$3 Insurance Webinar Leads: Meta Special Ad Category Strategy Revealed

$3 webinar leads in 2025 within the Meta special ad category. I know it sounds unreal, but it's actually happening right now in one of my high-converting clients' ad accounts. And in this video, I am going to take you behind the scenes. I'm going to show you the actual ad account, the 2 current campaigns that we have running right now, why they're working so well. And then lastly, I am going to break down the 6 reasons why this ad account is converting like crazy so that way you can start applying these strategies and get on the path to having the exact same results for yourself. If we haven't met yet, my name is Shauna. I am the founder of Social Waves Media. I first started running paid ads for private clients in 2016, and in 2022 I entered the world of working with insurance agents. And ever since then, I have been on a mission to empower insurance agents to become fully self-sufficient at generating their own exclusive leads and leading with their own brand instead instead of staying dependent on lead vendors, marketing agencies, or these done-for-you systems that if you end up walking away from that relationship, you don't end up owning any of the data. So if you're interested in learning how to market your own business and grow online, you're at the right place. So here's what we're gonna be diving into today. I have a client's ad account that I'm going to show you the actual campaigns and break down the strategy. It is currently Saturday. I have been doing laundry, cleaning my house, and I came over to check on a campaign that in about 30 minutes from me filming right now. And I thought, you know what, I'm going to show you behind the scenes of what's working. But first, I am going to give you this disclaimer, okay? What you are about to see, it's not typical. This is a high-performing ad account that has been built and nurtured over time. I'm going to tell you exactly how we did that, but I want you to know that these types of conversions do not happen overnight. They are a result of consistent strategy and execution. And what I don't want to ever do is to overpromise and underdeliver. I see that happen in my industry all the time as a marketer, and it makes me angry, to be honest with you. But I do wanna show you what's possible and what's actually happening. But be very honest with you, this isn't something that your very first ad campaign is going to be performing, but it absolutely can be something that your ad account is resulting in. So if you're ready, let's dive in and take a look at this client's ad account. So let's jump right into the Ads Manager. So here we are inside of the Ads Manager of this client's account. I have 2 campaigns selected. That's why we are only seeing 2 different campaigns at this time. And you can already see, like, look at our results. They are looking pretty awesome and just very exciting. So let me break down what we are actually seeing right here. This right here, this first one that I'm going to check that is in blue. This is our evergreen campaign. This is always running. Now, this agency runs webinars to long-term care products, and their entire marketing is a, we, we don't call it a webinar, we call it an online workshop, and we market it as 30 minutes to getting these types of answers with a Q&A at the end. The long-term constant strategy is we are running an evergreen, which is a prerecorded webinar, or as I say, we market it a workshop. It just sounds a little bit more exciting. And we are running that primarily to cold audiences. Now in the Meta special ad category, you do have audience limitations, but you are able to still select things like people that have engaged with your Instagram page, your Facebook page, and do some retargeting. And then the way that the algorithm will work is it will start by getting those people that are in your primary audience. And then it will start to slowly expand as it has kind of run out of people in that audience. We exclude people, prospects that are already on their email list from seeing these ads again. And this is what we always kind of have running in the background. Now, if I go into the ad set, you will see the budget. We currently have the budget at $210 a day. This is something that we are able to scale, but this has kind of been the sweet spot at getting consistent webinar leads. So let me just show you, let's actually look at last week's results so you can see. See, we're staying pretty consistent and I'm gonna break down why it's this price. Um, we're staying pretty consistent on things that we are doing. Um, let's look at what's going on this week. Now I should see a higher price per lead for this week because it can take up to 7 days for the data to communicate from Facebook, uh, to their landing page, their thank you page that we actually got the conversion. So it's actually a more reliable data for you to look at it last week, or we can look at the maximum amount and see what the current results are. Now, uh, the reason why, if you're interested, that we have it at the ad set level is because when we want to test new ad creatives, which we haven't in this campaign, you can see it's been running since April 29th. We've only made changes to the primary ads that are in this account, but I have it set up this way because we can pop in a secondary ad set, test a couple of different new ad creatives, and then we're able to keep our ad creatives fresh. But we have not needed to do that since April. And as long as we're happy with the results, there's no need to be tweaking it and tampering with it. All right. So then this right here that I now have highlighted, you can see there's a lifetime budget. That is because this is being ran. We have it optimized for leads because I wanted a different event to be able to keep these 2 lists separate. But this is for the same webinar except for it is a live one. So this one we are primarily targeting their already existing prospect list. So the plan for this when they're going to have a live webinar is we want to get warm nurtured audiences that didn't convert or set up an appointment from the previous one. So first they send out an email campaign to their existing list and invite them to the webinar. And then about 3 days later, we will start ads that is primarily targeting that warm list. So this way, yes, we're paying to get in front of them on the platform, but first we hope they sign up via email so they're not having to spend to get in front of them. And then we had a pretty low budget of $800. Now let's look at, but they also had more registrations than this because they were able to communicate to their entire prospect list. Let's look at why these campaigns are performing so well, and then it's kind of fun to compare the warm audience versus the cold audience and see what is going so well. Now, first of all, we're going to break down the 6 reasons why this ad account is working extremely well after we look at the actual backend metrics. So let's kind of scroll through so you can see that this campaign has gotten us about 3,500 leads at around $3 per lead. Now, as a reminder, Meta doesn't charge you based on the per lead. The way that they're actually charging you is right here, this CPM, the price for 1,000 eyeballs to get on top of your ads. Now, this ad account has extremely low CPM. CPM is basically, it's kind of like if you go buy apples, uh, in the off-season, apples are probably gonna be more expensive than if you go buy them in the current season and there's more apples, they're gonna decrease the price. So the CPM typically does go up, especially in Q4. So you wanna take advantage of the lower CPMs before. But whenever people are really interacting with your ads, people are interested in them, people are converting on them, Meta will give a discount, for lack of better words, for the CPM for that ad account. So if you have an ad that you're asking Meta to run ads for and no one's clicking on it and it's getting terrible results, But then we have this advertiser that is running ads that is getting clicks, getting engagement, getting people that are interested. They are going to probably charge this person more money to keep serving their not so great ads versus this one who is getting ads that are converting. So that is why this typically in this ad account, I see a much lower CPM. The next metric that I am looking at is the link click-through rate. So this tells me the percentage of people that are clicking on the link inside of the ad. Now for these, we are running them to a landing page. When I am teaching agents who are new to learning ads, I teach them how to use the form on Facebook. And if you're interested in diving into why, then let me know in the comments. I'm more than happy to break down why starting with a form is the best approach before moving into the landing page. In a nutshell, it's because when we introduce a landing page, We've got all these other elements that we need to worry about, and having a landing page that has a high conversion rate is probably one of the more difficult tasks to get just right. So I like to simplify it while you hone in on your message, because essentially when you're learning ads, there's the image or the video that you need to get right. There's the actual copy to get them to click on the link. Once they click on the link, what they do at that little stopping point, All of these little things can turn into black holes that just suck people out of your funnel and have them kind of disappear from ever becoming a conversion. So I like to keep it as simple as possible when you're first getting started. But for this specific client, we are running it to a landing page that we know converts really well. So let's scroll on through and I'm gonna show you, I actually have, so link clicks are something that we do pay attention to. If you're running a form ad, like I teach newer agents, Um, that's the main thing we pay attention to. It's the only thing they can click to, but we pay attention here to how many clicked on the link and then how many actually waited for the landing page to load. And this account has beautiful numbers. Like this is very high. Their landing page is optimized, it loads quickly. And this shows me that a pretty good portion of people that clicked on that link actually waited for the landing page to fully load. And then this right here, I look at a custom conversion. To see what the percentage of the landing page is like. What's the landing page conversion rate? Now you're seeing 2 different metrics because this might sound confusing, but this guy right here, our cold one, I have it optimized for an event called completed registration. And so this is the completed registration landing page conversion rate. And the way that I got that was I took the number of conversions that we had. So the formula is I got 3,536 conversions divided by the landing page views, and that gets us at 0.42. So 42%, which is awesome. I wanna see a landing page conversion rate at at least over 20% for me to get kind of excited over. So 42%, mwah, beautiful. Now for these guys, our warm list that we are running ads to, you can see it's a higher landing page conversion rate. And that makes sense because we are running it to warm audiences that we have already warmed up. So something that is very interesting whenever I'm looking at these metrics that I notice is Facebook is charging us more money to get in front of the list, which makes sense. It's a smaller audience and in Meta special ad category, it's gonna serve primary to your customer list and then it will start slowly expanding. So we're not able to fully control it, but With our lower budget, we're assuming that most of these that it's gonna get in front of are the actual, uh, people that are on our list. If we had given Meta a huge budget, they would've blown through that list and then started serving outside of it pretty quickly. But something that I find really interesting is they're charging us more money for this one. But look at how my cost per lead is lower than this one. The reason why is this is a warm audience. There are more people that are clicking on the ad. We've got more than double the people. 2.89 is like, oh, it's a crazy exciting link click-through rate. What that tells me is our ad messaging resonates with the people. They're so interested in it that they are wanting to click over to the landing page to learn more. So link click-through rate is like the, ah, number that is the most exciting for me to really pay attention to on the backend of the ads manager. But we've got people that are clicking on it more, and then on top of that, The landing page conversion rate is over half of our traffic that is clicking on this are actually converting to our landing page. So that makes me very excited. So with this one being a live webinar, we have it scheduled to end. It is going to end here very, very, very quickly. Um, in about 20 minutes, this one's going to end, but then this guy is going to keep running. Now that you have seen just how beautiful those numbers are on the backend of the ad account, I want to share with you the 6 reasons and strategies of why we're getting these types of results. Many times I see new advertisers make this terrible mistake. They have the expectation that they are going to be a unicorn. They're just gonna show up to the backend of the Ads Manager. They're gonna plop in their ChatGPT ads and their very first ad creative. They're gonna put it out there and just the universe is just going to bless them. The universe is going to instantly take their message that's going to be perfect and it's instantly going to know out of the, let's see, if we're doing the senior population, we've got 25 million seniors active on Facebook. It's just going to instantly only serve that population and only the people that will convert. That's just not how it works. The algorithm has to learn your account and you have to learn your messaging. So let me break down this no BS honest reason why this ad account is performing so well. One, long-term ad account history. This account did not just launch ads for this campaign. They have been actively and consistently running ads for 5+ years. 2, consistent organic activity. This brand is committed, at least in the last 3 years since I have had a say in their strategy, of posting at least 3 times per week and posting consistent, high-value content that engages with their ideal audience. 3, strong brand recognition. This agency has taken on to purposefully put their brand out there. They put their actual agents out there with their faces. They share their own personal stories. They talk about the struggles that they have seen their family members go to with long-term care. And because of that, it has created an audience that recognizes them in their area. Recognizes their branding and that the audience feels really heard and understood. So whenever we actually hit them with a registration ad, it's high converting. 4, dialed-in messaging. Their messaging is so specific to their crowd. I always tell agents something that you can do that is so impactful is take a piece of paper, write the names of your top 5 to 10 favorite clients, and write down a list of Things that you use to connect with them, what their commonly asked questions are, some very specific details about who they are. What are their hobbies? Where do they hang out? Do they typically like dogs? Do they identify as family people? What are their pain points? What are their questions? What are the things that make them angry? What are the things that they wish that someone would hear them say? What are the things that they need to be empathized on? And so on. If you're interested in me creating a list like that, just drop it in the comments, and that's a document that I could totally create to let people download. Getting crystal clear on those little specific nuances makes you start to stand out and it gets that messaging really specific. 5, a high-converting landing page. Now, I mentioned when we were looking at the numbers that I typically have new agents utilize a form on Facebook to start with, and I do that for multiple different reasons, but it greatly simplifies blocking out any black holes in your marketing plan. If someone clicks on the ad and then they come to a landing page that is not highly optimized for mobile, you have to look at what your ads and your landing page looks like on mobile. And we can totally talk about the key factors to a landing page that converts really well. But a mistake that I see new advertisers make, whether it's an agent or any other industry, is they have a landing page and they want to run ads there instead. So they start running ads there, but the landing page isn't optimized to convert really high. But if you already have a landing page that you have tested that has worked really well, then it's absolutely something that you can run ads to. And 6, they nurture their prospects and clients both on the platform and off the platform. So I already said that they are committed to consistently posting 3 times a week. That's a very realistic number. It's something that they're able to do, but they also nurture their clients off the platform. They email them newsletters. I'm not sure the frequency, if it's twice a month or if it is one time a month. When you have a prospect list, you have these leads that have not converted. It is so extremely important for you to continue to nurture that list. If you're a Medicare agent, you should be sending them an email at least once a month. You can do that leading up to— as we get closer to AEP, you can start really Increasing the urgency of like, these changes are coming. You can have one of my VIP spots. We will do a plan audit. I will get you prepared for what's happening in the next season, and we will get you ahead of the game so that way you can be completely done with selecting the right Medicare plan that works for you. Sending those and getting in front of them works extremely well. We are in a day and age where it's not that conversions aren't happening. Conversions are slower to happen because people are slower to trust a brand. And my prediction that I'm gonna talk about in some other videos is that the agents that are willing to get their brand out there, their face, their company, and they're willing to put in the time and energy in building that up are the ones that are going to continue to thrive as AI comes in and kind of takes over things. I believe that there's always going to be a need for good agents. But there's going to be a need for a lot less as we start moving into more and more AI. So having that long-term branding is what's going to really make the biggest impact. Look, the bottom line is you can create an ad account that gets these types of results. The reality is lead vendors, they're not doing anything special that you can't do. In fact, if you're interested in uncovering exactly the strategies that lead vendors are using, I'm, I'm more than happy. It probably will ruffle some feathers, but I can pull up pages that I'm pretty certain are lead vendor ads and we can go through and look at their strategies that they're currently using. But right now the majority of them are pretty generic. So there is an opportunity for you. It's a very noisy space, but it's a very noisy space with a lot of junk, a lot of just like candy. Okay? It's just a lot of candy. You can be like the actual, like, That has sustenance, that ha— that is like the meat and potatoes of the insurance world by actually showing yourself. But it actually takes you putting yourself out there, which I totally understand can be a little bit uncomfortable. And if you need inspiration for that, I actually will make sure I have a guide listed below. It's 50 different content ideas that are plug and play for agents. So if you're interested in that, I hope that you sign up for it. So let me know, what are you doing right now to get prepared for the changes that are coming? Are you trying to post on your account consistently? Because the reality is the results that I just showed you, while they're not typical, they're not impossible. It's not magical how we get there. It's strategy, it's consistency, and it's also being able to fully connect with your ideal audience. Now, if you enjoyed this video, I'm inviting you to subscribe. It means a lot to me, every subscriber that I get. And as always, if you have any questions, drop them below and I'll see you next time.