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.
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.