What Does It Mean for Insurance Marketers?
This week, industry reports have shed light on how Google’s AI advancements—particularly AI Overviews are affecting click-through rates (CTR) from search campaigns.
In this blog, we break down where these click through rate drops are being seen and what they could mean for insurance marketers specifically.
We also share actionable strategies to help navigate these changes, whether that means optimising for AI visibility, adjusting campaign focus or exploring alternative marketing channels. Regular, hands-on optimisation remains essential—especially as AI-driven results don’t always align perfectly with brand-specific goals.
Implications for Insurance Companies
Insurance consumers often start their journey with questions like “What does comprehensive car insurance cover?” or “How does life insurance work?” AI Overviews aim to provide immediate answers to such queries, reducing the likelihood that users will click through to individual websites unless the search query is more direct e.g ‘Get a car insurance quote.’
For insurance marketers, this means:
- Reduced Visibility: Informational content may receive fewer clicks, diminishing opportunities to guide potential customers through the sales funnel.
- Increased Competition: With AI Overviews occupying prime real estate on search results pages, traditional listings are pushed further down, making it harder to capture user attention.
Strategies to Mitigate Impact—With a Focus on Insurance Marketing
To stay ahead of the curve, insurance companies can adopt the following tactics to adapt to the changes driven by AI Overviews.
1. Optimising for AI Overviews
Ensure that your content is authoritative and directly answers common questions to increase the chances of being featured in AI Overviews.
For example, create a clear, concise FAQ section on your site that tackles questions like “What’s the difference between comprehensive and third-party car insurance?” or “How does a no-claims bonus work?” This improves your chances of being pulled into AI Overviews as a reliable source.
2. Enhancing Branded Content
Since branded queries are less affected by AI Overviews, strengthening brand recognition can help maintain visibility.
Branded searches (e.g., “Aviva travel insurance” or “AXA home insurance policy options”) are less likely to be affected by AI Overviews. Focus on strengthening brand visibility through consistent messaging across your website, Google Business Profile and paid search ads, so users searching for your brand are more likely to click through.
3. Diversifying Marketing Channels
Invest in other digital marketing avenues, such as social media and email campaigns, to reduce reliance on search engine traffic.
We often talk about reducing reliance on aggregators, but it is possible to rely too heavily on Google search too! Using additional channels will enhance your marketing strategy. For example, paid social campaigns can also drive traffic for niche products like pet or gadget insurance.
4. Monitoring Performance Metrics
Regularly analyse click through rates and other engagement metrics to identify trends and adjust strategies accordingly.
Keep a close eye on CTR, impression share and conversion data—especially on informational keywords like “how to make a home insurance claim”. If you notice significant drops in CTR due to AI Overviews, shift budget toward higher-performing campaigns or test new keyword sets less impacted by AI-generated answers.
Conclusion
The integration of AI Overviews into Google’s search results is reshaping user behaviour, particularly for informational queries common in the insurance industry. By understanding these changes and proactively adjusting marketing strategies, insurance companies can better position themselves to maintain visibility and engagement in this new search environment. AI absolutely has its place in digital marketing—from generating compelling ad copy across Google Ads, paid social and brand content, to powering smart bidding strategies. But as always, staying in control of your campaigns and continuously monitoring performance is key to making AI work for your brand, not against it.
For more help on paid digital marketing whether its Google ads, Microsoft or paid social ads, get in touch with our team @Beyond Clicks