Anyone else struggling with insurance ad engagement?

I’ve been running insurance ads for a while now, and honestly, I don’t think anyone really prepares you for how weirdly unpredictable “engagement” can be. One day your ad gets clicks, shares, and a few leads. The next day — nothing. Like it just vanished into a black hole.At first, I thought it was just me messing up the targeting or maybe the visuals weren’t good enough. But then, after a few conversations with other folks in the same space, it became clear — insurance advertising doesn’t play by the same rules as other industries.The frustrating part nobody talks aboutWhen you’re promoting something like travel or tech, engagement feels almost natural — people want to see those ads. With insurance, though, it’s a different game. Most people scroll past the word “insurance” like it’s a red flag.I’ve had ads that were well-designed, with catchy headlines and even emotional storytelling, but people still didn’t interact. A few comments here and there, mostly jokes about “boring insurance stuff.” It’s disheartening because you know the value of what you’re offering, but the audience doesn’t want to care.And here’s the kicker — when they finally do need insurance, they expect instant trust, even though they ignored your brand for months. That’s when I realized: engagement in insurance advertising isn’t just about grabbing attention; it’s about building quiet familiarity over time.What I tried (and how most of it flopped)My first approach was to make the ads more “fun.” I leaned into humor — memes, witty captions, even playful animations. It got some engagement, but not the right kind. People liked the joke but didn’t click through.Then I switched to emotional stories — real-life claims, customer experiences, even small “hero” moments. The result? A bit better. People seemed to stay longer on the page, and some commented things like “this actually happened to my uncle” or “wow, never thought of insurance this way.”But the most surprising insight came from one test campaign — I ran a simple ad that looked like an explanation post, not a promo. It broke down one common myth about insurance claims, and suddenly, people interacted. Not massively, but in a genuine way — questions, comments, even shares. That’s when I learned: people don’t want to be sold to; they want to understand.The quiet pattern I started noticingAfter running about 30 different ad versions, I saw a pattern. Engagement in insurance ads usually comes from trust and curiosity, not from flashy offers. People interact when something feels educational, relatable, or personal.One of my most consistent performers was a simple post that said, “Ever wondered what actually happens after you file an insurance claim?” No fancy design, no huge discount — just a relatable question.It turns out that the more your ad feels like a conversation rather than a campaign, the better your odds. Think about it — when was the last time you commented on a traditional ad? Probably never. But you might comment on a relatable thought, a small story, or something that feels like someone genuinely trying to explain.That subtle shift made me rethink everything. Instead of pushing conversion right away, I started focusing on micro-engagements — reactions, comments, saves — anything that built a small connection.What actually started working for meNow, I approach insurance advertising almost like content creation. The goal isn’t to “sell insurance” but to make people curious enough to stay.Here’s what helped me:

1. Tell real stories – Not glossy brand stories, but human ones. People trust people, not companies.
   
2. Educate casually – Share simple insights like “Why people overpay for car insurance” or “What your policy probably doesn’t cover.”
   
3. Avoid buzzwords – Words like “premium,” “coverage,” or “claims” sound robotic. Use plain language.
   
4. Stay consistent – Even if no one engages much at first, your consistency builds silent trust.

And if you want a really good breakdown of why engagement behaves differently in this space, I came across this solid read:  What Nobody Tells You About Insurance Ad Engagement . It explains a few behind-the-scenes factors that I wish I’d known earlier — like how emotion, tone, and ad placement subtly influence reactions.Final thoughts (just my two cents)If you’re frustrated that your insurance ads don’t seem to get traction, don’t assume it’s a total failure. It’s not that people don’t care — it’s that they care differently.They won’t always like, share, or comment. But they will remember you when the need hits. Insurance is one of those things people research privately, not publicly. So that quiet reach, those few saves, those longer watch times — they actually matter more than vanity metrics.I guess the biggest shift for me was realizing engagement in insurance isn’t loud — it’s subtle, long-term, and trust-based. You might not see it immediately, but if you stay authentic, conversational, and helpful, it eventually pays off.