Life Insurance
Quiz-funneled acquisition, won on broker handoff.
How this market actually works.
Life insurance is a category we operate in with capital at risk. We run our own life insurance lead-generation business, selling policies through broker partners. Every tactic described here is one we've pressure-tested on our own accounts before deploying it on client budgets.
We run campaigns across Meta, Google, TikTok, and other platforms — the mix depends on the product and the audience, not a one-channel playbook. Life sits inside the Special Ad Category on Meta, which rules out most interest and lookalike targeting, and the campaign discipline that requires is different from what most agencies know how to do.
The lead itself is only half the job. The handoff to the broker — speed, context, qualification state — determines whether an application becomes a bound policy or lands in a dead pipeline. We build both halves.
The system we deploy for this vertical.
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01
Quiz-funnel acquisition
Multi-step quizzes that qualify intent, surface the right product (term, permanent, final expense), and set the expectation for the broker call.
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02
Inbound call acquisition
Pay-per-call and click-to-call campaigns across platforms, with the IVR, call recording, and broker routing infrastructure that turns a live call into a closed policy. For a lot of life insurance buyers, the call is the funnel — we build for that.
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03
Special Ad Category campaign structure
The account architecture, bidding strategy, and creative discipline required when interest targeting is off the table and the algorithm has to carry the load.
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04
Direct-response creative
Scroll-stopping hooks, static and video ads, UGC pipelines, and the AI-assisted iteration cycle that keeps performance steady as creative fatigues.
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05
CRM and broker handoff
Instant lead routing to the broker, SMS and email nurture for leads that aren't immediately contactable, and the data flow back from policy write-up so we can optimize to bind value.
The numbers we optimize for.
Policies bound
The number that actually tracks to the P&L. Everything optimized backward from here.
Lead-to-contact rate
If leads aren't getting picked up fast, lead quality doesn't matter. We solve this at the funnel, not after.
Target product mix
Steering acquisition toward the policy types the broker partner actually wants to write — not just whatever converts fastest.
Running life insurance and want to move the number?
Let's talk about your account.
A 20-minute conversation is enough to tell whether we're a fit for your business. Reach out and we'll come back inside one business day.