The patterns we see in your work.
Your life insurance leads take 60-90 days to convert - Google stops learning after 14
Life sales cycle: inquiry to issued policy runs 45-90 days across needs analysis, application, and underwriting. By the time a lead converts, Google has already reallocated your budget to whatever generated the fastest form fills.
You rebuild your health enrollment campaigns from scratch every October - and miss the first 2 weeks of OEP
ACA OEP starts November 1, Medicare AEP October 15. Every year you scramble through DOI-compliant copy reviews and Google approval cycles. By the time campaigns are live, early enrollees are already gone - 30-40% of your best window burned.
Healthcare.gov lets people enroll directly for free - and they don't know a broker costs the same
Consumers assume brokers charge extra. You compete against the government's own site plus eHealth and GoHealth spending $50M+ on marketing. Your value - right plan, right carrier, no runaround at claims time - is invisible unless the landing page leads with it.
State DOI rules constrain every word - generic agency copy fails compliance on both sides
Life ads can't make performance claims. ACA ads can't misrepresent plan benefits. Both require state-DOI disclosures. Generic agency copy triggers compliance reviews on day one, and every revision cycle costs days during windows where days matter.
The numbers in your market.
What operators are actually saying.
“My best life insurance lead clicked the ad, filled out a form, then ghosted for 6 weeks. Then texted me out of nowhere and bought a $2M policy. Google had already reassigned that budget to worse leads.”
“AEP started Oct 15. My campaigns didn't go live until Oct 28 because Google kept rejecting the copy. I lost 13 days of the best window of the year. Again.”
“Clients ask why they should use a broker when Healthcare.gov is free. I don't have a good landing page answer for that. I just hope they call.”
What changes when we run it together.
A life insurance agency spending $2,500/mo on Google
Cost per issued policy $600+ (estimated, no tracking), lead-to-application rate 8-10% on cold form fills.
Extended conversion-tracking window to 90 days, rebuilt campaigns around medical-underwriting vs term-instant intent, added retargeting at the application stage.
Cost per issued policy dropped to $300-450 with full-funnel attribution, lead-to-application rate climbed to 18-25% with an education-first funnel.
A health + life agency spending $2K off-season, $8K during ACA OEP and Medicare AEP windows
40-50 enrollments per peak window due to late ramp-up, first 2 weeks lost. Cost per enrollment $200+ on generic keywords, life issued-policy attribution nonexistent.
Built state-DOI-compliant ad copy templates, structured campaigns around enrollment vs SEP windows for health and 90-day issued-policy windows for life, installed license-level lead routing by state.
Enrollments jumped to 80-100 per peak window with campaigns live on day 1, cost per enrollment dropped to $100-150, life cost-per-issued-policy surfaced for the first time.
An IMO-affiliated final-expense specialist selling to age 55-80 via direct response
Generic 'burial insurance' keywords at $32 CPC, lead-to-issued stuck at 4%, no visibility into which ads produced policies that stuck past free-look period.
Built an age-tiered Search structure with needs-calculator landing pages, fed 60-day persistency data back as offline conversions, retargeted unconverted quote requests with simplified-issue messaging.
Lead-to-issued rate lifted to 11%, cost-per-issued policy dropped from $580 to $260, 30-day persistency improved to 91%.
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.
Trust-First Life & Plan Comparison Pages
Growth - $997Life: needs calculators, carrier comparison tools, and educational content that positions you as the advisor. Health: plan comparison tools and subsidy calculators that answer 'why use a broker when healthcare.gov is free?' Both state-DOI-compliant.
Long-Cycle Attribution for Life & Health Agents
Flagship - $4,99790-day issued-policy conversion windows, enrollment-season templates that go live on day 1 of OEP/AEP, and state-DOI-compliant copy - AI agents run the stack and wire issued-policy and enrolled-member outcomes back, so Google stops writing off the long-cycle clicks that actually convert.
Is this for you?
- ✓You sell life insurance, ACA health plans, Medicare Advantage, supplemental health, or group coverage - anything with state-DOI compliance and consumer-side trust requirements
- ✓You're an independent agent or agency licensed across multiple carriers
- ✓You're spending $1,000+/month on Google Ads or lead gen
- ✓Your sales cycle is 45-90 days (life) or 13-week enrollment windows (ACA/health)
- ✓You want issued-policy or enrolled-member attribution back to Google - not just lead volume
- ✕You sell P&C (auto, home) - see /for/auto-insurance-agency for multi-carrier bundle strategy and storm-season playbooks
- ✕You're a captive agent with one carrier (different strategy needed)
- ✕You sell only employer/group health plans without a consumer-facing funnel (B2B targeting required)
- ✕You're looking for someone to manage your ads for you
Not quite you? Try these.
Google Ads for P&C Insurance Agencies (Auto + Home)
Independent P&C insurance agency representing 6-8 carriers across auto and home, $340K-$420K commission revenue, 8 years in business, losing ground to direct carriers and storm-season CPC spikes
Google Ads for Mortgage Brokers
Independent mortgage broker, NMLS-licensed, 12 years originating, $480K commission revenue, mixed refi + purchase book