Industries · Legal and financial
Insurance broker marketing that wins commercial clients
Commercial, landlord and specialist insurance enquiries from Google, SEO and AI search, with follow-up timed around renewal dates.
How do insurance brokers get new clients?
Insurance brokers win new clients by ranking and advertising for the specialist cover they know best, where comparison sites cannot help, and by contacting prospects before their renewal date. Lead Gems builds this for UK brokers with Google Ads, SEO, AI search and email follow-up that captures the renewal month on the first enquiry.
The demand
What your clients search for every month.
Some of the most expensive clicks in the UK. Brokers win by targeting the niche and commercial searches where a specialist beats a comparison site.
UK Google Ads data via DataForSEO, October 2026. Cost per click is the average advertisers paid.
The problem
Where insurance brokers lose clients.
We see the same gaps again and again. Each one is fixable, and most cost more than the marketing that fixes them.
Comparison sites take the easy cover
Simple policies go to the cheapest quote on a price comparison site.
Very expensive clicks
At over £40 a click for broad terms, untargeted ads burn budget fast.
Missed renewal windows
A prospect who has just renewed will not move for a year.
Generic websites
Pages that list every type of cover rank for none of them.
What works
The services that work for insurance brokers.
We start with the one or two that fix your biggest gap, then add the rest once those are paying back.
- Paid trafficPPC & Google Ads
Google Ads for specialist and commercial cover, with tight targeting to control cost.
→ - Get foundSEO
A page for each specialist scheme or trade you cover, so you rank where comparison sites are weak.
→ - Follow upEmail Marketing
Follow-up timed to the renewal month of each prospect.
→ - Follow upB2B Lead Generation
LinkedIn and email outreach to the business owners and finance directors who buy commercial cover.
→
Marketing inside FCA rules
Insurance promotions must be fair, clear and not misleading, and the Consumer Duty expects products and communications to serve customers well. Claims about cover, price and savings must be accurate.
We write campaigns with those rules in mind and publish nothing your compliance team has not approved.
Results from similar businesses
The same approach, proven elsewhere.
We have not published a case study for insurance brokers yet. These real results come from businesses that win clients the same way.
18
new clients, £210,000 average assets
A North West independent financial adviser was buying shared leads that rarely converted. We replaced them with exclusive, qualified pension leads through a two-stage Google and Meta funnel, automated lead grading and instant follow-up.
68
mortgages completed
A Leeds mortgage broker depended on estate agent referrals that came and went. We ran Meta ads for first-time buyers and remortgages, with qualifying questions, lead grading and instant follow-up.
Find out where your next commercial clients are.
Tell us about the cover you specialise in. A specialist will come back with where the demand is and what it would cost to reach.
Questions
Insurance brokers marketing questions, answered.
How can insurance brokers compete with comparison sites?
By specialising. Comparison sites are strong on simple personal cover but weak on commercial, trade and specialist schemes, where advice matters. Target those searches and show your expertise.
How much does Google Ads cost for insurance brokers?
In the UK, a click for "business insurance" averages around £47 and "landlord insurance" around £29. Narrow targeting and strong landing pages are essential at those prices.
When should we contact insurance prospects?
Six to eight weeks before their renewal date. Asking for the renewal month on the first enquiry lets your follow-up arrive at the right time.
Are your campaigns FCA compliant?
We write them to meet the financial promotion rules and Consumer Duty, and nothing goes live until your compliance team has approved it.
Do you have insurance case studies?
Not yet published. The results on this page come from financial advisers and mortgage brokers, who share the same regulated, high-value buying pattern.
Still have a question? Call 020 4652 1887 or send us a message.
From our insights
Guides for insurance brokers.
Practical answers from the specialists who run these campaigns every day.
More in legal and financial
Find out where your next commercial clients are.
Tell us about the cover you specialise in. A specialist will come back with where the demand is and what it would cost to reach.
Or send a quick message