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How to Use Google Ads to Generate Insurance Leads

Aged Lead Store
By Aged Lead Store
How to Use Google Ads to Generate Insurance Leads Feature Image
16 minute read
⚠️ Disclaimer: While every effort has been made to ensure that the information contained in this article is accurate, neither its authors nor Aged Lead Store accepts responsibility for any errors or omissions. The content of this article is for general information only, and is not intended to constitute or be relied upon as legal advice.

Alright, here’s the deal—this article is your one-stop guide to getting started with Google Ads. 

Whether you’re dealing in auto, life, health, home, or Medicare supplement insurance, Google Ads can get you in front of thousands of people who are actually looking for what you’re selling. 

I’ll walk you through the basics, and the types of Google Ads formats, and even give you some easy action steps if you’re not up for the whole setup process.

But if you’re here to cut through the chase and get leads now, we’ve got aged leads in all those insurance categories ready for you. 

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An in-depth explanation of Google searches and Google Ads

Imagine a scenario where a potential client, Jessica, considering her options for health insurance, opens her laptop and types “best health insurance plans” into Google. 

Within seconds, a list of results pops up. At the very top, she notices a prominent listing saying, “Affordable Health Insurance—Customized Plans For You.” 

This is a Google Ad, and it’s no coincidence that it aligns so perfectly with her search query. 

In fact, every day, millions of Americans like Jessica turn to Google for answers, making it a goldmine for insurance agents looking to connect with potential clients.

Stats about Google Ads in America

Google processes over 5.6 billion searches per day globally, which translates to about 63,000 searches per second. 

In the United States alone, this number is staggeringly high, with millions of queries running through the search engine every hour. 

Each of these queries represents a potential touchpoint for insurance agents to reach their target audience.

How does a Google search work for organic traffic?

So, how does a standard Google Search work in terms of free, organic traffic? 

Essentially, the Google search functions by matching the relevance of the insurance company’s website content (blogs, landing pages, images, videos, and more) with users’ search queries. 

This matching process is influenced by over 200 factors that are part of Google’s search algorithm. These factors include keyword matches, SEO optimization on the website, backlinks for trust, mobile-friendliness, and more. 

By leveraging these factors, insurance agents can improve their rank on Google, both organically and through paid ads.

How does Google work for paid traffic with Google Ads?

Google Ads operates through a bidding system where advertisers compete for ad placement in Google’s search results. 

When setting up a campaign, insurance agents choose relevant keywords that potential clients might use when searching for insurance products, such as “life insurance” or “final expense insurance.” 

Unsurprisingly, these keywords are among the most expensive that Google Ads offers, due to steep competition.  

The placement of these ads is determined by a combination of factors, including the bid amount, the relevance of the ad to the search query, and the overall quality of the ad (measured by Google’s Quality Score). 

Unlike organic search results, which can take months for a website to appear at the top of Google’s search engine results page (SERP), Google Ads allows for immediate visibility at the top of search results. 

It provides a direct way to reach potential clients who are actively searching for insurance-related services.

Free traffic versus paid traffic

It’s important to understand the distinction between free organic search traffic and paid traffic through Google Ads. 

Organic traffic is driven by SEO and appears in search results based on relevance and authority. 

A person searching for “life insurance explained simply” might stumble on a free blog called “Your Ultimate Guide to Understanding Life Insurance” that’s been published by an insurance company’s website.

On the other hand, Google Ads allows for a more immediate presence at the top of search results, albeit for a price. 

Usually, a Google Ad can be placed at the top of the search results in a matter of a couple of days—not months like organic blog content. 

When users like Jessica search for insurance-related terms, the ads that appear are the result of carefully crafted campaigns targeting those specific queries.

Bypass the Google Ads hassle—grab your ready-to-convert insurance leads now!

7 types of Google Ads for generating insurance leads

The Google Ads landscape is constantly updating itself, adding new types of Google Ads formats, removing less effective ad types, and constantly shape-shifting to new types of devices, such as mobile phones, tablets, and more.

Here are the eight key types of Google Ads that insurance agents should be aware of to effectively reach potential leads.

1. Search Ads

These are text-based ads that appear in Google Search results. 

For instance, when someone searches “affordable car insurance,” an ad for a local auto insurance agent could appear at the top of the search results, offering competitive rates and easy sign-up.

2. Display Ads 

Display ads are visual and can appear on various websites that are part of the Google Display Network, which encompasses millions of websites like news sites, blogs, or even inside mobile apps, not just Google-owned properties. 

Imagine someone browsing a car forum—a display ad for car insurance could show up, visually appealing and directly relevant to the user’s interests.

3. YouTube Ads

With YouTube ads, insurance agents can create engaging video content that runs before, during, or after video playback.
For example, a life insurance ad could play before a family-oriented video, resonating with viewers who are thinking about securing their family’s future.

4. Video Ads

Similar to YouTube ads but can appear across various platforms within the Google Display Network, not just on YouTube, such as news websites.

5. Retargeting Ads

These ads target users who have previously shown interest in insurance products.

If someone visited a health insurance website but didn’t purchase, later they might see retargeting ads reminding them of the benefits of that health insurance plan while browsing on another website, even unrelated websites such as a “mommy blog.” 

Retargeting ads work by placing a tracking cookie in a user’s browser when they visit your website. This enables you to display ads to them even when they’re on other websites, such as blogs or news sites, that are part of the Google Display Network. 

To comply with privacy regulations, ensure that your website has a feature for users to consent to these cookies and that your advertising practices align with local laws.

6. Local Service Ads

These are particularly useful for local insurance agents. If a homeowner in Miami searches for “home insurance agents near me,” local service ads from nearby agents can appear, offering personalized, local insurance solutions.

7. App Ads

These ads can be shown within mobile apps that are part of the Google Display Network, reaching users who might be interested in insurance while they’re using different applications.

5 tips for keyword research and selection

In Google Ads, selecting the right keywords is crucial for targeting specific insurance sectors like auto, life, health, home, and Medicare supplements. 

Ideally, the exact words being searched for in Google are the same exact words written in your Google Ad for optimal relevance and click-through rates.

  1. Relevance: Choose keywords that precisely describe your insurance products, like “affordable life insurance” for life insurance offerings.
  2. Intent: Opt for keywords that suggest a readiness to purchase, such as “buy health insurance online.”
  3. Competition: Aim for a balance between high search volume and manageable competition. Highly competitive keywords might be more expensive.
  4. Long-Tail Keywords: Use specific, less competitive phrases like “affordable car insurance in Los Angeles” for more targeted reach.
  5. Local Keywords: Incorporate regional terms for local targeting, such as “home insurance agents in Miami.”

6 tips for crafting effective Google Ads copy for insurance lead generation

Harnessing the right words in your ads can significantly boost your click-through rate, setting you apart from competitors. 

Think of it as crafting “clickbait” that’s actually beneficial! By combining powerful language, clear intent, and creative flair, you’re not just grabbing attention — you’re answering searcher’s questions more effectively and intriguingly. 

This strategic use of language and presentation is key to drawing in more clicks and outshining your competition.

  1. Emotional Appeal: Use language that evokes feelings of security and peace, like “Ensure your family’s future” for life insurance.
  2. Rational Appeal: Highlight facts and figures, for instance, “Save up to 30% on auto insurance.”
  3. Clear Call to Action: Include a strong CTA like “Get a free quote today” or “Contact us for more information.”
  4. Visuals: For visual ads, use imagery that reflects safety and trust, such as family or health-related visuals for health insurance ads.
  5. Testimonials: Incorporate customer testimonials to build trust, especially effective for types like Medicare supplement insurance.
  6. Special Offers: Mention any special deals or discounts, for example, “First-month free home insurance offer.”

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Strategies for targeting the right audience on the right websites

To really nail your Google Ads campaigns and rake in those insurance leads, you need to know who you’re talking to and where they hang out online. 

Getting this right means your ads reach the right eyes, not just aimlessly drifting in cyberspace and draining your budget by showing up for folks who’ll never click on them.

Demographic targeting: 

  • Older adults (potentially interested in life or Medicare supplement insurance) might often visit websites like Yahoo News or AARP. They might also prefer using search engines like Bing, so you may consider running Bing Ads to catch users who don’t use Google Search.
  • Younger individuals, possibly seeking auto insurance, tend to frequent sites like YouTube, popular automotive blogs (like Jalopnik or Car and Driver), or social media platforms like Instagram and Twitter, so consider running Instagram Ads to reach this market as well.

Interest-based targeting: 

  • Prospects for home insurance might be found on real estate websites like Zillow or Trulia, or home improvement sites such as Houzz or DIY Network.
  • Those interested in health insurance could be frequenting WebMD, Mayo Clinic, or fitness and wellness forums.
  • To set up ads on the Google Display Network, create a new campaign in Google Ads, select ‘Display’ as the campaign type, define your target audience, design your ads, and then launch your campaign. Your ads will automatically show up on the right types of blogs (car blogs, health blogs, family blogs, home improvement blogs, etc.)


  • For retargeting parents, consider placing ads on family-oriented websites or forums like or
  • Individuals previously researching health insurance might be found on health advice sites, but also on fitness trackers or meal planning apps.

Landing pages and conversion optimization for insurance lead generation

A Google Ad is just the beginning—the landing page is where the real magic happens.

It’s the page that your Google searchers “land on” after clicking on your ad, whether it’s a text-based ad or a YouTube video ad.

Here are some tips to ensure your landing page isn’t just a stopover, but an insurance lead generation powerhouse that converts as many visitors into new insurance leads as possible. 

Insurance-specific landing pages

  • Create dedicated landing pages for each type of insurance you offer (auto, life, health, home, Medicare supplement). Craft the landing page’s written content and visual content to address the unique concerns and questions of each audience.
  • Use language that resonates with the specific demographic you’re targeting. For instance, Medicare supplements, focus on clarity and trust, while auto insurance, emphasizes safety and value.

Optimizing for conversions to generate new insurance leads

  • Clear and compelling Call-To-Actions (CTAs): Every landing page should have a clear CTA, whether it’s to “request a quote”, “schedule a consultation”, or “download a guide.”
  • Simplify the design: Keep the design clean and focused. Too many elements can distract visitors from the main action you want them to take, resulting in a “bounce” off the website before they fill out the contact form.
  • Trust signals: Include testimonials, certifications, and endorsements to build trust. For insurance, trust is a key factor in decision-making.
  • Mobile optimization: Ensure your landing page is mobile-friendly. A significant portion of searches and ad clicks come from mobile devices.
  • Fast loading times: Page speed matters. If your landing page takes too long to load, potential leads might leave before even seeing your offer.
  • Use forms wisely: If a form is part of your conversion process, keep it short and straightforward. The fewer fields, the better.

Jump straight into action: Secure top-tier insurance leads without the grind!

Google Ads simplified: 11 easy strategies for insurance agents seeking extra leads online

If the thought of navigating the vast expanse of Google Ads seems daunting, fear not! 

As an insurance agent, you don’t need to become a digital marketing guru overnight to reap some benefits. 

The following  are some straightforward strategies that can help you generate those extra leads with minimal hassle:

  1. Optimize your Google Business listing: This is your digital storefront. Ensure your listing is claimed, accurate, and complete with all your services. It’s an easy win for local visibility.
  2. Encourage reviews: Ask satisfied clients to leave reviews on your Google Business listing. Positive reviews can significantly impact your visibility and attractiveness to potential leads.
  3. Explore Google AdWords express: Designed for small businesses, Google AdWords Express simplifies ad creation and management. It’s a great starting point if you’re new to the world of online advertising.
  4. Keyword planner tool: Use Google’s free Keyword Planner to identify a few relevant keywords for your insurance services. Don’t overthink it— just choose a few that seem to align with what potential clients might search for “health insurance, funeral insurance” etc.
  5. Create a simple Google Ad: Using the keywords you’ve identified, create a basic text ad. Keep the copy clear and concise. Offer an answer to what your potential clients might be looking for. For example, “Affordable Home Insurance in [Your City]”.
  6. Set a modest budget: For a first-time insurance salesman running a Google Ad, a modest budget could be around $300 to $600 per month, or a daily budget between $10-$20. This budget is enough to test the waters, gather some data, and see some initial results without overcommitting financially. For reference, top insurance companies spend several thousand to tens of thousands of dollars monthly on Google Ads.
  7. Implement basic retargeting: Use the Google Display Network for simple retargeting. If a visitor leaves your website without taking action, your ads can gently remind them of your services as they browse other sites. Just remember to have an opt-in for cookies on your site and adhere to privacy laws.
  8. Focus on local ads: When setting up your ad, focus on targeting your local geographical area. This ensures only people in your local vicinity see your ads.
  9. Set up Google alerts: Stay informed about industry trends and potential leads by setting up Google Alerts for insurance-related keywords. It keeps you in the loop with minimal effort. If you see trending topics, write about these topics on your website as blog posts to gather trending search traffic, e.g. “What You Need to Know About Recent Insurance Law Changes.”
  10. Use Facebook Ads: While not a Google product, Facebook Ads can be a more accessible entry point for many insurance agents. They’re often easier and more affordable to set up compared to Google Ads. By targeting specific demographics and interests, you can reach potential clients where they spend a significant amount of their online time. Read our “How to Generate Insurance Leads on Facebook” guide for more information.
  11. Leverage aged leads: Sometimes, the best solution is the simplest. Purchasing aged leads from a trusted source can be an effortless way to boost your sales pipeline without getting entangled in complex marketing tactics.

FAQ: 5 questions for setting up Google Ads for insurance leads

Let’s face it—learning and running Google Ads campaigns can feel like an endless maze, especially considering how many insurance companies are fighting online for the spotlight.

It’s a tough game to play, but knowing the ropes can really help your ads make their mark. 

Let’s answer the most common questions insurance salespeople have about running Google Ads campaigns:

How do I start Google Ads for insurance agents? 

Starting Google Ads for insurance agents involves creating a Google Ads account, defining your budget, researching keywords, and crafting targeted ad campaigns. It’s important to understand your target audience and set clear goals for your campaigns.

What’s a good Google Ads budget for home insurance? 

A good starting budget for home insurance Google Ads can be around $500 to $1,000 per month. However, this can vary based on competition and location. It’s important to start modestly and adjust based on the campaign’s performance.

Is it difficult to set up retargeting ads for health insurance?

Setting up retargeting ads for health insurance isn’t difficult, but it requires understanding your audience’s behavior. Use Google Ads’ retargeting tools to target visitors who’ve shown interest in your services but haven’t converted yet.

What’s the best way to track Google Ads performance for insurance leads?

The best way to track Google Ads performance for insurance leads is by using Google Analytics in conjunction with Google Ads. Set up conversion tracking to monitor which ads lead to inquiries or sales.

Can small insurance agencies compete with the big players on Google Ads?

Yes, small insurance agencies can compete with big players on Google Ads by focusing on niche keywords, and local SEO, and providing personalized experiences that larger companies might not offer.

Choose the smarter route: purchase quality aged insurance leads today!

Since 2008, Aged Lead Store has been a reliable and trustworthy partner for insurance agents seeking high-quality leads. 

With over a decade of experience, we’ve built a reputation for providing leads that truly make a difference in growing your business. We understand the industry’s ins and outs and are committed to delivering results. 

Don’t let the hassle of generating leads slow you down. 

Browse through our collection of aged leads and get started purchasing your bulk aged leads today.

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