Why Your Google Ads Aren’t Working (Insurance)

You launched your Google Ads campaign to generate insurance leads, set your budget, and expected inquiries to start flowing in — but instead, you are seeing clicks with little to no conversions. Google Ads can be a powerful lead generation tool for insurance agents and brokers, but if the campaign is not built strategically, it will waste your budget quickly.

You are targeting the wrong audience

One of the most common mistakes in insurance advertising is targeting too broadly. If your ads are showing to people outside your licensed states or to those not actively shopping for insurance, you are paying for clicks that will never become clients.

Your keywords are too broad

Targeting generic keywords like "insurance" or "car insurance" can be expensive and highly competitive. Worse, they can bring in people looking for information rather than ready to buy. You need high-intent, niche keywords like "affordable health insurance in [State]" or "small business liability coverage in [City]."

Your ad copy is not building trust

In insurance, trust is everything. If your ads sound generic or fail to highlight why you are different, prospects will skip past you. Instead of saying "We offer car insurance," try "Save up to 30% on car insurance — free quotes in minutes."

Your landing page is losing leads

Insurance leads are highly valuable, but they are also quick to leave if the process feels complicated. If your landing page is slow, cluttered, or asks for too much information upfront, potential clients will abandon the form. Your page should be simple, mobile-friendly, and focused on one clear call-to-action.

How to fix your insurance Google Ads

1. Refine your targeting: Show ads only in your licensed states and to your ideal customer profile.
2. Use high-intent keywords: Target search terms that indicate the prospect is ready to request a quote.
3. Build trust in your ad copy: Highlight savings, speed, and credibility factors like reviews or years in business.
4. Streamline your landing page: Make it fast, mobile-friendly, and easy to request a quote.
5. Track conversions: Monitor form submissions, calls, and quote requests to identify what works.

The bottom line

When done right, Google Ads can deliver a steady stream of high-quality insurance leads. When done wrong, it can quickly drain your budget with no return. Focus on precise targeting, intent-driven keywords, trust-building ad copy, and a frictionless landing page to turn clicks into paying clients.

Need help turning your insurance Google Ads into profitable, consistent leads? Contact us today.