Google Ads for home insurance agents

Home insurance ads work best when they only run where your carriers are writing new policies. Unlike auto, home appetite changes by ZIP code, roof, age of home and coverage amount, and non-renewals have risen across the country. Match the campaign's areas to what you can place, and offer a bundle with auto on every page.

Key facts

• The average premium for an HO-3 policy, the most common homeowners form, was $1,737 in 2023, per the National Association of Insurance Commissioners (NAIC) (homeowners report, July 2026).
• Company-initiated non-renewal rates rose between 96% and 216% from 2018 to 2024, depending on region (NAIC, August 2026).
• Inflation-adjusted average premiums rose 18.3% to 43.3% by region over the same years, according to the same NAIC analysis.
• The average combined auto premium was $1,438 per insured vehicle in 2023 (NAIC).

How is advertising home insurance different from auto?

The main difference is that you can't always place the risk. In auto, most agents can quote most drivers who call. In home, a carrier may not be taking new policies in a ZIP code, or may decline older roofs or coastal addresses.

The NAIC calls homeowners insurance "a local market influenced by factors such as weather risk." Its 2026 analysis of insurer filings found non-renewals up in every region since 2018. That is the market your ads run in.

Every click from a home you can't write costs you money and annoys the shopper. Before you launch, ask each carrier where it is writing new home business and what it declines. Then build the campaign around the answer:

• Target only the ZIP codes or towns you can write. Google Ads lets you target by ZIP code, city or radius.
• Pause areas when a carrier pulls back. Check appetite again when carriers announce changes.
• Name what you can't do. If you don't write coastal or older homes, say so on the page.

Independent agencies have an advantage here: more carriers means more places to put a home that one carrier declined. Captive agents depend on one carrier's appetite, so check it before every campaign.

Which home insurance searches should you target?

Target searches from homeowners who want a quote now. These usually include:

• "home insurance near me" and "homeowners insurance [your town]"
• "home insurance quote" and "home and auto insurance quote"
• Life events, such as "insurance for new home purchase" or "homeowners insurance for closing"
• Problems you can solve, such as "home insurance after non-renewal," if you can place those homes

Exclude searches from people who already have a policy and want help with it: claim, login, pay, adjuster. Also exclude products you don't write, such as flood or renters, unless you do.

We found no public data reliable enough to show a seasonal pattern in home insurance searches. Check Google's Keyword Planner for monthly search trends in your own area before you plan around one.

What should the home insurance landing page say?

The page must tell shoppers quickly whether you can help them. Put the towns you serve and "home insurance" in the headline, with a tap-to-call button and a short form.

Ask only what you need to check appetite before you call: address or ZIP code, year built and roof age. A shopper who fills in a long form and then hears "we can't write you" won't come back.

Lower on the page, cover:

1. Bundling with auto, with a link to your auto page.
2. What you need to quote: current declarations page, address and roof details.
3. Non-renewal help, if you can place homes other carriers dropped.
4. Your license and the carriers you write with, where your agreements allow it.

The landing pages guide covers layout. If you serve several towns, separate location pages make each ad more specific.

Check your carriers before you write the ad: Non-renewals started by insurers rose 96% to 216% by region from 2018 to 2024. A home you can quote this month may not be one you can quote next month (NAIC).

What is one home sale worth?

One home sale is worth your commission on the premium, and more when it comes with auto. The NAIC's newest homeowners report puts the 2023 HO-3 average at $1,737. The figure varies a lot with the amount of insurance:

Add one insured vehicle at the NAIC auto average of $1,438, and the bundle brings in $3,175 of first-year premium ($1,737 + $1,438). No regulator or trade body publishes typical agent commission rates, so use your carrier contracts. Here is the first-year value at three rates:

These are first-year figures. We found no recent public retention figure for home policies, so add renewals from your own book. The cost per click guide shows what these clicks tend to cost.

Our Google Ads management is 10% of total monthly ad spend, and it includes a campaign landing page. Ad spend is paid to Google separately.

Should home and auto ads share a budget?

Run them as separate campaigns with their own budgets. Home and auto have different keywords, areas and values per sale, and one shared budget lets the cheaper clicks take over. Link the two landing pages so a shopper can ask about both. Our auto insurance ads guide covers the auto side.

Bring a list of the ZIP codes your carriers are writing to a Google Ads strategy call. We will build the home campaign around where you can place the business.