Google Ads for Insurance Agents
Google Ads for Insurance Agents who need quotes that turn into bound policies.
Google Ads catches a shopper the moment they search for a quote, before a national aggregator sells them to five agencies at once. It cannot bind a policy or stop a good quote from lapsing at renewal for lack of follow-up.
- 10% of ad spend, never a markup
- $600 a month minimum
- 30-day guarantee, cancel anytime
Campaigns built for agencies
From first quote to a bound, renewed policy.
Search: quote-intent queries
“Auto insurance quote near me”, “home insurance agent near me” and “bundle home and auto insurance” are searches from people ready to compare a real number, not browse.
Local Services Ads, California and Florida only
Google’s “Insurance agency” Local Services Ads category is currently limited to California and Florida. Agencies there can add a verified, Google-backed listing on top of Search; everywhere else, Search and remarketing carry the weight.
Call-only for fast quote requests
A shopper who wants a real number now, not a form, gets a call-only ad that routes straight to a licensed agent, which suits how most auto and home quotes actually get requested.
Remarketing to the quoted-not-bound
A quote that never binds is the most common leak in this business. Remarketing keeps your agency in front of anyone who got a quote but has not signed, instead of letting the policy lapse to a competitor.
What Google Ads costs for insurance agents.
The category average, sourced
LocaliQ and WordStream's 2026 search advertising benchmarks put the Finance & Insurance category at a $3.39 average cost per click, a 2.64% average conversion rate, and a $74.44 average cost per lead.
What a $3,600 month buys
At $3.39 a click, a $3,600 budget buys roughly 1,062 clicks in a month. At a 2.64% average conversion rate, that comes to about 28 quote requests before your agents even get on the phone.
Our fee on that budget
A $600 a month floor sits under our 10%-of-spend fee, so whichever number is larger is the one you pay. At $3,600 a month, 10% only reaches $360, meaning the floor applies here, and every dollar of ad spend still goes straight to Google without a markup.
Your state sets the license disclosure rule
Many states require an agent’s license number to appear in insurance advertising. The exact rule differs by state, so we check yours before an ad goes live rather than assume it matches the last state we worked in.
How we set up Google Ads for an insurance agency.
01
Tracking before spend
Call tracking and quote-form tracking go live before your first dollar reaches Google, so every quote request, not just the ones that call in, gets counted and followed up.
02
A landing page per line of business
A shopper asking about auto insurance and one asking about a commercial policy want different pages. Splitting them, instead of one general “get a quote” form, keeps each ad relevant to what was searched.
03
Negatives and search terms, every week
We review the search terms triggering your ads every week, adding negatives for carrier brand names you do not sell and claims-related searches, and we track every call back to the keyword behind it.
Insurance agent Google Ads FAQ.
Most independent agencies start between $2,500 and $5,000 a month, enough to keep quote volume steady across the lines you write. We recommend a specific number in your proposal based on your lines of business and agent capacity.
It is worth it for winning your own quote requests instead of relying only on aggregator leads sold to several agencies at once. It will not fix a quote that never gets a follow-up call.
Search on quote-intent terms carries the most weight, with call-only ads for shoppers who want a number now. Remarketing follows up on quotes that have not bound, and Local Services Ads adds a badge for agencies in California or Florida.
Search and call-only campaigns can start producing quote requests within the first one to two weeks once tracking and landing pages are live. Binding those quotes into policies still depends on your agents’ follow-up speed.
Our management fee is whichever is bigger between 10% of ad spend and a $600 a month floor, and we do not add anything on top of what Google bills you directly. The 30-day guarantee means a disappointing first month costs you no management fee at all.
See what Google Ads could bring your quote volume.
Tell us your lines of business and agent capacity. We will send back a real budget recommendation and a projected quote-request range within one business day.