How to drive inbound calls as an insurance agent

How to drive inbound calls as an insurance agent

If you’re a property and casualty insurance owner or producer, we’ve got a really good tip to help you drive inbound calls.

There’s a way to drive inbound phone calls and only pay per phone call. It’s not a telemarketing lead or a live transfer. It’s a Google campaign called “Call-Only Campaigns.”

Google’s Call-Only Campaigns give you the ability to only pay per call made to you through their search results. You can generate inbound calls for about $5.50-7.50.

How it works:

  1. You pay Google to be an ad at the top of certain search terms
  2. Someone searches that term and sees the ad
  3. Google puts a button next to your ad that says “Call Now”

But you still have to have a strategy around your call-only campaign.

Put a CTA in your inbound calls ad

Your ad will only have a small space in which to operate. After your URL, you should have a call-to-action (CTA). You only have 35 characters, so write something that you think would make someone searching for that term want to call you.

Purchase terms that are call-related

You want to capture your prospects when they have the highest level of buyer intent. These type of terms are the ones prospects search when they are looking to make a purchase, find your business, and etc. This is the best use of a call-only campaign because these types of customers are looking for quick answers and an intent to make a purchasing decision. Not continue research.

Schedule your ads at the right time

When is your business open? That’s when you want to run ads. You don’t want to have your ad running and people calling your answering service. But also you want to run the ad during the time people would want to be calling your business the most. There’s research published that contains peak call times and days to help you decide which time to run your call-only campaigns.

Strategically target the location

If you’re only licensed in certain states, don’t let the target anyone outside of your licensing area. It’s a waste of your advertising budget and, if they’re calling in, of your time. Also, you can target places that are more beneficial demographically — higher quality leads.

As always, track your numbers

You want to track the results of your call-only campaign to make sure you are getting a good value for your marketing dollar. You want to track:

  1. Total number of calls.
  2. Quality of those calls — You don’t just want to increase volume of calls, but quality of traffic.
  3. Number of closed calls from the call campaign

Once you have these numbers, you can make a decision as to whether there is has been a positive impact from the campaign. You don’t want a negative ROI.

Still need help generating inbound calls?

If you’re interested in utilizing Google’s call-only campaigns but not super confident about your digital marketing capabilities, don’t worry! Here at Secure Agent Marketing, we optimize insurance agent’s digital marketing budgets all the time and have experience with generating inbound calls.

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