How to Choose Your PPC Agency

Pay-per-click (PPC) advertising is a highly effective strategy for insurance brokers aiming to attract quality leads and expand quotes / sales. However, achieving the best results requires partnering with a PPC agency that understands your unique needs. With numerous agencies available, finding the right fit can be challenging.

This guide outlines the steps to choose a PPC agency that will support the growth of your UK-based insurance brokerage.

1. Define Your Objectives

Start by identifying your specific goals. Are you focused on driving online quotes for a specific product, increasing overall quote volume or boosting customer cross-sale opportunities? Clear objectives will help you pinpoint agencies that align with your vision. For insurance brokers, working with an agency familiar with the complexities and regulations of the industry is essential. Whilst a vast number of agencies offer PPC services, as a broker you do not want to be spending time educating them on how insurance marketing ‘works’.

2. Seek Out Industry Knowledge

Insurance is a competitive and tightly regulated field. A PPC agency experienced with insurance clients or related sectors will understand critical aspects such as:

  • Knowing what is / isn’t feasible without using your marketing budget to find out.
  • Targeting the right audience in the right way.
  • Navigating advertising regulations effectively and not putting your business at a compliancy risk.
  • Communicating your unique selling points (USPs) when they are competitive.

Request case studies or references to assess their expertise in working with insurance-related businesses.

3. Review Their Keyword Strategy

Successful PPC campaigns rely on well-researched keywords. A competent agency will:

  • Pinpoint high-performing keywords relevant to the insurance sector and product.
  • Balance competitive keywords with niche, segmenting campaigns for detailed ROI analysis.
  • Customise campaigns based on scheme criteria, for example structure activity around hotspots within the brokers product – low deposit, instant cover etc.  

4. Examine Their Success Stories

Assess the agency’s track record to gauge their effectiveness. Look for:

  • Examples of campaigns they’ve executed with strong results.
  • Data-driven metrics that are important – ROI not impressions!
  • Client reviews and testimonials.
  • Ask your peers – an agency with a good reputation will be known within your industry.

5. Verify Transparent Pricing

Understanding the agency’s pricing structure is crucial. Reputable agencies will offer clear breakdowns of:

  • Management fees.
  • Budget allocation for ad spend.
  • Additional costs for tools or analytics.

Be wary of agencies promising “guaranteed results” or offering unrealistically low rates, as these may indicate subpar services. It needs to be a partnership – not a short term win for the agency sales team!

6. Assess Reporting and Communication

Consistent updates and transparent reporting are critical for campaign monitoring. Ensure the agency provides:

  • Regular performance reports.
  • Insights on key metrics that are important to your brokerage.
  • Open communication, including scheduled meetings or consultations.

7. Prioritise Customised Solutions

Avoid agencies with generic strategies. A reliable PPC agency will take the time to understand your business, creating personalised campaigns tailored to your goals. Flexibility to adjust campaigns based on performance data is also vital.

8. Explore Their Tools and Technologies

Modern PPC management relies on advanced tools. Ask about the platforms and software they use, such as:

  • Expertise in Google Ads, Bing Ads and Paid Social.
  • Tracking and reporting solutions.
  • Internal systems to improve campaign results.

9. Confirm Compliance Knowledge

Insurance brokers in the UK must adhere to Financial Conduct Authority (FCA) advertising regulations. Ensure the agency you choose is familiar with these standards and designs campaigns that comply fully.

10. Look for a Long-Term Partner

PPC success involves continuous optimisation. Partnering with an agency committed to your long-term growth ensures you benefit from evolving strategies and sustained improvements. Choose a collaborative team invested in your success.

Final Words

Selecting the right PPC agency is a pivotal step in driving growth for your insurance brokerage. By focusing on industry knowledge, transparency and custom solutions, you can identify a partner capable of delivering exceptional results. Take the time to research and evaluate options to make an informed decision that aligns with your business objectives.

 

If you feel that Beyond Clicks could be the right fit for your business, get in touch with our team.

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