Market analysis: Google Ads for insurance

The insurance market is one of the largest markets on Google. In many lines, tens of thousands of people search every month for insurance, a comparison or advice. At the same time, insurers, comparison portals and brokers compete for the same clicks, and in some lines bids are well over ten euros.

We analyzed the core search terms of the most important insurance lines, with monthly data from July 2025 to June 2026. The analysis shows which lines have the largest volume, where contract value supports high costs per click and when demand shifts during the year.

Supplementary dental, car and liability have the greatest demand

The table shows core general search terms from the dataset. The bids are the range Google reports for a top ad position, not the cost per click actually paid later.

Supplementary dental insurance is a large and stable market

With around 110,000 monthly searches, supplementary dental insurance is one of the largest general insurance topics. Besides the main term, there are many searches with a specific intent to decide:

• Supplementary dental insurance comparison
• best supplementary dental insurance
• Supplementary dental insurance without waiting period
• Supplementary dental insurance test winner
• Supplementary dental insurance costs

The segment combines high volume with a clear logic for signing up online, but competition is high. A general product page is therefore not enough. The landing page explains specific differences, benefits, waiting periods, reimbursement limits and premium examples so that the prospect can decide without detours.

In car insurance, those who occupy a niche win

Car insurance also reaches about 110,000 monthly searches, "Versicherung Kfz Vergleich" (car insurance comparison) another 90,500. The market is highly price- and comparison-oriented: large comparison portals, direct insurers and well-known insurance brands compete for the same users.

For brokers and agencies without strong brand awareness, a nationwide campaign on general car insurance terms is therefore rarely economical. More specific approaches offer better chances:

• Car insurance for new drivers
• Car insurance for second cars
• Car insurance for certain professional groups
• Car insurance for high-value vehicles
• personal car insurance advice in a specific region

What matters is that the ad and the landing page make clear what the consultation offers the customer beyond an online comparison.

Private health insurance supports high costs per click through high contract value

Private health insurance reaches around 60,500 monthly searches with an upper bid range of 4.34 to 16.99 euros. This makes PKV (private health insurance) one of the most expensive, but also economically most attractive segments. The high contract value justifies higher acquisition costs, as long as the leads actually result in qualified consultations and signed contracts.

We therefore separate private health insurance campaigns by target group:

• Self-employed
• Employees above the compulsory insurance threshold
• Civil servants and civil service trainees
• Doctors and other professional groups
• Students
• Families and spouses

A general private health insurance landing page hardly covers the different needs of these groups. Each target group gets its own landing page with the questions that are decisive for it.

In the private health insurance and disability insurance campaigns we manage, a qualified consultation costs around 190 euros and a signed contract around 500 euros (2025 and 2026 to date).

Liability and household contents are stable, but price-sensitive

Liability insurance reaches about 74,000 monthly searches, household contents insurance around 60,500. Both markets have stable demand throughout the year, but costs per click are considerable: the upper bid for the main liability insurance term is up to 12.24 euros, for household contents insurance up to 13.73 euros.

Because a single contract here can be worth less than private health or disability insurance, we closely check the profitability of each product campaign. Possible approaches:

• Bundled offers of liability and household contents
• Cross-selling to existing customers
• Campaigns for households, families or specific life situations
• several insurance lines in one consultation

Disability insurance needs campaigns aimed at consultation

Disability insurance reaches about 49,500 monthly searches with an upper bid range of 3.78 to 10.71 euros. Demand is relatively stable over the year. However, the product needs explaining and depends heavily on occupation, age, income, health status and desired coverage.

Disability insurance is therefore suited to campaigns optimized for a qualified consultation rather than an immediate online sign-up. The landing page makes clear even before the inquiry:

• which target groups the consultation is suitable for,
• how the consultation process works,
• what information is needed,
• how health questions are handled,
• what independent or personal advice specifically offers the customer.

Travel health insurance brings seasonal volume at moderate costs per click

Travel health insurance reaches around 60,500 monthly searches. With an upper bid range of 1.42 to 4.52 euros, costs per click are moderate compared with many other lines. Demand rises mainly before and during the main travel season: in July and August 2025 there were around 90,500 searches each, in November only about 40,500.

The segment is suitable for seasonally managed campaigns. Because of the low contract value, however, pure lead campaigns are not automatically economical. The product is more attractive as an entry point into a long-term customer relationship or as a cross-selling offer.

Pet health insurance is a competitive specialty segment

Dog health insurance reaches around 27,100 monthly searches. "Tierkrankenversicherung Vergleich" (pet health insurance comparison), "beste Hundekrankenversicherung" (best dog health insurance) and "Katzenkrankenversicherung" (cat health insurance) also show relevant interest. The upper bid range for "Hundekrankenversicherung" (dog health insurance) is between 3.82 and 11.50 euros, so the segment is already highly competitive.

The best chances come from a clear division by animal type, tariff type and scope of benefits:

• Dog health insurance
• Dog surgery insurance
• Cat health insurance
• Cat surgery insurance
• Horse health insurance
• Insurance without waiting period
• Insurance for older animals

We plan budgets according to the season of each line

Car insurance

Search volume for "Kfz Versicherungen" (car insurance) rises from around 90,500 searches in July and August to 165,000 in October and 301,000 in November. For "Versicherung Kfz Vergleich" (car insurance comparison), the spike is even stronger:

• July 2025: 60,500
• October 2025: 165,000
• November 2025: 368,000
• June 2026: 49,500

Car insurance campaigns are therefore prepared in September and run with a significantly higher budget from October. If you only start in November, you have neither enough conversion data nor enough time for optimization.

Health insurance fund comparison

"Krankenkassenvergleich" (health insurance fund comparison) reaches around 90,500 searches in January 2026, but only around 14,800 each in May and June. The turn of the year is therefore the most important phase for campaigns around switching health insurance funds, additional contributions, premium comparison, health insurance fund benefits and family coverage.

Travel health insurance

Demand is high mainly in summer. Besides July and August, there is a further increase from May. Budgets and bids therefore follow travel seasons.

Products stable throughout the year

Disability insurance, personal liability insurance, liability insurance, household contents insurance and supplementary dental insurance show low seasonal fluctuations. These lines are suitable for continuous campaigns in which Google collects reliable conversion data over a longer period.

For insurance questions, Google mainly cites comparison portals

We searched Google for 15 typical questions, for example "lohnt sich eine berufsunfähigkeitsversicherung" (is disability insurance worth it) or "private krankenversicherung oder gesetzlich" (private or statutory health insurance) (queried on October 22, 2026). For 14 questions, an AI Overview appears above the search results; only "welche zahnzusatzversicherung ist die beste" (which supplementary dental insurance is the best) has none.

The AI Overviews cite 21 different websites in 42 mentions. Finanztip and Check24 have seven each, Verivox four, the Verbraucherzentrale (consumer advice center) three. Insurers themselves appear less often: Alte Leipziger and HanseMerkur twice each, DEVK, VHV, Württembergische, CosmosDirekt, Allianz and ERGO once each. Only 14 of the 42 mentions come from websites among the top five search results.

How we build content for AI Overviews is described on our page about GEO.

Conclusion: we manage each line by its economic value

The insurance market is one of the largest and at the same time most demanding markets for Google Ads. Demand is enormous in many lines, but high costs per click and strong competitors make an undifferentiated campaign strategy expensive. Good results come from clear specialization: each line needs its own campaign logic, a matching landing page and an evaluation of the leads by their actual economic quality.

Products with high contract value, long customer retention or a high need for advice are particularly attractive, above all private health insurance, disability insurance and certain supplementary insurance policies. Car and travel health insurance also deliver large volumes, but must be managed consistently by season, target group and profitability.

For brokers and agencies, the greatest opportunity lies in their own independent lead channel. If you qualify prospects, report signed contracts back to Google and manage campaigns by actual customer value, you gradually free yourself from purchased portal leads and build your own customer base. We describe how we implement such campaigns in Google Ads for insurance, and typical mistakes in Mistakes in Google Ads for insurance.