Search ads for insurance companies: «buy a policy online» searches turned into paid contracts.
Someone searching «Schengen visa insurance online» or «CASCO price» is ready to buy today. We run Google Ads and Yandex Direct on such queries, lead them to a calculator with purchase and Kaspi payment, and count paid policies per keyword, not clicks.
Search ads are the main paid channel for insurance, because most demand here is hot: the policy is needed by a certain date — MTPL is expiring, a trip is coming up, the car is being collected from the dealer. But competition in the results is high too: insurers, aggregators, banks. The winner is whoever has the most precise keywords, an ad with a clear offer and a landing page where the price is available without a call.
Google holds the main share of search in Kazakhstan, so we start with Google Ads: product search, brand campaigns, remarketing of abandoned quotes. Yandex Direct comes second for Russian-language traffic in Almaty, Astana and the north. Kazakh-language queries go into separate ad groups.
A client from search lands on the calculator, and the payment and policy are recorded in the CRM: the report shows the cost per paid policy for each query group, and budget flows to the products where it is lower.
What insurer search ads management includes.
Product queries with purchase intent; negative keywords like «free», «vacancies», «insurance agent job», «essay», «law» so you do not pay for irrelevant clicks.
Separate campaigns for MTPL, CASCO, travel insurance, property, OSNS and brand — each with its own budget and bids.
Headlines with a «from» price, fast purchase and Kaspi payment; the insurer's name and no guaranteed payouts — ads do not get rejected.
A page for each product with a quote, purchase and payment, not the home page or a «call me back» form.
Travel insurance before holidays, CASCO in spring, property insurance in winter — budget reallocated in advance.
Bringing back those who started a quote and did not pay, with a reminder and a direct link to continue.
«Quote», «purchase» and «payment» conversions are passed to Google Ads and Yandex Direct — bid strategies optimise for payments, not clicks.
Cost per click, per quote and per paid policy by product and keyword; budget decisions based on these numbers.
Campaigns and queries.
- Search «MTPL»: MTPL online, car insurance, motor insurance price
- Search «CASCO»: CASCO price, CASCO for a new car, CASCO calculator
- Search «Travel»: visa insurance, Schengen, Turkey, travel insurance abroad
- Search «Property»: apartment, mortgage, house insurance
- Search «Business»: OSNS, employee VHI, cargo insurance
- Brand: insurer name and protection from competitor bidding
- Remarketing: started a quote, did not pay
- Kazakh-language groups: «көлік сақтандыру», «сақтандыру онлайн»
- Yandex Direct: copies of priority campaigns for Russian queries
Restrictions in insurance advertising.
Insurance is a financial service, and platforms moderate it more strictly than usual. Google may ask for financial services advertiser verification; Yandex checks the licence and the organisation's name. Under advertising law you cannot promise guaranteed payouts, hide material terms or mislead about price.
So ads show a «from» price rather than «MTPL for ₸3,000 for everyone», the insurer's name and a link to the rules. Agents state on behalf of which company they sell the policy. We collect verification documents with you before launch — the account does not get blocked and ads are not rejected over and over.
What a client from search costs.
In our experience and according to market data, a click on MTPL queries is cheaper than on CASCO, but revenue per policy is lower too and the tariff is regulated. So for MTPL we look not only at the cost of the first policy but at client value: renewal a year later and cross-selling CASCO or travel insurance.
For CASCO and travel insurance landing page conversion decides everything: if the price is available in 30 seconds without a call, the cost per paid policy drops several times compared with a «leave a request» form. Before launch we give a forecast for each product with a range and caveat; after the first month — actual numbers.
What affects the management price.
Management of one platform for one city — ₸150,000–₸250,000 per month; Google and Yandex together, several products, branches or two languages — ₸250,000–₸400,000. Ad budget is separate, from ₸200,000 per month; for MTPL and CASCO in Almaty — from ₸400,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Calculator landing pages are estimated separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads for an insurance company cost?
Management from ₸150,000 per month plus budget from ₸200,000; for MTPL and CASCO in Almaty the budget starts at ₸400,000. Setup is included in the first month.
Google or Yandex?
We start with Google Ads — the main share of search in Kazakhstan. Yandex Direct comes second for Russian-language queries in Almaty, Astana and the north.
How to compete with aggregators in search results?
Not by outbidding them on general queries, but with precise ad groups, product sub-lines, brand and a landing page where purchase is faster. Plus remarketing to those who started a quote.
How do you measure results?
By passing «quote», «purchase» and «payment» events to the ad platforms and the CRM. The report shows cost per paid policy by product and keyword, not clicks.
Is a licence needed to launch ads?
Yes, platforms and the law require the insurer's name to be stated, and Google and Yandex may request documents. We help collect them and pass verification before launch.
Same service for other industries
Want to sell policies through search? Send your product list — we will calculate budget and forecast.
Tell us your city, priority products, whether your site has a calculator with payment and what budget you are ready to test. We will reply with a forecast and campaign plan within 1–2 business days.