Customer research for lead gen ads (final expense, Medicare, and beyond)

Why Reddit is the wrong first stop for these verticals

We ran the test. A Reddit search for 'final expense insurance worth it' returned one thin, on-topic thread and a page of noise: pet insurance questions, story subreddits, FIRE updates. The single relevant thread had seven comments, and every one of them was written in advisor voice, people explaining how the product works rather than buyers worrying out loud.

That thread still held one useful signal: the person asking was not a senior. It was an adult son, writing 'my dad keeps getting these mailers and asked me what final expense insurance actually covers.' On Reddit, the persona in this niche is the adult child researching on a parent's behalf. That is a real audience with its own angle, but it is not the caller your pay-per-call offer wants.

Where the buyer voice actually lives

The seniors your ads target do comment, just not on Reddit. They comment on YouTube, under videos reviewing the products advertised at them on daytime TV. Scrape the comments under a single 'Colonial Penn $9.95 plan, legit or scam?' video and you get lines like these, verbatim:

• "$9.95 is for $800 policy. The average cost for funeral is 8,000 to $10,000." The buyer already did the math and felt cheated by it. A 'here is what a funeral actually costs' angle meets them exactly there.
• "These insurance companies must think Seniors are stupid." Distrust is the dominant emotion in the whole thread. Copy that opens by acknowledging the scams outperforms copy that opens with a promise.
• "My family will bury me in the back yard. Done. No expense." Gallows-humor resistance is an objection class of its own: the 'I refuse to be a burden and I refuse to be scammed' voice.
• "My mom has bad health so we had no choice but to go with Colonial." Guaranteed-acceptance desperation, again voiced by the adult child. Health-based disqualification fear is a first-line hook in this niche.
• "I'm so tired of that stupid commercial playing every second." Ad fatigue with the incumbent is an opening: your native ad wins partly by not looking like the thing they already mute.

One scrape, four angles

Those five quotes came out of one free scrape of one video, about a minute of work. They cluster into four angles: the funeral-cost math gap, distrust of TV insurance brands, fear of health-based rejection, and the adult child buying for a parent. Each one is grounded in language a real buyer typed, which is what makes the eventual ad read native instead of written.

The same pattern holds across lead gen verticals. Medicare Advantage confusion lives under YouTube explainers and in Quora questions. Home services complaints live in Google and BBB reviews and public Facebook posts. Solar regret lives under installer review videos. Wherever your vertical's buyers are older or less online, YouTube comments, Quora, review sites, and Facebook posts replace Reddit as the primary source, and Adlicio scrapes all of them.

Run the whole loop inside Claude

With Adlicio connected to Claude as an MCP, the entire research workflow happens in one chat. Ask Claude to search Reddit for your niche (free, no credits) to confirm where the conversation is or is not. Paste YouTube, Quora, or forum URLs and Claude scrapes each one in about 60 seconds. Then keep talking: ask Claude to cluster the comments into ranked angles and objections, pull the strongest verbatim lines, and draft native-style headlines or an advertorial lede in that exact language.

The output pastes straight into whatever lander builder you already use. No new tool to learn: the scraping is Adlicio, the analysis and drafting is the Claude conversation you are already in.