Insurance

The targeting you planned is not available

Insurance is treated as a financial product, and on Meta that means a special ad category: age, gender, postcode-level location and a long list of interest and behaviour options are removed, and lookalike audiences are built under tighter rules. Campaign plans written before anyone checked this tend to be built entirely on the options that were taken away.

It is a real constraint and not a fatal one. When targeting is restricted, the creative and the landing page carry the qualification instead: the ad says plainly who the product is for, and the people it is not for select themselves out. Accounts that adapt to this outperform accounts that keep trying to reconstruct the old audience.

Disclosure is a design decision

Which entity is authorised to sell the product, in which markets, and what has to appear alongside a price — these come from the financial regulator, not from the ad platform, and they apply to the landing page. Required text that is present but unreadable satisfies nobody, so it gets placed at the wireframe stage rather than appended after a review.

Where the leads come from

• Search — the strongest channel, because insurance is bought at a moment: a car, a move, a diagnosis, a renewal notice.
• Comparison and organic content — people read several pages before requesting a quote, and the page that explained the difference is the one they come back to.
• Paid social — works for simple, cheap products with a clear trigger; struggles where the policy needs explaining before it can be sold.