Travis Lane Asked:

“Along with my giveaway funnel, I’d like to have a separate funnel for direct targeting. Anyone have experience with health insurance and what target audience brings in a number of good leads?”

The Answer:

Creating a direct targeting funnel for health insurance is an excellent way to generate high-quality leads. However, with Meta (Facebook and Instagram) classifying insurance advertisements under the Special Ads Category, there are some key restrictions to keep in mind. These limitations impact targeting precision but open up opportunities for innovative strategies to succeed. Here’s how you can navigate these challenges while building an effective funnel.

Step 1: Understand the Impact of Meta’s Special Ads Category

Meta’s restrictions for insurance ads affect targeting in several ways:

  1. No Age-Specific Targeting
    • Ads for Medicare and other products cannot focus on specific age groups like seniors.
  2. Location Targeting Limitations
    • Geographic targeting is restricted to a 15-mile radius, making hyper-local targeting difficult.
  3. Interest-Based Targeting Changes
    • Previously useful interests like “healthcare” or “retirement planning” may no longer be available.

These limitations mean you’ll need to shift focus from narrow targeting to broader campaigns that rely on engaging messaging and innovative strategies.

Step 2: Build a Direct Targeting Funnel

  1. Create a Compelling Landing Page
    • Use a clear, engaging headline to attract attention.
      Example Headline:
      “Affordable Health Plans for Virginia Families – Get Your Free Quote Today!”
    • Add a lead capture form to collect essential details:
      • Name
      • Email
      • Phone Number
      • Desired Coverage
  2. Include a Value-Driven Offer
    • Incentives like a free guide, consultation, or personalized quote can boost conversions.
  3. Craft Broad Appeal Messaging
    • With Meta restrictions, your messaging should resonate with larger audiences by focusing on universal benefits, such as:
      • “Peace of mind for you and your family.”
      • “Affordable health plans that fit every stage of life.”
  4. Automate Follow-Ups with Agent CRM
    • Use Agent CRM’s automation tools to nurture leads through email and SMS campaigns, ensuring no opportunity is missed.

Step 3: Overcome Targeting Restrictions with Creative Strategies

  1. Leverage First-Party Data
    • Upload your email lists to Meta platforms to create Custom Audiences, bypassing targeting restrictions.
  2. Invest in Engaging Content
    • Use video content like testimonials or explainer videos to captivate broader audiences.
    • Example: A short VSL (Video Sales Letter) highlighting the benefits of health insurance for families.
  3. Experiment with Broader Platforms
    • Diversify your advertising with platforms like Google Ads, YouTube, or TikTok, where targeting may still allow for greater precision.
  4. Use Retargeting
    • Run retargeting campaigns for users who interact with your website or funnel but don’t convert.

Step 4: Tap into Ready-Made Campaign Resources

If you’re unsure where to start, we offer a Health Insurance Course with copy-and-paste ad campaigns and targeting recommendations tailored to the current Meta landscape.

Access the course in the Branning Library

Learn More

Explore additional tips and tools to optimize your campaigns:


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