Negative keywords for insurance agencies
Insurance ads overlap with job postings for agents and adjusters, a large DIY comparison-shopping segment that never talks to a human, and adjacent financial services that use similar vocabulary. This list filters out all three.
Why negative keywords matter for insurance agencies
Insurance is a heavily recruited industry, so 'insurance agent jobs' and 'claims adjuster jobs' searches share enough wording with policy-shopping searches that broad match will blend them together without negatives.
A large share of insurance searchers specifically want a self-service comparison tool rather than an agent conversation, and other financial-services categories — mortgage, tax prep, financial planning — frequently appear in the same keyword universe but need a different kind of professional.
The full list
39 terms. Review each one before adding — remove anything you actually sell.
Jobs and careers
- insurance agent jobs
- insurance sales careers
- claims adjuster jobs
- insurance agent salary
- underwriter jobs
- insurance broker jobs near me
- insurance customer service jobs
- insurance agency hiring
- licensed agent jobs
- insurance recruiter
DIY and free
- diy home insurance comparison
- free insurance quote calculator
- how to file claim yourself
- free insurance comparison tool
- diy renters insurance
- compare insurance without agent
- free insurance calculator app
- diy life insurance calculator
- how to lower premium yourself
- free insurance advice forum
Education and training
- insurance license course
- how to become an insurance agent
- insurance exam study guide
- series 6 license
- insurance continuing education
- insurance broker certification
Wrong service
- health insurance marketplace
- medicare enrollment
- title insurance company
- warranty company
- insurance claims lawyer
- bail bonds
- financial advisor
- mortgage broker
- real estate agent
- tax preparer
- car dealership warranty
- pet insurance only
- travel insurance only
Competitors (add your own)
Add the names of local competitors you don't want to pay for. Review these case by case.
If you specialize in Medicare plans, remove 'medicare enrollment' from your list and treat it as a core keyword instead.
How to add these in Google Ads
- Sign in to Google Ads and open the campaign you want to protect.
- Go to Keywords, then Negative keywords, and click the blue plus button.
- Choose whether to add them to this campaign, an ad group, or a negative keyword list you can share across campaigns.
- Paste the terms, one per line. Remove any you actually want to show for first.
- Click Save. Check the search terms report again after a week or two to see what's still getting through.
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Frequently asked questions
Why exclude comparison-tool searches?
Those searchers specifically want a self-service rate comparison, not a conversation with an agent.
Is 'financial advisor' really a wrong-service term?
Yes, unless your agency also offers investment advice — otherwise it's a different license and service entirely.
Should I exclude 'insurance claims lawyer'?
Yes — people searching that phrase are looking for legal representation after a disputed claim, not a new policy.
Related guides and tools
- Negative keyword list generator — A ready-to-copy negative keyword list for your industry.
- How to add negative keywords in Google Ads — Step-by-step: how to add negative keywords in Google Ads at the ad group, campaign or list level, and how to avoid blocking good traffic by mistake.
- Which Google Ads search terms are wasting your money — How to find the search terms wasting your Google Ads budget, group them into patterns, and exclude them with negative keywords without blocking real customers..
- Google Ads audit for insurance agencies — Claims searches, general research and career searches are the usual leaks.
Sources
Last updated · Written by the Claritad team (Kyle Edward Gilligan LLC). Claritad is independent software and is not affiliated with or endorsed by Google.