Managed final expense advertising, run in ad accounts you own

Managed final expense advertising splits the job in two: we run the campaigns, and you own what they build. You pay the ad platform directly and own the funnel, pixels and data, so the ad history and every lead record stay in your name, not a vendor’s. We charge a setup fee and monthly management, never a per-lead price on top: the leads come from ads you paid for, so a per-lead fee would bill you twice.

Owning the funnel also changes the consent record. Consent capture with TrustedForm or Jornaya is part of every campaign build, and because the funnel is yours, its consent language can name your agency as the company that will call. The federal definition of prior express written consent asks for a signed agreement that “clearly authorizes the seller” (47 CFR 64.1200(f)(9)), so check the consent wording, clause by clause, against that definition before launch.

A campaign is set up in this order:

1. Accounts and tracking. Platforms are agreed at setup. The ad accounts and pixels are yours, and tracking runs from ad click to form submission.
2. Funnel. We build and manage the landing page, with consent capture and the qualifying questions you want, such as state and age.
3. Routing. Each lead routes to your CRM by webhook as it arrives.
4. Creative. We write the ads and test variations inside the platform’s rules.
5. Reporting. A weekly report comes from your own account data, and your call outcomes feed the next round of creative and targeting.
6. Strategy. One call a month sets budget and priorities.

Managed final expense advertising costs a $1,000 setup fee, then monthly management of $1,250 or 20% of that month’s ad spend, whichever is greater. Ad spend is separate: you pay it to the platform, with a minimum of $2,000 a month.

At the minimum ad spend, month one totals $4,250 (setup, management and ad spend) and each later month $3,250. The percentage applies only once 20% of your monthly ad spend is larger than $1,250; below that, monthly management stays flat.

Monthly services are paid before the service month, and managed advertising carries a 90-day initial term. Fees you pay us by ACH receive a 2% discount; ad spend is billed by the platform, not by us. To scope a campaign for your states and budget, use the quote form on this page; every fee we publish is on our published rate card.

What do final expense advertisers bid on Google, state by state?

Google Keyword Planner estimates the bids that have placed an ad at the top of Google’s results. For “final expense insurance” across the US, it showed 9,900 searches a month and top-of-page bids of $5.97 to $20.26 on October 14, 2026. By state, the high bid ran from $10.46 in New York to $26.13 in New Mexico:

Method: Google Ads keyword data for the exact keyword “final expense insurance” in English, requested for each state and the District of Columbia through DataForSEO’s Google Ads search volume endpoint. Google describes the low and high bids as approximations of the 20th and 80th percentiles of what advertisers have paid for a top-of-page ad, drawn from the last 30 days of bids; searches are a monthly average from September 2025 through August 2026. These are estimates for one keyword, not a quote: what a click costs your campaign depends on your bid, your ad’s quality and the other advertisers in each auction.

Monthly management covers:

• Funnel and landing-page management
• Advertising management
• Creative testing
• Tracking
• CRM / webhook routing
• Weekly reporting
• Lead-quality feedback loop
• One monthly strategy call

It does not include:

• Guaranteed cost per lead
• Guaranteed volume
• Appointment setting
• A dedicated caller
• Unlimited new funnels or states

We do not promise a cost per lead or a lead count, because the platform prices every impression. In Meta’s words, “Each time there’s an opportunity to show an ad to someone, an auction takes place to determine which ad to show to that person,” and bids, estimated action rates and ad quality decide the winner. What we commit to is the work listed above, measured in your own account.

Appointment setting and a dedicated caller sit outside this service: leads route to your CRM for your team to call, and the setter desk is a separate monthly service.

Meta and Google treat final expense ads differently, and the difference decides how narrowly a campaign can be aimed. On either platform, the landing page needs disclosures of its own.

Meta: the Special Ad Category

Meta’s help center lists “Insurance products” among the US financial products and services that need a Special Ad Category, required since January 2025; an ad that should carry it and does not may be rejected. Inside the category, a final expense campaign works within these limits (Meta documentation, checked October 14, 2026):

A final expense ad on Meta can therefore reach adults of any age in your area, so age fit comes from the creative, the form questions and your screening. Expect some out-of-range submissions: inside this category nobody can aim a Meta ad at seniors by age. Meta may also review an insurance advertiser’s licensing, one more reason the account should belong to the licensed agent or agency. The table above summarizes how Meta’s Special Ad Category applies to final expense ads; it is not the full policy.

Does Google Ads restrict final expense targeting the same way?

Not by name. Google bars age, gender, parental-status, marital-status and ZIP-code targeting in the US and Canada for housing, employment and consumer finance ads, which it describes as offers relating to “credit, banking products and services, or certain financial planning and management services.” Insurance is not on that page (checked October 14, 2026). Google calls its examples non-exhaustive and can flag an ad, so check the live policy before a Google campaign relies on age or ZIP targeting.

Google’s verification and certification rules don’t name final expense either. Its financial services verification, which names insurance among the advertisers that may need it, applies only in the 42 countries and regions on its list, and the United States is not one of them. In the US, Google requires certification through G2RS to advertise “health and medical insurance coverage”; that policy does not mention life insurance, but a campaign that also advertises health coverage needs the certification (all checked October 14, 2026).

What must the landing page show before Meta or Google sends it traffic?

At least five things: consent the consumer signs that names your agency as the seller, the health-question disclosure beside any no-exam claim when issue is not guaranteed, any graded-benefit limit shown prominently, no untrue “free” and no hint of a government program, and, for Florida residents, the Florida-licensed agent’s name. Neither platform writes these for you.

One of Meta’s conditions for insurance ads is that the advertiser “provide disclosures as required by law,” and in states that follow NAIC Model 570, the landing page is itself an advertisement. Before launch, check that the page:

1. Names your agency as the seller the calls are made for, covers the number entered and each calling method you use, says agreeing is not a condition of purchase, and takes the consumer’s signature through a step such as an unchecked box they tick. If a setter desk or call center will dial, ask counsel whether to name it too, and run pre-launch checks on the consent clause before the first ad goes live.
2. Puts the health-question disclosure beside any “non-medical” or “no medical examination required” claim when issue is not guaranteed.
3. Shows any graded or modified benefit limit prominently.
4. Says “free” or “no cost” only where it is true, and suggests no link to a government program or agency.
5. Names the Florida-licensed agent on any page that solicits coverage of a Florida resident.

The next section sets out the rules behind items 2 to 5.

Final expense ad creative answers to the platform and to insurance advertising law, and in your own account you are the advertiser of record. Three checks come before any ad runs:

1. Carrier approval. Some carrier contracts require approval before an ad uses the carrier’s name or products. Prosperity Life’s agent manual says “All advertising use of the Company’s name, products, or opportunities must be approved by the Company in advance,” and notes that Florida requires each solicitation of a Florida resident to come from, and name, the Florida-licensed agent.
2. State advertising rules. NAIC Model 570, the model regulation for life insurance advertising (state adoption varies), counts web pages and telemarketing scripts as advertisements. Where issue is not guaranteed, “non-medical” or “no medical examination required” must sit beside a disclosure that issuance “may depend upon the answers to the health questions”; graded or modified benefits must “prominently display any limitation of benefits”; and “free” or “no cost” may not be used unless true.
3. No government look-alikes. Model 570 bars ads that would mislead people into believing a solicitation is “in some manner connected with a governmental program or agency,” and the FTC’s Impersonation Rule makes it unlawful to “materially misrepresent, directly or by implication, affiliation with” a government entity (16 CFR 461.2). In August 2025 the FTC wrote that lead generator MediaAlpha “will pay $45 million” over allegations including health-insurance ads that “faked an affiliation with the government.”

Build those reviews into the launch date; an ad that needs sign-off should not run before it has one.

Four programs, four pricing models: software you run yourself, a fee that starts at your first sale, a flat monthly fee, and a fee that grows with spend. Each row quotes the program’s own page.

Disclosure: Final Expense Marketing sells one of the four programs compared here. Rows are ordered by monthly fee, lowest first; see how we source and order these rows.

Fees as published on each program’s own page, checked October 14, 2026; asking prices change, so confirm before you buy. The table compares structure, not results, and ranks no one. Beyond the fee, ask whose account the data lives in and what the fee covers; ours covers the landing page, creative, tracking, CRM routing and weekly reporting.

Managed advertising fits licensed agents and agencies that can fund the minimum ad spend plus monthly management through the 90-day initial term, hold a license in every state they advertise in, and want the lead data and pixel history in their own name. It suits telesales agents who call the leads and field agents who book kitchen-table visits from them, provided someone works each lead quickly.

On cost alone, the choice turns on a break-even cost per lead: the price you would pay per bought lead × your monthly ad spend ÷ (ad spend + our fees that month). If your campaign’s cost per lead on the platform comes in under that figure, the same money brings in more leads by advertising; over it, buying brings in more. Against our two exclusive lead prices:

Between $2,000 and $6,250 of ad spend, the figure rises with spend, because the flat $1,250 fee becomes a smaller share of the budget. Run the formula with your own lead price and spend; the table counts money only. It leaves out the $500 build on an exclusive campaign, which is waived when you prepay $5,000 or more or commit to 3 monthly lead orders of $2,000 or more. It also leaves out how each kind of lead converts for you: a contact-verified lead arrives after five checks, from a valid number to confirmed interest, while a lead from your own ads arrives straight from the form.

Buy instead of advertising when one of these is true:

• Your budget is under the minimum, or you want a fixed price per lead with no ad-spend risk: buy exclusive final expense leads, where each lead is delivered to one buyer.
• You have leads and no one to call them: hire callers through our setter desk, which works the leads you already have. Hiring callers is different from buying a preset appointment.
• You are still choosing between leads, transfers and appointments: compare every final expense lead type first.

Managed advertising sits with the setter desk under our final expense marketing services, and our compliance page sets out how consent records are kept. To scope a campaign, tell us your states, budget and CRM: