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.<\/p>\n\n\n\n
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:<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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.<\/p>\n","protected":false},"excerpt":{"rendered":"
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.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"insight_format":"Data point","insight_takeaway":"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.","insight_action":"Before you set an ad budget, list the searches your site already ranks for in Google's top 10 and leave those out of your ads, so your money only goes to searches where you don't already show up.","insight_source_url":"","insight_read_time":"","insight_featured":"0"},"insight_industry":[79],"insight_topic":[47],"class_list":["post-421","insight","type-insight","status-publish","hentry","insight_industry-insurance","insight_topic-paid-search"],"acf":{"insight_format":"Data point","insight_takeaway":"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.","insight_action":"Before you set an ad budget, list the searches your site already ranks for in Google's top 10 and leave those out of your ads, so your money only goes to searches where you don't already show up.","insight_source_url":"","insight_read_time":"","insight_featured":false},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t