How to run Medicare ads on Facebook?

In the booming digital age, Facebook Ads have become a game-changer for agents and brokers looking to reach potential customers in the Medicare field. We have observed that many successful Medicare agents have utilized Facebook Ads to effectively organize webinars, online consultations, or collect email leads. If you are wondering how to leverage Facebook Ads to increase Medicare sales, the answer is not just about “creating an ad and hoping for the best.” Don’t worry if you are just starting; in this article, Optimal Agency will guide you step-by-step on how to run medicare ads on Facebook in 2025, helping you create an effective campaign, attract quality leads, and build sustainable relationships with them.

Latest updates 2025 for the Medicare industry on Facebook ads

In 2025, Facebook Ads for the Medicare industry have seen significant changes, particularly in audience targeting. Previously, advertisers like us could easily define very specific audiences—such as age, even birth month, or restrict ads to just a 25-mile radius around your location and still get good results. However, detailed targeting like this is now nearly impossible in most areas, with only a few minor exceptions.

Furthermore, in the earlier phase, Facebook’s ad system was quite buggy and unstable. For instance, merely inserting the keyword “Medicare” in the ad content or targeting an older demographic could flag the ad as “political advertising” due to its association with the then-controversial “Medicare for all” sensitive topic. Advertisers were then forced to go through a complex political account verification process to be allowed to continue running ads.

Even if an ad was rejected, contacting a real person for support was virtually impossible. You wouldn’t know the exact reason, and a small mistake could lead to your ad account suspension. However, Meta’s algorithm is now much smarter. While risks still exist, the situation of “false flagging” or mistakenly blocking ads has significantly decreased compared to before.

If, in the past, you could succeed with just a simple video or brief ad copy, things have changed now. In 2018, many advertisers like us could generate a very low Cost Per Lead (CPL) even with just a few basic elements. But in 2025, to run effective ads on Facebook or Instagram, you need to excel simultaneously in the following four elements:

1. Ad Copy – the content must be clear, engaging, to the point, and relevant to the target customer group.
2. Creative (Image or Video) – diversify formats such as short videos, long videos, or images with human elements to increase authenticity.
3. Targeting – despite the limitations, you still need to carefully analyze the audience’s behavior, interests, and general location.
4. Landing Page – the destination where users are directed needs to be optimized for experience, fast loading speed, and a clear Call-to-Action (CTA).

Previously, just one good factor out of the four could yield results. But now, you must optimize all four factors to achieve high performance. Competition in the Medicare industry is increasingly fierce, so creativity in ad content is more important than ever.

For example, our team often experiments with various content forms—videos featuring real people, animation videos, static images, and short tutorial videos. There is no fixed formula for success; therefore, you need to constantly A/B test multiple ad versions, track the impression rate, Cost Per Click (CPC), and allocate the budget to the best-performing models.

Furthermore, the budget is also a crucial factor. If you only spend about $20 per day, you shouldn’t test too much content because the collected data will be insufficient for effective analysis. Conversely, if you have a budget of $100–$200/day, creating multiple Ad Sets with diverse content will help Facebook distribute more effectively.

Another major recent change is the emergence of the Special Ads Category—applied to fields such as insurance, Medicare, finance, employment, housing, etc. When your campaign falls into this category, targeting options are significantly restricted: you cannot select age, gender, ZIP code, or small geographic areas.

How to run Medicare ads on Facebook 2025

In 2025, running medicare ads on Facebook has become one of the most effective strategies to connect with potential customers in the health insurance sector. However, to achieve good results, advertisers like us need more than just knowing how to “push the run ad button.” You need to combine copywriting skills, suitable image selection, correct audience identification, and user experience optimization. Below is a detailed guide to help you step-by-step deploy an effective Medicare ad campaign on Facebook in 2025.

Writing engaging and effective Medicare ad copy

When we start creating Medicare ads, the most important element is the ad copy. Viewers will only spend a few seconds deciding whether to continue reading or not, so you must grab their attention from the very first line.

Keep the message concise, clear, and focused on the solution you provide to the customer. For example:

• “Confused about Medicare? We can help you find the best plan.”
• “Don’t miss the chance to save with a better Medicare plan – contact us today!”
• “Turning 65 soon? Explore your suitable Medicare options in just 5 minutes.”

Additionally, you should use action words to create a sense of urgency and urge viewers to interact. A small tip is to add an open-ended question to pique interest, such as: “Did you know you could save up to 30% on insurance costs just by choosing the right Medicare plan?”

When writing content, highlight the main benefits instead of just listing product features. You can present it in bullet points for easier reader comprehension:

• Significant savings on prescription drug costs.
• Expanded coverage and healthcare benefits.
• Easily choose the doctor and hospital you trust.

Selecting Attractive Medicare Ad Imagery

The image is the first “eye-catching” element that makes users stop scrolling amidst hundreds of posts on Facebook. In our campaigns, natural images of real people and positive emotions always yield a higher engagement rate than artificial-looking stock images.

Some suggestions you can try:

• An image of an elderly couple smiling and enjoying retirement.
• A doctor or medical professional attentively talking to a patient.
• A simple chart illustrating the parts of the Medicare program (A, B, C, D) for easy viewer understanding.

Don’t forget that the text on the image needs to be large, clear, and easy to read, especially when displayed on mobile devices. Leverage your brand colors (such as blue for trust or green for health) to increase recognition. Finally, A/B test multiple images to find the design that yields the lowest Click-Through Rate (CTR) and Cost Per Lead (CPL).

Targeting the right Medicare customer audience

A Medicare ad campaign is only successful when displayed to the right person at the right time. In 2025, Meta will still provide powerful targeting tools, despite some restrictions due to the “Special Ads Category” policy. However, you can still effectively reach potential customers if you understand how to use them.

Audience groups you should focus on include:

• Age: 64 and over, or 62+ for early retirees.
• Location: Focus on your operating area or service region to avoid budget waste.
• Interests: people interested in health, retirement, elderly care, or topics related to medical welfare.

If you already have a Medicare website or Fanpage, utilize Custom Audiences to target people who have previously visited your website or interacted with your posts. This is a “warm” audience segment with a higher conversion rate than new customers.

You can also create separate Ad Sets to personalize the message:

• Group for new to Medicare: emphasize guidance and education elements.
• Group for those looking to switch plans: focus on the benefits of switching, such as savings or expanded benefits.
• Group for previous customers or website re-visitors: use reminder ads, offers, or free consultation programs.

Budgeting and bidding strategy

When starting, you don’t need to invest too much budget. Instead, test different Ad Sets with a moderate budget—such as $10–$20 per day. This approach makes it easy to track performance, identify which content works best before scaling up spending.

For example, if you run three Ad Sets simultaneously—one group uses a tutorial video about Medicare Advantage, one group uses a static image, and one group focuses on testimonials (customer proof)—after a few days, you will see which group yields the lowest Cost Per Lead (CPL). Then, increase the budget for that group instead of spreading the spending thin.

Regarding bidding, we recommend choosing the automatic placement and bid mode in the initial phase. Facebook will automatically optimize to deliver the most results within your set budget. Once you have enough data, you can switch to manual bidding to better control costs.

Some effective budget management tips:

• Start small, scale slowly: Don’t increase the budget too quickly, as it can cause the algorithm to re-distribute data and reduce performance.
• Track Cost Per Lead (CPL) regularly to ensure the ad remains profitable.
• Pause or modify low-performing ads instead of letting the budget be wasted.

Suitable ad placements and formats

Facebook offers many placements for Medicare ads, but in our experience, the News Feed is still the most effective location. The reason is that it allows you to present the offer more clearly, add detailed descriptions, and attract viewers with vivid images or videos.

Some ad formats you can experiment with include:

• Single Image Ads: Suitable when you want to convey a simple message, such as “Find out your Medicare benefits today.”
• Carousel Ads: Allows you to display multiple options, such as different Medicare Advantage plans.
• Video Ads: Ideal for explaining benefits, the enrollment process, or guides on choosing the right plan in detail.

For example, A short 30-second video featuring an expert sharing “3 common mistakes when choosing a Medicare plan” often attracts a much higher engagement rate than ads with only a static image.

Compliance with Medicare marketing rules

An extremely important factor when running ads in this field is compliance with Medicare marketing regulations. The CMS (Centers for Medicare & Medicaid Services) has clear guidelines that every advertiser must adhere to to avoid warnings or campaign suspension.

Below are some basic rules you need to note:

• Do not use the name or logo “Medicare” without permission from the CMS or authorized body.
• Avoid using pressure-inducing language like “Enroll now or you will lose your benefits!”—these phrases can be considered coercive to users.
• Always include a Disclaimer regarding the availability of the insurance plan, enrollment period, and related terms.

We always encourage agents to submit their ads to a Compliance Specialist for review before running. This helps ensure your ad does not violate CMS rules and avoids the risk of rejection or ad account suspension.

For example, an advertiser once forgot to add the disclaimer “Benefits may vary by location” and had their Facebook campaign temporarily suspended for 7 days. Checking before publishing will help you be “safer than sorry.”

Running medicare ads on Facebook in 2025 requires a combination of strategy, testing, and compliance. When you understand how to target within the “Special Ads Category,” optimize your budget intelligently, and comply with CMS rules, your ads will not only bring in a volume of quality leads but also help build long-term brand credibility. Start with a small campaign, learn from real data, and scale gradually—that is the sure path to success in Medicare advertising.

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