What are critical illness and protection leads?
These are people asking whether their cover is enough. Often something prompted it: a colleague's diagnosis, a family event, a news story. The conversation is personal, so tone matters.
How the conversation runs
In our example, a client writes that a colleague was just diagnosed with cancer and asks whether their coverage is enough. The setter replies within seconds with empathy and a simple question: do you currently have critical illness cover, or is this your first time looking?
Many people reply once and then go quiet. A Day 1 follow-up offers a short review and two time options, and books the meeting when they respond.
Handling it responsibly
- The setter does not diagnose, advise or pressure.
- Messages are short, kind and optional to reply to.
- Anyone can reply STOP to withdraw consent.
- Your agency's compliance rules apply to the ads and the wording.
A sample ad
We write, design and run the video ads on Meta. Our sample critical illness ad is built to stop the scroll and send people to a free coverage check. Ask for it on your strategy call.
Figures on this page are examples and estimates from Kaizen campaigns and agent reports. Your results depend on your market, offer, budget and how you handle each appointment.
Frequently asked questions
Are these leads sensitive?
Often, yes. That is why the replies are short, kind and optional, and why you review the wording.
What if the client goes quiet?
A Day 1 follow-up goes out automatically.
Is it only for critical illness?
No. You can run protection campaigns alongside ILP and retirement. See insurance lead generation.