Growth for insurance brokers: be the clear answer in a confusing purchase

How people choose a broker

Insurance searches are triggered by events: "insurance for a new driver", "loan insurance change", "professional liability for a consultant". At that moment people compare: they read two or three explanations, look at who is behind each site, and want to know who they will talk to. A broker's edge is the human advice, but it only counts if the website shows it clearly: who you are, your registration, which insurers you work with, how you are paid.

Many of these questions are now asked to AI assistants first. An assistant can only reuse what is stated plainly on your site, so a guide that answers in its first sentence, with sources, is more useful than a long page of marketing.

What we do for a broker

• Guides for the moments that trigger a search, each built on one real query, answering first, every rule or figure with its official source, reviewed by you before it goes live. See SEO and AI search.
• Quote request pages with the minimum of fields, wired to your CRM, with a separate, explicit consent box for being called back. See landing pages.
• Google Search ads on exact, high-intent searches, with negatives that keep out job seekers, claims about other companies and free-quote hunters, a daily cap and a written stop rule. See Google Ads.
• Meta ads for awareness of a specific product line, in the right special ad category where it applies, with creatives that describe the product rather than the person.

The rules that come before any ad

Google financial services verification. Google requires advertisers of financial services to complete a verification in a list of countries; for France, it has applied since 24 January 2023 and Google lists the ACPR, the AMF and the ORIAS register among the relevant regulators. Google's financial services policy also asks for clear disclosures, such as the physical address of the business offering the product and the associated fees, and compliance with local regulation everywhere the ads run.

Meta. Ads for insurance must target people aged 18 or over, and insurance products may require a licence from the relevant regulator. Meta also runs special ad categories: in the US, the Financial products and services category is required since 14 January 2025; in Europe, ads about credit must be declared as a special category. Those categories limit targeting (no gender choice, no postcode targeting, minimum radius).

No personal attributes. Meta's standards forbid ads that assert or imply someone's personal attributes, including health and vulnerable financial status. "Struggling with debt?" is out; "Loan insurance: compare your cover with a broker" is the kind of line that fits.

Calling leads back in France. Since 11 August 2026, article L223-1 of the Consumer Code forbids phoning a consumer for prospecting without their prior consent. A quote form therefore needs a clear, separate consent to be called, and you need to keep the record.

What we need from you

• Your registration details and the documents Google's verification asks for; only you can complete it.
• The product lines you want to grow and the ones you do not handle.
• Someone to review every guide for accuracy before publication.
• Ad accounts and CRM in your name; ad spend paid directly by you.