How to Get ACA Leads

How to Get ACA Leads

Generating ACA leads is one of the biggest challenges for health insurance agents today. The demand for ACA coverage is higher than ever, but many agents struggle with the same issues:
Where do I find qualified prospects? Which lead types actually work? How much should I spend? And how do I stay compliant while doing it?

This blog is designed to give you clear, practical answers to those questions. Instead of generic marketing advice, you’ll learn:

Before we go any further, if you're just here to shop leads, check out our selection. The leads we sell are generated with the same methods and campaigns we use for the leads we dial on ourselves. That way, you can trust they'll convert.

Strategies for Generating ACA Leads

These are strategies that we employ ourselves at Agent Boost, so you can be confident they work. These strategies range from low monetary investment to high investment, and work differently at different stages of a business.

SEO & Digital Presence

There are millions of searches for Health Insurance-related keywords each month. If you could capture even just 0.05% of this traffic, that's over 50,000 users that see your brand each month. By creating a website, a Google Business Profile, and content, you may find opportunities to increase your visibility. In turn, this could bring in some leads.

We, as an example, generate ACA leads through our consumer brand Health Plan Advocates.

Educational Content

Content marketing works. People buy from people they feel they can trust. Create blogs, videos, FAQs, and webinars that clarify ACA processes and benefits.

Becoming a reliable source of information makes you the go-to agent when it’s time to enroll.

Networking and Partnerships

Work with community centers, churches, non-profits, and local employers. These organizations often serve populations that qualify for ACA and can introduce you to a warmer audience.

Email Campaigns

Send informative, timely emails during Open Enrollment and before Special Enrollment deadlines. Include calls to action, explain how you can help, and offer free consultations to encourage engagement.

Paid Ads

Paid ads are your quickest way to a reliable flow of leads. With the right strategy, paid ads can start and scale your business. Ads on Google, Meta, even TikTok, can provide you with consistent leads.

It is important to note, however, that advertising on Google requires a G2 certification. This does cost money, the more states, the more it costs. However, the return can be very worth it if you can optimize your ads.

Host Enrollment Events

Set up in-person or virtual events with Q&A sessions and enrollment help. These events establish trust and make complex decisions easier for attendees. They also boost your visibility within your community.

Strategies for Buying ACA Leads

Buying ACA leads can be one of the fastest ways to grow your book of business — but only if you choose the right vendors and understand what you’re actually paying for. Here are the two most important things to focus on when purchasing ACA leads.

Types of ACA Leads

Not all ACA leads are created equal, and the type you choose has a major impact on cost and conversion rate. Before buying, make sure you understand whether the lead is:

Your sales structure should determine the type you buy.

Matching lead type to your operation prevents wasted spend and improves ROI immediately.

Vet your vendors for compliant, quality leads

Lead vendors should clearly explain how they generate their leads and how consent is collected.

Compliance is non-negotiable. Every purchased lead must include proof of:

If a vendor cannot provide this, you should walk away. You don't want to get your own business shut down because of a black-hat vendor.

Cost of ACA Leads & Budgeting Guidance

ACA leads vary widely in cost depending on type, intent level, and competition. Agents should understand these cost ranges to budget effectively.

Typical ACA Lead Costs

Below are general cost ranges (varies by market and season):

Cost Per Enrollment (CPE)

A more accurate metric than cost per lead. Most successful agents fall in the range of:

High-performing agents reduce their cost per enrollment through effective nurturing and automation.

How Many Leads Should Agents Buy?

This is heavily depending on your situation. Buy as many leads as you have the bandwidth for.

For example, an agent working health insurance full-time will need more leads to dial and talk to than someone working part-time. An agent buying calls from inbounds or transfers will need less, as they will likely be having more conversations (at a higher cost). Start conservatively, then buy more if you can work more. If you buy too many leads, and the ones you can't get to sit for a day, it's almost guaranteed to have wasted the money on those leads.

Compliance Requirements & Legal Considerations

ACA lead generation is heavily regulated. Agents must follow strict guidelines to avoid penalties, licensing issues, or agency shutdowns.

CMS Marketing & Communication Guidelines

Agents must:

TCPA Compliance

The Telephone Consumer Protection Act governs phone and SMS outreach:

This alone makes proper lead vendors and compliant forms critical.

Data Privacy

Agents must protect consumer information:

Marketing Compliance

You cannot:

Staying compliant protects both the consumer and your business.

Tips for Effective Lead Conversion

Even the best leads won’t turn into clients without a solid conversion process. These best practices can help boost your conversion rate:

Follow-Up Promptly

Respond to inquiries quickly. The sooner you connect, the higher your chances of keeping the lead engaged and moving forward.

Be Clear and Supportive

Make complex features easier to understand. Explain the pros and cons of different plans without using jargon. Empathy and clarity help build trust.

Address Questions and Concerns

Many potential clients fear unexpected costs or making the wrong choice. Offer one-on-one consultations to answer questions and ease their concerns.

Provide Personalized Recommendations

People value advice tailored to their specific needs. Use your CRM to track family size, health conditions, and income to recommend the most appropriate coverage options.

Going above and beyond to make clients feel understood can significantly increase your conversion rates—and generate future referrals.

Final Thoughts

With the right understanding, targeted strategies, and consistent follow-up, you can attract and retain high-value clients. Focus on educating your audience, using digital platforms, and building relationships that create sustainable growth.

If you’re ready to start generating high-quality ACA leads, now is the time to invest in modern enrollment tools, a strong digital presence, and strategic partnerships. The ACA market changes regularly. If you can position yourself as an expert, people will want to work with you.

Lastly, if you need any leads to get you started, browse our selection of ACA Leads. But, we can do you one better. You could get leads and significantly more by contracting with Agent Boost! We provide unrivaled support to our agents, including regular training, compliance oversight, leads, and supporting managers. You'll have regular access to any help you need and all the leads you want. Click on the contracting link to get started.