Where Calivus Financial Group's ads lose the buyer

Calivus Financial Group is running 4 live ads on LinkedIn and Google. Their average fit to their own ideal buyer is 7 out of 10, and 1 ad needs fixing. Each ad below is one of Calivus Financial Group’s real live creatives, read straight from the ad libraries.

Calivus Financial Group’s live ads, scored against their buyer

• Mortgage Protection Pays Off House, scored 7/10 against Calivus Financial Group’s ideal buyer. Clear death benefit promise and free quote CTA hit the core fear directly.
• No Medical Exam Mortgage Life Insurance, scored 8/10 against Calivus Financial Group’s ideal buyer. No-exam barrier removal plus no-expiration promise directly addresses the ICP's top objections.
• Mortgage Protection For Family Coverage, scored 7/10 against Calivus Financial Group’s ideal buyer. A+ rating adds credibility but 'best coverage' claim is generic without a specific proof point.
• Number One Mortgage Life Insurance, scored 6/10 against Calivus Financial Group’s ideal buyer. No-exam hook is solid but unsupported '#1' claim and thin body weaken conviction.

See Calivus Financial Group’s full live-ad board on AdRoast. Every creative scored against their ICP, with the exact fix for each.

Learn the method behind these scores: the AdRoast guides cover how to audit your ads against your ICP and why clicks do not turn into pipeline.