Anyone figured out how to get steady life insurance leads?

[John Snow]

I’ve been messing around with online ads for a while, and one thing that always confused me was how people manage to get steady, high-quality leads specifically in life insurance advertising. It always felt unpredictable. Some days I’d get solid inquiries from people who were actually interested, and other days it felt like I was just lighting money on fire. So I figured I’d throw this out here to see if others have had the same struggle — and maybe share what I’ve noticed along the way.

For me, the biggest headache was trying to understand why lead quality bounced around so much. I used to think it was all about budget. Spend more, get more. Simple, right? But I soon realized the budget wasn’t the real issue. It was more about who was seeing the ads and what motivated them to click in the first place. I’d get random clicks from people who clearly weren’t even looking for life insurance. Some just clicked because the ad looked “interesting.” That didn’t help at all.

A few months ago, I started paying closer attention to what other people in the insurance field were saying online. A lot of them talked about consistency being a matter of relevance — that the ad, the message, the page, and even the timing all needed to match the audience’s mindset. At first, I brushed it off because it sounded like marketing talk, but when I was stuck with a batch of bad leads, I figured it couldn’t hurt to try something new.

One of the first things I changed was the way I framed my ads. Instead of making them sound super formal or overly polished, I made them more human. More like how someone would actually talk if they were explaining a policy to a friend. It was nothing complicated — just a few tweaks here and there — but surprisingly, the clicks started coming from people who actually read the landing page instead of bouncing instantly. I guess the casual tone made the whole thing feel less pushy.

Then I played around with targeting. I always knew targeting mattered, but I didn’t realize how much it mattered until I did some testing. When I narrowed my audience from “anyone interested in insurance” to more specific groups like “new parents,” “self-employed workers,” or “people researching financial planning,” the quality noticeably improved. It wasn’t that I suddenly got more leads, but the ones that came in seemed to be thinking about life insurance for real reasons, not just clicking out of curiosity.

Another small thing that helped was letting the ads run longer before judging them. I used to panic when something didn’t work in the first couple of days and would change the whole setup instantly. But letting the ads gather data for at least a week or so actually gave better results. I’m not a pro or anything, but I guess the platforms need time to figure out who’s most likely to engage.

I also came across a breakdown that talked about getting consistent quality leads by focusing less on “selling” and more on “conversation.” I liked that idea because it felt more natural, and honestly, less exhausting. If the goal is to help people understand their options, then the whole thing becomes a lot less stressful. If you want to check out the thing I read, it’s this one here: Methodology To Get Consistent Quality Leads With Life Insurance Ads

I’m not saying it magically fixes everything, but it did give me a nice nudge in the right direction. After trying a few of the ideas, I noticed that the leads coming in felt more genuine. People weren’t just filling out the form because they were bored. They were asking specific questions about policies, premiums, dependents — stuff that showed they were actively considering life insurance. That alone made the whole process feel a lot more worthwhile.

One last thing I want to add is about patience. I used to expect ads to work instantly. But life insurance is one of those topics people don’t decide on in five minutes. They need time to think, compare, and ask around. Once I stopped expecting instant conversions and instead focused on just getting the right people into the conversation, things became a lot more consistent.

So yeah, that’s been my experience so far. Nothing fancy, nothing overly technical — just small tweaks, observing what worked, and learning not to freak out over slow days. Would love to know if others here have had similar results or if there are tricks I completely missed.