# Finance and Insurance Facebook Ads: The Most Video-Heavy Category

> Financial advertisers run 64.5 percent video and lean on quotes rather than purchases. What the most regulated category in the feed does differently.

Published November 9, 2026 · [The Hello Radio Blog](/blog)

Finance runs more video than any other category in the archive and almost never asks for a sale. In the [Hello Radio archive](/library), a live archive of real ads from more than 300 brands refreshed every morning, 24 finance and insurance brands run 5,131 ads. Video makes up 64.5 percent of their creative, and Learn more plus Get quote account for 80 percent of their calls to action. Measured August 2026.

For a category selling something with no physical form, the combination makes sense: show a story, ask for a small step.

## Video does the emotional work

| Category | Video share of creative |
|---|---|
| Finance | 64.5% |
| Beverage | 58.2% |
| Restaurants | 51.7% |
| Streaming | 52.5% |
| Telecom | 51.4% |
| Auto | 40.9% |
| Home and furnishing | 31.7% |
| Apparel | 27.0% |
| Retail | 17.4% |
| Footwear | 15.0% |

Insurance and banking have nothing to photograph. There is no product shot for a policy. What there is instead is a situation: the accident, the storm, the retirement, the first house, the moment the thing you paid for actually mattered.

That is narrative, and narrative needs time. Video gives it time. A still image can carry a rate or a claim, but it cannot carry a story about why this matters, which is what actually sells protection.

## The category asks for a quote, not a sale

| Call to action | Share of finance ads |
|---|---|
| Learn more | 43.6% |
| Get quote | 36.4% |
| Install now | 5.2% |
| Sign up | 3.3% |
| Download | 2.9% |

Get quote at 36.4 percent is the highest of any category by a wide margin. It exists because financial products are priced individually, and the quote is both a genuine next step and a low-commitment one.

It is also a beautifully honest call to action. It promises exactly what happens next, which matters enormously in a category where people are wary of being sold to. See [what call to action should you use](/blog/what-call-to-action-to-use).

## Creative lasts longer than average

At 15.9 percent of ads running past 90 days, finance sits well above the archive-wide 9.8 percent. The longest running finance ad in the archive is a Lemonade ad at 554 days.

The reason is the same one that makes software creative durable: the value proposition does not expire. A story about why insurance matters is as true in November as in March. There is no season, no drop, no promotional cycle forcing turnover.

That durability is worth understanding as an economic fact. A category that can run creative for eighteen months can afford to invest much more in producing it. See [when should you turn off a Facebook ad](/blog/when-to-turn-off-a-facebook-ad).

## Version counts stay low

Finance ads average 3.0 creative versions each, near the archive middle and below retail at 4.7. The most versioned example is a USAA ad with 45 versions.

Financial products do not have catalogs in the retail sense. The variation that matters is by life stage and by situation, which works better as separate ads than as versions inside one.

## What a smaller financial business should take from this

1. **Lead with the situation, not the product.** Nobody wants a policy. They want to not be ruined by something. The category's video-heavy mix exists to dramatize that.
2. **Ask for a quote or a consultation.** The category has settled on the low-commitment step. Asking for a purchase in the feed asks far too early.
3. **Expect a long read.** Consideration takes weeks and creative lasts months. Two weeks of data is not a verdict.
4. **Invest in fewer, better assets.** When creative can run for a year, the math on production quality changes completely.
5. **Be precise about who it is for.** Life stage does most of the qualifying work in this category, and vague ads waste delivery on people the product does not fit.
6. **Respect the compliance layer.** Claims in this category carry real consequences, and an ad that has to be pulled is worse than one that was never run.

## Common questions

### Do insurance companies use video ads?

Heavily. Finance and insurance creative is 64.5 percent video, the highest share of any category in the archive, because the product has nothing to photograph and the sale depends on a situation being dramatized.

### What call to action do financial ads use?

Learn more at 43.6 percent and Get quote at 36.4 percent, together 80 percent of the category. Get quote is far more common here than anywhere else, because financial products are priced individually.

### How long do finance ads run?

Longer than average. Nearly 16 percent pass 90 days against an archive-wide 9.8 percent, and the longest has run more than 550 days, because the value proposition does not expire seasonally.

### Can small financial businesses compete with national advertisers?

On geography and specificity, yes. National brands advertise broadly. A local agent or advisor can name a place, a life stage, and a situation in ways a national campaign cannot, which qualifies the audience far better.

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Hello Radio · https://www.hellorad.io