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Musselwhite Marketing serving Insurance Agents/Agencies & Contractors since 2009

Facebook Ads for Insurance Agencies

7 Pillar Solutions - Social Media - Musselwhite Marketing

Wouldn’t it be nice to leverage social media and become the digital mayor of your town? The fact of the matter is, foot traffic has become less of a factor than online traffic. Your website stands as your converting machine, but only if people can find it.  

But knowing that doesn’t necessarily give you peace of mind. Why? Because there are so many directions you can go, from using ads on Facebook, Google, YouTube, LinkedIn, and a number of other online locations. Finding out where your audience is to get the biggest bang for your buck is what causes some insurance agents to freeze up.

This doesn’t have to be the case, and at Musselwhite Marketing we are excited to reveal why Facebook Ads will take your agency to the stratosphere…and even to what’s beyond that!  Insurance marketing doesn’t have to be as complicated as many people make it out to be.

Take it from us, we’re in the business of smoothing out the path for our clients to experience higher returns from their marketing efforts. Over 10 years of excellence and a finger on the pulse of the industry as it relates to social media makes us confident that you can join them too!

Why Facebook Ads Is Important for Insurance Agencies

Facebook has made it harder for marketers to get their content in front of people organically, or via unpaid means. But rather than being a stumbling block, this minimizes the competing messages if you choose ads to raise awareness about your insurance agency.  Facebook ads contain within themselves tremendous upside and are generally underutilized.

Social media for insurance needs to be a part of any overall marketing strategy, and we’ve continually seen it grow and deliver actionable results for the agencies we’ve worked with.

hand holding cell phone with the Facebook login screen on it

You may agree with this statement but still be wondering,what is a Facebook Ads Agency?  

It basically boils down to the difference between an amateur and expert social media team.  Generally speaking, you get what you pay for. Having high-quality and valuable content become synonymous with your brand helps you grow and scale the business you’ve worked hard to build in the first place.  

Social proof is so much more valuable than simply trying to convince you our services are superior to others. Read what some past clients have said below!


Get Started With Musselwhite Marketing

Your prospects are waiting on social media to come across your agency, so make sure they are able to find you! Schedule a free discovery session to learn more and find out if we’re a good fit.

Other digital marketing service offerings for Insurance:

web developers creating website

Frequently Asked Questions About Insurance Agency Social Media

As a business owner, if you have a LinkedIn account or put out a request for help with Facebook Ads you can expect to hear back from dozens of people from all around the world.  When you visit their LinkedIn or other online profiles, you’ll many times see “Facebook Expert.”  

Maybe you find yourself questioning the validity of that claim, but you need help sooner than later.  Wouldn’t it be nice if there was a way to screen out unqualified candidates and get a solid group of actual experts to choose from?

Although there isn’t a magic wand you can wave to achieve this, we figured we’d help at least make the decision easier for you.  

Here’s what to look for:

  • They can speak to previous successes with other clients
  • Simple contracts that don’t lock you in
  • No sign up fees for using their services
  • Clear pricing during proposal meeting
  • Prompt response to your communication (email or otherwise)
  • Ensure they have access to advanced social media tools
  • A blog that offers trends & news related to social media 
  • Testimonials from satisfied clients
  • Ask if they use internal talent
  • Ask where their talent is located (U.S. based or out of the country)

If they hit most or all of these areas, you’ve found a highly-qualified agency that is worth checking into more as you plan your ad campaign.

Most of your insurance leads will take advantage of the search feature in Facebook, but it’s worth noting that only a small percentage of that pool will make a purchase before they speak to someone.  Now that you’re aware of this reality, what is the best way to direct inquiries to your dedicated staff (or yourself) that can offer in depth-solutions to their insurance needs?  

One thing ads can’t do is answer EVERY question that a potential customer may have.  But incorporating certain expert tips will educate your searchers before they even pick up the phone.  That way, a portion of the battle is already won and you can focus on what you do best…closing.

Tips to utilize in your strategy:

  • Focus on local users
  • Retarget those who have shown interest
  • Life event targeting
  • Use interests and behaviors feature
  • Invest in a call tracking solution
  • Leverage lookalike audience feature
  • Present great offer or incentive
  • Try carousel ads
  • Try video ads
  • Optimize your landing page for mobile
  • Highlight click-to-call button
  • Tailor content for local search
  • Track conversions from calls

If you’re unsure of how to fully take advantage of these features, a marketing expert would be a great person to reach out to.

Pay-per-click (PPC) advertising is dominated by two major players, Facebook and Google.  Both share some commonalities, but diverge in other significant areas that factor into a decision between the two.  

Our goal is to sift through all the promotion you’ll hear from both, and hopefully come out with a clear winner by the end.       

Although Google can reach a larger overall audience, when it comes to honing in on a narrow audience, this is where Facebook truly shines.  Beyond basic demographics, it allows you to target people by behaviors and interests.  

Another great feature is custom audiences which sections off visitors to your website using the Facebook pixel.   

Facebook owns Instagram and ads can also reach people on there as well as Facebook Messenger and Facebook’s Audience Network.  This gets you in front of people who frequent these extremely popular platforms and on other websites.  When it comes to the cost per action (CTA) the cost is over 2 times higher on Google.  

You’ll want to use Facebook if you’re seeking to:

  • Grow your audience size
  • Build awareness around your agency
  • And More!

In our opinion, Facebook Ads is a stronger contender and one that we’ve successfully implemented for our clients.

Traditional insurance agencies like to focus on well…traditional marketing.  When a large amount of your new business comes from referrals, you may be able to get away with a limited online presence.  

But for the rest of the agencies who are either new to the industry or in a high competition area, it’s an absolute must to be readily available when someone is shopping for insurance. 

Acquiring a new customer costs five times more than keeping an existing one, and normally this fact would cause some form of stress and frustration in business owners.  But with the advent of the digital age and Facebook especially, it’s become easier to have regular communication with your current client base.  

Assuming you’ve already optimized your profile, follow these steps:

  1. Use Pages to Watch feature to track competitor activity
  2. Offer your audience valuable, expert tips and information
  3. Invest in high quality images to increase engagement 
  4. Connect your Instagram account to extend the reach of posts
  5. Use Facebook Live or share videos to stand out
  6. Try the Audience Optimization tool 
  7. Schedule posts ahead of time with an auto-scheduler (Hootsuite is a good one)
  8. Check out Facebook Insights weekly or monthly
  9. Request recommendations
  10. Reply to messages and comments within 24 hours, preferably less if possible

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