A Plan for Your Insurance Agency’s Pay Per Click Advertising

November 25, 2019 David Ray

pay per click  

Pay per click advertising can be a fast way to drive traffic to your insurance website. Your agency’s online ads will only appear in front of a targeted audience you’ve selected. This increases the relevance of your ads and makes for a surefire way to drive traffic to your agency’s website.

As the advertiser, you only pay the publisher when the ad is clicked. The most common publisher for pay per click is Google Ads.

But how do you get started?

Before you do anything, you must make a plan. If you don’t create a plan before you set up a Google Ads account, you may run into trouble that could cost you a fortune. So, before you do anything else, do some research.


Decide on Monthly Budget

How you set up your account and the amount of research you need to do depends on your budget.

If you have a large budget, you have some flexibility with how your account is set up and managed. If you have a limited budget, you may need delve into the details of your account right at the start.

There are many who say if you have a small budget for pay per click ads you’ll wind up throwing money away. In a lot of situations, I would agree. But not always.

If you have the knowledge to narrow your ad’s focus and you’re a wizard when it comes to research, go for it. If not, you’ll need a larger budget up front.

Select What to Advertise

Once you have a budget in mind , think about which products or services you want to advertise. If you have a large budget, it is possible to sustain many products. If you have a smaller budget it may be necessary to focus on a single product and expand later down the road.

Plan the Ad Structure

Next, decide how to structure your campaigns. This will keep things organized. For one product you can have a single campaign with a single ad group with a few different ads for testing.

Things tend to get more complicated when you begin introducing many products. First you must decide how you would like to have your campaigns separated.

For example, let’s say your agency has many locations and only a few products. It might make sense to separate campaigns by location and products by ad groups. If you have several products but one location it might be better to separate campaigns by product lines. Then, use your ad groups to drill down in those product lines.

Ad Copy and Keyword Research

Now that you have a general idea of how you’ll have things structured, you can begin on the details. Your ad copy and keywords work hand in hand.

Write a rough draft of your ad copy and plan which keywords you’ll want associated with it.

Your keywords and the bids for those keywords can make or break the bank. That being the case, do as much research on this front as you can.

Often the more traffic a keyword gets, the more expensive it is. You want keywords that get enough traffic but won't cost you a fortune. Look for the sweet spot.

Now that you have a plan for your keywords you can go a little more in-depth with your ad copy. There are many things to keep in mind when it comes to good ad copy. Remember, while your ad may look aesthetically pleasing, it may not represent what Google sees as good ad copy.

This is when you’ll hear the term quality score pop up. There are other factors other than ad copy that affects your ad’s quality score. Things like misspelled words, improper capitalization, and even having user-friendly display URL can have a negative effect.


Demographics help you target specific groups of people to show your ads.

It wouldn’t make sense to show your long-term care ad to 16 year old kids. And if you’re licensed only in California you don’t want to waste clicks on other states.

There are many categories associated with demographics. These filters ensure your ad appears only for the people relevant to your product. You can separate or target people by age, location, and even household income if you choose. This can be a useful tool for maximizing your budget and ad spend.

Design the Landing Page

Now you have a good plan for the Google Ads account, you’ll need a landing page. When someone clicks on your ad, they should go to a landing page specific to the ad campaign.

This is another area that can affect the quality score of your ad. There are design factors that can have an enormous effect on the performance of the page itself. You could have the best optimized Google Ads account in the world. But, you could be turning people away if you have a poorly designed landing page. Read our blog post on landing page design tips for more information.


There are a lot of factors to worry about when your planning your first pay per click campaign. The first thing you want to do is plan and research. Doing this could mean the difference between wasting a lot of money and making a lot of money.


Previous Article
Agency Matrix Releases Version 7.6
Agency Matrix Releases Version 7.6

Agency Matrix is excited to announce the release of v7.6. This upgrade introduces new features in ACORDs, D...

Next Article
How Your Agency Can Reap the Benefits of Content
How Your Agency Can Reap the Benefits of Content

If your insurance agency wants to reap all the benefits content can bring, from customer service to increas...