- We analyzed 22,433 search terms around insurance (October 2025 to September 2026). This leaves 16,132 distinct searches with around 5.3 million searches per month.
- “kfz versicherung” (car insurance) has 301,000 searches in November 2025, 110,000 in December. In November, demand across all lines is 46% above average.
- Among large searches, the highest top bids are for “haftpflichtversicherung hund” (dog liability insurance) at €21.51, “private krankenversicherung” (private health insurance) at €19.48 and “haftpflichtversicherung” (liability insurance) at €17.26.
- For all 20 customer questions, Google shows an AI Overview. Finanztip is cited ten times as a source, Check24 seven times, insurers 15 times combined.
Customers search Google for car insurance, supplementary dental insurance, liability and household contents insurance, for insurers and for answers to their questions about costs and benefits. We analyzed these searches: how large the demand is per line, what a click costs, when in the year people search the most and which websites Google cites as sources in its AI Overviews.
How we analyzed the searches
The basis is 22,433 search terms from the Google Ads Keyword Planner via DataForSEO, for Germany, October 2025 to September 2026. Searches are monthly averages over these twelve months; the tailwind compares them with the twelve months before. Bids are the upper Google Ads bid estimates for the top of the page.
Two adjustments matter:
- Identical searches count once. Google lists closely related spellings such as “kfz versicherung” and “versicherung kfz” with identical numbers. We merged them, leaving 16,132 distinct searches.
- Service and job searches are excluded. These include login, customer service, hotline, cancellation, claim reporting, jobs and training.
Around 5.3 million searches per month in ten lines
| Area | Searches per month | Share | Top bid (median) | Tailwind |
|---|---|---|---|---|
| Insurer brands | 1.629.877 | 31 % | 4,24 € | −7 % |
| Car | 916.438 | 17 % | 4,16 € | −15 % |
| Health and long-term care | 825.347 | 16 % | 6,54 € | −24 % |
| Legal protection | 335.336 | 6 % | 5,00 € | −11 % |
| Disability and life | 260.976 | 5 % | 5,88 € | −20 % |
| Liability | 251.341 | 5 % | 6,83 € | −14 % |
| Home | 239.871 | 5 % | 4,42 € | −17 % |
| Travel | 202.057 | 4 % | 4,06 € | −1 % |
| Pets | 165.231 | 3 % | 11,34 € | −23 % |
| Brokers and comparison | 82.337 | 2 % | 4,90 € | +2 % |
| Other | 363.810 | 7 % | 4,47 € | −26 % |
- Insurer brands1,629,877
- Car916,438
- Health and long-term care825,347
- Legal protection335,336
- Disability and life260,976
- Liability251,341
- Home239,871
- Travel202,057
- Pets165,231
- Brokers and comparison82,337
Source: Google Ads Keyword Planner via DataForSEO, Germany, October 2025 to September 2026, identical spellings counted once, excluding service and job searches
Almost every third search names an insurer, a comparison portal or a health insurance fund. Except for brokers and comparison, all lines are below the previous year.
Car insurance: more than twice as many searches in November
“kfz versicherung” has an average of 119,375 searches per month at a €10.22 top bid. In October 2025 there were 165,000, in November 301,000, in December 110,000. “kfz versicherung vergleich” reaches 96,833 searches per month, but only a €5.60 top bid.
For car insurance, we calculate budget and bids separately from the rest of the year. The campaigns are prepared in September and run with more budget in October and November.
Liability, health insurance and pets have the highest bids
- haftpflichtversicherung hund€21.51
- private krankenversicherung€19.48
- haftpflichtversicherung€17.26
- hundekrankenversicherung€15.16
- risikolebensversicherung€15.01
- hausratversicherung€13.94
Source: Google Ads Keyword Planner via DataForSEO, upper bid estimate for the top of the page
The main terms of the lines with at least 10,000 searches per month:
| Search term | Searches per month | Top bid | Tailwind |
|---|---|---|---|
| haftpflichtversicherung hund | 12.000 | 21,51 € | +23 % |
| private krankenversicherung | 65.125 | 19,48 € | −15 % |
| haftpflichtversicherung | 73.375 | 17,26 € | −18 % |
| hundekrankenversicherung | 25.650 | 15,16 € | −24 % |
| risikolebensversicherung | 24.058 | 15,01 € | −15 % |
| hausratversicherung | 55.208 | 13,94 € | −14 % |
| zahnzusatzversicherung | 108.583 | 12,74 € | −3 % |
| berufsunfähigkeitsversicherung | 45.000 | 12,67 € | −17 % |
For pet insurance, the median top bid is €11.34, higher than in any other line. For your account, we calculate with the value of a contract over its term, not with the cost per click.
Supplementary dental insurance is the largest single search
“zahnzusatzversicherung” has 108,583 searches per month, only 3% fewer than the previous year. In addition, “zahnzusatzversicherung vergleich” has 26,308 searches and “zahnzusatzversicherung bei kindern” 12,442 searches, growing by 11%. “gesetzliche krankenversicherung” (statutory health insurance) grows by 19% to 39,225 searches.
Insurance brokers are searched more
“versicherungsmakler” (insurance broker) grows by 63% to 18,550 searches per month at an €8.68 top bid. “versicherungsmakler in meiner nähe” grows by 25% to 1,942 searches. “versicherungsvergleich” loses 16% to 14,058 searches.
Brand searches: many searches, low bids
Insurers, comparison portals and health insurance funds account for 1,629,877 searches per month. The median top bid there is €4.24. Large searches are “versicherung vhv” with 63,000, “ergo zahnzusatzversicherung” with 46,217 and “check24 autoversicherung” with 43,108 searches.
For individual searches for HUK products, such as “huk hausratversicherung”, Google estimates top bids of up to €1,000. We leave these values out of the comparisons.
Most customers search in November
This is how demand develops across all lines (index 100 = monthly average):
Source: Google Ads Keyword Planner via DataForSEO, October 2025 to September 2026
In November 2025, demand is 46% above average, in January 2026 15% above. From May to September, it is 13 to 17% below. Without car insurance, January is the strongest month. We plan the budget per line accordingly.
AI Overviews: Finanztip and Check24 ahead of insurers
We searched Google for 20 typical customer questions, for example “welche zahnzusatzversicherung ist die beste” (which supplementary dental insurance is the best), “lohnt sich eine berufsunfähigkeitsversicherung” (is disability insurance worth it) or “kfz versicherung wechseln wann” (when to switch car insurance) (query on October 24, 2026). For all 20, an AI Overview appears above the search results.
The AI Overviews cite a source 59 times, spread across 31 websites:
- Guides and consumer protection: Finanztip ten times, the consumer advice centers seven times, plus Stiftung Warentest, the Bund der Versicherten and the German Insurance Association (GDV).
- Comparison portals: Check24 seven times, Verivox twice.
- Insurers: 15 times combined, including HUK three times, Allianz and Hanse Merkur twice each, plus VHV, Alte Leipziger, HDI, Cosmos Direkt, VGH and Techniker Krankenkasse.
For “kfz versicherung wechseln wann”, the AI Overview cites ADAC, HUK and VHV; for “risikolebensversicherung sinnvoll”, HUK, Allianz and Finanztip. Only 20 of the 59 citations come from websites that also appear among the top five regular search results. So Google often cites pages that rank further down.
How we build online marketing for insurance companies
- Separate campaigns per line. Car, health insurance, supplementary dental, disability and property insurance get their own campaigns, their own budget and their own goals.
- Contracts with value. We store the value of a sale per line as a goal in the account so that bids steer toward these contracts.
- Measure sales. We set up server-side tracking for inquiries, rate calculators and sales.
- Questions asked of AI systems. We determine which questions your customers ask AI systems and which providers currently appear in the answers.
- Answer pages for costs and benefits. For every question your customers have, we write content that AI answers use as a source, for example on costs, waiting periods and benefits.
- Budget by season. Significantly more budget for car insurance in October and November, more for the other lines in January.
We exclude these searches
- Login, customer service, hotline and cancellation
- Claim reports and forms
- Jobs, salary and training
- Searches for insurers you don't belong to
Conclusion: car insurance in November, expensive lines and your own answer pages
Demand for insurance peaks in November, driven by car insurance. Liability, private health insurance and pet insurance have the highest bids. For all 20 customer questions, Google shows an AI Overview. It most often cites Finanztip and Check24, and insurers 15 times combined.
