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What is the best way to generate protection / life insurance leads?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

What is the best way to generate protection / life insurance leads?

Meta is the dominant channel for UK protection leads. Expect £18 to £55 CPL, 30 to 50% contact rates and 15 to 30% quote-to-policy conversion. Key to success is a good quote-engine landing page and sub-5-minute response time.

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Channel mix

  • Meta (Facebook/Instagram): primary, 60 to 75% of budget.
  • Google Search: secondary, for specific terms like "income protection adviser".
  • TikTok: emerging, works for under-40s.

What converts

  • Quote-engine landing pages (instant premium estimate).
  • Age and health-status questions up-front.
  • Named adviser at follow-up stage.
  • SMS-first contact strategy.

Benchmarks

  • CPL: £18 to £55
  • Contact rate: 30 to 50%
  • Quote to policy: 15 to 30%
  • Typical AP (annual premium): £400 to £1,200
  • Earnings per sale: £400 to £2,000 (indemnity commission)

Compliance watch-outs

  • Never promise a specific payout.
  • Medical underwriting language must be accurate.
  • Cold-calling is regulated; lean on inbound paid.
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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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