The cheapest lead is the one who already renewed
Nearly every insurance PPC account we audit spends 100% of budget on new business and 0% preventing the highest-margin policyholders from shopping at renewal. That split is usually wrong.
What's different here
Most insurance PPC engagements optimize new-business cost per lead and stop there. We start by asking what the account is spending to acquire a policyholder against what it costs to simply keep one who's already on the books — and in nearly every agency we've audited, retention spend was zero while it should have been a real line item, because a retained policyholder requires no bid at all.
Independent Insurance Agencies clients
What paid ads looks like for independent insurance agencies.
These are the plays that wouldn't appear on a generic paid ads page — they only make sense in independent insurance agencies.
Compliance-reviewed ad copy by state, before launch
Rate claims, carrier references, and guarantee language are regulated differently by state. Building the compliance check into the campaign workflow means ads pass review the first time instead of getting pulled and rewritten after they've already run.
Track quote-to-bind, not just quote-form submission
A form fill is not a sale. Server-side tracking through to bound policy — not just lead capture — is what tells you which campaigns are actually producing revenue rather than just cheap leads.
Renewal-risk retargeting as its own campaign
Policyholders flagged as at-risk of shopping at renewal get a distinct, service-oriented campaign — not a new-business quote ad, which is the wrong message for someone who's already a customer.
Seasonal and event-driven budget pacing
Storm season, open enrollment, and life-event triggers (new home, new car, new baby) create real demand spikes that a flat monthly budget either overspends into or misses entirely.
What holds independent insurance agencies back
Renewal retention gets no marketing budget at all
Almost every dollar goes to new-business quote volume. Renewal is treated as an operations or service function, not a marketing one — even though a retained policyholder carries no acquisition cost and is pure margin compared to a newly acquired one.
Policyholders shop renewals before the agency notices
By the time a book-of-business report shows a policy lapsed, the policyholder has already compared quotes and left. Without a way to flag at-risk renewals before the shopping window opens, the agency finds out after it's too late to act.
'Near me' search still decides a real share of new business
Auto and home insurance searches remain heavily local-pack driven, and most independent agencies have inconsistent NAP data, thin Google Business Profiles, and few recent reviews — losing new-business visibility to competitors with cleaner local SEO, not necessarily better rates.
Every state has different rules on what an agency can claim
Referencing carrier relationships, rates, or guarantees in advertising is regulated differently by state, and campaigns built without that review baked in get rewritten after the fact — or worse, run non-compliant and create real regulatory exposure.
Same rigor, applied here.
The full paid ads scope and process are identical whoever the client is — what changes for independent insurance agencies is the tactics above, not the delivery model.
What's included
How it runs
- 01Audit & diagnose — Week 1
- 02Fix measurement — Weeks 1–2
- 03Rebuild & launch — Weeks 2–4
- 04Test & iterate — Ongoing
- 05Scale profitably — Month 2+
Independent Insurance Agencies results, in detail.
Full case studies with the numbers, the mistakes, and the recommendations clients didn't want to hear.
Scoped like the core service, no surcharge.
Every engagement is quoted from your actual brief. There's no vertical surcharge for this combination — request a quote and we'll scope it properly.
Single Channel
One platform, managed properly.
Scoped to your brief
- 1 platform (Google or Meta)
- Server-side tracking setup
- 8 creative assets/month
- Bi-weekly optimization
- Up to $40k/mo ad spend
Multi-Channel
Brands running paid across search and social.
Scoped to your brief
- Up to 4 platforms
- Full server-side + CAPI setup
- 20 creative assets/month
- Landing page builds & testing
- Weekly optimization calls
- Dedicated media buyer
- Up to $200k/mo ad spend
Performance
High-spend accounts wanting aligned incentives.
Scoped to your brief
- Unlimited platforms & markets
- Percentage-of-spend model
- Dedicated buying squad
- Incrementality testing
- 40+ creative assets/month
- Custom attribution modeling
All engagements start with a free audit. Prices exclude media spend, which you pay directly to the platforms on accounts you own.
Independent Insurance Agencies questions, answered straight.
It can live in either place operationally, but treating it as purely a service function is exactly why it gets no budget and no measurement. We're not proposing marketing take over renewals — just that the acquisition-cost logic that already governs new-business PPC should apply to the much cheaper, much higher-margin work of keeping a policyholder who's already decided to trust you once.
Other services for independent insurance agencies
Let's talk about your growth constraint.
Nearly every insurance PPC account we audit spends 100% of budget on new business and 0% preventing the highest-margin policyholders from shopping at renewal. That split is usually wrong.
Our commitment: Free account audit with no obligation. If we can't find at least 20% waste in your current spend, we'll tell you to stay where you are.