If you’re running Google Ads for insurance or financial services, one of the biggest questions is:
What should I actually be paying for leads?
Insurance and financial services are among the most competitive categories in Google Ads. This page breaks down real performance data from campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Insurance / Financial | 2 | $10,409.30 | 4,074,082.00 | 8,722.00 | 1,308.92 | 0.21% | 15.01% | $1.19 | $7.95 | $0.00 | 0 | 0 | |
| 2024 | Insurance / Financial | 3 | $11,772.90 | 4,112,338 | 13,411 | 2764.5 | 0.30% | 20.60% | $0.88 | $4.26 | 2591 | 22.01% | 0 | |
| 2025 | Insurance / Financial | 8 | $21,879.83 | 734,538 | 15,118 | 1,247.57 | 2.10% | 8.30% | $1.45 | $17.54 | $1,121.00 | 5% | 1 |
Insurance and financial keywords are extremely competitive:
This leads to:
Compared to most industries:
This makes:
Users in this space:
This impacts:
Because of high CPC:
can significantly improve overall performance.
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We specialize in Google Ads for service-based businesses, including painting companies.
We’ll show you: