Short answer: To generate life insurance leads on Facebook, set up a Meta ad account, create ads for the coverage you sell, and send interested people to a landing page with qualifying questions and phone verification. Connect the form to a CRM so you're notified immediately and can follow up. Start with a budget you can afford, from as little as $20 a day, and measure success by policies sold, not just leads generated. You can build this yourself or use software that handles the setup and advertising for you.
I used to generate life insurance leads with Facebook and Instagram ads and sell them to independent agents.
We created the ads, built the forms, verified phone numbers, and delivered the leads as soon as someone submitted their information.
It's the same basic process any licensed independent life insurance agent can use to generate their own leads.
The advantage? Instead of paying a vendor to generate leads and resell them at a markup, you pay for the advertising directly.
The challenge is getting all the pieces working together.
This guide walks through the entire process, whether you're selling term life, whole life, or final expense insurance. You can follow the steps yourself, even if you've never launched an advertising campaign before.
How Facebook life insurance lead generation works
Before getting into the setup, here's the complete process.
| Step | What you do | What it accomplishes |
|---|---|---|
| 1. Set up your ad account | Create a Meta business portfolio and ad account | Gives you a place to run campaigns |
| 2. Choose your product and states | Decide which coverage to promote and where | Keeps the campaign focused |
| 3. Create advertisements | Make videos or images that explain the offer | Attracts people interested in coverage |
| 4. Build a landing page | Collect contact details and qualifying answers | Turns clicks into leads |
| 5. Verify phone numbers | Confirm the prospect can receive a text | Reduces invalid contact information |
| 6. Set up follow-up | Connect instant alerts, texts, and emails | Helps you respond promptly |
| 7. Launch your campaign | Choose a budget and publish your ads | Starts bringing traffic to your page |
| 8. Measure actual results | Track leads, conversations, appointments, and policies | Shows whether advertising is profitable |
| 9. Refresh your ads | Test new messages and creative regularly | Helps keep campaigns effective |
You don't necessarily need nine separate tools to accomplish this. But these are the functions a proper lead-generation system needs to perform.
Step 1: Set up your Meta Business Manager and ad account
To advertise on Facebook and Instagram, you need an ad account.
Meta now organizes business assets under a business portfolio in Meta Business Suite, although many people still call it Business Manager.
Here's the basic setup:
- Visit business.facebook.com and sign in.
- Create a business portfolio using your business information, if you don't already have one.
- Add or create a Facebook Page for your insurance business.
- Connect your business's Instagram account if you have one.
- In business settings, open the ad accounts section and create an ad account, or add one you already own.
- Confirm the account's business information, currency, and time zone, and add a payment method.
- Open Meta Ads Manager and make sure your ad account and business Page are available.
Meta occasionally changes the names and locations of its menus, but the underlying setup is the same: you need a business portfolio containing the advertising assets you'll use.
Important: Keep the ad account under your own business rather than relying entirely on someone else's account. That gives you control over your campaigns and advertising data.
Step 2: Choose which life insurance product you're advertising
Before making an ad, decide exactly what you want people to request information about.
Life insurance isn't one single offer.
Someone shopping for term life insurance to protect their family's income has different concerns from someone looking at permanent coverage or planning for funeral expenses.
Trying to address all of those needs in one advertisement usually makes the message less focused.
Here are three common starting points:
| Product | Potential audience | Main reason for buying |
|---|---|---|
| Term life insurance | Parents and working adults | Protect family income, housing, and other financial obligations |
| Whole life insurance | Adults interested in lasting coverage | Permanent protection, leaving money behind, and policy features such as cash value |
| Final expense insurance | Older adults planning ahead | Help family members handle funeral and related expenses |
Choose a product you understand, have access to through your carriers, and can sell in your licensed states.
Then identify the main reason someone would want that coverage.
For example, a term life advertisement might focus on protecting a family's income if a parent dies.
A final expense advertisement might focus on preventing funeral costs from becoming an unexpected burden on adult children.
The product determines the message, the qualifying questions, and the conversation you'll eventually have with the prospect.
Step 3: Create Facebook ads that attract people interested in life insurance
The advertisement is where lead quality starts.
If the ad attracts people who aren't genuinely interested in coverage, even the best landing page won't turn them into good prospects.
That's why I recommend keeping the message honest and specific.
What makes a good life insurance ad?
A useful starting structure is:
Reason someone needs coverage → What the insurance helps with → Invitation to request information.
For example:
Term life insurance
"If your family depends on your paycheck, what happens to the bills if you're no longer here? Life insurance can help provide financial support if you pass away. Fill out a short form to explore your coverage options."
Whole life insurance
"Some life insurance plans can provide coverage that lasts your whole life, rather than ending after a set number of years. If you want to leave something behind for your family, see what options may be available."
Final expense insurance
"Funeral costs can leave families with a difficult bill at an already difficult time. Final expense insurance can help provide money for those expenses. Fill out a short form to learn about coverage options."
These are examples of different messages, not proven winning advertisements.
What to avoid
Don't try to get cheap leads by making offers that misrepresent what you're selling.
Avoid misleading promises of free life insurance, gift cards for requesting quotes, or language that makes coverage sound guaranteed when it isn't.
Those tactics may attract people willing to fill out a form, but that doesn't mean they actually want to buy insurance.
The goal isn't to get as many form submissions as possible. It's to get the right people interested.
Start with several different advertisements rather than relying on one.
Test different reasons someone might buy coverage, different opening messages, and both image and video ads.
An ad about protecting monthly bills may resonate differently from one about leaving money behind for children, even when both promote life insurance.
Step 4: Build a landing page that qualifies life insurance leads
Once someone clicks your advertisement, they need somewhere to request more information.
That's the purpose of your landing page.
A landing page doesn't have to be complicated. It should explain what the person is requesting, ask the questions needed to establish basic eligibility, and collect contact information.
A simple page might contain:
- A headline matching the advertisement.
- A brief explanation of the coverage.
- A short form asking relevant qualifying questions.
- A clear button to request information or a quote.
What questions should you ask?
The exact questions depend on the coverage you're advertising, but a basic life insurance form might include:
- Age or date of birth: Helps determine which products may be available.
- State: Confirms the person is in a state where you're licensed.
- Relevant health questions: Helps identify whether the prospect meets basic requirements for the products you're offering.
- Coverage interest: Gives you a starting point for the conversation.
- Name and contact information: Lets you reach the person who requested information.
For some products, you may need additional questions to determine whether the person is a suitable prospect.
But more questions don't automatically mean better leads.
Every question should have a reason for being there.
If an answer doesn't help determine eligibility, prepare for the call, or improve the experience, consider whether it belongs in the form.
Keep the ad and landing page consistent
If your advertisement talks about term life insurance for families, the landing page should continue that conversation.
Someone clicking an ad about funeral coverage shouldn't suddenly land on a generic page about every type of life insurance.
Consistency helps prospects understand what they're requesting and why.
Step 5: Verify every lead's phone number by text
A completed form isn't very useful if the phone number doesn't work.
That's why phone verification was part of the process when I sold leads.
Instead of accepting any number entered into the form, have the person confirm that they can receive a text message at that number.
A common process is:
- The prospect enters their phone number.
- The system sends a one-time verification code by SMS.
- The prospect enters the code.
- The form confirms the number before completing the lead submission.
This helps reduce fake or mistyped phone numbers.
It also provides a stronger indication that the person has access to the number they entered.
Phone verification doesn't guarantee someone will answer your call or buy a policy. It simply removes an avoidable source of bad contact information.
For agents paying to generate leads, that's an important distinction.
Step 6: Set up instant lead alerts and automatic follow-up
Once someone requests information, you need to know about it.
A lead sitting unnoticed in a spreadsheet doesn't help you sell insurance.
Set up your landing page so every completed form automatically creates a contact in your CRM.
Then configure three things.
1. Instant lead alerts
Send a notification to your phone or computer when a new lead arrives.
Include enough information for you to identify the prospect and call them without searching through multiple systems.
2. Automatic text messages
Send a short acknowledgment confirming that the person's request was received and explaining the next step.
For example:
"Hi Sarah, thanks for requesting information about life insurance. This is Mike, the agent who'll be helping you. I'll be reaching out shortly to go over your options."
3. Automatic email follow-up
Send an email with a similar confirmation and an explanation of what the prospect can expect.
These messages don't replace speaking with the person.
They help keep the request from going unanswered while you're preparing to make contact.
Aim to call new leads promptly, ideally within minutes, and make same-day follow-up a priority.
Step 7: Choose your Facebook advertising budget and launch
You don't need an enormous advertising budget to begin testing, but you do need enough money to give the campaign a meaningful opportunity to generate leads.
With Verity Growth, you can start with as little as $20 a day (about $600 a month), and we recommend $40 a day if you can.
That's advertising money paid to Meta, not a lead vendor.
At $20 a day, a week of testing costs about $140. At $40 a day, it's about $280.
How to launch your first campaign
In Meta Ads Manager:
- Create a new campaign using a lead-generation objective and a setup that sends people to your landing page.
- Choose the location and audience settings appropriate for your campaign.
- Set the budget and schedule.
- Select your Facebook Page and relevant advertising identity.
- Upload your advertisements, write the supporting copy, and add your landing-page URL.
- Review the campaign and publish it.
Once the ads are running, check that clicks reach the right page and that submitted forms appear correctly in your CRM.
It's also worth submitting a test lead yourself before spending money, so you can confirm that phone verification, notifications, and follow-up messages work.
Don't judge a campaign after only a few clicks
A small number of visitors usually doesn't tell you much about whether an advertisement will be profitable.
Give your tests enough opportunity to produce meaningful results while keeping spending within a budget you can afford.
The goal is to learn which ads attract suitable prospects, not to react to every short-term change in the numbers.
Step 8: Track cost per policy, not just cost per lead
This is where agents can make an expensive mistake.
It's tempting to judge every advertisement by the cost of getting someone to submit a form.
But inexpensive leads aren't necessarily profitable leads.
What matters is what happens after the form.
Track the full process:
| Metric | What it tells you |
|---|---|
| Cost per lead | How much advertising money produces one form submission |
| Contact rate | How many leads you actually speak with |
| Appointment rate | How many leads turn into booked conversations |
| Policy sales | How many prospects purchase coverage |
| Cost per policy | How much you spent to acquire each policy |
For example, imagine two campaigns.
Campaign A produces 40 leads, but only one becomes a policy.
Campaign B produces 20 leads, and three become policies.
If both campaigns cost the same amount to run, Campaign B has a lower advertising cost per policy, despite generating fewer leads.
That's why the cheapest lead isn't necessarily the best lead.
You also need to account for other acquisition expenses and whether the policies remain in force when judging overall profitability.
The goal is profitable policy production, not impressive-looking lead numbers.
Step 9: Keep testing and refreshing your Facebook ads
Getting your first campaign working doesn't mean the work is finished.
Advertisements can become less effective over time, and different messages may perform better for different audiences.
Keep testing new creative rather than depending on the same image or video indefinitely.
A useful testing process is to change one major element at a time, such as:
- The reason to buy: Protecting income versus leaving money to family.
- The opening message: A question versus a direct statement.
- The creative format: A short video versus an image.
- The selling point: Lasting coverage versus affordability or simplicity, where relevant to the product.
- The call to action: Requesting a quote versus checking available options.
Track whether the new advertisements produce qualified conversations and policies, not just clicks.
You don't have to replace every ad constantly. Keep effective ads running while testing alternatives.
The point is to have a repeatable process for creating new advertisements when you need them.
The hard parts of running life insurance Facebook ads yourself
By now, you can see that generating your own leads isn't just about launching a Facebook ad.
You need an entire process:
Ad creation. Writing messages and producing images or videos that attract people interested in the right type of insurance.
Landing pages. Building forms that explain the coverage, ask useful questions, and turn clicks into genuine requests.
Phone verification. Adding a way to confirm contact information instead of accepting every number someone enters.
CRM and follow-up. Connecting the forms to notifications, automated messages, and a system for managing prospects.
Campaign management. Learning Ads Manager, setting budgets, launching advertisements, and evaluating performance.
Ongoing creative. Developing new advertisements as results change.
None of those tasks is impossible.
But taken together, they're a lot of work for someone whose primary job is talking to prospects and selling policies.
That's why so many agents choose to buy leads instead.
The good news is that you no longer need to do all of that work yourself to own your lead generation.
Verity Growth takes the system I used when selling leads and packages it into software for independent life insurance agents.
Instead of learning Ads Manager and connecting multiple tools, agents can create or choose ready-made advertisements, select their licensed states and daily budget, and launch in a few clicks.
The landing pages, phone verification, CRM, instant alerts, and automated text and email follow-up are included.
And rather than figuring out the first campaign alone, we set everything up and launch it together on a live onboarding call.
That leaves agents with the advantages of generating their own leads, without having to become marketers first.
What I learned selling leads: A longer form doesn't mean a better lead
When I sold life insurance leads, I learned that it's easy to confuse a complicated form with a high-quality lead.
The thinking sounds reasonable.
If someone answers fifteen questions instead of five, they must be more serious about buying insurance, right?
Not necessarily.
A long form can make it harder for someone to finish requesting information, even when they're genuinely interested.
And asking more questions doesn't automatically mean the answers help the agent.
I think a better approach is to focus on the information that actually matters.
First, establish basic eligibility.
Does the person meet the age and relevant health requirements for the coverage being advertised? Are they located in a state where the agent can help them?
Second, verify that they're reachable.
A text-verified phone number is more useful than a long list of answers attached to a number that doesn't work.
Third, make sure they understand what happens next.
The person should know they've requested insurance information and that an agent will be contacting them.
One way I approached that was with a short video on the thank-you page, introducing the agent and explaining what the person could expect.
The goal isn't to make every prospect jump through as many hoops as possible.
It's to collect enough useful information to determine whether there's a real opportunity, then make the next conversation easier.
A good lead isn't the person who answered the most questions. It's someone who has a genuine reason to want coverage, meets the basic requirements, and can be reached.
That's the philosophy behind the lead-generation process I built into Verity Growth.
Luke, founder of Verity Growth
Should you run Facebook ads yourself or use software?
There are three practical approaches.
| Approach | Main advantage | Main disadvantage |
|---|---|---|
| Build and manage everything yourself | Maximum flexibility | Requires learning and maintaining the full process |
| Hire an agency | Someone else handles much of the work | Service fees and dependence on another provider |
| Use insurance-specific software | Run your own ads with much of the setup handled | Subscription cost and continued responsibility for sales |
If you enjoy marketing, have time to learn, and want to customize every part of your system, building it yourself can make sense.
If you'd rather have someone fully manage the advertising, an agency may be a better fit.
But if you're an independent agent who wants to control your lead source without spending your days learning advertising tools, software designed for life insurance agents is worth considering.
And if Facebook advertising isn't the right channel for you, there are other ways to find prospects. See How to Generate Life Insurance Leads: 9 Ways Compared for the broader comparison.
If you mainly sell burial insurance, the more focused guide to Getting Final Expense Leads compares fresh leads, aged leads, referrals, IMO leads, and generating your own.
Frequently asked questions about Facebook life insurance leads
Can you generate life insurance leads on Facebook?
Yes. Facebook and Instagram advertisements can reach people interested in term life, whole life, and final expense coverage. Interested prospects can complete a qualifying form and provide verified contact information for an agent to follow up.
How much should I spend on Facebook ads for life insurance leads?
With the Verity Growth system you can start with as little as $20 a day (about $600 a month), paid directly to Meta, and we recommend $40 a day if you can. The right ongoing budget depends on the results you produce and what you can afford to spend on acquiring policies.
Do I need a website to generate life insurance leads on Facebook?
You need a way for prospects to request information, but it doesn't have to be a full business website. A dedicated landing page with a clear offer, qualifying questions, and contact information can handle that job. Some lead-generation software provides these pages for you.
What makes a good Facebook life insurance ad?
A good advertisement speaks to a real reason someone might want coverage, explains the benefit honestly, and gives them a clear next step. Avoid misleading offers designed only to generate cheap form submissions. Measure the quality of the conversations and policies the ad produces, not just its cost per lead.
How can I improve the quality of Facebook life insurance leads?
Use honest advertisements, ask meaningful age and health qualification questions, and verify phone numbers by text. Make sure prospects understand what they requested and follow up quickly. A short thank-you-page video can also help introduce the agent before the first call.
Can I run life insurance Facebook ads without learning Ads Manager?
Yes. Software built for insurance agents can simplify ad creation, campaign launching, landing pages, and lead follow-up. Verity Growth, for example, lets agents select ads, a budget, and licensed states, then launch without working directly inside Ads Manager.