Insurance · Agencies · Brokers
Signostic audits Google Ads for SMB and mid-market insurance agencies and brokers. In a category where national carriers set the floor and every point of Quality Score costs money, we find the friction in your quote funnel, ad copy, and landing page that's bleeding your cost per lead.
Why insurance is different
Potential CPC reduction from Quality Score 4 to Quality Score 8 on the same keyword
Typical drop in form completion rate per additional field after field #4
Typical turnaround on a full insurance diagnostic. 5 business days max.
Top 5 patterns we see
Every insurance audit we run finds at least three of these. Ordered by revenue impact on a typical SMB to mid-market agency or brokerage.
Insurance buyers are price-sensitive and fast. A landing page that makes them scroll to reach the form loses 30–50% of visitors before they even see the field. Above-fold form is non-negotiable.
Date of birth, driver's licence number, VIN, current carrier, coverage history — all on step one. Split into multi-step (4 fields per step) and completion rate doubles. Every field after #4 is a tax on CPL.
Headlines about serving the community since 1987 when visitors want "60-second quote" or "Lowest rate guarantee." Rewriting ads to match visitor intent lifts Quality Score and cuts CPC on the same budget.
"car insurance" as broad match pulls in "car insurance requirements", "how does car insurance work", "car insurance glossary" — all informational, none convert. Exact + phrase with strict negatives kills the waste.
Superlatives like "cheapest" or claims like "guaranteed approval" get your ads disapproved. Disapproved ads tank your account's impression share and Quality Score. A compliance-safe copy framework prevents the spiral.
Stop losing quotes to CPC inflation
A 48-hour insurance diagnostic (5 business days max) covering Quality Score recovery, quote funnel friction, and compliance-safe ad copy. No retainer to start.
Book with Chris Gardner →