If you’re a licensed insurance agent operating across several states and your Google Ads show Limited, Restricted, or barely spend — you don’t need more budgets; you need the right structure and compliance. In this guide, I’ll show you the exact framework we use to consistently generate inbound calls for health, life, and final expense insurance.
TL;DR Checklist
- ✔ One Search campaign per state
- ✔ Call Assets + Location + Sitelinks + Price + Ratings
- ✔ Exact & Phrase buying keywords only (add Broad later)
- ✔ Weekly negative mining from Search Terms
- ✔ Mandatory compliance pages + business verification
- ✔ “Limited (age)” is fine; policy‑limited is not
- ✔ Consider PMax only after Search is profitable
1) The Account Structure That Wins
A) One Campaign per State
- Reason: better relevancy, cleaner budgets, granular negatives, localized assets.
- Settings: Location = Presence; Ad schedule = business hours if call‑only.
B) Ad Groups by Intent
- Life Quotes: [exact] life insurance quotes, [phrase] “life insurance agent”
- Term Life: [exact] term life quotes, [phrase] “term life agent near me”
- Final Expense: [exact] final expense insurance quotes
- Health/ACA: [exact] health insurance broker, [exact] ACA health plans help
C) Campaign Trio
- Core Search (non‑brand)
- Competitor (tight budget)
- Brand (always on)
2) Call‑Focused Setup
- Call Assets with call reporting, scheduled to business hours.
- Sitelinks: Free Quote • Plans & Rates • Reviews • State Licensing • Contact
- Price: From $X/mo (where compliant).
- Ratings: If you have Seller/Advertiser ratings, enable them.
- Landing: Fast, mobile‑first page with tap‑to‑call sticky bar.
3) Keywords & Negatives (Ready‑Made Lists)
Starter Buying Keywords (Exact + Phrase):
- life insurance quotes; life insurance agent; term life quotes
- final expense insurance quotes; burial insurance quotes
- health insurance broker; ACA plan help; Medicare supplemental quotes (if licensed)
Starter Negatives (mix of exact/phrase):
- job, jobs, career, employment, salary
- course, exam, license, training, class
- free, cheap, sample policy, pdf, template
- definition, wiki, reddit
- complaint, lawsuit, scam
Tip: In Search Terms, sort by cost and no conversions; add the biggest wasters first.
4) Multi‑State Targeting (17‑State Playbook)
- Duplicate your Core Search template and localize state references in headlines (“Licensed in [State]”).
- Use state‑specific sitelinks and ad customizers to inject the state.
- Keep separate budgets so high‑volume states don’t starve lower‑volume ones.
5) Compliance & Verification: Pass First Time
Pages you must have:
- About/Team with real names, NPN/License numbers where applicable
- Licensing/States page (list every state you serve)
- Privacy Policy, Terms & Conditions, Refund/Cancellation (if applicable)
- Contact page with address, phone, email, and business hours
Copy rules:
- Avoid guarantees/superlatives. Replace with evidence: years in business, reviews, number of families served.
- Don’t imply universal eligibility. Use qualifiers like “you may qualify”.
Verification tips:
- Entity name, domain, phone, and address should match across your site, Google Ads, and Google Business Profile.
- After edits, request a review from policy center.
6) “Limited” vs “Limited (Policy)”
- Limited due to age‑restrictions (e.g., ad not shown to under‑18) is normal for insurance; proceed.
- Limited/Disapproved for policy means your site/assets violate a rule. Fix pages/copy, document changes, and submit for review.
7) Troubleshooting Spend & Delivery
- Low impressions: Raise bids on exact terms; loosen match from Exact → Phrase after strong negatives.
- Clicks, no calls: Audit mobile experience, ensure tap‑to‑call prominent, add call extension and schedule.
- No spend on new campaign: Check policy center, billing, and location overlap conflicts.
8) Optimization Cadence (30‑Day SOP)
- Week 1: Daily negative mining; bid to top‑of‑page on exact.
- Week 2: Add 2–3 new buying keywords per ad group; test 2 RSAs per group.
- Week 3: Pause queries at 2× target CPA without calls; refine ad text.
- Week 4: Consider PMax for incremental reach. Exclude brand, upload call‑focused assets, and monitor query insights.
9) Sample RSA Copy (Compliant Tone)
Headlines: Licensed Insurance Agent • Fast Phone Quotes • Term & Final Expense • Compare Plans & Rates • Licensed in [State] • Speak to a Licensed Agent Today • Coverage That Fits Your Budget
Descriptions: Get a fast phone quote from a licensed agent. Options for term life, final expense, and health coverage. Serving [State]. No obligation to enroll.
10) Downloadable Assets (optional)
- Negative Keyword Starter List (CSV)
- 30‑Day Optimization SOP (PDF)
FAQs
Is “Limited” normal in insurance? Sometimes. Age‑related limits are fine; policy‑related limits require fixes.
Should I use Call‑Only campaigns? Use regular Search with Call Assets first; call‑only can be a test if your site conversion is weak.
Do I need Performance Max? Add later for incremental reach after Search is profitable.
Final Word
Insurance is a sensitive category. With the right structure, compliant pages, and a disciplined negative system, you can move from clicks to calls. If you want us to set this up end‑to‑end, we’d love to help.
Hire our Google Ads Partner team for insurance PPC (setup, compliance, anti‑fraud, and ongoing optimization).