Insurance
Insurance is one of the largest ad spends in Google Ads and one of the easiest to waste, because the same words describe a buyer and a policyholder trying to print an ID card. Servicing traffic is the biggest single leak: claims, billing, logins, and cancellations all match quote keywords and never convert. Licensing and career searches are the second. Add these as phrase match at the account level, then keep only the lines and programs you actually write.
817
Negative keywords
18
Categories
7
Terms to protect
Free
No signup
Who you are paying for
Someone shopping for coverage right now who will complete a quote form or call an agent to bind a policy.
These terms look like obvious waste in insurance and are usually the opposite. Blocking them is the fastest way to make a negative keyword list cost you money.
Do not blanket-block these
This is the single highest intent word in the vertical and it shows up inside almost every buying query, including cheap quote and free quote. Never add it as a negative in any form, and check any list you import for it before you paste.
In auto, renters, and non standard lines the price shopper is the customer, and cheap and affordable carry real volume at a workable cost per acquisition. Only block them if you sell advised products like commercial or high net worth personal lines.
A free quote is the offer on nearly every insurance landing page, so a broad free negative removes buyers. Block the specific freeloader phrases instead: free health clinic, free legal help with a claim, free government coverage.
If you sell Medicare Advantage or supplement plans this is your entire annual enrollment season and blocking it would end the campaign. Only add Medicare terms if you write under 65 lines exclusively, and even then keep the servicing phrases specific.
An SR22 search is a driver legally required to buy a policy today, which makes it strong demand for non standard auto writers. Block it only if your carriers decline SR22 filings, and route it to a dedicated ad group instead if they do not.
For final expense, simplified issue, and term life this is a product feature buyers search by name, not a shortcut seeker signal. Blocking it removes some of the cheapest qualified life leads in the account.
Carrier brand terms split into two very different intents: brand plus quote is conquesting traffic many advertisers want, while brand plus claims number or login is pure servicing. Block only the servicing phrases, never the bare brand name.
817 terms shown
Industry
Word count
Categories
A person filing or tracking a claim already has a policy and is not buying one today.
Billing, logins, and endorsements are customer service tasks that cost you a click and return nothing.
Someone who qualifies for a public program is not in the market for a private policy.
Career researchers want a job at a carrier, not a policy from one.
Everyone studying for a producer or adjuster license is trying to sell insurance, not buy it.
A definition search is homework, and the searcher is nowhere near a quote form.
Head to head coverage explainers are read long before anyone is ready to bind a policy.
A denied claimant is looking for a lawyer or a regulator, not a new policy.
Brand plus a phone number or a login is a policyholder doing an errand at a competitor.
These are real buying searches for products most advertisers cannot quote, so block only the lines your carriers decline.
Fraud research and fake document hunting never turns into a paid policy.
Salvage and payout research belongs to a wrecked car, not a policy sale.
Claimants coaching themselves through a settlement are working against your carrier, not shopping with it.
Somebody downloading an ACORD form or a proof of loss already has coverage in force.
These searchers run or want to run an agency, which makes them a competitor rather than a lead.
HR staff administering a group plan are managing coverage that is already placed.
Statute and filing lookups come from adjusters, agents, and lawyers rather than shoppers.
Free crowd opinion is the substitute for calling an agent, and the click never quotes.
Switch on Universal above to merge the 1,559 terms that waste money in every account. The two lists never overlap, so nothing is duplicated when you copy them together.
Someone with a specific legal matter who is looking to hire a lawyer and will book a consultation this week.
A homeowner with a broken or aging system who wants a licensed company to come out, quote the work and do it.
A patient with a specific problem who is choosing a provider and is ready to book an appointment.
A patient with a specific problem or procedure in mind who is ready to book an appointment and pay for treatment.
A homeowner ready to list, or a buyer ready to tour and write an offer, in the market this advertiser actually serves.
Someone who needs money or a financial product now and is ready to start an application with a lender, broker or advisor.
Someone within driving distance who wants to buy a vehicle, book a repair, or get tires fitted in the next week or two.
Someone ready to buy a specific product from your store at the price you advertise.
An evaluator or budget holder at a company that can pay for seats and is looking to start a trial or book a demo.
Someone choosing a programme to pay for who is ready to apply, request information or book a call with admissions.
Someone with dates in mind who is ready to book a room, a seat, a tour or a package.
Someone looking for a gym, studio, trainer or clinic near them who is ready to book a tour, a first class or a consultation.
Someone researching a specific treatment who is ready to book a consultation or an appointment at a clinic near them.
A person with a substance use problem, or the family member acting for them, who is ready to admit to a programme they can pay for in a state the facility serves.
They are the searches that look close enough to your keywords for Google to match them, but come from people who will never buy. Insurance is one of the largest ad spends in Google Ads and one of the easiest to waste, because the same words describe a buyer and a policyholder trying to print an ID card. Servicing traffic is the biggest single leak: claims, billing, logins, and cancellations all match quote keywords and never convert.
817 terms across 18 categories, and none of them repeat the universal list, so you can apply both without duplicates. Every term is free to copy or download as a CSV that imports straight into Google Ads Editor.
Yes. The universal list covers the waste every advertiser sees, such as job seekers, students and freebie hunters. This page covers what only wastes money in your vertical. Keep them as two separate shared lists in Google Ads so you can tell which one is doing the work.
No list is safe to paste unread, which is why the terms above this list exist. This is the single highest intent word in the vertical and it shows up inside almost every buying query, including cheap quote and free quote. Never add it as a negative in any form, and check any list you import for it before you paste.
Adscriptly
Blocking bad traffic is half the job. Adscriptly sends the other half back to Google: which clicks became qualified calls, booked jobs and closed revenue, so the algorithm bids on outcomes instead of clicks.