How to Run Meta Ads for Estate Planning Services

How to Set Up Facebook and Instagram Ads for Estate Planning Services

If you’re in the estate planning business, you already know – you’re not just selling documents.
You’re offering peace of mind. Security. A future that feels safer and more certain.

✅But here’s the challenge: most people don’t want to think about wills, trusts, powers of attorney — until it’s almost too late.
It’s uncomfortable. Emotional. Easy to delay.

That’s why smart Facebook and Instagram advertising can be one of the most powerful tools for estate planners today —
if you know how to approach it right.

You’re not just running ads.
You’re building trust with people who feel vulnerable and scared about what’s ahead.

Here’s exactly how to set up Meta ads that don’t just get clicks —
but actually get clients.

Target the Right Audience (and Their Real-Life Fears)

The beauty of Facebook and Instagram ads is how precisely you can target.
For estate planning, you need to think beyond simple demographics and focus on life stages and emotional triggers.

Key targeting ideas for estate planning:

• Age groups: 30–65+

• Parents: Target people who are new parents or have young children (concern about guardianship)

• Homeowners: People who recently bought a home (protecting assets)

• Life events: Recently married, divorced, had a child, or experienced a death in the family

• Income level targeting: Higher-income households often need complex estate planning

✅ Tip: Use Facebook’s “Life Events” targeting.

You can target people who recently got married, recently had a baby, recently moved, etc.
These are emotional life changes where estate planning becomes very relevant.

Craft Ads That Touch the Nerve (Not Just Sell Services)

Estate planning isn’t about legal paperwork.
It’s about protecting the people you love when you’re no longer here.

Your ad creative should speak directly to that fear — and offer relief.

Emotional angles that work well:

• “Who will take care of your children if something happens to you?”

• “Protect your home and savings — for the people who matter most.”

• “Estate planning isn’t just for the wealthy. It’s for anyone who loves their family.”

• “Give your family clarity and protection — not confusion and court battles.”

✅ Tip: Use real, warm imagery.

• Family moments (parents with kids, grandparents with grandchildren)

• Peaceful scenes (a couple signing documents together with a smile)

• Avoid cold, sterile legal images. This is an emotional decision, not a technical one.

Set Up a Clear Funnel (Don’t Ask for Too Much Upfront)

Most people won’t click “Book a $500 estate plan consultation” the first time they see your ad.

You need a funnel: soft touch → educate → invite.

Smart funnel for estate planning ads:

• Step 1: Offer a free resource in your ad (free guide: “5 Estate Planning Mistakes to Avoid”)

• Step 2: Capture their email address through a simple landing page

• Step 3: Follow up with educational emails (benefits of wills, myths about estate planning, why it matters early)

• Step 4: Then invite them to schedule a consultation

✅ Tip: If you want faster conversions, use lead ads on Facebook — no website needed.
People can submit their info right inside Facebook/Instagram with a few taps.

Budget and Test Smartly

You don’t need a giant budget to get results with estate planning ads — but you do need to be strategic.

Starter Budget Example:

• Start with $10–$20 per day for lead generation ads.

• Run A/B tests with different ad copies and images.

• Test two audiences:

  1. New parents;

  2. New homeowners.

• Watch results for 5–7 days before making changes.

✅ Key Metrics to Watch:

• CTR (Click-through rate): Aim for 1%+

• CPL (Cost per lead): Estate planning leads usually range from $15–$50 depending on location.

• Conversion rate: Out of 100 leads, how many schedule a consultation?

If you’re seeing leads but no consultations, it’s a follow-up problem — not necessarily an ad problem.

Follow Up Like Their Future Depends on It (Because It Does)

Once someone shows interest, don’t let them go cold.

Follow-up ideas:

• Personal thank-you email for downloading your guide;

• A second email offering a free 15-minute estate planning consultation;

• Reminder emails about why acting early matters.

✅ Tip: Add urgency gently.

• “The best estate plans are made before they’re urgently needed.”

• “Start now — protect your family’s future today, not someday.”

You’re not “selling.”
You’re helping them act on something that deeply matters — before it’s too late.