Google ads for insurance agents

Google Ads for Insurance Agents

We run Google Ads for insurance agents around one simple fact: someone who types "home insurance quote" at 9 PM has already decided to shop, which is why the clicks pay so well and cost so much. We build search campaigns around one line of business at a time, keep every ad inside Google's insurance rules, and have an AI agent call each quote request within seconds so your licensed agent gets the first real conversation.

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clients served
400+clients served
to first reply
< 2sto first reply
to go live
2-3 wksto go live

Example call conversation between Nora, an AI assistant for Crestview Insurance Group, and a lead named Priya.

  1. Nora (AI): Hi Priya, this is Nora, an AI assistant for Crestview Insurance Group. You asked about bundling auto and home. Is now a good time?
  2. Priya: Yes. My renewal just went up a lot.
  3. Nora (AI): I hear that a lot this year. When do your current auto and home policies renew?
  4. Priya: Auto at the end of next month. Home in the spring.
  5. Nora (AI): Got it. How many drivers and vehicles, and is the home a single-family house?
  6. Priya: Two drivers, two cars, single family.
  7. Nora (AI): Thanks. A licensed agent will compare carriers and walk you through options. I can't promise savings, but they'll show you exactly what's available. Tomorrow at 11:00 AM or 4:00 PM?
  8. Priya: Four works.
  9. Nora (AI): Booked. Have your current declarations pages handy so the comparison is apples to apples.

Booked: Bundle quote review, Tomorrow, 4:00 PM, With a licensed agent.

Searches

The searches we bid on first.

Search is bought one query at a time. We start with the searches that carry a quote request and add the rest only when the numbers support it.

  1. 01

    Line plus quote

    Searches like "home insurance quote" or "commercial auto insurance". The person wants a price today. These clicks cost the most and convert the best, so they get the budget first.

  2. 02

    Line plus town

    "Renters insurance" with a town name, or "insurance agent near me". Local searches reward a real office, real reviews and a Google Business Profile that matches the ads.

  3. 03

    One trade, one policy

    "General liability insurance for contractors" or "insurance for food trucks". Lower volume, far less contested, and the premiums are usually larger than a single auto policy.

  4. 04

    Renewal and switching

    "Home insurance went up" and similar searches. We answer them with what a broker does, comparing carriers, and never with a savings promise you cannot back.

After the click

From ad to booked in minutes.

Ads only pay when someone books. This is what happens to every lead, at 2 PM or 2 AM. It's our speed to lead system on AI appointment setters.

  1. 1

    Search, click, call or form

    Usually on a phone, often in the evening, and often while two other agencies' pages are open in other tabs.

  2. 2

    Contacted in seconds

    An AI agent calls or texts straight away, says it is an AI assistant for your agency, and never quotes a premium or promises coverage.

  3. 3

    Quote details collected

    Line of business, current carrier, renewal date, drivers and vehicles or property details, so the quote call starts with the facts.

  4. 4

    Booked, then fed back to Google

    A licensed agent gets the booked call. Quotes and bound policies are imported back into Google Ads, so bidding learns what a good lead looks like.

Account build

What we build first.

Most wasted insurance spend comes from structure, not bids. These four pieces go in before the first dollar is spent.

  • A campaign per line

    Auto, home, life and commercial each get their own campaign and budget. Shared campaigns let the cheapest line quietly eat the budget meant for the line with the biggest premiums.

  • Negatives from day one

    Insurance searches pull in job seekers, licensing students and existing customers looking for their carrier's claims number. We block those before launch, then review search terms every week.

  • Calls counted, not just forms

    Plenty of insurance shoppers would rather call. Call assets and call tracking count every call, and the voice agent picks up any your team cannot get to.

  • A landing page per line

    Each page asks only what a first quote needs and shows consent language that names your agency, right next to the submit button.

Before you launch

Rules we build around

  • In the US, Google requires certification before you can advertise health insurance, including Medicare Advantage and Medigap, and G2 certification comes first. Ads only for dental, vision or travel cover are not restricted (Google's health insurance policy).
  • Medicare Advantage and Part D marketing also falls under CMS rules, including a standard third-party marketing disclaimer (42 CFR 422.2267). Carriers usually want to approve your ads as well.
  • Your state department of insurance regulates your advertising. Most states build on NAIC model rules, such as the one for life insurance and annuity ads, which bars ads that mislead about benefits, cost or who the insurer is.
  • Calls and texts to the people who fill in your form fall under the TCPA, and calls in an AI voice need the same consent as prerecorded calls (FCC 24-17). We describe the rules here; your compliance contact signs off the scripts.

Calls and texts only go to people who opted in on your form. How consent works.

What Google Ads cost for insurance agents

The closest public benchmark is LocaliQ's 2026 search report, which puts finance and insurance at an average cost per click of $3.39, a 2.64% conversion rate and $74.44 per lead (LocaliQ search advertising benchmarks). That category mixes banks and lenders in with insurance, and quote searches in a large metro can cost well above the average.

We have not found a reliable public cost-per-click figure broken out by insurance line, so treat the benchmark as a sanity check, not a forecast. The account should be judged on cost per quote issued and cost per bound policy. Our guide to how much insurance leads cost shows the math and compares ad leads with bought ones.

Google Ads or Facebook ads for an insurance agency?

Google catches people who are already shopping. Facebook reaches people who are not shopping yet and gives them a reason to, usually a renewal they are unhappy about. Search leads are warmer and cost more; social leads are cheaper and need faster, more patient follow-up.

Most agencies start where the intent is, on search, for their best line, then add Facebook ads for insurance agents once the follow-up is proven. If you would rather not pay per click at all, see how we approach lead generation for insurance agents more broadly.

When Google Ads is the wrong first step

If no one can call a quote request back within minutes, fix that first, because paid search leads compare agencies in real time. If you sell health or Medicare cover and are not yet certified, start the certification before you build anything. And if your state and line have very little search volume, a referral and cross-sell program may beat any keyword you can buy.

Platforms

Where it runs, and where it connects.

The Google Ads placements we use for insurance brokers, where your leads come from, and the tools the agent writes back to.

Where your ads show

Search first, then Maps, YouTube and Gmail where there's a clear reason.

  • Google logoGoogle
  • Google Maps logoGoogle Maps
  • YouTube logoYouTube
  • Gmail logoGmail
  • Google Ads logoGoogle Ads

Where your leads come from

  • EverQuote logoEverQuote
  • QuoteWizard logoQuoteWizard
  • SmartFinancial logoSmartFinancial
  • MediaAlpha logoMediaAlpha
  • Facebook logoFacebook
  • Google logoGoogle

Tools we connect to

Typical systems in your space. Most others connect through an API.

  • AgencyZoom logoAgencyZoom
  • EZLynx logoEZLynx
  • Applied EpicApplied Epic
  • HawkSoft logoHawkSoft
  • AMS360 logoAMS360
  • Salesforce logoSalesforce
  • GoHighLevel logoGoHighLevel
  • EverQuote logoEverQuote leads
  • Microsoft Outlook logoOutlook
  • Google Calendar logoGoogle Calendar

What we report on

What your Google Ads report shows.

Booked appointments first, then the numbers that explain them.

01
Impression share on money searches
How often you show up for the searches that turn into jobs. Low share means you're losing buyers to competitors.
02
Search terms blocked
The irrelevant searches we exclude every week, so budget only goes to people who can buy.
03
Call answer rate
Paid calls answered by your team or the voice agent. A missed paid call is wasted spend.
04
Cost per call and form
Spend per conversion, split by campaign and search.
05
Cost per booked call
The number every bid and budget change is judged against.
06
Revenue per ad dollar
Closed jobs imported back from your CRM against spend.

Client results

Hear it from our clients.

Executive Stride clients on camera and in their own words.

All client results
clients served
400+
clients served
in client results
$10M+
in client results
industries
20+
industries
average rating
4.8
average rating
$220K profit in 2 monthsFranky Shaw, FutrGroupClient
10+ calls a week for 6 monthsJacob Snitman, Burke FinancialClient
37 calls, 13 clients in 3 weeksKas Ghorb, Content RocketClient
15 calls, 3 deals in 2 weeksBharat, Bison MarketersClient
They've consistently been able to help me achieve at least 10 booked appointments on my calendar for both of my businesses separately every week for the last six months.
Jacob SnitmanBurke Financial
I don't usually do testimonials for people but we've been able to generate a tremendous amount of additional monthly income with Executive Stride. Their team is super supportive and basically hand you results on a silver platter.
Franky ShawFutrGroup
I can personally attribute over $20k/mo of additional monthly income to Josh and the team at Executive Stride with their LinkedIn strategies alone. If you're not working with them I don't know what you're doing.
Stephen GomesRealtor Media Leads
Getting leads is fantastic, we have a small team and actually had too much coming in and I had to reel it back a little bit, which is a good problem to have.
Jacob SherrardElvt Marketing Solutions
Since working with Josh and his team at Executive Stride for three weeks, we have been able to book 35 qualified leads and closed 11 leads by using their LinkedIn system
Harshal DewanganDewa Direction
Josh and his team basically helped me generate over 37 booked appointments and 13 new clients, which is mind-blowing!
Kas GhorbContent Rocket

FAQ

Google Ads for Insurance Agents: questions, answered.

Anything else, ask us on the call.

Do Google Ads work for insurance agents?
They do for lines people actively search for, like auto, home, renters and specific commercial policies, as long as someone contacts the lead within minutes. Searchers compare several agencies at once, so the agency that calls first usually gets the quote call.
How much should an insurance agent spend on Google Ads?
We have not found a reliable published minimum. Work back from leads: at LocaliQ's 2026 average of $74.44 per lead for finance and insurance, 30 leads a month is about $2,230 in ad spend. Your line and city will move that number in either direction.
Do I need Google certification to advertise insurance?
For health and medical insurance in the US, yes. Google requires its own certification, after G2 certification, and that covers Medicare Advantage and Medigap. Ads only for dental, vision or travel cover are not restricted. Other lines still follow Google's general policies and your state's advertising rules.
Can I run Google Ads for Medicare leads?
Yes, once you hold Google's health insurance certification. The ads and the calls also have to follow CMS marketing rules, including the third-party marketing disclaimer, and most carriers want to approve the creative first.
What happens after someone clicks my ad?
An AI agent calls or texts the lead within seconds, collects the details a quote needs and books a licensed agent. It never quotes premiums or promises coverage, and quotes and binding stay with licensed people.

Turn ad clicks into booked appointments.

Book a call and we'll show you the offer, creative and follow-up we'd run for your insurance agency.

Book a Stride Scaling Call