Insurance Search Clicks Cost About 4 Times More, Yet Insurance Sites Get Paid Visits No More Often
The searches insurance websites show up for carry an estimated ad price of about $6 a click, roughly 4 times the typical site's. Even so, insurance sites are no more likely than other small businesses to get visitors from paid ads.
For an insurance business, every search visitor you earn without an ad is worth more than it is for most small businesses, because the paid alternative costs about 4 times as much. If you do advertise, a small budget buys far fewer clicks than it would in most industries, so it needs a narrow, local target.
Cost per click (CPC) is what an advertiser pays Google each time someone clicks their search ad. Every search phrase has its own estimated price, and the searches insurance websites show up for cost far more than most.
What the data shows
For each website connected to Diib, Diib took the newest list of US Google searches the site ranks for (fetched in the 90 days ending October 19, 2026), kept the searches that carry an ad price, and found the site’s median estimated CPC. Then it compared insurance websites with all websites:
- The median insurance website (263 sites) ranks for searches with an estimated CPC of $6.16, versus $1.43 for all 37,381 sites. That’s about 4 times as much.
- Even a lower-cost insurance site pays a premium: the insurance site at the 25th percentile ($3.76) is close to the all-site 75th percentile ($4.12).
- Paid visits don’t follow the price. In September 2026, 36% of insurance websites with Google Analytics connected (297 sites) got any visits from paid ads, versus 37% of all 66,311 sites. Across the last 12 complete months (October 2025 to September 2026), insurance ranged from 33% to 37% each month, versus 36% to 37% for all sites.
What this does and doesn’t tell you
This is aggregated Diib data from websites connected to Diib, not every insurance business. CPC figures are provider estimates for the searches each site already ranks for, not what any business actually paid, and Diib’s CPC data only goes back to September 2026, so there is no long-term trend to check yet. Many sites, especially on free plans, are measured on just a handful of searches. Paid visits count anyone whose first visit came through a paid ad channel, so they show whether ads bring traffic, not how much a site spends.
One possible explanation is that local insurance agencies compete for the same high-value searches as national insurers with much bigger budgets. The data can’t show why about two in three insurance sites got no paid visits in September, or whether the ones that do are getting a return.