Has anyone tried a 3x funnel for Insurance Advertising?

[John Snow]

So I’ve been playing around with different approaches for Insurance Advertising, and something I keep coming back to is how the funnel is set up. Like, most of the time when people talk about “improving conversions,” they jump straight into ads or landing pages or bidding strategies. But I started noticing that the problem wasn’t the ad… it was the path people took after the ad.

It sounds obvious now, but back then, I genuinely felt like my ads weren’t performing because the audience wasn’t “qualified enough” or “interested enough.” I kept tweaking keywords, budgets, and creatives. Still not much changed. And honestly, I used to get frustrated thinking maybe insurance just naturally has low conversion rates.

Turns out, it wasn’t really about interest. It was the journey people were being pushed into.

The Pain Point I Kept Hitting

Insurance is one of those things where people rarely buy on impulse. It’s not like ordering chips online. People hesitate. They compare. They “think about it.” So trying to push them to convert right away felt like forcing something that wasn’t ready.

Most of my early funnels looked like:

Ad → Landing Page → Form

And surprise: drop-offs everywhere.

It wasn’t that the ads were bad, it was that I was assuming the click meant commitment. But clicks just mean curiosity, not decision.

What I Tried and What Didn’t Work

• Making the landing page longer (just made people leave faster)

• Adding “limited time offers” (kinda awkward in insurance tbh)

• Using “trusted by 10,000+ families” style lines (everyone uses it, feels generic now)

• Calling people who filled forms immediately (came off as pushy, especially if they weren’t ready)

Basically, I was trying to shortcut a process that inherently needs time.

The Thing That Shifted for Me

I heard someone casually say:
“Think of insurance leads like people browsing houses. Don’t push. Guide.”

That analogy stuck.

So instead of treating the funnel like a sale, I started treating it like education.

I rearranged the funnel into three phases:

1. Awareness Phase (light, relatable, problem-focused content)

2. Consideration Phase (clear breakdowns, comparisons, FAQs)

3. Decision Phase (only here do you ask for details or bookings)

But here’s the key: each phase needs its own content, not just different landing pages with the same message.

So instead of:

“Buy insurance now.”

I switched to:

• Step 1 – Show them why insurance matters for people like them.

• Step 2 – Help them evaluate which insurance type matches their situation.

• Step 3 – Gently ask for details once they feel confident.

Seems simple, but it stopped people from bouncing.

A Simple Example of the Flow

**TOFU (Top Funnel)**Short video or post telling a relatable story like:
“Why my friend wished he had life insurance sooner.”

**MOFU (Middle Funnel)**Something that says:
“Here are 3 types of insurance and which suits who.”
(No selling, just clarity.)

**BOFU (Bottom Funnel)**Now you say:
“Want to check what makes sense for your situation?”
Soft CTA. Not pushy.

This felt way more natural — and conversions actually started going up. Like noticeably.

Where I Got More Practical Guidance

While searching around, I came across this breakdown that explains it in a pretty clear, everyday tone. It talks about pacing the conversation and building trust rather than trying to close instantly. The part I found most useful was about shaping the mid-funnel messaging, because that’s where I was losing most people.

Here’s the link in case you want to skim it:
How To Build A 3x Conversion Funnel For Insurance Advertising?

Not salesy, just someone explaining it in a grounded way.

What I Noticed After Switching to This Flow

• People stopped ghosting after filling forms.

• The lead quality didn’t just “improve,” the intent improved.

• Calls felt more like conversations instead of convincing someone.

• The actual cost per conversion went down because fewer leads dropped mid-way.

It didn’t magically make every campaign perfect, but the difference was real enough to stick with it.

Soft Takeaway

If your Insurance Advertising feels like you’re always chasing uninterested people, it might not be the audience — it might be the pace. People don’t hate insurance. They just don’t want to be rushed into something they don’t fully get yet.

Think of the funnel as guiding, not selling.

Once I saw it this way, everything felt lighter to manage.