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I have been wondering about this for a while, so I figured I would throw it out here and see if others feel the same. With so many ads everywhere now, I honestly started to doubt whether online insurance ads still bring people who actually want a policy, or if it is mostly just window shoppers clicking around.

A few months ago, I noticed our leads were getting weaker. Lots of form fills, but when we followed up, many people were just “checking prices” or not ready to talk at all. It made me question if online insurance ads were still worth the effort or if people had just learned to ignore them. I know insurance is a serious decision, so low intent clicks can waste a lot of time.

I decided to slow things down and really look at what was happening. One thing I noticed was that not all traffic behaved the same. Some visitors bounced right away, while others spent time reading, comparing, and even coming back later. Those second types were usually the ones who replied to emails or picked up calls. That made me realize the ads themselves were not the whole problem. How and where they were shown mattered a lot.

I also tried changing the way the ads were written. Instead of pushing deals or discounts, I focused on clear questions people actually ask, like coverage doubts or cost confusion. That seemed to filter out some of the low interest clicks. I also paid more attention to where the ads were placed, avoiding platforms that felt too random or broad.

What helped me most was reading more about how insurance ads are set up and optimized today. I came across a helpful breakdown on online insurance ads that explained why intent can drop and how to attract people who are actually looking for coverage, not just browsing. That gave me a few ideas I could test without blowing the budget.

From my experience, online insurance ads can still bring high intent leads, but only if expectations are realistic. They are not magic anymore. People are smarter, more cautious, and usually need more information before they commit. If ads match that mindset and speak to real concerns, the quality improves.

So yes, they can work, but only if you treat them like a conversation starter, not a quick sale. I am curious if others here are seeing the same pattern or if you found a different approach that works better.