According to J.D. Power competition is up and buyers are restless. In 2025, 57% of auto insurance customers say they shopped for a new policy compared with 49% the year before, which means more at-bats for the agencies that execute a modern, measurable marketing plan.
Customers expect simple digital journeys and helpful human advice. Agencies that win connect both with a clear plan, compliant outreach, and bind-level reporting. If you want a practical playbook that works for personal, commercial, life, health, and specialty, start here.
1) Strategy on one page
Goal: steady pipeline of qualified opportunities while lowering cost per bind.
Ideal customers: define by geography, appetite, and triggers. Examples: firmographics for commercial, household markers for personal, life events for life, group size and industry for benefits. Exclude out-of-appetite risks to save time.
Positioning: fast quoting where appropriate, clear coverage education, and proactive renewal reviews.
Success metrics: leads by source, quote rate, bind rate, cost per bind, premium, commissions, policies per account, retention.
2) Be findable locally
Claim and optimize your Google Business Profile with accurate name, address, phone, categories, hours, service areas, photos, and weekly posts. Follow Google’s eligibility and content rules to avoid suspensions. Link your GBP to high-intent pages on your site. See Google’s guidance for details: Guidelines for representing your business and Business eligibility.
Fast checklist: primary and secondary categories, up-to-date hours, messaging during business hours, 20 fresh reviews this quarter, replies to every review with specifics.
3) Content and SEO that compound
Publish helpful, reliable, people-first content. Use clear titles, headings, descriptive alt text, and crawlable internal links from education pages to quote and contact pages. Start with a simple hub for your core audiences and link to relevant service pages.
Structure idea:
- Pillars: “Insurance for Contractors in [State]”, “Life Insurance Options in [City]”, “Group Health Plans for 20–100 Employees”.
- Clusters: coverage explainers, underwriting FAQs, filings, discounts, safety or wellness programs, beneficiary or enrollment guides.
- Proof: short case studies and testimonials.
Add structured data so search engines understand your pages: Google’s Local Business structured data and Schema.org’ InsuranceAgency.
4) Paid media that pays for itself
Search first: run exact and phrase match on service + location + high-intent queries. Use sitelinks and location assets to drive to quoting and contact pages.
Then expand with Performance Max: it uses Google AI across Search, Maps, YouTube, Display, Discover, and Gmail. Set conversion goals tied to quotes and binds, feed quality assets, and monitor results. Learn more in Google’s help docs: Create a Performance Max campaign and About Performance Max.
Guardrail: pause any ad group where cost per bind exceeds your target payback. Scale winners only.
5) Email and text that respect consent
Email: follow the CAN-SPAM basics—honest headers, accurate subject lines, your physical address, and a working opt-out that you honor promptly. See the FTC’s CAN-SPAM compliance guide. Federal Trade Commission
Text and voice: text only with clear consent. In February of 2024 The FCC confirmed AI-generated voices are considered “artificial” under the TCPA, which brings those calls under TCPA restrictions. See the FCC’s ruling: AI-generated voices in robocalls
6) Data security and compliance by line
P&C and multi-line agencies: many states have adopted the NAIC Insurance Data Security Model Law (#668). Maintain a written security program, assess risks, manage vendors, and know your state’s breach obligations. Check the latest NAIC adoption map.
All agencies handling consumer financial info: the FTC’s Safeguards Rule under GLBA requires an information security program and, for covered entities, breach reporting to the FTC within 30 days if 500+ consumers’ unencrypted data is acquired. Read the FTC overview and update: Safeguards Rule: What your business needs to know and the FTC blog on the reporting requirement.
Health and employee benefits: if you handle PHI, follow HIPAA. Start with HHS summaries of the HIPAA Privacy Rule and Security Rule.
7) Analytics tied to revenue
Attribute to binds, not clicks. Track leads by source, quote rate, bind rate, cost per bind, premium, commissions, policies per account, and retention. Review weekly and shut off anything that cannot meet payback.
If you need a hand wiring up tracking or connecting CRM/AMS events, contact Filtered Quotes.
8) 90-day execution plan
Weeks 1–2
- Define three ideal customer profiles and offers
- Fix your Google Business Profile and request 20 fresh reviews
- Publish three pillar pages and interlink to quote and contact pages
- Launch branded plus high-intent Search campaigns
- Set up bind-level conversion tracking and a simple dashboard
Weeks 3–6
- Publish six cluster posts with internal links
- Add LocalBusiness and InsuranceAgency structured data sitewide
- Turn on remarketing and an email welcome series with CAN-SPAM compliance baked in
Weeks 7–10
- Layer in Performance Max with clear conversion goals and strong assets
- Review ads, emails, SMS, and data-security obligations for your specific lines
Weeks 11–13
- Cut underperformers based on cost per bind
- Double down on winners
- Publish two short customer stories and one local guide
- Plan next quarter from bind-level ROI
