Marketer candidate assignment · 72-hour brief · v2 complete

Launch-ready Meta lead campaign for final expense.

Full response to Parts 1–4. One CBO campaign, one ad set, four genuinely different UGC psychological angles built for Creatify, dayparted hard to agent hours, judged on contact and path to $110 CPA — not vanity CPL.

$630Daily media (delivery days)

<$8Target cost per lead

$110Target CPA (sold / issued)

6×30-day cash ROI

Contents

00Assumptions & thesis 01Campaign setup 02Ad set setup 03Creatify UGC ads ×4 04Operating the campaign 05Landing page form 06Build checklist 07AI prompts appendix

00 · Assumptions (stated, not silent)

What I assumed so the build could finish in one pass.

Per ground rules: if information wasn’t provided, state the assumption inline and proceed. Guessing silently is not acceptable.

Access Drive ad examples folder

The shared folder …/1eOGP2Mn…SaaX is not visible to the connected Google account (Drive API 404; browser hit Google login). I could not open LFL’s current creative library.

Assumption: Current LFL ads skew category-default FE (affordability, no-exam, burden/funeral cost, generic senior couple statics). I deliberately avoided those as primary angles and built four doors that are psychologically distinct and under-run in most FE books: adult-child grief residue, “uninsurable” myth-bust, fixed-income premium lock, independent-vs-TV-brand.

If the Drive folder shows you already own any of these four, swap that slot for the alternate bank at the end of Part 3.

Stack Tracking & ops

Pixel + CAPI exist on the consumer LP (or can be installed before spend).
Pulse (or equivalent dialer/CRM) can receive form posts in <30s and return offline Contacted / App Submitted / Issued weekly.
Agents are staffed Mon–Fri covering 6:00 AM–3:00 PM PST across FL/SC/VA/NC licensed states.
Landing page domain is LFL-owned (legacyfamilylife.com or compare.* subdomain), not a third-party lead farm URL.
No existing buyer list ≥100 for lookalikes on day 1 — Advantage+ audience runs without a seed; LAL is post-test.

Economics Unit math used

10 delivery days × $630 = $6,300 test media.
At $8 CPL → ~79 leads/day → ~790 leads test.
$8 CPL / $110 CPA needs ~7.3% lead→sale (≈1 sale per 14 leads).
6× 30-day cash on $110 CPA ⇒ ~$660 cash / sold policy in 30 days.
If contact rate <35%, media cannot hit $110 CPA regardless of creative — ops is the lever.

Compliance Creative hard nos

No coffins, graves, ambulance, deathbed imagery.
No Social Security / Medicare / government seals or “stimulus” language.
No specific premium quotes in headlines ($X/mo).
No “guaranteed approval” for a named demographic.
Carrier names as text chips only — never trademark logos.
Graded-period honesty when GI/no-exam is claimed.
SAC: Financial products and services declared.

Operating thesis

Optimize for callable, sellable leads inside agent hours — not cheap form fills at 11pm. North-star stack in order: (1) cost per issued/sold policy → (2) contact rate within 5 minutes → (3) qualified Lead CPL under $8. Meta only sees (3) on day one, so we optimize on Lead, judge the test on contact + sold, and upload issued events from Pulse so the algorithm eventually learns money.

$630spend / delivery day

~$79leads/day @ $8 CPL

~7.3%lead→sale for $110 CPA

$6,300total test media

~$70/hrinside 9h daypart

Part 1 · Campaign setup & settings

Exact build instructions — campaign level.

Hand this table to anyone in Ads Manager. Every row is a decision + the one-sentence why for this FE business, this senior audience, and this $630/day budget.

Setting	Decision	Why (this business)
Campaign name	LFL \| FE \| Leads \| SE4 \| Test \| 2026-Wxx	Encodes product, objective, geo pack, and test phase so Pulse/ops never mix books.
Buying type	Auction	Only scalable path for continuous lead gen at this budget.
Objective	Leads	Funnel is Ad → LP form → agent call; Leads optimizes the densest event Meta can see on day one.
Conversion location	Website	Brief requires an LP form so we own TCPA copy, consent, and Pulse handoff fields — not Instant Form primary.
Performance goal	Maximize number of conversions	Two-week window needs volume-first learning before value optimization is dense enough.
Conversion event	Lead (pixel + CAPI)	Furthest-down event we can fire densely day one; Issued is north star but too sparse alone to exit learning in 10 days.
Dataset	LFL consumer pixel + CAPI from Pulse	Browser-only undercounts iOS; CAPI keeps Lead volume accurate enough for CBO to allocate sanely.
Budget type	Campaign Budget (CBO / Advantage Campaign Budget)	One learning pool at $630/day is dense enough; ABO would fragment a two-week test.
Budget amount	$630/day (daily)	Matches brief; daily (not lifetime) so weekend OFF days don’t pull budget into Friday blowouts.
Campaign spend limit	Optional $6,300 lifetime cap	Hard ceiling on the experiment so “one more day” can’t silently overrun.
Bid strategy	Highest volume Days 1–3 → Cost per result goal $8.50 from Day 4 if trailing CPL ≤ $10	Uncapped learning first; cost goal only after we know the auction still delivers under ~$8.50 average.
Will NOT use	Bid cap	Bid caps throttle senior FE auctions and often produce realized CPL far above the bid.
Delivery schedule	Ad-set daypart Mon–Fri 6:00–15:00 America/Los_Angeles	Agents call every lead within minutes; after-hours/weekend leads are pure waste against $110 CPA.
How schedule is set	Ad set → Ad scheduling ON; account timezone locked to America/Los_Angeles; campaign ON 24/7	Daypart lives at ad-set level; PST lock prevents a silent 3-hour miss if someone builds in Eastern.
Special Ad Categories	ON — Financial products and services	FE is a regulated financial product; declare SAC up front to avoid mid-test disapprovals.
Advantage+ campaign budget	ON (CBO)	With one ad set and clean Lead signal, CBO reallocates hourly better than we would by hand.
Advantage+ creative	OFF	Need a clean read on which of 4 psychological angles wins; remix muddies the verdict in 10 days.
Advantage+ placements	OFF — manual (Part 2)	Audience Network historically dumps junk clicks into FE books; force Feed + Reels only.
Campaign A/B test	OFF	Native A/B splits budget and slows learning; compare creatives inside one ad set.
iOS / AEM	Prioritize Lead in Aggregated Event Measurement	If Lead isn’t top-slot, iOS delivery under-reports and CBO starves of signal.
Offline conversions	Weekly upload: Contacted, App Submitted, Issued from Pulse	$110 CPA and 6× ROI live below the form; without offline events Meta never learns which leads become policies.

Budget × schedule. Two calendar weeks, Mon–Fri only = 10 delivery days × $630 = $6,300. Effective hourly ≈ $70 inside the 9-hour window.

Part 2 · Ad set setup & settings

One ad set. Four ads. Full $630. No fragmentation.

At $630/day and a two-week clock, many ad sets die in “Learning limited.” One pool maximizes optimization events; split only after the test earns it.

Test phase 1 campaign · 1 ad set · 4 ads

All $630/day into one ad set. Four standard ads (Advantage+ creative off). Meta allocates by delivery; we read matured CPL + Pulse contact.

After test Scale shape

Keep winner creative IDs. Second ad set only when weekly Leads > ~350 and we need geo isolation (FL vs Carolinas/VA). Never before.

Setting	Decision	Why
# of ad sets	One	Clears ~50 opt events/week easily; two+ starves learning and makes the two-week verdict noisy.
Ad set name	AS \| Broad50+ \| FE \| SE4 \| Feed+Reels \| 6a-3p PST	Name carries audience, geo, placements, daypart for audits.
Budget allocation	100% of $630 via CBO	No ABO split — allocation across ads is Meta’s job inside the set.
Daypart	Mon–Fri 6:00 AM–3:00 PM America/Los_Angeles	Matches agent calling hours in the brief exactly.
Geography	FL, SC, VA, NC — people living in / recently in	Exact brief geos; “living in” cuts tourist/snowbird junk that tanks contact rate.
Age	Widest SAC allows (often 18–65+); creative + LP age-band field do the 50+ filter	SAC limits hard age floors; pair platform age with LP gate and agent disposition.
Gender	All	Both spouses decide; gender splits burn learning without a proven CPA gap.
Detailed targeting	Advantage+ audience ON; light suggestions only if SAC allows (life insurance, retirement, caregivers)	Strict interest stacks restricted under Financial SAC; Advantage+ finds converters while staying compliant.
Exclusions	Issued/purchased 180d · employees · Pulse DNC/TCPA suppression	Paying for already-issued or suppressed numbers burns CPL and creates compliance risk.
Language	English (US)	Creatives EN-only v1; Spanish is a separate phase-2 book with bilingual agents.
Placements	Manual: FB Feed, IG Feed, FB Reels, IG Reels. OFF: Audience Network, In-stream, Search, Apps. Stories optional week 2.	Feed + Reels carry senior FE intent without the AN junk-click tax.
Devices	All	Seniors skew mobile but desktop often contacts better; excluding either cuts learning volume.
Attribution	7-day click, 1-day engaged-view	FE isn’t always same-day; 7-day click captures delayed fills without long view-through vanity.
Delivery type	Standard (not accelerated)	Accelerated ignores cost efficiency and front-loads junk inside a 9-hour window.
Cost control	None Days 1–3; $8.50 cost-per-result goal from Day 4 if volume allows	Same ladder as campaign — learn first, then protect the $8 floor.
Frequency cap	None in test	Caps fight the algorithm on a short test; watch frequency in reporting and refresh if >3.5/wk with CTR decay.

How $630 moves across the ten days

Days 1–3 — Learn

Full $630, lowest-cost, no cost goal. Kill only for policy/LP breakage. Baseline CPL + contact.

Days 4–7 — Constrain

If trailing 3-day CPL ≤ $10, set $8.50 cost goal. Pause ads at ≥1.5× median CPL with ≥20 leads OR contact ≤30% with ≥25 leads.

Days 8–10 — Verdict

Hold structure. Read matured 7-day click CPL, Pulse contact, early sold. Scale / restructure / kill per Part 4.

Part 3 · The ads (Creatify AI UGC)

Four different psychological doors — not one idea with four scripts.

Each ad is a distinct reason for a 50+ FE prospect (or the adult child who forces the decision) to stop scrolling. Format: vertical 9:16 talking-head AI UGC for Reels/Feed, ~30 seconds, captions ON in Ads Manager, no scare death imagery. Below: angle → full script with 0–3s hook marked → avatar direction → ad copy/settings. Hook clips rendered as production references for Creatify (paste avatar still + script into Creatify batch).

Creatify production standard (all four). Tool: Creatify (or equivalent AI UGC). Aspect 9:16 master + 1:1 center-safe crop. Captions burned or Meta auto-captions ON (seniors watch muted). No stock music bed under VO — room tone only. End card 2s: cream/blue “Get My Free Quote” + optional (833) 865-6700. Brand voice: free · no pressure · licensed agents · independent · info never sold · memories not debt.

Hook ref · Carol · 0–6s

Ad 1 of 4 · C-UGC-01 · Adult-child residue

“The bill after the funeral home.”

The angle Guilt-avoidance through the adult child’s eyes — not the senior’s fear of dying. Many FE decisions are forced by a son/daughter who already paid once for a parent; this door sells protection as love for the next generation, which is why a 50–60 on-camera talent outperforms a 75-year-old “scared senior” trope.

Full script (~30s)

HOOK 0–3s

SEE: Carol, kitchen table, phone selfie, concerned eyes.
HEAR: “My dad thought he had it handled. Then the funeral home handed us a twelve-thousand-dollar bill.”

3–12s

“We were grieving and fighting over who pays. I swore my kids would never sit in that room. So I got final expense coverage — small whole life, for burial and the last bills.”

12–22s

“Legacy Family Life is an independent agency. Free quote, no pressure, licensed agents. They compare options — including day-one coverage paths when you qualify.”

CTA 22–30s

“Tap Get Quote. Takes a minute. An agent calls you back within minutes — while you’re still thinking about your family, not a sales pitch.” [End card: Get My Free Quote →]

Avatar direction — “Carol,” 52. Appearance: warm Midwestern/Southern woman, light brown hair with gray streaks, soft natural wrinkles, sage knit sweater, no heavy makeup. Setting: bright real kitchen table, morning window light, coffee mug in frame, slightly imperfect home (not studio seamless). Voice: mid register, warm, slightly husky; pacing measured with one genuine pause after “twelve-thousand-dollar bill.” Energy: concerned friend, not tearful actress, not cheerful spokesperson. Why this avatar: Adult children 48–58 are heavy FE influencers and often the form-filler; she mirrors the scroll-stopper demographic better than a frail senior fear-hook.

Primary textMy dad thought he had final expenses handled. The funeral home handed us a bill anyway. I got coverage so my kids never sit in that room. Free quote from independent licensed agents — no pressure, info never sold.

Headline Don’t leave them the bill · Description Free quote · Licensed agents · CTA Get quote

Format / placement 9:16 Reels + Feed primary; 1:1 center crop for right-rail if needed. Destination: LP with UTM utm_content=c-ugc-01-carol. Captions ON.

Hook ref · Ray · 0–6s

Ad 2 of 4 · C-UGC-02 · Uninsurable myth-bust

“They said I couldn’t get covered.”

The angle Identity threat + relief. Seniors with diabetes, heart history, or prior declines self-disqualify before they ever see a price. This door doesn’t sell “cheap” — it sells you still have a path (simplified / GI), which is a different psychological reason to act than affordability or no-exam alone.

Full script (~30s)

HOOK 0–3s

SEE: Ray on porch/living room, calm half-smile into phone.
HEAR: “They told me with my diabetes I was uninsurable. That was wrong.”

3–14s

“I put it off for years because I figured no company would take me. Turns out there are simplified and guaranteed-issue paths for a lot of folks my age — sometimes with no medical exam.”

14–23s

“A licensed agent at Legacy Family Life walked me through what I actually qualify for. Some plans have a graded period — they’ll tell you straight. No pressure.”

CTA 23–30s

“If someone told you that you can’t get covered, get a second look. Tap below — free quote, takes about a minute.” [End card: See If I Qualify →]

Avatar direction — “Ray,” 68. Appearance: silver hair, short neat beard, warm brown skin, casual blue button-down, healthy-looking (not hospital-coded). Setting: porch or living-room armchair, soft natural light, authentic home. Voice: low, steady, slightly amused at the old bad advice; no urgency shout. Energy: relieved neighbor who figured it out — peer proof, not agent pitch. Why this avatar: Male 65–72 is over-indexed in FE buyers who delayed for health shame; a peer saying “I was wrong about being uninsurable” opens the door an agent monologue can’t.

Primary textTold you couldn’t get coverage because of health conditions? A lot of seniors still have simplified or guaranteed-issue paths — sometimes with no medical exam. Free quote. Licensed agents. Some plans have a graded period; we’ll explain your options clearly. No pressure.

Headline Still a path for many seniors · Description Free second look · Ages 50–85 · CTA Get quote

Format / placement 9:16 primary. LP path should mention GI/simplified honesty. UTM utm_content=c-ugc-02-ray. Do not promise “guaranteed for everyone.”

Hook ref · Denise · 0–6s

Ad 3 of 4 · C-UGC-03 · Fixed-income control

“A number that never goes up.”

The angle Control and predictability on a fixed income — the opposite of scare. The emotional door is anxiety about premium drift and budget shock, not death. Whole-life final expense with level premiums is framed as a locked monthly number she can plan around, which is why this converts retirees who bounce off “funeral cost” fear ads.

Full script (~30s)

HOOK 0–3s

SEE: Denise at dining table, glasses, cream cardigan, notebook nearby.
HEAR: “I live on a fixed income. I need a number that never goes up.”

3–14s

“I don’t want a plan that starts cheap and surprises me later. I wanted final expense coverage with a premium that stays locked — so I can budget it like the light bill.”

14–23s

“Legacy Family Life compared options for my age and health. Free quote, no pressure, independent licensed agents. My information isn’t sold.”

CTA 23–30s

“If you want a clear monthly number you can plan around, tap Get Quote. An agent will call you within minutes.” [End card: Get My Free Quote →]

Avatar direction — “Denise,” 71. Appearance: short silver-white hair, glasses, cream cardigan, gentle posture, no glam makeup. Setting: small dining table, warm lamp light, simple budget notebook (no readable $ amounts on camera). Voice: soft, steady, matter-of-fact; slightly slower pace; zero hype. Energy: competent fixed-income manager — dignity, not poverty porn. Why this avatar: She is the exact buyer who distrusts “$9.95/mo” hooks; a peer talking about locked premiums matches her risk frame and passes Meta creative-quality filters better than fear.

Primary textOn a fixed income, surprises hurt. Final expense whole life can lock your premium for life — so you plan the number once. Free quote from independent licensed agents. No pressure. Your information is never sold.

Headline Premiums that stay locked · Description Free quote · No pressure · CTA Get quote

Format / placement 9:16 + strong as 1:1 static still of Denise for frequency diversity. UTM utm_content=c-ugc-03-denise. No specific $ premium in headline.

Hook ref · Marcus · 0–6s

Ad 4 of 4 · C-UGC-04 · Independent vs TV brand

“Those TV ads only sell one company.”

The angle Distrust of captive DTC brands + desire for a fair fight. Seniors have been trained by Colonial Penn / Globe / AARP-style TV spots; this door positions LFL as the independent who puts those brands side-by-side so the prospect stops feeling sold and starts feeling advised — a different reason to click than price or health.

Full script (~30s)

HOOK 0–3s

SEE: Marcus, casual agent, home office, direct eye contact.
HEAR: “Those TV brands only sell you one company. I compare them side by side for free.”

3–14s

“I’m a licensed agent with Legacy Family Life — an independent agency. We look at options across carriers you’ve seen on TV and ones you haven’t, for your age and health.”

14–23s

“No pressure. Your information is never sold. A lot of families just want a straight answer, not another commercial.”

CTA 23–30s

“Tap Compare Free Quotes. Takes a minute. I’ll call you within minutes and we’ll look at real numbers together.” [End card: Compare Free Quotes →]

Avatar direction — “Marcus,” 45. Appearance: Black American man, early-mid 40s, light blue open-collar shirt (not suit), clean short hair, approachable. Setting: simple home office, soft window light, bookshelf blurred — not call-center banks of phones. Voice: clear, medium pace, confident without slickness; slight smile on “for free.” Energy: trusted advisor you’d actually pick up for — anti-MLM, anti-boiler-room. Why this avatar: Independent-agency trust is carried by a real-feeling licensed human; a peer senior can’t credibly say “I compare carriers,” and a suit reads as TV-ad clone.

Primary textTV brands only show you one company. Legacy Family Life is independent — we compare options side by side for your age and health. Free quote. No pressure. Licensed agents. Your information is never sold.

Headline Compare brands you’ve seen on TV · Description Independent · Free quotes · CTA Learn more

Format / placement 9:16 video primary. Carrier names in VO/copy as plain speech only — never on-screen logos. UTM utm_content=c-ugc-04-marcus.

Alternate angle bank (if Drive shows overlap)

A5 · “Memories, not debt”

Brand-mission soft multi-gen. Use only if proof/contact already strong — weaker cold hook.

A6 · “Three steps, then hang up”

Process anxiety killer for form-phobic seniors. Low drama, high clarity.

A7 · “I already called once and hung up”

Re-permission for burned leads / retargeting only — not cold prospecting.

Ad-level settings (all four)

Setting	Decision	Why
Format	Single video 9:16 (Creatify AI UGC) + optional 4:5 still poster from same avatar	Video is the Creatify deliverable; still is backup for placement diversity without a new angle.
Destination	Website LP (Part 5)	Brief funnel requires LP form.
URL params	utm_source=meta&utm_medium=paid&utm_campaign=lfl_fe_se4_test&utm_content={{ad.name}}	Lets Pulse attribute contact/issued back to angle.
Tracking	Pixel Lead + CAPI Lead (event_id dedupe)	Dual fire reduces iOS loss.
Multi-advertiser ads	OFF	Don’t dilute regulated-category trust next to random advertisers.

Part 4 · Operating the campaign

Three short answers — exact rules, not vibes.

1. Kill and scale rules

Kill an ad when

Spend ≥ $80 on that ad AND CPL ≥ 1.5× ad-set median AND ≥ 20 leads → pause.
Spend ≥ $100 AND < 8 leads (CTR/CPM disaster) → pause; creative or thumb-stop failed.
Pulse contact rate ≤ 30% with ≥ 25 leads attributed to that ad → pause even if CPL looks cheap (uncallable junk).
Policy rejection / broken LP / zero CAPI match rate → pause immediately regardless of spend.
Never run fewer than 2 ads; if 3 die, ship 2 from alternate bank same day.

Scale a winner when

Ad has ≥ 40 leads, CPL ≤ $8 on matured 7-day click, Pulse contact ≥ 55%.
How: do not duplicate yet — let CBO feed it inside the set. Raise campaign daily budget +20–30% every 3–4 days only if blended set still ≤ $8.50 CPL.
At daily budget > ~$1,200 and still healthy: duplicate campaign, reuse winner creative IDs, keep daypart/placements identical.
Never scale on Day 1–3 learning CPL. Never scale a cheap CPL with bad contact.
Cost goal: tighten $8.50 → $7.50 only after a full week at volume with contact holding.

Campaign-level kill (whole test). After Day 5 with ≥ 200 leads: if blended CPL > $12 AND contact < 40%, pause campaign — problem is offer/LP/geo, not one ad. Redirect to LP test or FL-only before more creative.

2. Day 4 diagnostic — CPL is $14 vs $8 target

I change nothing until this sequence finishes. Order is load-bearing: most “$14 CPL” panics are tracking or daypart leaks, not creative.

Confirm the number is real

Ads Manager: date preset = last 3 days, attribution 7d click / 1d engaged-view, breakdown by hourly. Is $14 on-platform Lead or a custom conversion? Compare Lead count to Pulse new records for the same window. If Meta ≫ Pulse, tracking is double-counting or firing on wrong events — fix tracking before touching ads.

Check daypart leakage

Hourly breakdown: any spend outside Mon–Fri 6a–3p PST? If yes, scheduling is wrong (timezone or ad-set schedule off) — every off-hour lead inflates CPL and destroys contact. Fix schedule first.

Placement autopsy

Breakdown → placement. Is Audience Network or an unintended placement on? AN often shows cheap clicks / bad leads. Force Feed+Reels only if anything leaked.

Quality before cost

Pulse: contact rate, average speed-to-dial, % wrong number / DNC. If contact ≥ 55% and agents like the leads, $14 on Day 4 can still be learning noise — do not kill winners yet. If contact < 35%, stop scaling thoughts; inspect form fields, bot traffic, and geo.

Creative concentration

Per-ad CPL and share of spend. Is one dog ad eating 60% of budget at $22 CPL while another sits at $9? Pause the dog (if it meets kill thresholds). Don’t add cost cap yet if total leads < ~50 for the set.

LP & offer friction

LP CR (view content → Lead). If CR collapsed vs smoke test, creative isn’t the problem — form, load speed, or trust copy is. Run 5 real device tests.

Only then act

If tracking/daypart/placement clean, contact weak → fix ops/LP. If contact strong and CPL $14 with <150 leads → wait through Day 5–6, then set $8.50 cost goal. If contact strong and CPL $14 with ≥200 leads and no ad under $10 → creative/angle miss; swap two new angles from alternate bank, keep structure.

3. Trust the data — tracking verification (steps only)

(1) Events Manager → Test Events: load LP with test pixel helper, submit a unique phone/email lead, confirm browser Lead fires once with correct value/currency empty or zero. (2) Confirm matching CAPI Lead arrives with same event_id within 60s (dedupe = 1 net event, not 2). (3) Verify AEM priority list includes Lead in a top slot for the dataset. (4) Confirm Pulse received the record with UTM parameters intact and click ID (fbclid / fbc/fbp) stored. (5) Place a $5–$10 capped smoke spend for 30 minutes inside daypart; reconcile Ads Manager Lead count vs Pulse row count (±10%). (6) Upload one offline test event (Contacted) for that lead and confirm it appears under Offline / Dataset quality. (7) Only after steps 1–6 pass do I trust week-one CPL or kill/scale on numbers.

05 · Landing page & form

Short form. TCPA-clean. Built for a five-minute first dial.

LFL

Free final expense quote

No pressure · Licensed agents · Info never sold

Full name

Jane Doe

Mobile phone

(555) 555-0150

ZIP code

32801

Age range

50–59 ▾

Best time to call (optional)

Morning ▾

Get My Free Quote →

By clicking, I agree to be contacted by Legacy Family Life and its licensed agents at the number provided (including via autodialer/SMS) for insurance purposes. Consent is not required to purchase. Msg/data rates may apply. Not affiliated with any government agency. Some plans may include a graded period.

Why these fields

Name + mobile — minimum to dial inside minutes.
ZIP — license/pod routing; soft out-of-geo reject.
Age band — 50+ gate without killing mobile CR.
Best time — optional only.
No SSN, full DOB, or health yes/no on LP — that’s the phone conversation.

Thank-you

“A licensed agent will call shortly from (833) 865-6700.”
Fire pixel + CAPI Lead with event_id.
Pulse ≤ 30s · first dial < 5 min inside daypart.

06 · Build checklist

Hand this to the person clicking in Ads Manager.

Before go-live

Account timezone = America/Los_Angeles
SAC Financial products declared
Pixel Lead + CAPI event_id QA passed
AEM priority includes Lead
Suppression audiences uploaded
LP live; form → Pulse <30s
TCPA language counsel-approved
Four Creatify videos uploaded + primary text
Daypart Mon–Fri 6:00–15:00 set + screenshotted
Budget $630/day CBO; optional $6,300 cap
Pod briefed on caller ID + speed-to-lead SLA

Day-0 smoke test

Real test lead with unique phone
Pixel + CAPI Lead both fire once
Pulse record + dial <5 min
Delivery only inside daypart
Zero Audience Network impressions
Screenshot campaign/ad set/ad settings

One paragraph for Micah & Peter

I’d run a single Leads campaign to a short website form, CBO at $630/day, one ad set across FL/SC/VA/NC, Feed + Reels only, dayparted hard to Mon–Fri 6am–3pm PST so every dollar lands when agents can dial. Four Creatify UGC ads walk four different doors — adult-child residue, uninsurable myth-bust, fixed-income premium lock, independent-vs-TV-brand — not four scripts of the same fear hook. Learn uncapped three days, then protect an ~$8.50 cost goal. Success isn’t cheap forms; it’s contact rate and path to $110 CPA / 6× 30-day cash, with issued events uploaded from Pulse. Ten delivery days, $6,300 media, kill rules written before the first dollar. That’s week one.

07 · Appendix · AI prompts used

How the AI was directed — as much as what it produced.

Ground rule: AI use expected; include actual prompts. Below are the load-bearing prompts (abridged where repetitive).

Avatar still · Carol (C-UGC-01)Photorealistic vertical 9:16 smartphone selfie video still frame for AI UGC ad. Woman about 52, warm Midwestern/Southern American look, soft natural wrinkles, light brown hair with gray streaks in a simple shoulder-length cut, wearing a casual sage-green knit sweater, sitting at a bright kitchen table with soft morning window light. Looking slightly off-center into phone camera as if talking to a friend. Genuine concerned-but-kind expression, not smiling hard. Slightly imperfect home background (plant, coffee mug) — authentic UGC not studio. No text, no logos, no watermarks. Natural skin texture, phone selfie quality.

Avatar still · Ray (C-UGC-02)Photorealistic vertical 9:16 smartphone selfie still for AI UGC insurance ad. Man about 68, silver hair, short neat beard, warm brown skin tone, wearing a simple blue button-down casual shirt, sitting on a porch or living room armchair with soft natural light. Looking into phone camera calmly, conversational, slight half-smile. Authentic home setting, not polished studio. No text, no logos, no death imagery, no coffins. Natural phone video quality.

Avatar still · Denise (C-UGC-03)Photorealistic vertical 9:16 smartphone selfie still for AI UGC ad. Woman about 71, short silver-white hair, glasses, soft cardigan in cream, sitting at a small dining table with a simple budget notebook and pen nearby (not readable text). Kind steady eyes into camera, gentle knowing expression. Warm lamp light, lived-in home. Authentic UGC feel, natural skin, no makeup glam. No text overlays, no logos, no funeral imagery.

Avatar still · Marcus (C-UGC-04)Photorealistic vertical 9:16 smartphone selfie still for AI UGC ad. Man about 45, licensed insurance agent energy but casual — not suit-and-tie corporate. Light blue open collar shirt, simple home office background with bookshelf softly blurred. Friendly direct eye contact into phone camera, trustworthy calm energy, slight nod mid-sentence look. Diverse appearance (Black American man), natural lighting from window. No text, no logos, no fake certificates with readable text, no government seals. Authentic talking-head UGC quality.

Hook video · Carol (image-to-video)Vertical 9:16 smartphone UGC talking-head video. Woman mid-50s at kitchen table speaks directly to camera like a friend, warm concerned tone, natural pauses. She says: "My dad thought he had it handled. Then the funeral home handed us a twelve thousand dollar bill." Slight head shake, genuine emotion, not theatrical. Soft morning light, authentic phone video, no text overlays, no music, captions off. // firstFrameImage = Carol still

Hook video · RayVertical 9:16 smartphone UGC talking-head. Man about 68, calm conversational half-smile, speaks to camera: "They told me with my diabetes I was uninsurable. That was wrong." Steady eye contact, porch or living room light, authentic phone video quality. No text, no music, no logos. // firstFrameImage = Ray still

Hook video · DeniseVertical 9:16 smartphone UGC talking-head. Woman about 71 with glasses and cream cardigan, kind steady voice to camera: "I live on a fixed income. I need a number that never goes up." Soft lamp light, dining table, authentic phone video. No text overlays, no music. // firstFrameImage = Denise still

Hook video · MarcusVertical 9:16 smartphone UGC talking-head. Man about 45 casual light blue shirt, friendly licensed-agent energy, speaks to camera: "Those TV brands only sell you one company. I compare them side by side for free." Slight nod, home office soft window light, authentic phone video. No text, no logos, no music. // firstFrameImage = Marcus still

Creatify batch instruction (to paste into Creatify)Product: Legacy Family Life final expense (burial) insurance. Style: authentic smartphone UGC talking-head, no stock music, captions on, 9:16, ~30 seconds. Brand voice: free, no pressure, licensed agents, independent, information never sold. Hard no: coffins, graves, government seals, Medicare/SSA logos, specific $ premiums in hook, "guaranteed approval for everyone," real carrier trademark logos. For each of the 4 scripts provided, use the matching avatar still as character reference. Keep lip-sync natural. End on cream/blue end card: "Get My Free Quote" with optional (833) 865-6700. Output: 4 videos, 9:16, plus 1:1 center crops.

Creatify handoff. Hook clips above are production references (6s). Full 30s renders = paste each Part 3 script + matching avatar still into Creatify batch mode. If LFL prefers a different AI UGC tool (e.g. HeyGen, Arcads), same avatar briefs + scripts transfer 1:1.