For licensed agents
Medicare leads, and the rules that come with them.
Medicare is the most crowded lead market in insurance. The same turning-65 names get sold to agent after agent, and CMS writes rules about how you can advertise. Here is what each type of lead costs, and how to run your own ads without tripping those rules.
Sources
Six ways to get them, one crowded market.
Typical US market ranges in 2026. Your pricing moves with season, volume, state, and vendor.
Shared internet leads
$15 - $35Cheap per name and fast. You are racing every other agent who bought the same form fill, so most of the price you save goes into dials.
Exclusive internet leads
$30 - $60One agent per lead, at least on paper. Ask where the traffic comes from. Plenty of "exclusive" Medicare leads started as a sweepstakes or a benefits quiz.
Inbound calls / live transfers
$35 - $100+The person is on the line now. Prices spike during the Annual Enrollment Period, and call quality swings more by vendor here than anywhere else.
Direct mail (T65)
$25 - $50Reply cards mailed to people turning 65 in your area. Slow, but the list is built around the one moment everyone has to make a Medicare choice.
Aged Medicare leads
$1 - $5Fine for volume dialing. Many already picked a plan, so these work best when you call ahead of the next enrollment window.
Your own Facebook ads
VariesRuns in your own ad account, so nobody else gets a copy of the name. Cost moves with the season and the product. We will publish our own Medicare numbers once we have enough of them.
Thinking about the Facebook route? Our guide to Facebook ads for insurance agents covers setup, Meta's targeting limits for insurance, and what a lead costs by vertical.
The thing that actually matters
The ad has to pass two rulebooks before it gets a single lead.
CMS sets the rules for how Medicare Advantage and Part D plans get marketed. Meta sets the rules for what a health or insurance ad can say. Break either one and the ad stops, or the account does.
That is why the cheapest Medicare ads are often the riskiest. “Medicare just announced” hooks, government-looking cards, and benefit claims tied to a zip code all pull clicks, and they are exactly what gets flagged.
Running your own ads means you control the wording. The leads land in your account, and nobody else got a copy first.
Working them
Five things that move the number.
- Put the CMS third-party marketing disclaimer on every Medicare Advantage and Part D ad, form, and landing page.
- Never imply you are Medicare or the government. No red-white-and-blue cards, no "official notice" language.
- Write around Meta’s personal attributes rule. "Turning 65 this year?" works. "Are you turning 65?" gets rejected.
- Get a Scope of Appointment before you talk plans. For Medicare Advantage it has to be at least 48 hours before the meeting, with a few exceptions.
- Call fast. A Medicare lead is shopping, and the first agent who helps them compare usually gets the plan.
Questions
Asked constantly.
What are Medicare leads?
People on Medicare, or about to turn 65, who asked for information about Medicare Advantage, Medicare Supplement, or Part D coverage. Agents use them to book a call or appointment and help the person choose a plan.
How much do Medicare leads cost?
Shared internet leads run about $15 to $35, exclusive internet leads $30 to $60, inbound calls and live transfers $35 to over $100, direct mail reply cards $25 to $50, and aged leads a few dollars. Prices rise during the Annual Enrollment Period from October 15 to December 7.
Can insurance agents run Facebook ads for Medicare?
Yes. Ads for Medicare Advantage and Part D plans need the CMS third-party marketing disclaimer, and no ad can suggest it comes from Medicare or the government. Meta also blocks ads that assert personal traits, so "Are you turning 65?" gets rejected while "Turning 65 this year? Here is how to compare plans" can run.
When is the best time to generate Medicare leads?
Turning-65 leads work all year, because everyone gets an enrollment window around their birthday. Medicare Advantage switchers cluster around the Annual Enrollment Period (October 15 to December 7) and the Open Enrollment Period (January 1 to March 31). Medicare Supplement can be sold any time of year.
Does FEXads run Medicare campaigns?
Yes. FEXads builds and runs Medicare campaigns inside the agent’s own Meta ad account, alongside final expense and mortgage protection. Same pricing: $200 setup, then $500 a month starting at the agent’s first sale, plus ad spend paid to Meta.