Leads
Leads someone else has already called
If a lead has been sold more than once, another adviser may have rung before you've even seen it.
You paid for the lead. They got the meeting.
Google Ads for insurance advisers and insurers
Enquiries from people already searching for cover, that nobody else is sold. Verification and approvals handled as part of the work. Get nine years of search marketing experience in regulated industries.
Get in touch
One senior strategist on your account, start to finish.
- 19 Yearsin digital marketing
- $150k/weekpeak ad spend managed
- 9 Yearsin regulated industries
Rob Kramers, Owner & Operator
Rob managed, optimised and grew our Google Ads accounts full-time for the last 4 years, spanning multiple seven-figure budgets, operating in US financial services.
Since working with Rob we saw our operation grow from $10m USD/yr revenue, to just shy of $70m/yr almost exclusively from Google Ads.
The Problem
Any of this sound familiar?
Some of these cost you clients. The others stop your ads running.
Quality
Enquiries that were never going to buy
Wrong numbers, freebie hunters, and people who don't remember filling in the form.
The cost per lead looks fine. The cost per client doesn't.
Verification
Ads that quietly stop showing
Insurance ads need Google's financial services verification to run in New Zealand. Without it, the account stays open and those ads are restricted.
The account looks fine. The ads aren't running.
Claims
An offer the policy doesn't back up
A discount, a benefit, a start date. Whatever the ad promises, the policy and your systems have to deliver it the way the ad said.
The FMA has taken insurers to court over advertised discounts.
None of these? It's still worth a conversation.
Get in touchThe Rules
What Google and the FMA expect of insurance ads.
Verification isn't admin. It's a switch.
Google lists insurance among the financial services that need verification to advertise to people in New Zealand, enforced since 7 November 2024. An unverified account stays active. Its in-scope ads are restricted, including ads targeted at people who appear to be looking for cover. An agency with admin access to your account can submit verification for you, using your business details.
If others advertise your products, you vouch for them.
Google treats brokers, resellers and affiliates who aren't directly authorised by a regulator as approved third parties. They can't verify themselves. An authorised advertiser has to vouch for them, and warrant that it approves their promotions. An adviser business with its own FMA licence verifies directly.
What the marketing says is enforced.
If you are a licensed insurer, since 31 March 2025 you have needed an FMA licence covering how you treat consumers, and a summary of your fair conduct programme on your website. The FMA has also taken insurers to court over advertised discounts that didn't apply the way the marketing said.
Your website carries disclosure, too.
If you give financial advice and have a website, certain information has to be publicly available on it, including your licence status, and the information or a link to it has to sit prominently on your home page.
Policy positions on this page were checked in September 2026, and are Google's and the FMA's published positions at that date. Both change; this page is reviewed when they do.
The Solution
The ad, the page and the policy have to say the same thing.
The FMA judges an ad on the overall impression it creates, and it has penalised insurers whose marketing promised a discount their systems didn't deliver. In insurance there's a third document behind both: the policy. Whatever the ad offers, the page has to carry it and the policy has to deliver it.
Enquiries that are yours alone
Enquiries from your own ads come from people searching for the cover you place, and nobody else is sold them.
- Search terms reviewed weekly, cutting the ones that never buy.
- Tracking that follows each enquiry to a meeting and a policy.
Ads, pages and policy that line up
Offers written from what the policy actually says, on a page built to carry what a thirty-character headline can't.
- Disclosures visible on the page, not behind a tab.
- Text customisation checked on every campaign, since Performance Max turns it on by default.
Verification handled for you
Submitted as your authorised representative, with the details checked against your registry record before anything is sent.
- Registry details matched before submission.
- Re-verification handled when the account changes.
The Process
Set up once, then optimised weekly.
See how it works in full01
One-off
Research and plan
Which cover you place, which searches are worth buying, and where verification and policy stand. All of it settled before campaigns are built.
02
Weekly
Build and run
Campaigns go live, then get worked on every week: search terms, budgets, tests, and any ad Google flags.
03
Monthly
Report and refine
A monthly report on spend, cost per lead and policies written. Changes from it are made the following month.
Why Left Click
You stay because it works, not because of a contract.
No lock-in
Month to month. Cancel any time.
Flat monthly fee
Spending more never earns Left Click more.
Your account
The account is in your name from day one, and it stays that way.
Easy handover
If you decide to leave, I make the handover simple.
Start here
Find out where your next dollar should go.
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