Ad copy that converts for Medicare, life, and P&C, plus the tracking and compliance specifics that prevent shut-downs.
Paid ads are the scale lever when organic and referral aren't producing enough pipeline. Done right, they bring qualified leads at predictable cost. Done wrong, they burn budget and damage your brand. Claude handles the copywriting; your job is to set up tracking and feedback properly. This module: the ad copy prompts that convert and the specifics for Facebook and Google.
Facebook/Meta is still the dominant platform for Medicare, life, and final expense. Older audiences, highly targetable, visual-first.
Write 5 Facebook ad copy variants for a Medicare prospecting campaign. Target: 63-68 year olds in [state], pre-Medicare or within first year. Offer: a 20-minute no-pressure Medicare planning call. Landing page: [brief description of what prospects see when they click] Each variant: - Primary text (90-150 words) - Headline (25-40 chars) - Description (30-45 chars) Vary the hook angle: 1. Question-led (poses the question on their mind) 2. Contrarian (challenges a common belief) 3. Specific-detail-led (a concrete local stat) 4. Story-led (opens with a scenario) 5. Direct-value-led (leads with the specific offer) CMS compliance requirements, MUST include in each: - "Not affiliated with any government agency" - Plan disclaimer appropriate for Medicare lead generation - No specific plan names, carrier names, or guaranteed benefits - No "free" or "100% free" unless there is truly no cost and no upsell Do NOT use: - Fear-based scare tactics - "Act now" type urgency without real deadline - "Limited spots" if there aren't actually limited spots - Emojis at the start of every line Keep it warm, local, and honest.
Write 5 Facebook ad variants for final expense insurance.
Target: 55-75 year olds in [state], concerned about not leaving debt or burial costs to family.
Offer: a 10-minute rate check, no health exam required.
Each variant:
- Primary text (80-130 words)
- Headline
- Description
Hook angles (one per variant):
1. Specific pain: "Funeral costs average $X in [state]..."
2. Protection framing: "Not about you, about not leaving this for your kids"
3. Misconception bust: "Most people think they can't qualify..."
4. Simple process: "Rate in 10 minutes, no medical exam..."
5. Straight offer: "Locked rates for life, here's how to check yours"
Compliance:
- No specific premium quotes (varies by age/health)
- No guarantees about claim outcomes
- No comparison claims ("cheaper than...", "better than...")
- Include "Subject to underwriting" or similar appropriate disclaimer
Keep tone respectful, not morbid or fear-mongering. The audience has thought about this; don't condescend.
Write 5 Facebook ad variants for a home + auto bundle review campaign. Target: 30-55 year old homeowners in [state/city]. Offer: a 10-minute policy review, send your dec page, we compare to 6 carriers, you see if you can save. Variants should hit different angles: 1. Rate-increase pain (insurance costs are up everywhere) 2. Coverage gap (most standard policies miss [specific state coverage gap]) 3. Time-convenience (10 minutes, email us your dec page) 4. Local angle (I'm in [city], I know [local insurance quirks]) 5. Trust signal (X years, Y policies placed) Each variant: - Primary text (80-120 words) - Headline - Description Do NOT: - Claim "lowest rates" or "best coverage" - Quote specific premiums - Disparage other carriers by name - Use urgency that isn't real Include small trust signal in each (e.g., "Licensed in [state]" or similar).
Google Ads work differently: people are searching, not scrolling. Copy is much shorter. Intent is higher.
Write Google Search ad copy for [insurance line] in [city/state]. Target keywords: [list 3-5 you're bidding on, e.g., "medicare advisor near me", "life insurance quote [city]", "business insurance [state]"] For each keyword, give me: - 3 Responsive Search Ad headlines (30 chars each, each distinct) - 2 descriptions (90 chars each) - 1 display path suggestion - 3 sitelinks that would make sense for this campaign Headlines should: - Include the keyword or a close variant - Mention location where relevant - Include a benefit or differentiator - Vary: one question, one benefit-led, one specific-detail Descriptions should: - Expand the value proposition - Include a clear CTA - Fit the 90-char limit Do NOT include: - "Best" (Google disallows superlatives in some categories) - Specific rates or guarantees - Carrier-specific claims without authorization
Never send ad traffic to your homepage. Every campaign gets its own landing page. Claude can write the copy.
Write landing page copy for a [campaign type] ad campaign. Goal: book a 15-minute call / get a quote / download a resource. Structure: - Headline (7-12 words, matches the ad's promise) - Sub-headline (1 sentence expanding the benefit) - 3-4 "what you get" bullets - A short proof section (my credentials or client logos/testimonial) - The form: fields for name, phone, email, and one qualifying question - A second CTA below the fold - A brief FAQ (4-5 questions) - Trust signals (licensed state, BBB if applicable, years) Required compliance elements: [specific to the line] Tone: matches the ad that brought them here. Length: enough to answer their questions, not so much they bounce. Include a "What happens next" section: exactly what they can expect after they click the button.
Ads without tracking are gambling. Minimum setup:
Without these, you can't tell which ads work. Don't scale blind.
My current winning ad is below. Write 5 variations that test different elements: 1. Same body, different headline 2. Same headline, different first 25 words 3. Same copy, new hook angle 4. Same message, different tone (more/less formal) 5. Fresh creative direction entirely [Paste current ad copy] Each variation should be structured so I can A/B test against the current winner. Label each with what element it's testing.
Meta and Google both have specific requirements for Medicare marketing. CMS requires specific disclaimers. Your IMO or carrier may have an "approved copy" process, use it. Running non-compliant ads can get your ad account shut down or lead to state-level action.