Paid Social Direct Response Copywriter

About Neilson

At Neilson, our mission is to make life insurance simple and accessible to everyone. Were dedicated to helping families secure financial protection for their loved ones with a range of options. Since launching in 2012, Neilson has successfully expanded from a UK-only business with 100 employees to now, an award-winning international operation and leader in the global life insurance market with 625 employees and offices in the USA, Canada, Ireland, and Australia.

Our Vision

Were building a future where protecting your family with life insurance is intuitive, inclusive, and immediate. By removing friction, increasing trust, and leading with innovation, Neilson aims to grow our customer impact with simplicity and accessibility at the heart of everything we do.

About the Role

Were looking for a talented and experienced Direct Response Copywriter to join our Creative team, working exclusively on Neilsons life insurance lead generation campaigns across the UK, Canadian and Australian markets.

This is a dedicated creative role focused on writing high-performing paid social ad copy that drives lead generation at scale. You dont need experience in life insurance - well teach you that. What matters is that you already know how to write scroll-stopping, emotionally resonant copy that converts audiences into qualified leads.

The right candidate knows how to capture attention in a noisy social feed, hook people emotionally, and guide them toward action.

Key Responsibilities

• Write attention-grabbing hooks and conversion-focused paid social copy across Facebook, Instagram, TikTok, and other platforms
• Craft compelling primary text, headlines, and CTAs that motivate audiences to submit their information
• Develop concise, persuasive AV scripts for social video ads that maintain attention and drive lead generation
• Create multiple copy variations for A/B testing (youll write the copy, not set up the tests)
• Collaborate with designers and video producers to align copy with visuals and narrative flow
• Incorporate performance data (supplied by the marketing team) to iterate and optimize creative
• Build a library of proven, high-performing copy templates and emotional frameworks specific to life insurance lead generation

What Were Looking For

• 3+ years of direct response copywriting experience with a focus on lead generation, preferably in paid social
• Proven track record of writing social ad copy + scripts that drives conversions and captures leads, not just engagement
• Expertise in writing for mobile-first platforms with attention to visual hierarchy and scanability
• Strong grasp of direct response principles: emotional hooks, problem-solution framing, urgency, and persuasive CTAs
• Comfort working in a creative team environment, collaborating closely with designers, video producers, and performance marketing specialists
• Understanding of performance metrics and willingness to adapt copy based on what works
• Ability to translate complex insurance products into clear, emotionally resonant benefits for different audiences

Nice to Have (Not Essential)

• Familiarity with AI tools for ideation or iteration
• Experience in financial services or regulated industries
• Background in developing ads for older demographics or family audiences

Success in This Role Means

• Delivering breakthrough copy that becomes top-performing creative in our portfolio
• Understanding the emotional drivers that lead people to inquire about life insurance
• Working seamlessly with our creative and performance marketing teams

Why Join Neilson?

This is your opportunity to have outsized impact in a high-performance team, creating advertising that drives real results. Your work will directly contribute to our mission of making life insurance more accessible to families worldwide.

If youre a direct response copywriter who understands lead generation and thrives on producing creative that converts, wed love to hear from you.