The Solution: Use video ads that pre-educate prospects. When they book appointments, they already understand. You close 45-60% and make money.

Mistake 2: Targeting Too Broad

The Problem: You target "life insurance" interests (millions of people). Most aren't in the market. You waste ad spend on cold audiences.

The Solution: Target life events and narrow interests. Focus on people who are actively shopping. Test lookalike audiences based on previous callers.

Mistake 3: Not Tracking Cost Per Sale

The Problem: You track cost per lead ($30-$60). You think you're winning. But you're not tracking cost per sale. You're losing money.

The Solution: Track cost per sale, not just cost per lead. If you're spending $50 per lead and closing 10%, that's $500 per sale. If you're spending $50 per lead and closing 50%, that's $100 per sale. The difference is 5x.

Mistake 4: Giving Up Too Early

The Problem: You test for 2 weeks. It doesn't work immediately. You quit and try something else.

The Solution: Video ads take 30-60 days to optimize. Test different videos, audiences, and landing pages. Scale what works. Most agents see results in 45-60 days.

Mistake 5: Not Pre-Educating Prospects

The Problem: You run generic ads. Prospects click and land on your site. They don't understand life insurance. You spend 25-30 minutes educating them. Most don't buy.

The Solution: Pre-educate prospects with video ads. When they book appointments, they already understand. You spend 5-10 minutes confirming they need what you offer. You close faster.

The Bottom Line: Stop Using Methods That Don't Work

The SERP is full of articles telling you to use Facebook Lead Forms. They show you targeting options. They don't show you the real numbers.

The Real Numbers:

• Lead forms: 8-15% close rate, $500-$1,875 cost per sale
• Cold interest targeting: 5-10% close rate, $1,000-$4,000 cost per sale
• Retargeting: 10-20% close rate, $250-$1,000 cost per sale
• Video ads: 45-60% close rate, $50-$133 cost per sale

The math is clear. Video ads win.

Stop using methods that have 8-15% close rates. Start using a system that has 45-60% close rates. The difference is the difference between struggling and thriving.

If you're ready to build your Facebook video ad system, get our free ad scripts to see proven templates that work. Or explore our done-for-you service if you want exclusive, warm appointments without the learning curve.

The method you choose determines your close rate. Choose the method that works.