The patterns we see in your work.
$50-80 per click - and half those clicks are just comparison shopping
You're paying $50-80 per click for 'car insurance quotes' against Geico, Progressive, and State Farm with billion-dollar budgets. The people who click are already getting 4-5 quotes and picking cheapest.
After every major storm, your home insurance CPCs triple and your budget evaporates in 3 days
Every major weather event sends carriers and restoration companies into Google Ads simultaneously. Normal $15-25 home CPCs jump to $40-60 overnight, your $3K budget burns in 72 hours, and half the clicks are existing policyholders filing claims.
New homeowners need coverage before closing - you have a 14-day window
Someone closing in 2 weeks MUST have homeowner's insurance. Highest-intent search in the vertical. But you're bidding on generic 'home insurance quotes' instead of 'insurance before closing' or 'homeowners insurance for new home.'
Your best clients bundle auto + home - but Google sends you single-policy price shoppers
A standalone auto policy is $1,500/year. A bundled household is $3,500 with 2x retention. Without quote-to-bind data that tracks bundling, the algorithm never learns which leads are actually worth your time.
The numbers in your market.
What operators are actually saying.
“I'm an independent agent paying $65 CPC on 'car insurance quotes.' State Farm is bidding on the same term with a billion-dollar budget. I have no idea how to compete on that.”
“After the last hailstorm my home insurance CPCs went from $18 to $55 in 48 hours. $3K budget was gone in 3 days. Half the clicks were people filing claims, not shopping for new coverage.”
“Switched from generic keywords to 'dropped by carrier' and 'new car insurance same day.' CPCs cut in half and bind rate doubled. Nobody told me this earlier.”
What changes when we run it together.
An independent P&C agency (auto + home) spending $4K/mo on Google
Cost per bound policy $800+ (estimated, no tracking), quote-to-bind 15-20% on unfiltered traffic, bundle capture 20% discovered only during phone call.
Connected AMS for quote-to-bind tracking, shifted ad copy to life-event targeting (new home, new car, dropped by carrier), built a bundle-first landing page, added storm-season bid-boost automation.
Cost per bound policy dropped to $350-500, quote-to-bind climbed to 30-40%, bundle capture rate rose to 45%+.
A Gulf-coast P&C agency with non-renewal spikes after every hurricane season
Storm-season home CPCs hit $58, budget burned in 4 days, 70% of traffic was existing policyholders filing claims. Auto running on generic keywords at $65 CPC.
Added claims-intent negatives to new-business campaigns, pre-built a 'dropped by carrier' Search campaign for post-storm activation, connected AMS policy binds across both auto and home.
Budget stretched across 18 days instead of 4, bound 42 new P&C policies during the surge vs 16 the prior year, blended CPC held at $34.
Pick the path that fits your team.
The recommended product sequence.
Each step builds on the previous. Start where you are, progress at your pace.
Bound-Policy Bidding with Storm-Season Automation
Flagship - $4,997Multi-carrier campaign architecture and storm-season bid automation that stretches budget across the surge instead of burning it in 72 hours - plus bundle-attach tracking and AMS-connected offline conversions for bound policies, all run by AI agents.
Multi-Carrier Bundle Pages That Convert
Growth - $997Landing pages that communicate your multi-carrier, multi-line advantage immediately. Bundle-first positioning, carrier logos, side-by-side comparison for auto + home, and closing-deadline urgency for new homeowners.
Is this for you?
- ✓You write P&C policies - auto, home, or bundled - for an independent agency representing multiple carriers
- ✓You represent 4+ carriers (not a captive agent)
- ✓You're spending $1,000+/month on Google Ads
- ✓You deal with comparison-shopper traffic on auto AND/OR storm-season CPC spikes on home
- ✓You want to track which Google Ads leads actually become bound policies
- ✕You're a captive agent for one carrier (different strategy needed)
- ✕You sell only life or health insurance - see /for/life-insurance-agency for state-DOI compliance playbooks
- ✕You sell Medicare or supplemental health plans - the life & health playbook at /for/life-insurance-agency covers those enrollment windows
- ✕You're looking for someone to manage your ads for you
Not quite you? Try these.
Google Ads for Life & Health Insurance Agents
IMO-affiliated independent life and health insurance agent - licensed for life, ACA marketplace, and supplemental health; 5 years in production; $180K-$210K combined commission revenue; referral book maxed, now testing Google Ads to grow past word-of-mouth
Google Ads for Mortgage Brokers
Independent mortgage broker, NMLS-licensed, 12 years originating, $480K commission revenue, mixed refi + purchase book