LGG Media builds insurance lead generation on Google Ads for brokers and brokerage groups spending $100,000 or more per month. We connect your CRM to the ad platforms, then bid on the projected lifetime value of each policy you sell. The same method runs across health, Medicare, life, home and auto.
Most brokerages buy leads from third-party vendors. The vendor is not connected to your CRM, so it never learns which leads became policies. Lead quality moves up and down every week, and the brokerage cannot see why.
We sell to brokers and brokerage groups, not to individual agents. A brokerage has the call floor, the licensing and the CRM data that this method needs. Our current insurance client is an under-65 health insurance brokerage. We sell it exclusive leads, never resold to another buyer, and we also build and manage the lead generation architecture on its own ad accounts.
A vendor can only optimize on what it can see: a form fill, a call, or a call that lasts past a set number of seconds. It cannot see a bound policy, a placed policy, or a policy that is still in force a year later. Those are the events that pay a brokerage. When the bidding system cannot see them, it buys more of the cheap leads that look like conversions and never close.
The fix is to own the machine. You generate the leads in your own ad accounts, you connect your CRM to the channels in a compliant way, and you send the sales data back. Then the channel learns from your book of business instead of from a vendor's form fills.
The method does not change by industry, and it does not change by line of insurance. We build the tracking first, collect conversion data, move the bidding to events that cannot be faked, and then teach the channel which customers are worth more.
We connect the website, the call system and your CRM before we spend at scale. Every lead keeps its click ID and the contact data needed for enhanced conversions for leads. Without this layer, no later step works.
We run ads to build a history of qualified leads and sales in the account. Smart Bidding needs this history before it can bid on value. Google asks for values to be reported for at least 4 weeks or 1 to 2 conversion cycles before you switch.
Form fills and calls can be faked. A policy that is sold and still in force cannot. We move the bidding up to the sale and put the heaviest weight on projected lifetime value.
When each sale carries its projected lifetime value, the channel can tell a household with three renewing policies from a single low-value sale. Budget then moves to the searches that produce the high-value households.
We plug into your CRM in a compliant way and send the sales data back to Google Ads, Meta and Microsoft Advertising. The channels then optimize on your real outcomes.
Every lead record keeps the Google Click ID (GCLID) and the hashed contact data that Google uses for enhanced conversions for leads. When the policy is sold, the CRM sends the sale back with its value. Google describes enhanced conversions for leads as an upgraded offline conversion import that uses user-provided data, such as email addresses, to improve accuracy.
The upload path changed in 2026. Google states that from June 15, 2026, offline conversion imports and enhanced conversions for leads uploads move to the Data Manager API and are blocked in the Google Ads API for developer tokens that did not qualify for legacy access. A brokerage that still uploads through an old integration should check this first.
Calls need the same care. Most insurance sales close on the phone, so the call system must tie each call to its click and pass the result to the CRM. We describe the full build on our attribution tracking page, and we publish how much traffic we can trace in the attribution benchmark.
In the insurance accounts we run, we bid on the projected lifetime value of the product sold against ad spend, and the method works on every line. In the health insurance account behind our 2026 Google Ads Impact Award, Google's record says the value sent was the policy premium on each call.
We model lifetime value from your persistency report. The persistency report shows how many policies stay in force at each month. Each product gets a projected value from its commission schedule and its real retention.
Each sold product maps to a conversion value equal to its projected LTV. Google Ads lets you record a different value for each conversion, which is what a brokerage with many products needs.
We bid with Target ROAS on the ratio of projected LTV to ad spend. Google's formula is conversion value divided by ad spend, times 100 percent.
Persistency changes as the book ages. We update the model when the persistency report changes, so the values the channel learns from stay close to what the policies really pay.
Google's own Target ROAS documentation describes the mechanism. The system predicts the value of a possible conversion at each search and bids higher when it predicts a high value. It can only predict well if the values you send are close to the truth. A first-month premium or a flat lead value gives it the wrong answer, so we send projected LTV.
A household that buys home, auto and life is worth more than a household that buys one policy. The channel must see that difference, or it treats both sales as the same.
We send a multi-policy buyer as one order with multiple line items. Each line item carries its own projected LTV, and we normalize each value so the lines compare on the same basis. Home and auto renew each year, so their LTV builds from the renewal curve. Life pays as a single commission event, so its value is that one event. The order value is the sum of the normalized line items.
One order per household keeps the count clean. Google Ads uses a unique transaction ID, called an order ID for offline conversions, to find duplicate conversions. If two conversions for the same conversion action share the same ID, Google does not count the second one. Each household order gets one ID, so the channel counts one sale at its full value.
This is how the channel learns to tell high-value customers from low-value ones. A search that tends to produce a three-policy household gets a higher bid than a search that tends to produce a single low-value sale.
The four steps stay the same. The value event and the season change by line. Each line has its own page with the details.
Our proof line. In the health insurance accounts we run, the value is the commission from an enrolled policy, adjusted for early cancellations. Open Enrollment drives the budget calendar. Google published a case study on one of our health insurance clients.
The value is the enrollment and the renewal it produces. CMS marketing rules shape the ads and the call scripts. AEP is when the budget moves.
The value is a placed policy, which pays as a single commission event. A long underwriting cycle means the bidding must wait for placement data.
The value is a bound policy and its renewals. Catastrophe events change demand fast, and home often bundles with auto in one household order.
The value is a bound policy that renews. Auto shoppers compare many quotes, so a cheap quote request is often a low-value customer.
Read what brokerages should know about insurance lead companies and how exclusive insurance leads compare with aged leads and live transfers.
LGG builds these machines for brokerages spending $100,000 or more per month. The technical minimum is $500 per day.
Below $500 per day, the account does not produce enough sales for Smart Bidding to learn from. Google requires at least 15 conversions in the past 30 days for Target ROAS on Search. When the conversion is a sold policy and not a form fill, a small budget can take months to reach that number.
Plan the cash with Google's budget rules. On a given day, a campaign can spend up to twice its average daily budget. Over a month, it spends no more than 30.4 times the average daily budget. A $1,000 daily budget can reach $30,400 in a month.
At $100,000 per month and above, the tracking pays for itself. The brokerage owns the ad accounts, the data and the audience history. If LGG Media leaves, the machine stays with you. We work with no annual contracts.
Before you buy or generate a single lead, find out who holds the TCPA liability. Then generate the leads and work them by the book.
An aged lead has already been sold and called. The consent behind it is old and was often given to someone else. In our experience, aged leads are likely to carry TCPA liability. We do not use them.
A live transfer is acceptable only when the consumer called in. We do not accept transfers that start with outbound dialing.
LGG Media does not work with companies whose legal compliance is not in order. Consent capture, call recording and data handling must be settled before we spend.
TCPA rules and state rules change, and they depend on your facts. We are not lawyers. Your counsel sets the consent language and the call rules. We build the campaigns to follow them.
Our spoke on exclusive insurance leads covers aged leads and live transfers in more detail.
The bidding logic does not change during AEP. Only the budgets change.
The value model and the Target ROAS target stay the same through the season. We raise the budgets so the account can buy the extra demand at the same return. When the season ends, we bring the budgets back down.
Google's documentation supports this approach. It states that Smart Bidding already manages seasonal events. Seasonality adjustments are for short events of 1 to 7 days, and they may not work as well for periods longer than 14 days. A season that runs for weeks is outside what that tool is for, so we do not use it to cover AEP.
A national health insurance brokerage came to us capped at $5,000 per day across ten shared-lead vendors.
With policy premium values sent to Smart Bidding on every call, the account scaled to a $130,000 peak day, held 92 percent attribution accuracy across inbound calls and online conversions, and replaced every vendor.
Google also published its own case study on an LGG Media health insurance client. It reports a 45-day AI Max test with a 35.8 percent uplift in clicks, a 28 percent uplift in conversions and a 23.4 percent uplift in conversion value, while the account held its Target ROAS.
The line was health insurance. The four steps on this page transfer to every line.
Read the full case study → · All Google-published case studies →
LGG Media is a Google Ads agency founded in 2018. We manage paid media across Google, Meta and Microsoft Advertising, and every engagement starts with attribution, before a single campaign launches.
Insurance lead generation is the work of finding people who want to buy a policy and bringing them to a licensed seller. We do it with Google, Meta and Microsoft Advertising in the brokerage's own ad accounts, and we connect the CRM so the ads learn from policies sold, not from form fills.
We build the tracking first, run Google Ads to collect conversion data, and then bid with Target ROAS on the projected lifetime value of each policy sold. The CRM sends each sale back to the ad platform, so budget moves to the searches that produce high-value customers.
No. We work with brokers and brokerage groups only.
The vendor never sees which leads became policies, so it optimizes on form fills and calls, and quality moves with whatever it optimized on that week.
As one order, with one line item per policy. The order value is the sum of each line's normalized projected lifetime value.
We avoid aged leads because they are likely to carry TCPA liability. Live transfers are acceptable only when they come from inbound calls, never from outbound dialing. Find out who holds the TCPA liability first, and ask your counsel about the specifics.
About $1,000 per day. The floor is $500 per day.
No. The bidding logic stays the same. Only the budgets change. Google states that Smart Bidding already manages seasonal events, and its seasonality adjustments are designed for short events of 1 to 7 days.
Next Step
Send us the account. We will show you what your conversion signal teaches the algorithm today and what lifetime-value bidding would change. Minimum $100,000 per month in ad spend. Scope, price and terms set in the proposal. No annual contracts.
Request a Discovery Call