Final expense insurance is also known as funeral insurance or burial insurance. It is a type of life insurance policy designed to cover end-of-life expenses, like unpaid debts, medical bills, and funeral costs. It typically offers lower coverage amounts that are usually $5000-$25000 for seniors aging from 50 to 85. These aged folks want to facilitate the financial burden on their loved ones after they have passed away. This insurance has become famous among agents and marketers because of its clearly defined target audience and consistent demand. 

The aging population in the U.S. is rising, and this is why final expense insurance market size is expected to grow by $30b in 2034. Which is also why seniors seek affordable coverage insurance without any complex medical exams or underwriting. From a marketing view, final expense policies have a lot of high-intent leads which have the potential to convert–ranging from 100% to 120% success rate. This insurance product has become the top choice for cell centers, agencies, and affiliate marketers.

What is Pay-Per-Call Advertising?

Pay-per-call marketing is a performance based advertising strategy where companies only pay for qualified inbound phone calls generated by lead generation partners or publishers. Unlike traditional PPC (Pay-Per-Click), which charges for website clicks, pay-per-call focuses on real-time and direct conversations.

How Pay-Per-Call Marketing Works?

Advertisers have to define the following:

• Specific intent

• Geographic location

• Minimum call duration for

• Specific criteria for a qualified call

The ads are run as marketing campaigns across different channels, like social media and search ads. This encourages customers to call, the publisher gets a commission. This marketing strategy is effective for difficult-to-sell services/products, like Final Expense Insurance, where personal interaction is important for closing sales, answering detailed questions, and building trust. Pay-per-call delivers exclusive final expense insurance phone calls and web leads leading to a good ROI and higher conversion rates.

Why Pay-Per-Call is Best for Final Expense Insurance?

Final Expense Insurance is a kind of product that requires trust, empathy, and explanation. Seniors that tend to buy funeral or burial insurance are not very digitally aware and choose to talk to a real person who can help them make an informed decision and guide them through options. Pay-per-call marketing aligns with this behavior perfectly. It connects customers with licensed agents who can offer immediate solutions and answer their questions. 

Unlike pay-per-click leads where customers might not respond after submitting a form, pay-per-call advertising reduces the sales cycle and results in higher conversion rates. Below are 5 more reasons why final expense insurance sellers should opt for pay-per-call marketing.

1. Lower Cost Per Policy & Better Lead Quality

Because calls are recorded and are based on criteria, such as caller demographics, time of day, and call duration - marketers only have to pay for qualified final expense insurance leads. Advertisers are benefited with lower cost per policy, reduced wasted spend, guaranteed ROI, and better lead quality.

2. Intent Signals & Higher Conversion Rates

Customers who pick up phones to dial have 90% chances of converting. These are high-intent leads who want to talk now. While paid traffic performs good, some advertisers also generate free final expense insurance leads via organic inbound calls, referrals, and strategies. Conversion rates for pay-per-call marketing campaigns in the insurance landscape exceed 20-30%.

3. Form Submission vs. Instant Phone Connection

Final Expense Insurance is a time-sensitive and emotional purchase. Online forms may delay the sales process and result in drop-offs. Pay-per-call marketing enables instant connection between a live agent and a customer, making it the most effective way to convert final expense life insurance leads. This ensures customer's questions are answered immediately and builds trust, this further increases the chances of closing a sale on the first call.

4. Easy to Handle Objections & Build Trust

Final expense insurance is about family, finances, and death. Customers want to listen to a human voice instead of reading an impersonal webpage. Pay-per-call advertising uses trained agents that personalize their approach, offer reassurance, and answer objections in real time - helping customers feel respected and understood. This creates an emotional connection that boosts final expense insurance sales, leads to higher close rates, and customer satisfaction.

5. Classic for Non-Tech Savvy Audiences

The targeted audience for final expense insurance are above 50 and most of them do not know how to fill online applications or digital forms. Pay-per-call fills this gap and offers the simplest channel: phone call. This approach makes selling final expense insurance effective because it enables seniors to engage with a live agent in real time, ask questions, and complete a purchase.

11 Best Practices for Setting Up a Pay-Per-Call Marketing Campaign

Identify & Target the Right Audience Demographics

Final expense insurance is for older adults, normally aging above 50. These seniors want to protect their families from medical and funeral costs after their death. Many of them are on social security and fixed income and tend to look for inexpensive monthly premiums. If you are exploring how to sell final expense insurance, your pay-per-call campaign must focus on the following demographics:

• Geographic location

• Health profile

• Family or marital status

• Income range

• Age brackets

Define a Qualified Call Criteria

Define what is meant by a 'qualified call'. For marketing final expense insurance, the following should be included:

• Real interest in purchasing the final expense coverage within a short time frame

• Location in eligible states

• The caller being in the specific age group

• Minimum call duration; at least 90 seconds or longer

Invest in Analytics Tools & Robust Call Tracking

Call tracking is important for optimizing pay-per-call campaign performance. Use different platforms to track the following:

• Attribute conversions back to specific ad creatives or sources

• Set up geo-targeting and call routing

• Analyze caller duration and behavior

• Review and record calls for compliance and training

Opt for a Reputable Pay-Per-Call Partner

Choose a reputable pay-per-call partner like DOPPCALL that offers dedicated account support, robust filtering options, and transparent reporting. Partnering with an experienced pay-per-call affiliate network gives you access to higher-converting traffic sources, boosts lead quality, and reduces compliance risks.

Run High-Intent Social & Search Ads with Call Extensions

Paid searches are the most effective way to drive traffic. All you have to do is focus on buyer-intent keywords:

• 'Affordable senior life insurance with no exams'

• 'Talk to a burial insurance agent now'

• ‘Cheap final expense insurance phone quote'

Use Call-Only campaigns and Google Ads Call Extensions so that contact numbers show in the SERPs. For Instagram and Facebook, use CTA (call-to-action) buttons, like 'Call Now' and customize the ad copy to address final expense insurance offers.

Create Optimized Landing Pages for Phone Conversions

Seniors usually prefer calling instead of filling online forms. Your landing pages should have the following features:

• Trust indicators like customer testimonials or BBB (Better Business Bureau) ratings

• Reassuring and short bullet points about benefits, like fast approval, affordable rates, no medical exams etc.

• Emotional and strong headlines, like 'Protect Your Family from Funeral Costs - Speak to a Live Agent Today'

• Clear toll-free number displayed in large font

• Clear 'Call Now' buttons in the header

Make sure that your pages are mobile-friendly and load fast because a lot of users browse via phones.

Train Agents for High-Conversions & Empathetic Conversations

Final expense insurance is an intense purchase, and consumers think about dealing with fixed budgets, protecting loved ones, and mortality. Your agents should be able to:

• Patient and empathetic

• Experts of objection handling

• Trained to explain policy benefits without confusing the caller

• Equipped with conversational and simple script that guides without sounding automated

Use Call Routing & IVR to Pre-Qualify Callers

IVR (Interactive Voice Response) systems can be used to route and filter calls before they reach the sales agent, for example:

• ‘Press 1 if you are between age of 50 and 85’

• ‘Press 2 to speak to an agent now’

• ‘Press 3 if you already have an insurance’

This system eliminates unqualified callers before they cost you money.

Keep Optimizing Data & KPIs

Pay-per-call marketing required continuous analyzation of call data in order to the following:

• Test new geographic filters, landing page variations, and ads

• Track CPPS (Cost Per Policy Sold) and CPQC (Cost Per Qualified Call)

• Identify campaigns and keywords that drive longer-duration calls

• Evaluate sources with the highest conversion rates

Consistently optimizing and testing will reduce costs which increases the number of qualified leads. This makes pay-per-call marketing campaigns more profitable.

Run Campaigns During High-Converting Hours

Older adults audiences respond better during daytime (9AM to 6PM). Don't make calls during weekends or evenings. Set the campaign schedule to align during call center hours and track performance by time of day. Using big adjustments and call time scheduling for high-performing hours allows to prioritize periods when the audience is ready to talk and most active and eliminate wasted budget.

Ensure Compliance with Insurance Marketing Regulations & TCPA

One of the most important elements of setting up a pay-per-call marketing campaign for final expense insurance is staying compliant with industry and legal regulations.

• State level insurance guidelines include DOI (Department of Insurance). Ensure that all agents should have at least some kind of license. Every state has its own rules.

• Health-related call restrictions should be applied in order to avoid sharing or asking sensitive health information unless it is permitted legally.

• TCPA (Telephone Consumer Protection Act), honor the NDNCR (National Do-Not-Call Registry) to start a call with consent.

7 Types of Pay-Per-Call Ads that Outperform

✅Google Ads with Call Extensions

Call extensions let you display your contact number with standard text ads. When clients click the number on mobile, it starts a call.

Why It Works: Builds trust and takes action to your ads while increasing conversions and CTR.

SEO Angle: Combine with keywords like 'final expense policy with no exam' or 'affordable senior life insurance'.

✅Click-to-Call Search Ads (Google Ads Call-Only Campaigns)

Mobile-first ads show up in Google search results with a clear 'Call' button. Instead of directing users to websites, the ad triggers a call.

Why It Works: Seniors searching the internet for insurance prefer calling instead of filling out forms. Such ads catalyze the decisions.

SEO Angle: Target high-intent keywords, like 'burial insurance' or 'speak with a final expense agent now'.

✅Display Ads with Call Tracking Numbers

Banner ads seen on relevant websites will feature a toll-free numbers links with your call tracking system.

Why It Works: It helps brands generate high-volume traffic and brand presence when combined with effective targeting.

SEO Angle: Place on senior-focused, retirement, and health websites. Use ad copy, such as 'Call Now to Speak with a Licensed Burial Insurance Agent'.

✅Facebook 'Call Now' Ads

Facebook enables advertisers to create mobile-based ads with CTA 'Call Now' buttons. These ads target customers aging 50+ using interested and demographic-based filters.

Why It Works: Increases reach, easy to set up, and speak to customers in a visually engaging way.

SEO Angle: Use an ad copy that resonates emotions, like 'Protect Your Family - Call to Learn About Final Expense Plans Today'.

✅YouTube Pre-Roll Video Ads with Phone CTA

Run non-skippable video ads on YouTube to target customers interested in end-of-life planning, Medicare, and retirement. Include a contact number in the voiceover or as an overlay.

Why It Works: Video allows you to tell benefits while allowing viewers to call and builds credibility.

SEO Angle: Use remarketing for higher performance and use target keywords, like 'best life insurance for seniors'.

✅Native Ads Leading to Click-to-Call Landing Pages

Native ads jumble into content on advertiser sites and users to landing pages with CTA buttons, like 'Call Now to Learn More'.

Why It Works: Soft sells via education before presenting the call option to build trust and increase engagement.

SEO Angle: Use storytelling angles, like 'Why Thousands of Seniors are Choosing Final Expense Insurance This Year'.

✅Print Ads & Billboard with Phone Numbers

Such offline ads can generate a good volume of calls if you include a catchy number.

Why It Works: Effective in areas having high senior population, resulting in high brand recall and low cost per exposure

SEO Angle: Combine with location-based digital retargeting to strengthen brand presence.

Conclusion

Pay-per-call marketing is the most scalable and effective strategy for selling final expense insurance. It has the ability to generate inbound and high-intent leads, and connect customers with agents directly. You can design a campaign that creates lasting customer relationships and delivers ROI. The senior population will always grow and so will the demand for trustworthy and affordable final expense insurance. Pay-per-call marketing empowers sellers to meet the demand with efficiency, empathy, and speed. Stay human, stay compliant, and get ready to convert.

FAQs

What is pay-per-call marketing for final expense insurance?

Pay-per-call marketing is a lead generation strategy where advertisers pay for inbound calls from insurance buyers instead of paying for impressions or clicks.

Who is the target audience for final expense insurance?

People aging from 50 to 85 look for inexpensive insurance to pay for end-of-life expenses, medical bills, and funeral costs.

What is meant by a qualified call?

A qualified call means meeting the criteria, like intent to buy insurance, location, caller age, minimum call duration (60-90 seconds).

Can I run a pay-per-call campaign on Google Ads?

Yes, you can run pay-per-call campaigns on call extensions and call-only campaigns.