Which Is Better: Google Ads or Facebook Ads in 2025? (Insurance)

If you sell insurance in 2025 — whether it’s auto, home, health, travel, or life insurance — the right advertising platform can determine how quickly you generate leads. The two biggest contenders are Google Ads and Facebook Ads. Both can deliver results, but they work in different ways. The right choice depends on your sales process, your audience, and your goals.

Google Ads for insurance agents

Google Ads is the king of intent-based marketing. When someone searches “best car insurance quotes” or “life insurance near me,” they are ready to take action. With the right targeting, your ad can appear at the top of the search results at the exact moment they’re looking to buy.

Strengths of Google Ads:

• High-intent leads actively searching for coverage
• Precise keyword targeting for specific insurance types
• Strong local targeting to capture leads in your service area

Facebook Ads for insurance agents

Facebook Ads, which includes Instagram Ads, excels at creating awareness and educating prospects before they start shopping. You can target based on age, income, location, and life events — such as buying a home, getting married, or having a child — which are all triggers for insurance needs.

Strengths of Facebook Ads:

• Powerful demographic and interest targeting for life-event marketing
• Visual formats that make complex policies easy to understand
• Great for retargeting website visitors and previous inquiries

When Google Ads is better

• If you want quick quotes from people ready to buy
• If you sell competitive, high-intent products like auto or travel insurance
• If you want to target specific keywords for faster lead generation

When Facebook Ads is better

• If you want to build brand recognition and trust over time
• If you sell policies that require education before purchase, like life or health insurance
• If you want to nurture and retarget prospects until they are ready to buy

The best strategy in 2025

For most insurance businesses, the ideal approach is to use both. Google Ads captures high-intent buyers who are actively searching, while Facebook Ads keeps you visible and nurtures prospects over time. Together, they create a steady flow of leads and long-term clients.

Want an insurance marketing plan that uses both platforms to get more policyholders? Contact us today.