Insurance Broker Google Ads
Business insurance clicks can run around $10 or more, and the direct insurers bid on them with national budgets. You cannot win “business insurance”. You can absolutely win the niche lines: trades, professional indemnity, landlord. We manage that fight for $800+GST/month flat - never a percentage of spend.
Work directly with Chris, Ana, and Audrey
Meet the team →AI Overview
Google Ads for insurance brokers is paid search built to survive some of the most expensive clicks in Australia - broad business insurance terms can run around $10-$15 each. Instead of fighting direct insurers on broad terms, effective broker campaigns target niche lines (trades, professional indemnity, landlord) with a dedicated campaign and landing page per line, strict negative keyword lists, and conversion tracking tied to quote forms and tracked phone calls. Management typically costs $800+GST/month flat plus ad spend paid directly to Google, with no lock-in contract and never a percentage of spend.
What insurance clicks cost - and where the bargains hide.
Estimated costs per click from Google Keyword Planner. The gap between the top row and the bottom row is the whole strategy.
| Search | Est. cost per click (AU) | Why it matters |
|---|---|---|
| business insurance | around $10-$15 | The broad term the direct insurers own with national budgets. Bidding broadly here can drain a month of spend in days. |
| business insurance broker | typically $6-$10 | The word 'broker' changes the game: this searcher wants advice, not a direct policy. Winnable. |
| public liability insurance | around $8-$12 | Trades-heavy demand. Deserves its own campaign and its own landing page, not your homepage. |
| professional indemnity insurance | around $6-$10 | Consultants and professionals comparing cover. Lower volume, premium clients. |
| landlord insurance | around $4-$8 | Property investors who renew year after year. Among the cheaper lines to advertise. |
| tradies insurance | around $5-$9 | Sole traders who need cover to get on site this week. Urgent, specific, quick to quote. |
| insurance broker near me | around $4-$7 | Local intent. A tightly geo-targeted campaign beats a national brand bid here. |
| professional indemnity insurance broker | often under $6 | The long tail: less volume, less competition, and the exact enquiry you want. |
CPC figures are estimates only, based on Google Keyword Planner ranges for Australia, July 2026. Actual costs vary with location, match type, Quality Score and competition.
Read the table bottom-up and the strategy writes itself. The broad terms at the top cost the most and convert the worst, because the searcher typing “business insurance” is often headed straight to a direct insurer anyway. The long-tail broker searches at the bottom cost a fraction as much and describe your ideal client in their own words. An insurance broker Google Ads account earns its keep by living at the bottom of this table, not the top.
Where a brokerage wins and loses on Google Ads.
An insurance search auction has 3 tiers. Only 2 of them are yours to win.
Broad terms: the losing bid
'Business insurance' and 'car insurance' belong to the direct insurers, who defend them with national budgets and brand recognition that props up their click-through rates. At around $10-$15 an estimated click, a brokerage matching that bid is paying premium prices to lose a brand fight. We do not take you into this auction, and we say so upfront.
Niche lines: the winnable middle
Professional indemnity, public liability, landlord, trades: each line gets its own campaign, its own ads and its own landing page with its own quote form. The searcher comparing trades cover clicks an ad about trades cover and lands on a page about trades cover. That message match lifts Quality Score, and better Quality Score means Google charges less per click.
Long-tail and local: the bargain end
Searches like 'professional indemnity insurance broker adelaide' can cost a fraction of the broad terms - often under $6 an estimated click - and carry the strongest intent of all: someone asking for a broker by name of trade and town. Tight geo-targeting around the areas you actually serve keeps every one of these clicks relevant.
Want to stop paying per click over time? See our SEO service - the compounding channel that works alongside Ads.
The Google Ads playbook we run for insurance brokers.
No secret sauce, just tight structure, ruthless negatives and tracking that counts what actually pays.
1 campaign per line you write
Trades, professional indemnity, landlord, commercial property: each line gets its own campaign, budget, ad copy and landing page. That structure lets budget flow toward whichever line is producing quote requests this month, instead of 1 blended campaign hiding the winners behind the losers.
Negatives that guard every dollar
At these click prices, the negative keyword list is where the money is saved. Job hunters ('insurance broker jobs', 'salary'), students ('broker course'), claims queries ('how to claim'), DIY comparison shoppers and any personal lines you do not write - all blocked, and the search-term report reviewed every week to catch what slips through.
Tracking that counts quote requests, not clicks
Conversion tracking goes in before the first dollar is spent: every quote-form submission counts, and tracked phone numbers mean a call from an ad counts too. Your monthly report reads in broker terms - quote requests per line and cost per request - so decisions follow revenue, not vanity metrics.
Want the deeper detail? Read about our Google Ads management.
The budget maths, and why our fee never touches your spend.
Expensive clicks punish loose management. They also punish the wrong fee model.
The maths at insurance CPCs
Say your niche-line clicks average around $6-$10. A $1,500 monthly ad spend buys roughly 150-250 clicks. With landing pages converting around 1 in 10 visitors, that is around 15-25 quote requests a month. Write even a modest share of those and a single commercial client's annual premium typically covers the whole channel.
Point the same $1,500 at broad terms costing around $10-$15 a click and you get perhaps 100-150 clicks against direct insurers with national budgets - fewer visitors, weaker intent, and an account that looks busy while producing nothing. Tightly managed niche spend beats broad spray, every time, at every budget.
Flat fee, never a percentage of spend
Plenty of agencies charge a percentage of your ad spend. Think about what that rewards at insurance CPCs: every wasted $10 click still pays them, and the fix for a flat month becomes “raise the budget” - which raises their fee again. The agency gets paid more for managing worse.
Our management is $800+GST/month flat, whether you spend $800 or $8,000. Your ad spend goes straight to Google, untouched. There is no lock-in contract, so the only thing keeping the account with us is quote requests landing in your inbox month after month. That is the alignment a brokerage should demand - you would never let a client's premium set your advice.
Real Client Results
No insurance broker Ads case study yet. Here's the discipline that earns one.
We will not invent an insurance result to sell you one, and we label every result below with the channel that produced it. These are real, named clients from our Google work, run with the same discipline we'd bring to your account: track first, go niche, and let the numbers decide.
The set-and-forget insurance account
- ✕Broad keywords bidding against direct insurers at around $10-$15 an estimated click
- ✕No negative keywords, so job hunters and claims queries eat the budget
- ✕Every ad pointing at the homepage instead of a line-specific quote page
- ✕A percentage-of-spend fee that grows every time the waste does
Real clients, real outcomes
- ✓Lucky Duck Mowing (Caloundra QLD): first inbound quote 28 minutes after the new SEO site went live
- ✓Adam Plumbing & Gas (Adelaide): from 13 to 41 jobs a month in 4 months on SEO
- ✓Fine Automotive Detailing (Adelaide): from renting in Broadview to owning his Mylands workshop in 3 months
- ✓Mark L Hair (Melbourne): asked for Instagram ads, got Google Maps SEO instead. He bought his own salon 5 months later
An agency willing to tell a client “you asked for the wrong thing” before taking their money is the same agency that will tell you which insurance terms not to bid on. That is the whole job at these click prices: knowing where your budget wins, and refusing to spend it where it loses.
28 min
to first quote, Lucky Duck Mowing
13 to 41
jobs/month in 4 months, Adam Plumbing & Gas
200+
campaigns managed
Questions insurance brokers ask about Google Ads.
How much does Google Ads management for insurance brokers cost?
What do insurance keywords actually cost per click?
What ad budget does an insurance broker actually need?
Can a brokerage really compete with the direct insurers on Google Ads?
Why does a flat fee matter so much at insurance CPCs?
How do you know the ads are producing policies, not just clicks?
Book Your Free Strategy Call
30 minutes. No cost. No pressure. We'll review your account (or map out your first one) and show you which niche lines your budget should own - and which terms to leave to the direct insurers.
Or call 0403 454 199 or email chris@loudachris.com.au
Win the Niche Lines the Direct Insurers Ignore
The broad terms belong to the giants. The trades, professional indemnity and landlord searches belong to whichever broker runs the tightest campaign - let us make that you, for a flat $800+GST/month and never a cent of your spend.