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 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Insurance / Financial | Cross-network | $3,733.87 | 4,786.00 | 3,827,331.00 | 887.00 | $887.00 | 0.13% | 18.53% | $0.78 | $4.21 |
| 2023 | Insurance / Financial | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Insurance / Financial | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Insurance / Financial | Google Display Network | $756.03 | 1,516.00 | 220,877.00 | 8.98 | $0.00 | 0.69% | 0.59% | $0.50 | $84.19 |
| 2023 | Insurance / Financial | Google Search | $5,744.36 | 2,341.00 | 24,254.00 | 406.94 | $285.00 | 9.65% | 17.38% | $2.45 | $14.12 |
| 2023 | Insurance / Financial | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Insurance / Financial | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Insurance / Financial | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Insurance / Financial | Search partners | $175.04 | 79.00 | 1,620.00 | 6.00 | $1.00 | 4.88% | 7.59% | $2.22 | $29.17 |
| 2023 | Insurance / Financial | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Insurance / Financial | Cross-network | $6,824.99 | 10,734.00 | 4,085,583.00 | 2,345.72 | $2,345.00 | 0.26% | 21.85% | $0.64 | $2.91 |
| 2024 | Insurance / Financial | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Insurance / Financial | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Insurance / Financial | Google Display Network | $0.43 | 4.00 | 128.00 | 0.00 | $0.00 | 3.13% | 0.00% | $0.11 | inf |
| 2024 | Insurance / Financial | Google Search | $4,581.36 | 1,894.00 | 18,707.00 | 344.79 | $241.00 | 10.12% | 18.20% | $2.42 | $13.29 |
| 2024 | Insurance / Financial | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Insurance / Financial | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Insurance / Financial | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Insurance / Financial | Search partners | $366.12 | 779.00 | 7,920.00 | 74.00 | $5.00 | 9.84% | 9.50% | $0.47 | $4.95 |
| 2024 | Insurance / Financial | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Insurance / Financial | Cross-network | $9,145.55 | 9,552.00 | 649,670.00 | 711.32 | $710.00 | 1.47% | 7.45% | $0.96 | $12.86 |
| 2025 | Insurance / Financial | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Insurance / Financial | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Insurance / Financial | Google Display Network | $0.00 | 0.00 | 3.00 | 0.00 | $0.00 | 0.00% | |||
| 2025 | Insurance / Financial | Google Search | $11,458.16 | 2,900.00 | 47,018.00 | 474.24 | $407.00 | 6.17% | 16.35% | $3.95 | $24.16 |
| 2025 | Insurance / Financial | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Insurance / Financial | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Insurance / Financial | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Insurance / Financial | Search partners | $1,276.11 | 2,666.00 | 37,847.00 | 62.00 | $4.00 | 7.04% | 2.33% | $0.48 | $20.58 |
| 2025 | Insurance / Financial | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 |
Insurance and financial campaigns rely heavily on Search for high-intent conversions, while using other networks to build awareness and support longer, trust-driven decision processes.
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 work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
