What makes Facebook leads different?
- Prefilled forms. Meta's lead forms fill in the person's name, email and phone from their profile, so a lead can be one tap from a scroll. Expect more people who don't remember asking, and more old or wrong numbers.
- Instant and around the clock. Leads arrive the second the form is submitted, at any hour. In Ava's data, 54% of new leads arrived while calling hours were closed.
- Shared attention. The person may have tapped several ads. The first agent who calls usually gets the conversation.
How fast should you call a Facebook lead?
Within 5 minutes. Across new leads in Ava's calls, those first called within 5 minutes booked 8.8% of the time, against 2.9% when the first call came 4 to 24 hours later.
| Time from lead arrival to first call | New leads | Booked |
|---|---|---|
| Under 5 minutes | 2,781 | 8.8% |
| 5 to 30 minutes | 1,388 | 6.0% |
| 30 minutes to 4 hours | 842 | 3.8% |
| 4 to 24 hours | 3,338 | 2.9% |
| More than 24 hours | 1,264 | 1.2% |
Source: AI calling in life insurance: 2026 data from Ava, aggregate and anonymized, from Ava's calls for the agency Polca was built in. Mostly veterans life insurance leads; other lead types will differ.
Can AI call Facebook leads?
Yes, if the form's consent covers it. An AI telemarketing call to a cell phone needs prior express written consent (FCC 24-17; 47 CFR § 64.1200(f)(9)). Meta's lead forms let you add your own disclaimer and consent checkbox: name your agency, say calls may use an artificial or AI voice, and keep a copy of the form version each lead saw. If you buy Facebook leads from a vendor, get that language and the consent record from them.
What should you say on the first call?
Lead with the ad: “You asked about life insurance on Facebook a few minutes ago.” Confirm the basics, state, age and what they want to cover, and book a time with the agent. Don't try to sell on a lead who tapped a form five minutes ago.
What about Facebook leads that come in at night?
Call them the first minute your calling window opens, and make sure a callback at any hour gets answered. About 1 in 4 of Ava's bookings (27%) came on a callback. Polca calls only between 9 a.m. and 7 p.m. in the lead's local time and never on Sundays, on AI and human calls alike. That is narrower than the federal 8 a.m. to 9 p.m. window, and agencies can tighten it but not widen it.
How does Polca handle Facebook leads?
Ava calls new leads automatically when the agency's consent covers AI voice calls. Ava calls the agency's leads under the agency's name, confirms the lead's state, coverage need and age band, handles common objections such as “I already have insurance,” and books the appointment on the right agent's calendar. She never quotes prices, never takes applications and never binds coverage.
Per agent on Ava, each month (as of November 2026): 46 appointments booked by Ava, 5 clients signed by the agent (about 11% of booked appointments), and $9,856 in annual premium (AP) written, about $118,000 a year. That is about $10 of AP written for every $1 spent on Ava (9.9×, measured against what the agency pays for Ava). Top agents are on pace for $134,000 to $137,000 a year of AP from Ava-booked appointments.
Ava booked the appointment; the agent signed the client. A signed client counts when the agent signed them within 60 days of the appointment Ava booked; AP counts everything signed. Source: production records of the agency Polca was built in. Individual results vary. Hear real booked calls.
Common questions
How fast should I call Facebook life insurance leads?
Within 5 minutes during calling hours. In Ava's 2026 data, new leads called within 5 minutes booked 8.8% of the time, against 2.9% at 4 to 24 hours.
Why do Facebook leads have so many wrong numbers?
Meta's lead forms prefill the phone number from the person's profile, which can be old, and some people submit without reading.
Can I use AI to call Facebook leads?
Yes, if your form's consent language covers AI or artificial-voice calls from your agency and you keep the record.
Sources
- FCC Declaratory Ruling FCC 24-17 (AI-generated voices are “artificial” voices under the TCPA), released Feb. 8, 2024
- 47 CFR § 64.1200 (FCC telemarketing and robocall rules)
- FCC Report and Order FCC 24-24 (revoking consent by any reasonable means), Feb. 16, 2024
- Polca Calling & Recording Policy
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