Google Ads vs. Facebook Ads: Which is Right for Your Insurance Company?

Google Ads vs. Facebook Ads: Which is Right for Your Insurance Company?

As an insurance company, you’re always looking for ways to reach your target audience and generate leads. Two popular advertising platforms for reaching potential customers are Google Ads and Facebook Ads. While both platforms have their pros and cons, we believe that Google Ads is the clear winner for insurance companies. Here’s why:

Intent-based targeting

One of the main advantages of Google Ads is its intent-based targeting. When people search for insurance-related keywords on Google, they’re actively looking for insurance products or services. This means that your ads are more likely to be shown to people who are already interested in what you have to offer, making them more likely to convert into leads or customers.

On the other hand, Facebook Ads rely on interest-based targeting, which means that you’re targeting people based on their interests, behaviors, and demographics. While this can be effective for some businesses, it may not be the best approach for insurance companies who want to reach people who are actively searching for insurance.

Higher purchase intent

As mentioned earlier, people who search for insurance-related keywords on Google are actively looking for insurance products or services. This means that they have a higher purchase intent than people who see your ads on Facebook. In other words, people who click on your Google Ads are more likely to become leads or customers than people who see your Facebook Ads.

Lower cost per click

Another advantage of Google Ads is its lower cost per click (CPC) compared to Facebook Ads. According to a study by WordStream, the average CPC for insurance-related keywords on Google is $11.61, while the average CPC for Facebook Ads in the insurance industry is $3.77. While this may seem like Facebook Ads are more cost-effective, it’s important to consider the intent and purchase intent of the audiences you’re targeting. With Google Ads, you’re likely to get more bang for your buck because you’re targeting people who are actively searching for insurance.

Greater control over ad placement

With Google Ads, you have greater control over where your ads are placed. You can choose to show your ads on Google’s search results pages, on partner websites, or on YouTube. This allows you to target people who are searching for insurance-related keywords across multiple platforms. With Facebook Ads, you’re limited to showing your ads on Facebook and its partner sites, which may not be as effective for insurance companies.

In conclusion, while Facebook Ads can be effective for some businesses, we believe that Google Ads are the clear winner for insurance companies. With its intent-based targeting, higher purchase intent, lower cost per click, and greater control over ad placement, Google Ads can help insurance companies reach their target audience and generate more leads and customers.