Google Ads Audit Checklist for Insurance Agencies

Use this Google Ads audit checklist for an insurance agency in order: define product and state scope, review policy restrictions, check licensed routing and claims, test quote paths, reconcile issued policies, and compare collected commission with acquisition cost. Keep policy and health information in approved systems.

This is an educational checklist, not insurance, financial, legal, privacy, or compliance advice. Consult Google Ads Help, financial products policy, and the agency’s compliance owner.

1. Define scope and stages

[ ] Record dates, products, states, licenses, carriers, producers, pages, phones, quote forms, CRM or rater, campaigns, budgets, and conversions.
[ ] State whether the decision concerns auto, home, renters, life, health, business, specialty, or another product.
[ ] Separate click, inquiry, quote, contact, qualified opportunity, application, underwriting, bound or issued policy, first payment, renewal, cancellation, and commission.
[ ] Separate claims, billing, existing-policy service, jobs, vendors, and duplicates.
[ ] Record currency, time zone, attribution window, consent assumptions, and recent carrier, rate, page, or staff changes.

2. Review product and state restrictions

[ ] Identify financial, healthcare, personalized-advertising, certification, and location questions relevant to the product.
[ ] Inspect location targeting, exclusions, presence assumptions, audiences, customer lists, remarketing, and creative.
[ ] Review current Google Ads and local requirements for each state or territory.
[ ] Record policy sources, evidence, and a licensed or compliance owner for unresolved items.
[ ] Do not assume an available setting is appropriate for the product.

3. Validate intent, pages, and claims

[ ] Classify searches as product research, quote, premium, coverage, claims or service, existing policy, carrier, job, vendor, competitor, or irrelevant.
[ ] Follow representative searches to the ad, product page, disclosures, contact route, quote form, and next step.
[ ] Check agency and producer identity, state coverage, carrier availability, eligibility, fees, premiums, limits, and privacy notice.
[ ] Flag guaranteed coverage, lowest price, instant approval, everyone qualifies, and unsupported savings claims.
[ ] Confirm calculators and quote requests are not labeled as issued policies.

4. Test calls, forms, and quote routing

[ ] Use an approved test identity; do not enter fabricated policy, health, vehicle, property, or identity data into a live application.
[ ] Test mobile and desktop paths during operating hours and advertised after-hours response.
[ ] Check phone ownership, licensed producer routing, response, voicemail, disposition, recording notice, and source value.
[ ] Test form fields, consent, notices, validation, confirmation, duplicate handling, CRM creation, rater handoff, and callback owner.
[ ] Distinguish a question, quote, application, underwriting file, bind, issued policy, and first payment.

5. Reconcile policy outcomes

[ ] 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.
[ ] Do not send offline values into bidding before the joins are proven.

6. Review commission economics

[ ] Record 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.
[ ] Identify out-of-license traffic, products outside carrier appetite, duplicate marketplace leads, and slow response.
[ ] Do not treat premium as agency revenue or estimated renewal value as collected commission.
[ ] Mark missing cost, collection, retention, and maturity assumptions unknown.

7. Check disclosures, privacy, and consent

[ ] Review ads, pages, quote forms, call tracking, analytics, customer lists, remarketing, lead transfers, CRM imports, notices, access, retention, and consent.
[ ] Check product, state, licensing, financial, healthcare, and claim language with the proper owner.
[ ] Keep health, financial, property, vehicle, policy, and identity details in approved systems.
[ ] Escalate legal, privacy, licensing, policy, and compliance questions.

8. Close findings and retest

For each failed item, capture product, state, campaign, query or page, device, evidence, impact, owner, priority, action, proof condition, retest result, and limitation. Prioritize broken tracking, missing consent, unsupported claims, wrong-state routing, missing disclosures, unusable forms, and quote-to-policy gaps.

After each repair, repeat the same approved journey and compare mature cohorts. Annotate carrier appetite, rates, seasonality, staffing, and regulatory changes.

Insurance-agency handoff

End with what is proven, what must be corrected, what requires compliance review, what should be tested, and what remains unknown. For context, see how to audit Google Ads for insurance agencies, free Google Ads audit for insurance agencies, and best Google Ads audit tools.