1️⃣ Strategy & Planning Phase

For life insurance, the primary goal is to build trust while educating potential clients. Here’s the approach:

• Target Market Analysis: Focused on families, young professionals, homeowners, and retirees
  
  
• Lead Qualification: Emphasized pre-screened leads with questions about age, coverage type, and budget
  
  
• Education-Based Funnel: Provided valuable information and reassurance regarding coverage options and pricing
  
  
• Funnel Goal: To create leads that are ready for consultation or quoting with clear intent
  
  

2️⃣ Audience Targeting Strategy

Optimizing for high-intent buyers:

• Demographics: Age 25-55, homeowners, married with children, recent life changes (e.g., marriage, new children, new home)
  
  
• Interests: Life insurance, financial planning, term life, whole life, final expense
  
  
• Behaviors: Recently searched for insurance quotes, comparison shoppers, or engaged with insurance-related content
  
  
• Custom Audiences: Previous visitors to the website, people who downloaded insurance guides, prior consultation leads
  
  
• Lookalike Audiences: Built from high-converting leads and CRM data of existing clients
  
  
• Exclusions: Excluded low-intent or irrelevant segments based on past interactions
  
  

3️⃣ Funnel Structure

A high-conversion funnel designed for life insurance prospects:

• Top of Funnel (TOF): General awareness with educational content: “Why Life Insurance is Important” & “How to Choose the Right Coverage”
  
  
• Middle of Funnel (MOF): Free quotes, comparison tools, and detailed benefit lists (e.g., term vs. whole life insurance)
  
  
• Bottom of Funnel (BOF): Retargeted leads who viewed specific policy pages or began filling out forms but didn’t submit—offered urgency with time-sensitive quotes or discounts
  
  
• Lead Forms: Quick forms with qualifying questions like “Do you have dependents?” and “What coverage amount are you interested in?”
  
  

4️⃣ Creatives & Messaging Strategy

Ads were created to speak directly to pain points and life goals:

• Ad Types: Video explainer ads, carousel ads with different policy benefits, image ads with personal success stories
  
  
• Key Messaging:
  
  
  • “Protect your family’s future today.”
    
    
  • “Find the best life insurance rates for you.”
    
    
  • “Secure your loved ones with affordable life insurance.”
    
    
• Trust Signals: Testimonials, expert endorsements, and clear calls to action
  
  
• CTAs: “Get Your Free Quote,” “Learn More,” “Find the Right Plan for You”
  
  

5️⃣ Optimization & Lead Quality Control

Maintaining a low CPL while ensuring high-quality leads:

• Pixel & Conversions API Integration: Full tracking across devices to monitor lead behavior and conversion rates
  
  
• Lead Routing: Integrated leads with the CRM to ensure timely follow-up and lead qualification
  
  
• A/B Testing: Headline variations, ad copy, form fields, and creative types (static images vs. videos)
  
  
• Follow-Up Automation: Automated email and SMS follow-ups within seconds of lead submission to improve response rates
  
  
• Lead Segmentation: Based on coverage needs, budget, and urgency to ensure leads are assigned to the correct sales team
  
  

✅ Results & Outcomes

• Total Spend: $35,000
  
  
• Leads Generated: 24,000
  
  
• Cost Per Lead (CPL): $1.48
  
  
• Lead-to-Quote Conversion Rate: ~22% (tracked via CRM and consultation appointments)
  
  

🏆 Result: Efficient lead generation with cost-effective CPL and a steady flow of high-quality life insurance leads, ready for consultation or direct follow-up.