GEICO, Progressive, and State Farm have effectively unlimited Google Ads budgets. Bidding on generic 'auto insurance' means paying the same CPCs as companies spending $1B+ annually. Without niche targeting, small agencies waste budget competing head-to-head.
Auto, home, life, and commercial insurance have vastly different CPCs, conversion rates, and client values. Commercial insurance clients are worth 10x+ personal lines clients. Running mixed campaigns means overpaying for low-value personal lines and underbidding profitable commercial.
Most insurance searchers are getting 5-10 quotes. They're price-driven browsers who enter minimal info and ghost. Without rapid response and compelling differentiation, you're paying premium CPCs for leads that shop endlessly and buy from GEICO anyway.
Broad match keywords trigger your insurance agent ads for searches like "insurance agent jobs" and "insurance agent salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Insurance Agents who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But insurance agent searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different insurance agent customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
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.
Two powerful tools for insurance agents to improve your Google Ads performance