Google Ads vs Facebook Ads for Insurance
Not sure which advertising platform will generate better leads for your insurance business? We break down the costs, ROI, and best use cases for both Google Ads and Facebook Ads specifically for the insurance industry in New Zealand.
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Quick Comparison
| Factor | Google Ads | Facebook Ads |
|---|---|---|
| Cost Per Lead | $65-$180 | $35-$95 |
| Best For | High-intent searches, immediate needs | Awareness, visual content, demographics |
| Lead Quality | Higher intent, faster conversion | Lower intent, longer nurture |
| Time to Results | 3-7 days | 7-14 days |
| Targeting Type | Keywords, intent, location | Demographics, interests, behaviors |
| Creative Format | Text-focused, limited visuals | Image/video-heavy, visual storytelling |
When Google Ads Works Best for Insurance
Google Ads shines when you need to capture customers who are actively searching for insurance services right now. Here's when it's your best choice:
-
Specific service searches (business coach) -
Solution-based searches -
B2B service needs -
Consultant requirements
Pros & Cons
- • High intent searches
- • Solution-aware prospects
- • B2B targeting
- • Quality over quantity
- • Higher cost per lead
- • Smaller audience
- • Longer sales cycles
- • Complex attribution
Pros & Cons
- • Precise job title targeting
- • Content distribution
- • Retargeting options
- • Authority building
- • Lower immediate intent
- • Longer nurture needed
- • More touchpoints required
- • LinkedIn may be better
When Facebook Ads Works Best for Insurance
Facebook Ads excels at reaching your ideal customers before they're actively searching, building awareness, and showcasing your work visually. Here's when to use it:
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Thought leadership content -
Lead magnet campaigns -
Industry-specific targeting -
Building authority and credibility
Cost Comparison for Insurance
Understanding the real costs and ROI expectations for each platform helps you make smarter budget decisions.
Google Ads
Facebook Ads
Our Recommendation for Insurance
Professional services should use both platforms strategically 50/50: Google Ads for capturing active solution-seekers, Facebook Ads for thought leadership distribution, lead magnets, and nurturing prospects through longer B2B sales cycles.
Real Insurance Results
See actual results from insurance businesses using each platform
Google Ads
Business consultant: 27 discovery calls at $124/lead, 9 became clients
Facebook Ads
Marketing consultant: 142 webinar registrations at $47/lead, 18 became clients
Trusted by Insurance Businesses
Don't just take our word for it. Hear from businesses we've helped grow.
"I have been working with Jason from Lucid Media recently on some projects and his knowledge and work ethic is always top notch. I have every confidence that Jason will always deliver. He goes above and beyond to make sure that all aspects are taken care of in a professional and timely manner. It is a pleasure to work with him and his team and I look forward to future ongoing partnership with Lucid. A big thank you for your outstanding work Jason!"
"I had a call with Jason and was so impressed by how in-depth it was. He really listened, understood where I'm at, and gave me a clear action plan that I can actually use. It was practical, straightforward, and made me feel confident moving forward with my ads. I couldn't recommend working with him enough."
"Jason gets the results he says he will. His approach to paid ads is methodical and data-driven. He doesn't just run campaigns and hope for the best. He analyses everything, optimises constantly, and delivers real leads that convert into paying customers."
"The team at Lucid has transformed how we generate leads online. Our social media engagement has skyrocketed and more importantly, we're getting consistent enquiries from people who are actually ready to buy. The ROI speaks for itself."
"We hired Jason after a bad experience with minimum effort and minimum results from another agency. Since moving to Lucid and tidying up our landing pages and Google Ads, our cost per acquisition dropped by 66% and lead quality increased 200-300%. The change was almost immediate and has stayed consistent for months. He has total depth of knowledge and a genuine desire to get the absolute best outcomes."
"The team at Lucid came in to help position our business exactly where we needed to be. We're absolutely blown away by their quick responses, smooth service and their initiative to stay 10 steps ahead at all times. Results are immediate and the cost is undeniably justified. If you want to be in safe hands, choose Lucid!"
Common Questions About Google Ads vs Facebook Ads
Which is better for insurance: Google Ads or Facebook Ads?
It depends on your goals. Google Ads works better for capturing high-intent customers actively searching for insurance services. Facebook Ads excels at building awareness, showcasing visual content, and reaching specific demographics. Most insurance businesses benefit from using both platforms strategically.
What's the cost difference between Google Ads and Facebook Ads for insurance?
For insurance businesses in New Zealand, Google Ads typically costs $65-$180 per lead, while Facebook Ads averages $35-$95 per lead. However, Google leads often have higher conversion rates due to greater purchase intent.
Can I run both Google Ads and Facebook Ads simultaneously?
Yes, and we recommend it! Running both platforms allows you to capture demand at different stages of the buyer journey. We can help you allocate budget effectively between platforms based on your insurance business goals.
How long does it take to see results from each platform?
Google Ads typically generates leads faster (3-7 days) because you're targeting active searchers. Facebook Ads may take 7-14 days as the algorithm learns and optimizes. Both platforms improve performance over time with proper management.
Which platform has better targeting for insurance?
Google Ads targets based on search intent and keywords, great for capturing active demand. Facebook Ads targets based on demographics, interests, and behaviors, excellent for reaching your ideal insurance customer profile. Each has unique strengths.
Do insurance businesses need both platforms?
Professional services should use both platforms strategically 50/50: Google Ads for capturing active solution-seekers, Facebook Ads for thought leadership distribution, lead magnets, and nurturing prospects through longer B2B sales cycles.
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