Insurance CPC Benchmarks
The median cost per click for insurance advertising on Google Search is $50.36 as of July 2026. Half of the 8 keywords we track in this industry fall between $24.21 and $105.21. The most expensive term measured is "auto insurance quote" at $160.80, and the cheapest is "health insurance plans" at $17.99. Reaching top-of-page placement typically requires a bid between $13.59 and $52.72. Search demand for these terms changed -50.1% over the last twelve months. Figures are national United States medians collected via DataForSEO.
Which insurance keywords cost the most?
| Keyword | CPC | Top-of-page bid | Volume/mo | Competition | Opportunity |
|---|---|---|---|---|---|
| auto insurance quote | $160.80 | $55.57–$150.00 | 110,000 | 0.85 | 103 |
| house insurance quotes | $152.08 | $46.02–$148.29 | 110,000 | 0.61 | 282 |
| cheap car insurance | $89.59 | $35.24–$93.06 | 301,000 | 0.87 | 437 |
| commercial insurance | $61.18 | $13.64–$62.70 | 33,100 | 0.52 | 260 |
| renters insurance | $39.54 | $13.53–$36.95 | 301,000 | 0.38 | 4,720 |
| life insurance rates | $24.81 | $7.25–$22.82 | 1,600 | 0.61 | 25 |
| insurance broker near me | $22.42 | $10.00–$42.73 | 49,500 | 0.65 | 773 |
| health insurance plans | $17.99 | $4.12–$16.88 | 673,000 | 0.02 | 36,661 |
How much does an insurance click cost on Google Ads?
Quote-intent terms carry the price, and they carry almost all of the value too.
Insurance runs a median of $50.36 with a range of $24.21 to $105.21. The most expensive term measured is "auto insurance quote" at $160.80. The pattern is consistent: terms containing "quote" cluster at the top, because a quote is the step immediately before a policy whose value is measured in years of premiums. Volume for the tracked set moved -50.1% over twelve months. The median top-of-page bid range is $13.59 to $52.72.
To put the median in budget terms: at $50.36 per click, 100 clicks cost about $5,036. Depending on which keywords you win, that same 100 clicks ranges from roughly $2,421 at the 25th percentile to $10,521 at the 75th. If 2% of those visitors convert, your cost per conversion lands near $2,518 before accounting for sales or fulfilment costs. That figure, not the cost per click, is the one to compare against what a customer is worth to you. Use the 2% only as a placeholder until you have your own measured conversion rate, since it moves the result more than the click price does.
| Measure | Value | What it means |
|---|---|---|
| Median CPC | $50.36 | Half the tracked keywords cost less than this |
| Typical range (p25–p75) | $24.21 – $105.21 | Where half of all keywords fall |
| Full range | $17.99 – $160.80 | Cheapest to most expensive measured |
| Top-of-page bid | $13.59 – $52.72 | Median bid range to reach page-one placement |
| Keywords tracked | 8 | Sample size behind these figures |
| Period | Monthly searches |
|---|---|
| 2025-07 | 2,679,400 |
| 2026-06 | 1,337,980 |
| Change | -50.1% |
Separate quote-intent terms from research terms before you set bids. Blended into one campaign, your average cost per acquisition describes neither group.
Figures are medians across the 8 Insurance keywords in our Google Search dataset, collected July 2026 via DataForSEO. How we collect and calculate this.
Opportunity is derived, not measured: (volume × (1 − competition)) ÷ CPC. How this data is collected.