For insurance agencies ยท Paid ads
Paid ads for insurance agencies, minus the hype.
Insurance keywords are expensive because national carriers bid on them. A local agency can still win with tight targeting, honest copy and a quote page that works.
Or text (508) 546-9942
The insurance agency version
Why it matters.
An agency runs a broad car insurance campaign. It competes with national budgets, pays for clicks from people who only want the lowest price, and sends them to a homepage. Nothing binds. The same budget aimed at specific local searches, such as a homeowners or business policy review nearby, landing on a page built for that line, has a real chance. Ads only work when the page converts.
Ad copy carries compliance weight. Savings and lowest-price claims need substantiation, carrier names need permission, and captive agents may need approval before anything runs. I write ads that sell what you can stand behind: a local agent, a coverage review, a choice of carriers if you are independent. You approve each ad, and I measure to bound policies.
What I would build
For an insurance agency.
Tight radius, specific lines, and negative keywords that filter out job seekers and claims calls meant for carriers. Built for people already looking for an agent.
A homeowners ad goes to a homeowners page with a short quote form, not the homepage. Built for the ad, with the follow-up already wired in behind it.
Quote shoppers compare. Retargeting keeps your agency in front of the ones who bounced, with an invitation to book a review rather than a price promise.
Tracking so you know which campaign produced a bound policy. And a pause rule for the weeks when producers are buried in renewals and cannot follow up properly.
The mistake I see
Promising savings in the headline
Save-up-to headlines are everywhere in insurance advertising, and they are risky for a local agency. Savings depend on the individual, the claim needs substantiation, and a prospect who does not save feels misled. Ads that lead with a free coverage review or a local agent who answers the phone avoid all of that and set up the right conversation.
What you get
Paid ads.
Ads amplify whatever is already there. If the page does not convert, ads make you lose money faster.
- Search and call-only campaigns for people already looking
- Retargeting for the ones who bounced
- Landing pages built for the ad, not the home page
- Call tracking so you know what a booked job cost
- A pause rule for when you are booked out
How it goes
For an insurance agency, step by step.
→ Keep scrolling. It moves sideways.
Check the destination
If the page is not ready, I fix that first or I do not start.
Start small and local
Tight radius, tight keywords, real budget cap.
Measure to booked work
Not clicks, not impressions. Jobs.
Scale or stop
Both are acceptable outcomes and I will tell you which.
Step five is you.
The free Receipt shows what your insurance agency should fix first. About half a minute, no card.
Print my Receipt →
Questions
What insurance agencies ask.
Can we use carrier names in our ads?
Only for carriers you are appointed with, and only in the way they permit. Some restrict use of their trademarks in ads altogether. I check your carrier guidelines before building any campaign that mentions them, and default to selling your agency instead.
Should we advertise commercial or personal lines?
For a local agency, usually commercial lines or a specific personal niche. Broad personal auto is where national budgets crush small ones. Commercial searches are fewer but worth more, and a local agent with niche knowledge has a real edge there. I start where you can actually win.
How do we know if ads are working?
Bound policies and their premium, not clicks or quote forms. Call and form tracking tie each new client back to a campaign. When there is enough data, I tell you plainly whether the campaign has earned more budget or should be shut off. Ad spend is paid to the platform directly.
Everything else
Other services for insurance agencies.
Where I work
Southeastern Massachusetts and Rhode Island.
Start here
See what your customers see.
The Receipt looks your insurance agency up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942