fAcebook Lead Gen Course

IMPORTANT TIPS

Final Expense leads (FEX, people who want to cover funeral costs) come in faster and at a lower cost per lead than any lead type. IULS or Annuity Leads may trickle in slower and at a higher cost per lead.
Running only local campaigns (In your own city) may cause your leads to trickle in slower and at a higher cost per lead than running in mutiple states. It is recommended to run your ad in at least 5 states. Texas and Ohio usually bring in more leads than other states.
FEX lead campaigns get a better response with images that show a coffin or cremation urn with colors that pop. For example, an urn with red flowers. It's best to keep people out of the picture unless they are in a blurry background. The ads that have people (happy families or weird looking people crying) have less responses and higher lead costs.
Keep the ad wording simple. Less is more when creating leads. Avoid using words that sound like the insurance is a part of a government program or free benefit IF you want higher intent leads.
2025 UPDATE: Facebook has now placed insurance under a "Financial Product" special category. When this special category is selected while building the ad campaign, FB will limit the information that you can ask for on forms and has limited the audience detailed targeting that you can choose. On Forms, with this special category selected, you can no longer ask for date of birth, street address, gender, marital status, or city. If you make a form that violates those terms, they will not let you publish your ad until the form has been created according to their guidelines or it will disable your Ad even if it gets approved initially. Select "Special Ad Category" and then select "Financial Product". When you create your form, you may add the questions "Are you leaning toward Burial or Cremation?" "Choose your state of residence (CA, TX, OH)" "Who will be your beneficiary?" "What is your age range?"
2025 ALTERNATIVES: Instead of using the leads option, you may choose the option to direct them to your website where they can fill out a lead form without the same restrictions as a FB form.

fAcebook Lead Gen Course

IMPORTANT TIPS

Final Expense leads (FEX, people who want to cover funeral costs) come in faster and at a lower cost per lead than any lead type. IULS or Annuity Leads may trickle in slower and at a higher cost per lead.

Running only local campaigns (In your own city) may cause your leads to trickle in slower and at a higher cost per lead than running in mutiple states. It is recommended to run your ad in at least 5 states. Texas and Ohio usually bring in more leads than other states.

Keep the ad wording simple. Less is more when creating leads. Avoid using words that sound like the insurance is a part of a government program or free benefit IF you want higher intent leads.

2025 ALTERNATIVES: Instead of using the leads option, you may choose the option to direct them to your website where they can fill out a lead form without the same restrictions as a FB form.