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Industry PPC · Insurance

Insurance PPC agency

Insurance is one of the most competitive PPC categories in the country. National carriers spend hundreds of millions on paid search, which means the cost of showing up in generic insurance searches is steep — and the cost of showing up without a highly targeted strategy is even steeper. The opportunity for independent agents and smaller carriers is in the specificity that large brands cannot execute at scale: local presence, specific coverage types, and the kind of personalized messaging that a 30-second TV spot cannot deliver.

Plans for the USAudit · $297
5.0 on Fiverr Pro · 723 reviewsGoogle Partner$4.4M in ad spend managed a year (USD)

Local insurance guides by city

Each guide covers local costs, strategy and demand.

How We Help Insurance Businesses Get More from Google Ads

Your insurance campaigns need to work around — not against — the competitive landscape. Your keyword strategy gets built around specific coverage types and buyer intent signals that large carriers bid on broadly but rarely serve well. Auto insurance, renters insurance, business liability, and life insurance each attract different buyers at different stages of the decision process and need separate campaign structures, not one broad campaign.

Device and time-of-day targeting also matter significantly in insurance PPC. Policy comparisons happen across devices, but calls — the highest-intent conversion — tend to peak during business hours when people can speak with an agent. Your bid strategy weights call-likely windows and devices, and click-to-call extensions are treated as a primary conversion path, not an afterthought.

Start with an account audit — we’ll show you exactly where your current campaigns can improve.

Search data · Google Keyword Planner

What insurance clicks cost across the US

Across the US, insurance searches on Google add up to about 3,882,100 a month, and a click at the top of the page costs $30–$96; demand peaks in May. Of the 5 cities we measured, the most expensive click is in Warwick, RI ($50–$145) and the cheapest in San Bernardino, CA ($21–$60).

Cities with the most insurance searches
CityMonthly searchesTop-of-page CPCCPC vs USPeak month
Hartford, CT4,170$44–$115+20%September
San Bernardino, CA3,160$21–$60−38%May
Cape Coral, FL2,460$27–$101+5%May
Hialeah, FL1,870$30–$90−7%September
Warwick, RI1,230$50–$145+52%September
The searches behind the US figure
SearchMonthly searches (US)Top-of-page CPC
car insurance550,000$44–$142
auto insurance550,000$45–$151
term life insurance450,000$14–$48
health insurance368,000$5–$15
renters insurance368,000$13–$32
cheap car insurance301,000$39–$112
auto insurance quotes246,000$59–$184
home insurance201,000$40–$128

Source: Google Keyword Planner (Google Ads), Google Search, English, Oct 2025 – Sep 2026. Monthly searches add up a fixed set of commercial insurance searches; CPC is the top-of-page bid range weighted by volume. Cities in the table have their own figures; metro-area and indicative ones are left out. How we collect these figures.

Our solution

Our solution for

Insurance PPC

ManagementGoogle and Meta, managed →Plans from $590 a month, set by your ad spend.Audit · $297Account audit →A one-off review of your account: a document, a video and a 30-minute call.Tracking · $500Tracking setup →Server-side tracking, Consent Mode and offline conversions from your CRM, where it allows it.
PPC agency

Insurance PPC growth

Generic insurance PPC means bidding on broad terms and competing directly against national carriers with multimillion-dollar budgets. Without coverage-type segmentation, your ad for small business insurance shows up for someone shopping for personal auto insurance — a wasted click from a buyer who was never your customer.

The most common structural failure in insurance campaigns is treating all policy types as one campaign. Auto insurance buyers, life insurance buyers, and commercial liability buyers have completely different search patterns, decision timelines, and conversion behaviors. A single campaign structure built around “insurance quotes” misses all of that and burns budget on irrelevant traffic.

When insurance campaigns are segmented by coverage type, everything performs differently. Separate campaigns for auto, renters, life, business, and specialty coverage each reach buyers with the right message at the right stage. Landing pages are coverage-specific and built around the buyer’s actual question, not a generic quote form.

Call extension strategy is built around when your agents are available and when buyers are most likely to call — not just added as a checkbox. The result is a measurably higher share of high-value conversions and a lower cost per booked policy. That’s the difference between running Google Ads and running Insurance Google Ads.

Why choose us

Why PPC Works for Insurance Businesses

PPC campaign Audit & Setup

Insurance campaign architecture requires coverage-type segmentation as a foundation. Separate campaigns for each major coverage category — auto, homeowners, renters, life, commercial — allow for distinct keyword strategies, match type controls, and negative keyword lists that prevent coverage types from cannibalizing each other’s budget.

Broad match in insurance is especially dangerous: it surfaces your ads for queries that are adjacent but non-converting, like insurance definitions, coverage comparisons, and claim status searches. Phrase and exact match with aggressive negatives keep spend focused on buyers who are actively looking for a quote or an agent.

Your campaigns are built around the coverage types you actually sell — not a generic insurance bucket that wastes budget across dozens of irrelevant searches.

Ongoing PPC Management

Insurance PPC shows meaningful differences in conversion behavior by device and time of day. Phone calls from buyers who are ready to speak with an agent peak during business hours on desktop and mobile, while after-hours searches tend toward online quote requests that convert later. Your bid strategy accounts for both patterns.

Geographic targeting in insurance is especially important for local and regional agencies. Radius targeting around your licensed service area prevents clicks from buyers you cannot legally serve, and local intent signals in ad copy — city or state references in headlines and descriptions — improve relevance scores and click-through rates for local buyers who want a nearby agent.

Your targeting reaches buyers in your licensed market, at the times they are most likely to call — not just browse.

Conversion Rate Optimization

Insurance conversions come in two primary forms: phone calls and online quote requests. Both need to be tracked and attributed separately, because they represent different buyer profiles and different conversion quality levels. Phone calls from buyers who speak with an agent typically close at higher rates than cold online quote requests.

Call duration filtering helps qualify phone call conversions — calls under 60 seconds rarely represent a genuine quote request, so setting your call conversion threshold accordingly gives you a cleaner picture of actual lead quality. Form submission tracking with lead source capture allows your CRM to connect campaign data to booked policies over time.

Every quote request and every agent call gets tracked back to the exact search that started it — so your reporting reflects real outcomes, not just activity.

Why choose us

What Your Insurance PPC Campaigns Deliver

Lower Cost Per Lead

Insurance PPC cost efficiency requires working smarter than large carriers, not outspending them. Coverage-type segmentation, tight match types, and coverage-specific landing pages consistently reduce cost-per-quote-request compared to broad-match campaigns competing head-to-head against national brands on generic terms.

Industry benchmarks suggest cost-per-lead in insurance can vary widely — from modest to significant — depending on coverage type, market size, and campaign structure. The most effective lever for reducing CPL is not bidding lower; it is improving the relevance between keyword, ad, and landing page so your quality scores climb and your effective CPCs come down.

Better structure means better quality scores, and better quality scores mean your budget reaches more of the right buyers for less.

Higher Quality Leads

Lead quality in insurance depends heavily on coverage alignment. A buyer who searches for your specific coverage type and lands on a page built around that exact coverage is a fundamentally different lead than someone who clicked a generic insurance ad and ended up on a homepage. One has intent. The other has curiosity.

Ad copy that references specific coverage, licensed territory, and a clear call to action pre-qualifies buyers before the click. Negative keyword lists filter out non-buyer traffic — people looking for claims support, coverage definitions, or competitor-branded searches that will not convert to a new policy with you.

Your leads are buyers who are actively shopping for the coverage you offer, in the area you serve — not general insurance researchers.

Your Data, Your Account

Businesses that don’t own their accounts often start from scratch when they switch agencies — losing months of conversion data, audience lists, and Quality Score history. In insurance PPC, that conversion history is critical for understanding which coverage types, geographies, and buyer segments are generating your most profitable new policies.

You keep full admin access to your Google Ads account, your call tracking records, and your remarketing audiences. Your campaign data belongs to your agency or carrier, not to an agency relationship. Everything moves with you if you ever change management.

Your quote request data, your call records, your Quality Scores — they belong to your insurance business, not to an agency.

PPC benchmarks

Insurance PPC Costs & Strategy Guide

How Much Does Insurance PPC Cost?

Insurance is one of the most competitive PPC categories. Without expert structure and a strategy built around coverage-type specificity, budget evaporates quickly against national carriers. The path to efficiency is not winning the broad keyword auction — it is competing on the specific coverage searches where your offer is most relevant.

Cost-per-lead in insurance typically ranges from modest for niche or regional coverage types to significant for high-competition personal auto and homeowners searches — but the actual figure that matters to your business is cost per booked policy, not cost per click. Well-structured campaigns that reach buyers with matching coverage intent and clear next steps have consistently delivered cost-per-lead in the range industry benchmarks suggest is achievable, even in competitive markets. The lever is structural efficiency: match type discipline, coverage-specific landing pages, and call conversion tracking.

What Google Ads Strategy Works Best for Insurance Businesses?

The most effective insurance PPC strategy is built on coverage-type segmentation. A single broad insurance campaign cannot compete effectively against national carriers. A series of tightly structured coverage-specific campaigns — each with its own keyword list, ad copy, and landing page — can find efficiency in the gaps that large players leave open.

Call extensions and call-only ads are critical for insurance agencies where phone conversations with an agent are the highest-converting touchpoint. Local intent signals in ad copy improve relevance for buyers who want a nearby agent over a national brand. Negative keyword lists must be maintained rigorously to filter out claims, coverage definitions, and competitor brand searches. Remarketing campaigns targeting past site visitors who did not convert are especially valuable in insurance, where buyers often shop across multiple sessions before requesting a quote.

How Do You Measure Insurance PPC Success?

Insurance PPC success is measured by quote requests and agent calls from buyers who are genuinely in market for the coverage you offer. Click volume is a proxy metric. What matters is the number of high-intent conversations your campaigns generate.

Key KPIs for insurance campaigns include: cost per qualified quote request, call conversion rate (with duration filtering), coverage-type conversion breakdown, and lead-to-policy close rate. Call duration thresholds help distinguish genuine quote requests from short calls that represent poor-fit leads or misdials. Attribution tracking connected to your CRM allows you to understand which campaign elements are generating your most profitable new policies over time — not just your highest-volume leads.

Plans · the US

One monthly fee, set by your ad spend

Activation $500 oncetracking included

Start

$590$990/month

1 platform · Google or MetaGoogle + Meta
Ad spend
up to $3,000
New creativesmade by us
Google + Meta only4 a month
Book a call · Start

Growth

$790$1,290/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$3,000 – 10,000
New creativesmade by us
Google + Meta only6 a month
Book a call · Growth

Scale

$1,140$1,940/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$10,000 – 25,000
New creativesmade by us
Google + Meta only8 a month
Book a call · Scale
In every plan
  • Management of campaigns, creatives and budget
  • A monthly report: what changed, what we decided, what we did
  • One call a month, in your time zone
  • Accounts in your name: our access you can revoke
Three-month minimum, then month to month.

ChatGPT Ads: a separate pilot, $250/month, added to a plan. See the pilot →

How we start

From application to first campaigns

  1. Book a 20-minute call.Five questions about your market, spend and platforms, then pick a time.
  2. Call with Matteo.20 minutes on your account. Pick a time in your own time zone.
  3. Activation.In month one we set up the accounts and the tracking. $500, once.
  4. First campaigns.They go live on the new data, with the first creatives of the month.
FAQ

Questions before you book a call.

How do we start?

Book a 20-minute call with Matteo and answer a few questions. If it fits, we agree the plan, then activation: account setup and tracking in month one, first campaigns right after.

What is the activation fee?

$500, once, in the first month. It covers account setup and the tracking setup.

Is there a contract?

A three-month minimum, then month to month.

I only run Google (or only Meta). Can I start with one?

Yes. That is the “1 platform” price on every plan.

Who makes the ads?

We do: 4, 6 or 8 new creatives a month on Google + Meta plans, by tier.

What do I get every month?

Campaign management, a monthly report and one call.

Who owns the ad accounts and the data?

You do, always. Google Ads, Meta, GA4 and the tracking container are in your name. We have access you can revoke; if you leave, everything stays with you.

Do you work in my time zone?

Pick a time in your own time zone when you book. We answer in writing within one working day.

Other industries

Managed on numbers you can check.

Plans for the US