In this instructional video, Shauna Thoresen addresses a common problem faced by insurance marketers during the Annual Enrollment Period (AEP): lead‑generation ads on Meta that fail to produce leads. She explains that ad performance is multi‑layered and cannot be judged by a single metric. The core recommendations are: (1) always run multiple ads (4‑6) with distinct creative angles, even on low budgets, to give the algorithm enough variation to match messaging to audiences; (2) monitor ad spend and pause or relaunch any ad that approaches roughly three times the intended daily budget; (3) use the link click‑through rate (CTR) as an early diagnostic—aim for at least ~1%—and if CTR is low (0.5‑0.8%) focus first on improving ad copy to encourage link clicks; (4) if ad copy and CTR are satisfactory, then move on to checking the landing page and lead form. She emphasizes that a single failing ad simply means the right copy or targeting hasn’t been found yet, and invites viewers to ask further lead‑generation questions.
Chapters
My ad isn't getting any leads. What should I do? Welcome to my series where I am talking about lead generation during AEP, focusing specifically on Medicare, but this is true no matter what line of business you have if you are in the insurance space or fall in the Meta special ad category. So the first thing is, is I wish that Meta lead generation was this simple, that either an ad worked or it didn't, but there's actually multiple different layers. It's almost like if you say to me, I baked this wedding cake and it didn't work. Like it's flat, it looks terrible. What should I do? Well, it depends. We'd have to peel back the layers and actually look into the details of what you have going into it. But number one, my 2 little tips. Number one, first of all, you need to make sure that you always have multiple different ads with multiple different angles. So whenever it comes to your structure of running Meta ads, we should have your campaign, then we should have your ad set, and then within that, We should have multiple different ads. And I'm saying even if you have a low budget, we're running like $10 a day, I would recommend that we have at least 6, 4 to 6 at least different ads. And I want them to have different angles 'cause this allows the algorithm to test different angles and match the right messaging with the right individual. Now, number 2, if we are running those ads and one of your ads starts to reach close to 3x what your ideal amount is that you're going to spend, then we want to turn that ad off or even consider relaunching the campaign. Now, that is not the only element that we should be looking at. To share with you, there is a metric that is called the link click-through rate. It's one of the first things that I go to look at whenever I'm trying to determine how an ad is performing. The link click-through rate tells you the rate of which people are clicking on the link inside of the ad, which is what we want them to do, right? We don't want them just to look at our ad and click around. We want them to click that link and go to that lead form or that landing page. And we want that metric to be at least Around 1%. So if I see that you've got multiple different ads and our cost per lead is going up and all of the link click-through rates are pretty low, we're looking at like 0.5 to 0.8, then the first thing that we're going to work on is how can we craft our ads messaging to get the individual to want to click on the actual link that is inside of the ad? And then from there, there are the other diagnostic steps that we would take to see if it's actually the landing page or the lead form. And then so on. But the biggest thing to pay attention to is just because one ad isn't working, it just means that you haven't crafted the right ad copy and that you might have not given the algorithm enough options in order to get that targeting just right. If you have a lead generation question, make sure to drop it below. And if you're interested in learning more about lead generation, then I hope that I'll see you in the next video.
