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Reach people shopping now — and people who are not, yet.

Some people are searching for insurance today. Most are not, until a renewal or a life change. I use different ads, pages and messages for each. I pick a short mix, not every channel at once.

Shopping now, or not yet

People shopping now. I show up where they search, with search ads. They land on a clear page with an easy way to get in touch, and your firm follows up fast. If they looked but did not reach out, a few reminder ads bring them back. The message is direct: here is what we offer, here is how to reach us today.

People not shopping yet. I stay in front of them, gently, with social ads, short video, banner ads and useful content. When renewal comes up, or life changes — a move, a new car, a new business — they already know your name. The message is softer: who you are, why people trust you, and something useful.

Search ads

Search ads put you on Google or Bing when someone types in what you sell. They are my first choice for people shopping now.

Tactics.

• Ads on Google, Microsoft Bing and other search sites LocaliQ uses.
• A list of searches to show up for, and a list to stay away from.
• Ad text that matches one clear page, not a busy homepage.
• Budget that moves toward the searches bringing the right people.
• Tracking of calls, forms and clicks in one dashboard.

What I do for an insurer. I start with the searches that match the business you want to write, and the ones that never should get a click. I set where and when the ads run. After launch I read what people searched, look at the inquiries, and adjust.

What this is for. Being found by people ready to ask for a quote, and seeing which searches turn into inquiries.

Social ads

Social ads run on Facebook, Instagram and similar apps. I use them mostly for people who are not shopping yet.

Tactics.

• Ads on Facebook, Instagram, TikTok, Snapchat and partner apps.
• Targeting by place, within each app’s rules for insurance ads. Some apps don’t allow choosing age, gender, postal codes, interests or “lookalike” audiences for insurance, so the message does more of the work.
• Reminder ads for people who saw an ad or visited your site.
• Simple forms inside the app, when that is the right next step.
• Pictures and short video in the formats each app uses.

What I do for an insurer. I first decide if social ads have a job to do. If they do, I keep the places tight and the message plain. I cut the ads that bring the wrong people. I never use them to go around your agents or brokers.

What this is for. Staying known by the right people until they are ready.

Banner ads and reminder ads

Banner ads (often called display ads) appear on other websites. Reminder ads (often called retargeting) show up for people who already visited your site.

Tactics.

• Banner ads on sites people already read.
• Reminder ads for people who visited or searched but did not get in touch.
• Ads in a set area, like around an office or event (“geofencing”), only when that place really matters.
• Help with the ad pictures and words.

What I do for an insurer. I use banner ads as support, after search and the website are in good shape. I decide who sees them and for how long. The message matches your website.

What this is for. A second chance to be remembered.

Video ads

Short videos on YouTube, streaming TV and social. Good for introducing your firm before someone needs you.

Tactics.

• Video ads on YouTube, streaming TV and social apps.
• Targeting by place, within each platform’s rules for insurance ads.
• Help making a video when you need one.
• Reporting on views, plus inquiries that follow.

What I do for an insurer. I suggest video only when it has a clear job: introduce your firm in a market, or support search ads that are already running. A view is not an inquiry, so every video points to a page where people can reach you.

What this is for. Being known before someone is ready to shop.