After 18 months building his warm market and referral base, this Medicare agent ran his first Facebook lead campaign during AEP — and the numbers surprised everyone, including him.
David had been a Medicare agent for 18 months before he ran his first paid ad. He had 95 active clients, a GoHighLevel CRM with active automation workflows, and a referral process that was producing consistently. He was ready to add a paid channel.
He had resisted Facebook ads for most of his first year — the stories of agents wasting money on unresponsive leads had made him cautious. But he had also watched agents in his FMO network scale to 300, 400, and 500 clients using Facebook as their primary lead source.
The difference, he decided, was not the platform. It was the system behind it. He spent two months before AEP building the system — landing page, follow-up automation, CRM pipeline, and compliance review — before he spent a single dollar on ads.
Generate Consistent Medicare Leads at a Predictable, Scalable Cost
David worked with a Facebook ad agency that specialized in Medicare insurance. They handled the creative, targeting, and compliance review. He handled the follow-up.
Simple, honest ad creative — no flashy graphics, no claims about specific plans. A clean headshot of David, a short headline (“Turning 65 This Year? Here’s What You Need to Know About Medicare”), and a clear CTA (“Get Your Free Medicare Guide”).
A single-purpose page with no navigation. Headline, three bullet points explaining what the free guide covered, a simple name-and-email form, and a submit button. Built in GoHighLevel. Load time under two seconds on mobile.
David ran the campaign for six weeks — from October 1 through November 15, capturing the peak AEP window. Total ad spend: $2,400 across the six weeks.
The agency managed the campaign daily, optimizing targeting and creative based on performance data. David handled every follow-up personally, with his GoHighLevel automation ensuring no lead went cold.
All ad creative, landing page copy, and email content was reviewed by his FMO’s compliance team before the campaign launched. The PDF guide was approved as a carrier-neutral educational resource.
In week three, the campaign was generating 6–8 leads per day. David fell behind on follow-up and response times slipped to 24–48 hours on some leads. He lost at least a dozen conversations he believes he would have booked. He would hire a VA to manage initial follow-up before the next AEP.
Some leads came from the edges of his service area — counties where he had limited carrier options. He would tighten the geographic targeting in the next campaign to focus exclusively on his strongest carrier markets.
The campaign launched October 1. He wishes he had started in mid-September to capture prospects who begin their research earlier in the season. Next AEP, the campaign launches September 15.
Start with the Agent’s Journey — an honest, stage-by-stage roadmap of what it actually takes to build a successful insurance career.
