Insurance terms are expensive on Google, and price comparison sites bid on the same searches you do. We cut the spend that buys clicks you would have won anyway, point the budget at searches that turn into policies, and track every quote and sale back to the click that bought it.
Talk through where your ad budget buys clicks, not quotes
Book a call- 30 minutes
- No obligation
- With a senior strategist
Is PPC right for your business?
This service is built for
- Insurers, brokers and MGAs with clear target products and the budget to grow them
- Marketing and distribution leads who want cost per quote and cost per policy, not cost per click
- Businesses with a quote journey or sales team that can handle more quotes quickly
Probably not the right first step
- Businesses that cannot yet share quote or policy data, so spend can only be judged on clicks
- Businesses without the appetite or capacity to write more business right now
- Businesses that need to build a basic quote journey first
Paid search earns its place in insurance for a simple reason: people search for cover at the moment they need it, close to a renewal date or the day the cover has to start. Your advert can be the first thing they see. But the big terms are crowded with price comparison sites and national brands, every click is expensive, and a poorly managed account quietly spends budget that could be winning policies.
Most of the waste we look for is ordinary. Bidding on searches you already rank first for organically. Brand campaigns that buy clicks you would have had anyway, or that are missing when a competitor or aggregator bids on your name. Broad match terms that pull in claims, jobs and customer service searches. Budgets that stay flat through the seasonal peaks and dips in each line of cover. Cutting that waste costs nothing, and it frees budget for the searches you cannot reach yet.
The measure is cost per quote and cost per policy, not cost per click. We import quotes and policy sales from your quote or policy system back into Google Ads as offline conversions, so the account learns which searches produce sales rather than form starts, and you can see what each line of cover costs to win.
If you cannot yet track quotes, do not have the appetite to write more business, or need to build a basic quote journey first, that work may need to come first, and we will say so on the call. If you are ready to turn paid search into a dependable source of direct policies, this is for you.
How our PPC programme works
PPC and opportunity audit
We review your Google Ads account, or build one if you are starting fresh, and look at what past spend bought: which searches, products, devices and times of day produced quotes and policies, and which only produced clicks. We check the searches you already rank for organically, the money going on your own brand terms and the searches where price comparison sites outbid you, so budget is not spent on clicks you would have won anyway or on fights you cannot win at a sensible cost per policy. We work from your own ad account, Analytics and quote data, and a senior strategist signs off the findings before anything in the account changes.
Campaign rebuild around products that sell
We structure campaigns, ad groups and keywords around your lines of cover and the trades or needs you insure, so a van insurance search never lands on a home insurance advert. Each product gets its own budget, so a busy motor campaign cannot quietly starve the commercial one. Ad copy is written to the customer's situation and to the FCA's financial promotion rules from the first draft, and the variations go to your compliance team together, so they review a set once rather than advert by advert. Negative keywords block the searches that never become policies, such as claims lines, jobs and existing-customer logins, before they cost you a click.
Quote journey and conversion tracking
We connect each advert to a landing page that matches the search, rather than sending everyone to the homepage or straight into a long quote form with no context. Then we track the whole journey: the click, the quote started, the quote completed and the policy sold, including where a visitor moves from your website into a separate quote engine or onto a call with your sales team. Quotes and sales are imported back into Google Ads from your quote or policy system and matched to the click that produced them, working with your developers and platform provider. That is what makes cost per policy, not cost per click, the number the account is run on.
Ongoing optimisation and budget management
We monitor search terms, bids and the quality of the quotes coming through, moving budget towards what produces policies at a cost you are happy with and away from what does not. Spend on searches you already rank for is cut or tested, brand campaigns have to show they add sales, and bidding is set to the value of a policy rather than the volume of clicks. Budgets follow your seasonality, up for the peaks in each line of cover and down when demand drops. Every change is written up with the reason for it, so you can see what moved and why.
Weekly updates that link spend to policies
We show spend, quotes and policies together, by line of cover, so every budget decision is made on your own numbers rather than on click counts. You see cost per quote and, where your policy data allows it, cost per policy: the figure your leadership team needs to decide whether to grow the budget, hold it or move it. The update is weekly and written for the Monday sales meeting, not for an analyst. It keeps tracking the spend that goes to searches you already rank for, so the waste we cut stays cut.
Outcomes you can expect
Our goal is simple: more quotes and policies from paid search. Each outcome is measured from your own ad account and quote data.
More quotes from people actively searching for the cover you sell
The budget goes to searches where someone is ready to buy, not to browsing traffic. Every quote is tagged with the campaign and search term that produced it, so you can see which line of cover it belongs to.
Better alignment between the search, the advert and the landing page, so more clicks become quotes
Someone searching for public liability insurance for builders lands on a page about cover for builders, with a clear route into the quote, not a generic business insurance form.
Less spend wasted on searches you already win, your own brand and searches that never buy
A paid click on a search you already rank first for buys a visit you would have had anyway. Negative keywords keep the account away from claims, jobs and login searches, and seasonal budgets stop money going out when demand is low.
A clear line from ad spend to quotes and policies, so budget decisions are made with confidence
When the board asks what paid search brings in, the answer is a cost per policy from your own account and policy data, not a click count. The same numbers show which products deserve more budget and which cost more to win than they are worth.
Written to the FCA's financial promotion rules and Consumer Duty from the first draft, ready for your compliance sign-off.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions insurers ask about PPC
Should we keep bidding on our own brand name?
Sometimes. If competitors or price comparison sites bid on your name, a brand campaign can protect those sales. If nobody does, you may be paying for clicks you would get anyway. We test it rather than assume.
Can we compete with price comparison sites on Google Ads?
Not on every term, and we would not try. Aggregators bid heavily on the big head terms. We put the budget on the products, trades and needs where your offer is stronger and the cost per policy works.
How do you measure cost per policy, not just cost per click?
We track the quote journey on your site and import quotes and policy sales from your quote or policy system into Google Ads as offline conversions, so each sale is tied back to the click that bought it.
How do you handle compliance sign-off for adverts?
Ad copy and landing pages are written to the FCA's financial promotion rules and Consumer Duty from the first draft. Variations go to your compliance team together, so they review a set at once. Approval is always theirs.
We already have an agency running our ads. Is a call still useful?
Yes. On the call we talk through how paid search works for you today, where spend may be leaking and what we would do first. It is a useful second opinion on what you are being told.
