Data report · Aug 1 to Oct 5, 2026
What Facebook leads cost insurance agents.
Final expense leads cost $16.56 each on average across the agent ad accounts we manage. IUL leads cost $46.18. These are real Meta numbers from accounts we manage, not survey answers or vendor quotes.
By Nick Georgalos. Pulled from the Meta Marketing API on October 5, 2026. Free to cite with a link.
Cost per lead by insurance type
| Type | Ad spend | Leads | Cost per lead |
|---|---|---|---|
| Final expense | $3,692.69 | 223 | $16.56 |
| IUL | $1,708.67 | 37 | $46.18 |
| Veteran life | $281.83 | 10 | $28.18 |
Total: $5,683.19 in Meta spend and 270 leads. Final expense accounts ranged from $8.84 to $28.23 per lead, with a median of $15.95. Download the CSV.
What made the difference
CPM, what Meta charges per 1,000 impressions. The cheapest final expense accounts paid $48 to $54. The most expensive paid $112 to $147. Lead cost mostly followed it.
IUL costs about 2.8 times what final expense does. The form asks more and fewer people qualify.
How we got these numbers
- Every FEXads-managed ad account with spend between August 1 and October 5, 2026.
- Leads are Meta’s reported leads: instant form and website form submissions. Not appointments or sales.
- Spend is Meta ad spend only. Management fees are not included.
- Most accounts launched in August or September, so this is mostly first and second month data. Month one usually costs more.
- Excluded: one $35.26 life and IUL test campaign with zero leads.
For the sales side, see Malcolm’s two policies from $241 in spend. To run the math on your own close rate, use the CPL calculator.
Citing this data
Questions
What is the average Facebook cost per lead for final expense insurance?
Across the final expense ad accounts we manage, Meta spend of $3,692.69 produced 223 leads from August 1 to October 5, 2026: $16.56 per lead. Individual accounts ranged from $8.84 to $28.23, with a median of $15.95.
What does an IUL lead cost on Facebook?
In the same period, IUL campaigns spent $1,708.67 for 37 leads, or $46.18 per lead. That is about 2.8 times the final expense average. IUL forms ask more of the prospect and the audience is smaller.
Why do final expense accounts get such different costs per lead?
The biggest visible driver in this data is CPM, what Meta charges for 1,000 impressions. The cheapest final expense accounts paid about $48 to $54 per 1,000 impressions. The most expensive paid $112 to $147. State, creative, form questions, and how long the account has been running all move it.
Is cost per lead the number that matters?
No. A lead is a form submission, not a sale. A $9 lead nobody answers costs more than a $25 lead that buys. Track cost per sale, and send sales back to Meta through the Conversions API so it learns who buys.
Want these numbers in your own account?
FEXads runs Meta ads for licensed agents inside their own ad account. We do not promise a cost per lead. We show you every number.