Targeted ads for insurance companies: demand for voluntary lines through seasons and life events.
People do not look for apartment insurance until they think about the risks, and they do not remember travel cover until after buying tickets. Targeted ads on Instagram, Facebook and TikTok show the offer at the moment of the trigger — a holiday, a new car, a mortgage, winter — and lead to the calculator or WhatsApp.
For compulsory insurance targeted ads are almost useless: people buy MTPL when their policy expires and look for it in search or a banking app. For voluntary lines — CASCO, travel insurance, property, accident cover, children's programmes — social media works well, because demand for them is created by a trigger rather than urgent need.
The triggers are predictable: summer and New Year travel seasons, the spring peak in car purchases, winter risks for cars and apartments, the start of the school year for children's programmes. Each trigger gets its own audience, creative and simple offer: a «from» price, what is covered, how fast it is to buy.
Insurance advertising goes through strict moderation: no guaranteed payouts, and the insurer's name must be stated. Leads from lead forms and WhatsApp go to the CRM, where a manager replies within 15 minutes — without that, ads for voluntary lines do not pay off.
What insurer targeted ads management includes.
Travel, car purchase, mortgage, winter, school year — separate campaigns with their own audiences and creatives.
Interests and behaviour, car dealer and travel audiences, lookalikes of your clients, existing clients excluded from acquisition campaigns.
Short videos and carousels: what the policy covers, an example insured event, policy price versus repair cost; in Russian and Kazakh.
Instant forms with product choice and contact autofill, or a click to WhatsApp with a pre-filled message — no extra steps.
For CASCO and travel insurance — straight to the quote and purchase, not the home page.
Bringing back those who started a quote and did not pay, and existing clients before renewal — with a reminder and an offer.
Copy without guaranteed payouts, the insurer's name, a link to the rules; we pass Meta and TikTok moderation without blocks.
Cost per lead, cost per paid policy and revenue for each campaign and product; budget reallocated weekly.
Campaigns and audiences.
- Travel: travel insurance before summer and New Year, by country and visa
- New cars: CASCO for owners of cars under 3 years old
- Property: apartment insurance, mortgage, winter risks
- Health: accident insurance, children's programmes for the school year
- For business: OSNS and employee VHI, audiences of executives
- Retargeting: started a quote, did not pay
- Existing clients: renewal and cross-sales
- Lookalike audiences based on the client base
- Kazakh-language campaigns for the regions
When to advertise what.
- May–July, November–December — travel insurance: before summer holidays and New Year trips; separate creatives for visa countries and Turkey.
- March–June — peak car purchases: CASCO for a new car, offers through car dealers.
- October–December — winter risks: CASCO, apartment insurance against flooding and fire.
- August–September — children's programmes and accident insurance for the school year.
- All year — retargeting of quotes and renewals of existing clients.
We shift budget between seasons in advance, not at the peak when the auction is already expensive.
What is not allowed in insurance ads.
Financial services are a special category on Meta and TikTok: ads are reviewed more strictly, and violations lead to account suspension. You cannot promise a «guaranteed payout» or «100 % compensation» without conditions, or use wording that misleads about price and coverage. The ad and landing page must include the insurer's name and a link to the insurance rules. Agents must state on behalf of which insurer the policy is sold. We write copy according to these rules and agree it with your compliance team before launch.
What affects the management price.
Management of one platform — for example Instagram and Facebook — for one product or city: ₸150,000–₸250,000 per month. Two platforms, several products, branches or two languages: ₸250,000–₸400,000. Ad budget is separate, from ₸200,000 per month; in peak season for travel insurance and CASCO in Almaty — from ₸250,000–₸400,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Video production and landing pages are estimated separately. General terms are on the targeted advertising page.
The short version.
How much do targeted ads for an insurance company cost?
Management from ₸150,000 per month plus ad budget from ₸200,000. During travel and car-buying season the Almaty budget starts at ₸250,000–₸400,000.
Do targeted ads work for MTPL?
Poorly: the compulsory policy is bought on its due date and searched for. For MTPL, search ads and CRM renewal reminders work better, while targeted ads suit voluntary lines.
Will the ad account get blocked?
There is a risk if financial advertising rules are broken. We write copy without guaranteed payouts, state the insurer's name and pass moderation before launch.
Lead form or click to the website?
A lead form brings more leads of lower quality; a click to the calculator brings fewer leads with higher readiness to pay. We usually test both and keep the option with the cheaper paid policy.
Can an agent run targeted ads in their own name?
Yes, if the ad states on behalf of which insurer the policy is sold and the agent's contract with the insurer allows it. We check this before launch.
Same service for other industries
Want to sell voluntary lines through social media? Describe your products — we will propose campaigns and a budget.
Tell us which products you want to promote, in which cities, whether there is a calculator on the site and how leads are handled now. We will reply with a campaign plan and forecast within 1–2 business days.