Life insurance ads

Which life insurance companies run the most ads?

The library count is everything a brand has published on Meta. The active count is what was delivering at the read. The ratio between them is the account’s posture: a large library with a small active share is a brand cycling hard, and one where nearly everything is live is running a small curated set.

Brand pages: Ethos · Ladder · Haven Life · Bestow · Policygenius · SelectQuote · Lemonade · State Farm · Northwestern Mutual · Prudential · Guardian · MassMutual · Banner Life

Meta Ad Library, read October 8, 2026. Library and active counts are Meta’s own. 13 of these life insurance companies have enough creative on file for a page of their own.

What formats do life insurance ads use?

video leads at 61 percent of the 395 creatives read here, with static at 20 percent and carousel at 19. Learn more carries 62 percent of the calls to action.

The median creative here ran 22 days and the longest was still up at 426. Run length is the closest thing to a public performance signal these libraries publish, because nobody keeps paying to deliver an ad that is not working. How that compares with every other industry is in the Meta ad creative benchmarks.

What works on Facebook, with the calls to action, offers and how to start: Life insurance Facebook ad examples.

Each format on its own page: Life insurance video ads · Life insurance static ads · Life insurance carousel ads

What the life insurance ads that last say

The longest-running ad from each advertiser, in its own words. These are the ads someone kept paying for.

1. You barely drive, and when you do, you drive safely.Lemonade · running 426 days
2. Affordable term life insuranceBanner Life · running 208 days
3. Plan for your futureMassMutual · running 168 days
4. Start Your Free Trial, No Credit CardLadder · running 166 days
5. You could get personalized life insurance quotes today.Policygenius · running 157 days
6. Get a life insurance quote.State Farm · running 153 days

The offers life insurance companies lead with

• Financing or monthly pricing: 16 percent of ads · Northwestern Mutual: “To-do lists never end, but the right financial plan can make them feel less overwhelming.”
• Something free to start: 9 percent of ads · Ladder: “Start Your Free Trial, No Credit Card”
• A price in the ad: 3 percent of ads

4 percent of these ads open with a question, 6 percent put a number in the first line, and 2 percent lead with an emoji.

How to run life insurance ads on Facebook and Instagram

1. 1

   Lead with the format the category rewards

   Video ads lead among life insurance companies. Start there, and test the second format against it rather than spreading spend across every placement at once.

2. 2

   Give the reader a reason to act now

   An offer, a launch or a limited drop gives the ad a job beyond awareness. 16 percent of the life insurance ads here lead with financing or monthly pricing.

3. 3

   Copy the structure, not the ad

   Take the hook, the first frame and the offer structure from the ads that run longest, then make them yours. A copied ad looks like the original; a copied structure looks like a winner.

4. 4

   Keep the winners running and replace the rest

   The median life insurance ad here stayed up 22 days. Give a new ad a week of spend before you judge it, then retire what is not getting results and write the next version of what is. The advertisers with the most live ads are the ones testing the most.

Life insurance ads: questions people ask

What do life insurance ads on Facebook and Instagram look like?

We read 395 life insurance ads from 13 life insurance companies in the Meta Ad Library on October 8, 2026. Video ads lead at 61 percent. The most common button is "Learn more".

Which life insurance companies run the most Facebook ads?

Of the advertisers on this page, Ladder (583 running), Ethos (254 running) had the most ads live when we read the library.

What offers do life insurance ads use?

Financing or monthly pricing appears in 16 percent, something free to start appears in 9 percent, a price in the ad appears in 3 percent of the ads we read. For example, Northwestern Mutual: "To-do lists never end, but the right financial plan can make them feel less overwhelming."

How long do life insurance ads run?

The median ad we read had run 22 days, and the longest 426 days. Advertisers keep paying for ads that work, so the long runners are the ones to study.

How do I make life insurance ads for my business?

Start from what is already working in your category: copy the structure of the long-running ads, lead with one clear offer, and test several versions at once. Sprites' proprietary marketing agent does this for you: it reads the life insurance ads running now, writes ads in the styles that work, and launches them once you approve.