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Insurance Marketing
Insurance marketing for brokerages and MGAs.
Insurance buyers compare before they call. We win that comparison with paid search built around quote intent by line of business, local visibility for every office, and CRM-integrated routing so a quote request reaches a licensed broker in minutes rather than hours.
By the numbers
8:1
Blended return on managed paid media spend
$42M+
Cross-channel spend traced to revenue, not impressions
86+
Verified client reviews, 4.8 star average
6yrs
Engineering growth systems since 2020
The Practice
What makes insurance marketing different.
Six things that change the approach. Ignore them and an insurance account looks like any other lead-gen account, which is why so many underperform.
Quote intent is not one intent
Someone pricing commercial general liability behaves nothing like someone renewing auto. We split campaigns by line of business, because a blended cost per lead across personal and commercial hides which half is paying for the other.
Licensing and jurisdiction
Coverage, wording, and what you may advertise change by province and state. Campaigns get geo-fenced to where you are actually licensed, which sounds obvious and is the most common waste we find in broker accounts.
Aggregators own the top of the page
Comparison sites bid hard and rank well. The winnable ground is specific: your niche lines, your local presence, and the questions aggregators answer generically and you can answer properly.
The lead is worth a renewal, not a sale
A policy renews. That changes what a lead is worth and therefore what a click can cost, so we work from lifetime value rather than first-year commission.
Speed to quote decides the close
Insurance shoppers request several quotes at once. First credible response wins a disproportionate share, which makes routing and response time as important as the media buying.
Compliance is a constraint, not an excuse
Claims about coverage need care, and that is workable. We build the review step into production rather than discovering it after a campaign is live.
The Method
How we run an insurance program.
The first month is diagnosis, and the routing fix usually pays for itself before the media changes do.
/01 Audit
Lines, licences, and leakage.
We map which lines actually produce profitable policies, where you are licensed, and where spend is going outside both. Broker accounts commonly fund clicks for coverage they do not write.
/02 Structure
Campaigns per line of business.
Paid search rebuilt by line and geography, with negatives for the coverage you do not offer. Landing pages per line, so a commercial enquiry does not land on a personal auto page.
/03 Route
Quote to licensed broker, fast.
Forms wired into the CRM with routing by line and territory, plus escalation so nothing waits over a weekend. This is usually where the largest gain sits.
/04 Compound
Content, reviews, renewals.
Local visibility and reviews per office, content that answers real coverage questions, and lifecycle work that protects the renewal you already paid to acquire.
Expect the audit inside two weeks and a restructured account by week four. Insurance sales cycles vary widely by line, so commercial programs need a full quarter before closed premium tells you anything, while personal lines read faster.
Services
Six disciplines, tuned for brokerages.
Run as one program against one measurement standard, not as separate retainers reporting separate wins.
Paid media for quote intent
Search, and where it earns its place, social. Built per line of business and geo-fenced to your licences. See paid media for insurance brokers.
Local SEO for every office
Profiles, location pages, and reviews per branch, so each office competes in its own catchment rather than one head office ranking for everything. Part of our local SEO practice.
SEO for coverage questions
The questions buyers ask before they request a quote, answered better than an aggregator can. See SEO strategies for insurance brokers.
Content that survives review
Coverage explainers, claims guidance, and comparison pages written to be accurate and approvable. See content marketing for insurance brokerages.
Quote flows that convert
Fewer fields, the right sequence, and mobile-first forms. See conversion rate optimization for insurance brokers.
Websites built for quotes
Fast, accessible, and structured so each line of business has a page worth ranking. See website development for insurance brokers.
Who We Serve
Programs for every kind of book.
The right channel mix depends far more on your lines of business than on your size.
Personal lines brokerages
Auto, home, and tenant, where volume is high, margins are thin, and aggregators compete hardest. Local presence and response speed do most of the work.
Commercial lines and specialty
Longer cycles, larger premiums, and far less competition on the specific search terms. Usually the most profitable ground for a broker to defend.
MGAs and wholesalers
Selling to brokers rather than consumers, which makes this closer to B2B demand generation than insurance marketing.
Multi-office brokerages
Where the estate is the problem: inconsistent profiles, offices competing with each other, and no view of which branch converts.
Group benefits and life
Advice-led, referral-heavy, and reputation-sensitive. Content and credibility carry more weight than bidding.
Captives and program business
Narrow audiences where paid social and targeted content beat broad search, because the search volume simply is not there.
Related
Where to go next.
Ready to grow?
Let's grow your book.
Thirty minutes. One senior strategist. A specific audit of your current insurance marketing posture, with a short list of the fastest wins on the table.