Digital marketing audits · Performance diagnosis · Insurance companies · Canada-wide

Digital marketing, diagnostics & lead generation · Insurance Brokers, Carriers & Mutuals · Canada-wide

Digital marketing audits & performance diagnosis for insurance companies.

Your top three competitors are winning leads you should be getting. Signostic shows you exactly where — and fixes it.

Ask the Signostic AILive
Three-Engine Model · Search · Answer · Place

Press Enter to send · SEO audit + website audit report available via Chris Gardner

Through-line 01

AI visibility

Search ranks · Answer cites · Place locates. The Three-Engine Model — do you get cited when buyers ask AI engines about insurance in your market?

Through-line 02

Lower CPL, cross-channel

Search Quality Score, Meta auction discipline, PMax governance, quote-funnel friction. Every cost-per-lead leak across Search, Social, and PMax — found, ranked, and sequenced by revenue impact.

Search QS Audit
Meta & PMax Diagnostics
Creative Diagnostics
CRO Forensics

Anchor regions

Canada-wide. Anchored in London, Windsor & Hamilton.

Signostic works with insurance brokers, carriers, and mutuals across Canada, with deepest concentration across four anchor regions in Southwestern Ontario. The diagnostic adapts to your region’s competitive landscape — who’s ranking, who’s bidding, who’s winning the AI citations, and where your leads are going instead — whether you’re in our anchor corridors or anywhere else in the country.

London

Independent brokers across London & Middlesex. Urban, educated market with active digital competitors and meaningful pressure from rate-comparison engines and DTC carriers.

P&C Commercial Multi-line

Windsor-Essex

Brokers across Windsor, Leamington, Chatham-Kent. Auto-heavy personal-lines mix, cross-border buyer dynamics, and seasonal commercial demand.

Auto / P&C Multi-location Commercial

Kitchener-Waterloo

Brokers across K-W, Cambridge, Guelph. Tech-corridor demand mix with stronger commercial-lines representation and faster digital adoption.

Commercial Life & Health P&C

Hamilton-Niagara

Brokers across Hamilton, Burlington, St. Catharines, Niagara. Mixed P&C and commercial-lines market with notable multi-office brokerage presence.

P&C Multi-office Commercial

Canada-wide · Anchor regions in SWO Brokers, Carriers & Mutuals P&C · Life & Health · Commercial · Multi-line · Travel · Marine · Specialty

The hard truth

Your Budget Is Bleeding

Every week your brokerage site runs unaudited, the loss compounds. Quality Score decay, weak SEO, quote-funnel friction, and AI-search collapse — the four patterns we catch on broker and carrier accounts Canada-wide.

01

Symptom — Inflated CPC, poor impression share

Your Quality Score Is Rotting

Quality Score is a price multiplier on every click you buy. Most accounts have decay baked in: keyword-to-ad misalignment, generic landing pages, ad copy written for the brand — not the searcher.

Ad relevance below average Landing page experience: poor Expected CTR in decline
50%
CPC reduction
QS 4 → QS 8
02

Symptom — High CTR, low conversion

Your Creative Doesn't Convert

Clicks are cheap. Conversions are the point. If creative drives impressions but not action, you have a message-to-market mismatch — ad, page, and visual aren’t speaking to the same buyer state.

CTR strong, CVR under 2% High bounce on ad landing pages Creative fatigue after 7–10 days
12x
ROI multiplier from
creative quality
03

Symptom — Traffic up, leads flat

Your Landing Page Is Leaking Leads

A page that converts at 2% instead of 5% costs you 150% more per lead — without spending another dollar. Form friction, trust signals, CTA hierarchy, mobile rendering — sessions vanish silently, your dashboard never flags it.

Form abandonment over 60% Time on page under 40 seconds Mobile CVR less than half desktop
150%
Higher CPL at
2% vs 5% CVR
04

Emerging Signal — Rankings stable, organic clicks collapsing

Your AI Visibility Is Collapsing

Nearly 60% of searches end without a click (Similarweb 2024). AI Overviews, ChatGPT, and Perplexity answer in-pane — most SMB sites carry none of the signals these models look for. Rankings hold. Traffic evaporates.

Zero-click share above 55% No schema for generative engines Absent from AIO and LLM citations
60%
Searches ending
without a click

From diagnosis to done

What 30, 60, 90 days look like.

The audit ends with a prioritised fix list. These are the typical deltas operators see when the work actually ships — not aggregate account averages, but the worst-performing ad groups, pages, and creative the audit flags first.

Day 30

4pt QS gain

Quality Score recovery

Match-type cleanup, ad-group consolidation, and landing-page-relevance fixes. CPC drops 20–30% on the recovered ad groups. Structural — no creative refresh required.

Day 60

2.0% CVR

Landing-page friction

Form-field reduction, trust-signal placement, CTA hierarchy. Conversion rate moves from ~0.8% to 2.0%+ on the pages the audit flagged. Cost-per-lead drops before any creative work.

Day 90

+15% CTR

Creative + AI visibility

New creative tested against the now-cleaner funnel. CTR lift 12–18%. AI-citation work begins surfacing the brand in answer engines for category-defining queries — recurring, not one-off.

Typical ranges from past audits. Actual deltas depend on starting baseline and how disciplined the implementation is.

Past audits

What it actually looked like for two brokers.

Two representative cases drawn from past insurance broker audits. Numbers are real; identifying details are scrubbed. Names withheld at the brokers' request — the point is the shape of the delta, not the logo.

Case A · P&C broker

12-person P&C office, Windsor-Essex

~$8K/mo SEM · mostly auto & home personal lines · one-location independent

Before

QS 4 avg
CPC $36
CVR 1.1%
CPL $333
~24 leads/mo

→

Day 90

QS 7 avg
CPC $22
CVR 2.4%
CPL $138
~58 leads/mo

What shipped: account restructure (broad → exact + phrase with strict negatives), ad-copy rewrite to intent-match the quote, quote form reduced 11 → 5 fields on step one, branded-keyword carveout to stop paying for clicks that would convert organically.

Case B · Multi-line brokerage

4-location multi-line, urban SWO

~$14K/mo across Search + Meta · P&C + commercial mix · mid-market

Before

AIO cites 0/10
Branded 38% of clicks
Meta CPL $190
Search CPL $215
ROAS optically high

→

Day 90

AIO cites 4/10
Branded 21% of clicks
Meta CPL $112
Search CPL $155
real demand expanded

What shipped: schema rebuild for AEO extractability, eight category-defining briefs published for AI engine harvest, Meta creative refresh (problem-aware angles, not brand-led), cross-channel attribution rebuild so branded-search inflation stopped masking the real Search CPL.

Cases are composites drawn from past audits in the same broker class — not single-client claims. Specific deltas vary with starting baseline, market competition, and how disciplined the fixes get shipped. Both cases ran 90 days from audit delivery to post-fix measurement.

AUDIT WITHOUT WITH AUDIT $0/mo
“The leak doesn't pause while you decide. It compounds.”
Signostic — 48-hour diagnostics for SMB & mid-market operators
0%
CPC reduction
QS 4 → QS 8†
0%
Higher CPL at 2% CVR
vs 5% CVR††
0 hrs
Typical turnaround
(5 business days max)
1
Senior specialist
reads every audit

†Quality Score CPC impact per Search Engine Land's analysis of Google Ads auction data: QS 4 pays ~25% above benchmark; QS 8 earns ~37% discount — a ~50% CPC drop moving from QS 4 to QS 8. ††Funnel math on a fixed traffic base: same clicks at 2% vs 5% CVR = 150% higher cost per lead. Industry CVR benchmarks per WordStream 2026 Google Ads Benchmarks.

Book with Chris→

The methodology

Diagnose.
Fix.
Prove it.

We don't guess. Every website audit starts with a full signal analysis — SEO, PPC, landing page, and creative data pulled, not imagined. We identify root causes, build a prioritised fix list, execute with precision, and show you the delta in black and white. No 90-day onboarding. No fluff decks. Just findings, actions, and results.

signostic.sh — bash
01 — Audit

Signostic
Capture

We pull 90 days of campaign data, search term reports, Quality Score history, landing page analytics, and attribution paths. Everything. No cherry-picking.

!
02 — Diagnose

Root Cause
Analysis

We map every performance gap to a specific, fixable cause. Not "your CTR is low" — but why, where the breakdown occurs, and what it's costing you per day.

BEFOREAFTER→
03 — Execute

Precision
Intervention

We fix in order of revenue impact. Account restructure, ad copy rewrite, landing page overhaul, tracking rebuild — prioritised by what moves the number fastest.

SIGNOSTIC AUDIT REPORT+41%vvv
04 — Prove

Before &
After Report

Every change is documented with before/after data. You see exactly what moved, by how much, and what it means for your cost-per-acquisition. Always.

Ready for your diagnosis?→

The detail

What an
audit
actually covers.

What does a website audit and SEO audit include?

A Signostic website audit covers your full digital presence end-to-end: on-page and technical SEO, AI search visibility, cross-channel paid media — Search Quality Score, Meta auction discipline, and PMax governance — landing page performance, creative effectiveness, and cross-channel attribution. The SEO audit checks technical site health, keyword alignment, and conversion paths. The Search audit examines the three components Google uses to price every auction — Expected CTR, Ad Relevance, and Landing Page Experience; at QS 4 you pay ~25% more per click than baseline, at QS 8 you earn a ~37% discount (per Search Engine Land's auction-data analysis). The Meta audit reads CPM trajectory, frequency caps, creative refresh velocity, and audience-overlap leakage. The PMax audit reads asset-group structure, branded-search cannibalisation, channel-mix attribution, and whether the algorithm has enough conversion volume to learn without burning the floor.

How much does a website audit cost?

Your first Signostic website audit is free. Chris Gardner personally reviews your site SEO, PPC campaigns, and category — no retainer, no sales pressure, no fluff reports. The average Google Ads account wastes $1,127 per month in unproductive spend, per WordStream's 2025 study of 15,000+ accounts. If the brief points toward ongoing work, retained advisory starts at $5K/mo and scope shapes the engagement — but the audit itself stands alone.

How long does a site audit take?

48 hours typical, 5 business days maximum. Signostic pulls 90 days of campaign data, analyses your website SEO and landing page performance, maps every gap to a specific root cause, and delivers a complete website audit report with prioritised fix list. No 90-day onboarding. No fluff decks.

Who does Signostic work with?

Signostic delivers digital marketing, diagnostics & lead generation for insurance brokers, regional carriers, and mutual carriers — P&C, Life & Health, Commercial, Multi-line, Travel, Marine, and specialty lines. SMB ($1–5M) through mid-market ($5–20M) brokerages and carrier marketing teams — Canada-wide, with anchor regions in London, Windsor, and Hamilton. Captive single-carrier branches are out of scope. Insurance-specific conversion benchmarks per WordStream 2026 (Finance & Insurance category).

Why is my Google Ads ROAS high but my pipeline is low?

Last-click attribution inflates ROAS by assigning credit to the final touchpoint — often a branded search or retargeting click that would have converted anyway. Signostic's attribution audit maps the real conversion path and separates budget that drives incremental revenue from spend that is just along for the ride. WARC's The Multiplier Effect (2025) finds that integrating brand and performance media can lift overall revenue ROI by 25–100% versus performance-only plans — the gap that last-click attribution systematically hides.

Who runs the audit

Chris Gardner — Digital Marketing Consultant, LOCALiQ.

24 years in digital — developer, art director, agency principal, performance-marketing consultant. Founder of Signostic, based in Windsor, Ontario. The largest LocaliQ Canada client producer of 2024, now focused exclusively on insurance brokers, carriers & mutuals Canada-wide — diagnostic briefs, lead-leakage audits, and retained advisory for SMB and mid-market brokerages running $5K–$100K+/month in digital.

Full bio →  ·  LinkedIn  ·  Email

SIGNOSTIC

Stop overpaying per lead

Find Out
What's
Broken.
Then Fix It.

Your free Signostic diagnostic brief covers SEO, paid search (Search, Meta & PMax), quote-funnel friction, and AI visibility in 48 hours typical — 5 business days max. You'll receive a prioritised findings report with specific fixes ranked by lead-recapture impact, what each gap is costing per qualified lead, and a clear action plan. If you want hands-on help shipping the fixes, that’s me, at LocaliQ. Built for insurance brokers, carriers & mutuals — Canada-wide, anchored in Southwestern Ontario.

Book with Chris→

Before the call

What people actually ask before booking the audit.

Plain answers to the questions that come up on every first call. If yours isn’t here, send it — Chris reads every inquiry personally.

  • What is Signostic?

    A free diagnostic brief for independent insurance brokers Canada-wide — anchor regions in London, Windsor, and Hamilton — covering SEO, AI search visibility, paid search (Search, Meta & PMax), quote-funnel friction, and creative. Findings translate into a retained advisory engagement if and when you’re ready — implementation runs through me, at LocaliQ.

  • Who is this for?

    Insurance brokers, regional carriers, and mutuals — P&C, Life & Health, Commercial, Multi-line, Travel, Marine, and specialty lines — SMB ($1–5M rev, 2–5 staff) through mid-market ($5–20M, 5–15 staff) brokerages, plus carrier and mutual marketing teams of any size. Canada-wide service, with anchor regions in London, Windsor, and Hamilton. Captive single-carrier branches (Intact / Aviva / Allstate-branded) are out of scope.

  • How is this different from a LocaliQ pitch?

    Signostic is the diagnostic; LocaliQ is where I run the implementation when you’re ready. The audit produces findings either way — the point is to put the truth in front of you, not to gate it behind a contract.

  • What does it cost if I do want ongoing help?

    The diagnostic brief is free. If you want retained advisory after the audit, engagements start at $5K/mo and scale with brokerage size, lead volume, and channel scope — scope shapes the engagement, not the other way around. Specific pricing surfaces at proposal stage once the diagnostic has told us what you actually need. Most fixes flagged in the brief don’t require any retainer at all.

  • How is this different from a Google Ads audit tool?

    Tools score symptoms — your Quality Score is 6/10, your CTR is below benchmark. Signostic identifies causes and sequences fixes by revenue impact: which 20 minutes of work recovers $8,000/month, which 6-week rebuild moves the needle less. Same data, different altitude.

  • What happens after the audit?

    You get a findings report — yours to keep, share, and re-run later. If you want help shipping the fixes, that’s me, at LocaliQ. See how the audit works or browse the strategic briefs.

Book with Chris

Book your audit + consult.

The next step is a call with Chris Gardner to run the audit on your site, campaigns, and category — then walk you through the findings together. You leave with a prioritised plan and specific fixes ranked by revenue impact. Not a generic scorecard.

“Once we’ve run the audit, the document is yours. If you want help shipping the fixes, that’s me — through LocaliQ.” — Chris Gardner, Windsor, Ontario.

Who this is for: Independent insurance brokers (SMB to mid-market) Canada-wide — anchor regions in London, Windsor, and Hamilton. P&C, Life & Health, Commercial, Multi-line. Captive single-carrier branches are out of scope.

48 hours typical turnaround — 5 business days maximum
Audit is free · retained advisory from $5K/mo if you want it later
Built by Chris Gardner · Signostic · Windsor, Ontario

Chris Gardner will respond within 1 business day with your findings report.

Signostic is the diagnostic engine of Njord — a financial-lead modelling consultancy for SMB and mid-market operators.

Build the financial model