Google Ads for insurance brokers
measured to a bound policy, not a click
Insurance search traffic is some of the highest-intent traffic on the platform, people actively comparing coverage and price, but most broker accounts we audit still report success as form fills, with no visibility into which keyword actually produced a bound policy. We fix tracking to that stage first, then run campaigns against it.
Why insurance brokers lose money today
Insurance search terms are expensive, which makes wasted clicks costlier here than in most other categories. A campaign that has not separated genuine shoppers from people researching general coverage questions, or comparing insurance as a concept rather than actually ready to request a quote, burns budget at a rate that compounds quickly across a month.
A second common gap is measuring form fills instead of bound policies. A quote request form submission looks like success in the ad platform’s dashboard, but a meaningful share of those requests never convert to an actual bound policy, for reasons ranging from price shopping to incomplete information. Without a join to your CRM or policy management system, the campaign optimizes toward a number that does not reflect real revenue.
A third is treating all policy types as one audience. Commercial, personal and specialty lines have different buyers, different price sensitivity and different seasonal patterns, and a single undifferentiated campaign structure usually underperforms what separate, tailored campaigns for each line would deliver.
What we build
We start with the account and the conversion event, not new ad copy. An audit of existing campaigns and current tracking usually turns up a fixable gap: tracking stopped at form submission, broad keywords picking up research-intent traffic, or one campaign structure covering several policy types that each need their own targeting.
Tracking gets rebuilt through to the bound-policy stage, joined to your CRM or management system, so a keyword’s real value is visible, not just its raw click volume. Campaign structure splits by policy type and local market, with negative keywords and audience exclusions tuned to cut the research and comparison-shopping traffic that inflates click volume without producing real quotes.
What stays with humans
The actual quoting, underwriting and policy binding stay entirely with your licensed brokers. We build the campaigns and the tracking to get a genuine prospect to a quote request reliably; we do not quote or bind a policy ourselves.
Price and timeline
| Package | Price | Timeline |
|---|---|---|
| Agency runs it | from $1,000 | 2 to 3 weeks |
| Full control, handover-ready | from $1,700 | 3 to 4 weeks |
Related
Pair this campaign with the AI agent for insurance brokers so the quote requests it generates get a fast, qualified first response any hour, or CRM and renewal analytics for insurance brokers to see which policy type and campaign actually produces bound revenue. See the full package breakdown on the performance marketing service page, or get a written audit plan with a fixed price.
FAQ
What does it cost to start?
Audit and launch starts at $1,000: account audit, conversion tracking through to a bound policy, campaign structure, first ad copy, and a two-week watch period. Ongoing management is $1,000 a month and up.
What ad budget do we need?
Insurance keywords run higher cost-per-click than most categories, so a realistic minimum is $1,500 to $2,500 a month per policy type or local market for the algorithm to learn from enough conversions.
How do you track a lead through to an actual bound policy, not just a quote request?
Conversion tracking fires on the quote request, then a server-side event or a CRM join confirms when that lead actually binds a policy, so the campaign's real value is measured against revenue, not raw form fills that never close.
Can you split campaigns by policy type?
Yes, and this is usually one of the first fixes: commercial, personal and specialty lines convert at different rates and cost different amounts per click, so bidding and budget should reflect that instead of treating all policy types as one audience.
Can you filter out people just researching general insurance questions?
Yes, a tight negative keyword list and audience targeting cuts a meaningful share of informational-intent clicks that were never going to request a quote, which is one of the larger wasted-spend categories we find in broker accounts.