Free Google Ads Audit for Insurance Agencies

A free Google Ads audit for an insurance agency should show whether a campaign attracts the right policy intent in a licensed market, whether inquiries become valid quotes and applications, and whether issued-policy economics justify acquisition cost. Use a narrow worksheet and approved records rather than counting every call as a sale.

This is an educational self-service review, not insurance, legal, financial, privacy, or compliance advice. Check current Google Ads Help, financial products policy, and local requirements with the agency’s compliance owner.

Choose the product and market

Set the date range and decision: auto, home, renters, life, health, business, specialty, or another product. Record licensed states, carriers, producers, pages, phone numbers, quote forms, CRM or rater stages, campaigns, budgets, and conversions.

Define click, inquiry, quote request, contact, qualified opportunity, application, underwriting, bound or issued policy, first payment, renewal, cancellation, and commission. Keep claims, billing, existing policy service, jobs, vendors, and duplicates separate.

Build a safe worksheet

Use rows for state, product, campaign, page, or producer. Include spend, clicks, search themes, calls, forms, response, quote, application, bind, first payment, commission collected, missing joins, compliance question, owner, action, proof condition, and retest date.

Use event IDs and timestamps, not policy numbers, health information, vehicle or property details, or recordings. If CRM and policy stages cannot be joined safely, mark the gap and do not estimate renewal value.

Check product, state, and targeting scope

Identify the product and market promoted. Review current financial-product, healthcare, personalized-advertising, and location requirements that apply. Inspect location settings, exclusions, presence assumptions, audiences, customer lists, remarketing, and any certification or disclosure question.

Record the policy source and reviewer. Do not assume an available audience or geographic setting is appropriate for the product. A worksheet flags a question; a licensed or compliance owner resolves it.

Review searches, ads, and quote pages

Classify searches as product research, quote, price or premium, coverage limit, claims or service, existing-policy, carrier, job, vendor, competitor, or irrelevant. Follow representative searches from ad to product page, disclosure, contact, quote form, and next step.

Check agency identity, producer or state coverage, carrier availability, eligibility, fee and premium claims, coverage limits, privacy notice, and form ownership. Flag guaranteed coverage, lowest-price, everyone-qualifies, instant approval, and unsupported savings language.

Test calls, forms, and quote handling

Use an approved test identity and do not enter fabricated policy, health, vehicle, property, or identity data into a live application. Test mobile and desktop routes during operating hours and advertised after-hours response.

Check phone routing, licensed producer assignment, response time, voicemail, disposition, recording notice, source value, form validation, consent, notices, confirmation, duplicate handling, CRM creation, rater handoff, and callback ownership. Distinguish a question, quote, application, underwriting file, bind, issued policy, and first payment.

Reconcile the policy funnel

Compare ad events with contacted, quoted, qualified, applied, underwritten, declined, bound, issued, paid, cancelled, renewed, and commission stages. Break down by product, state, campaign, query, page, device, carrier, producer, and cohort.

Check source IDs, consent, stage definitions, deduplication, timing, currency, time zone, and import maturity. Mark recent cohorts immature and keep premium, gross commission, net commission, and renewal value separate.

Check commission economics

Collect spend, contact and quote rates, application and bind rates, premium, commission collected, carrier or referral split, lead fees, underwriting effort, service time, cancellations, refunds, chargebacks, and renewal evidence.

Flag out-of-license traffic, products outside carrier appetite, duplicate marketplace leads, and slow response. Do not use premium as agency revenue or estimated renewal value without documented retention, collection, and cohort evidence.

Review disclosures and consent

Check ads, pages, quote forms, calls, analytics, customer lists, remarketing, lead transfers, CRM imports, notices, access, retention, and consent. Keep health, financial, property, vehicle, and identity information in approved systems.

Escalate product, state, licensing, financial, healthcare, privacy, and claim questions to the proper owner. This free audit is a risk screen, not a legal conclusion.

Prioritize and retest

Prioritize broken tracking, missing consent, unsupported claims, wrong-state routing, missing disclosures, unusable forms, and quote-to-policy gaps. Then test search exclusions, page alignment, producer coverage, call routing, form behavior, budget allocation, and offline-stage definitions.

Record the original state, owner, expected behavior, cohort, proof condition, and retest result. Annotate carrier appetite, rates, seasonality, staffing, and regulation changes.

Free insurance-agency audit handoff

Deliver the worksheet, evidence sources, tests, limitations, compliance questions, actions, and next review date. For a deeper workflow, see how to audit Google Ads for insurance agencies and best Google Ads audit tools.