$45.20
Average CPC
+759% vs $5.26 average
2.89%
Average CTR
4.12%
Conversion Rate
$1067
Cost Per Lead
+1,422% vs $70.11 average
Source: WordStream 2025 (Insurance)
Not all insurance agent keywords cost the same. Here's what you can expect to pay based on search intent:
Specifically seeking local agent relationship, not direct carrier. Higher close rates.
Business clients have much higher LTV than personal lines. Worth premium CPC.
Business owners need guidance carriers don't provide. Relationship opportunity.
High-risk niche carriers avoid. Less competition, ongoing client relationship.
Specialty commercial niche. Contractor needs ongoing certificates, renewals.
Lower CPCs mean more clicks for your budget. Here are proven strategies:
Google rewards relevant ads with lower CPCs. Match your ad copy to your keywords and ensure your landing page delivers on your ad's promise.
Stop paying for irrelevant clicks. Add negatives like "jobs", "salary", "DIY", and "free" to your insurance agent campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when insurance agent searches convert best. Lunch hours (11am-1pm) and evenings (5-7pm) when people have time to research
These keywords drain your budget without delivering quality leads:
Pure price shoppers who will buy direct from carriers.
Quote aggregator traffic, extremely low conversion.
Job seekers, not clients.
Brand searches—they're looking for GEICO, not you.
Industry professionals, not clients.
At $45.20 per click, here's what you need to generate leads:
Minimum Monthly Budget
$3,000
Recommended Range
$5,000-$12,000/month
At $1,067 CPL and 50% close rate, each client costs $2,134. Personal auto client = $1,500/year commission over 5 years. Commercial client = $5,000-50,000/year. Focus on commercial lines to improve ROI.
Common Mistakes
7 costly Google Ads mistakes for insurance agents
Best Keywords
High-converting keywords to target
Budget Guide
How much to spend on Google Ads
ROI Calculator
Expected return on ad spend
2025 Benchmarks
Industry performance metrics
Insurance Agents Audit
Complete insurance agent Google Ads guide