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PPC marketing for insurance brokers

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PPC, or pay per click, advertising is a form of online marketing that requires businesses to pay a fee whenever one of their ads is clicked. In the insurance industry, you may bid for relevant keywords – such as policy related phrases – to appear in search results that cater to your target customers.

Why PPC for insurance?

The best thing about PPC leads is that they are actively searching for your policies.
PPC for insurance brokers

PPC or pay per click marketing can be one of the quickest ways to generate insurance leads:

  • Search ads increase brand awareness by as much as 80%. (PPC Protect)
  • PPC visitors are 50% more likely to purchase something than organic visitors.
  • 45% of small businesses invest in pay-per-click (PPC) advertising.

Why is this important? Well, website visitors who are in the market for your services have a much higher chance of filling out your contact form or simply getting in touch with you.

This can then lead to more sales and lower customer acquisition costs.

As an example, let’s focus on construction insurance.  Instead of advertising to people who may not need that specific type of insurance, you can choose to advertise to the people who exclusively search for “construction insurance” on Google.

The chances of converting this person is much higher than the average as you know they are currently in the market for this type of policy.

The whole purpose of PPC is to get in front of your prospects at the exact moment that they need your services.

This is such a powerful form of marketing and is the reason why so many other businesses invest heavily into it.

Does PPC advertising for insurance brokers work?

PPC advertising is a great service that should be considered by all insurance brokers. From SMEs to large corporate firms, pay-per-click advertising can generate important leads for your business through providing concise, yet effective, targeted ads.

An ad that focuses on different aspects of your customers’ searches, such as insurance types and policy costs, will need to have an engaging and relevant page title and a description that strongly suggests that your business is the answer to their query.

Why PPC management for insurance brokers is beneficial

Effective and professional PPC management for your insurance business can be extremely useful. Some great benefits of this service include:

  • Specific audiences are targeted, increasing your chance of successful leads.

  • A direct focus on and monitoring of a variety of metrics, including cost per lead, conversion rate and keyword lead generation – these can also support an overarching SEO strategy.

  • Flexible management – a PPC campaign can be scaled up or down, adapted to changing business requirements and moulded to reflect past successes.

  • Flexible content – ads can target whatever your business wants to focus on. You can promote current insurance deals and packages, target locations and boost local leads or tailor your ads to follow common insurance market trends.

Generate successful insurance leads

Lots of insurance brokers, and other industries for that matter, will simply pay for leads from lead generation companies.

That same lead could be sold to 5, 10, 25 other brokers or agents and it becomes extremely difficult to secure.

We suggest that insurance lead generation via your own marketing channels is the most sustainable route, taken from our experience with the brokers that we work with.

Time and time again, we’ve seen that PPC can generate insurance leads that are of a higher quality and are most importantly, more cost-effective.

Search Engine Marketing for the insurance industry

Based on the data from the industry, using search engines to market your insurance broker services just makes sense.

Short term gains are generated using paid search marketing such as Google Ads, Microsoft Ads and other paid platforms.

Insurance Marketing that’s compliant

We understand the insurance industry and can help you build a dedicated sales page (landing page) that will comply with all the regulations you have to adhere to.

A landing page is crucial when it comes to paid ads and generating leads.

Essentially, a landing page is a dedicated sales page that you can send people to with one goal: to contact your business.

Having paid website visitors land on your standard website pages is close to pointless – they’ll just end up exiting your site without converting.

Our team is made up of:

  • Experts in Paid Ads Management.

  • Professionals with plenty of PPC knowledge.

  • People who have worked within the insurance industry.

This allows us to have a competitive advantage over many other agencies who tend to work as unsuccessful ‘jack of all industries’.


PPC can be crucial to an effective digital marketing strategy. Control your costs, generate sales and most importantly, stay profitable. To find out more about our PPC service, visit our PPC page here. We turn clicks into sales!

SEM – Search Engine Marketing

This is the fastest way of gaining valuable ranking positions. By using paid advertising such as PPC you can invest advertising spend into quickly getting your content or special offers to page one positions.

The best PPC management agency for your brokerage

It’s all well and good having a raft of potential prospects available via Google Ads, but how do you know that your chosen company is capable of managing a Paid Search Marketing budget in the most efficient way?

Google Partner status: A google partner has to complete a certain number of certifications and manage a certain amount of ad spend to get certified by Google.

Whilst this is a good indication of an agency’s competence, it’s also important to look at their previous work and see if they’ve worked with similar industries to you.

Experience: The best results are often from an agency that has had years of experience understanding and marketing to a specific industry.

Knowing that the company you are paying understands your industry is crucial. At Tao Digital, we are a B2B search engine marketing agency with a focus on a range of different industries.

We’ve had years of experience helping insurance companies generate more sales and achieve a better return on investment, online.

Search engine marketing for the insurance sector

Based on the data from the industry, using search engines to market your insurance broker services just makes sense.

Short term gains are generated using paid search marketing such as Google Ads, Microsoft Ads and other paid platforms.

You could also think about the long term organic search presence of your website but this is for another post.