Health Insurance
Google Ads Management

Yes. Google requires FCA authorisation or appointed representative status for all UK health insurance advertising. Since 2022, you must complete Google's Financial Services Verification programme. The FCA amended or withdrew 19,766 financial promotions in 2024 — a 97.5% year-on-year increase. We handle verification and ensure every campaign element meets ICOBS 2.2 and Consumer Duty requirements.

Competitive health insurance terms range from £10–£50 per click. Our optimisation typically reduces effective CPC by 40–60% through quality score improvement, match type strategy, and negative keyword management. Our average client pays £3.44 CPC — 89% below the industry benchmark.

Yes — this is a core specialism. Comparison sites (CompareTheMarket, MoneySuperMarket, GoCompare, Confused.com) control 55–70% of new health insurance business from search. But direct PPC leads consistently achieve lower CPA and significantly higher renewal rates. We've helped multiple health insurance clients build profitable direct acquisition channels.

First data within one week. Measurable improvements in cost and lead quality by month one. Full Smart Bidding optimisation (which requires 30+ conversions per month) takes 2–3 months. We're honest about this — and we show you what's improving every step of the way.

Yes — but with completely different campaign structures. Individual PMI targets high-intent personal searches; corporate health insurance needs B2B targeting (company size, industry, decision-maker role). We run separate campaigns with separate budgets, ad copy, and landing pages for each.

Absolutely. Dental insurance is an underserved PPC niche with very low competition. Critical illness has high lifetime policy values that justify careful, long-cycle remarketing. We manage both with the same rigour we apply to PMI.

Individual PMI campaigns need a minimum of £2,000–£3,000/month in ad spend to generate enough conversion data for meaningful optimisation. Corporate and group health can work at lower budgets due to higher per-policy values. Below £1,500/month, campaigns can run but Smart Bidding won't have sufficient data to function properly. We'll give you an honest forecast based on your specific verticals and targets before you commit anything.

NHS waiting times are the primary demand driver for private medical insurance — and they vary significantly by specialty and region. We monitor NHS waiting list data and align campaign budget modifiers, messaging, and landing page emphasis accordingly. During periods of high NHS pressure in specific regions or specialties, we scale spend and sharpen messaging around wait times. This is one of our core health insurance PPC differentiators.

Yes — with a completely separate approach. Corporate and group health insurance is a B2B sale targeting HR directors, finance directors, and company owners rather than individuals. We use LinkedIn-informed audience signals within Google Ads, target by company size and industry, and build messaging around the employer value proposition rather than personal health concerns. B2B and B2C health insurance should never share a campaign structure.

HeroSEO is the UK's leading specialist PPC agency for private health insurance providers and brokers, delivering targeted Google Ads campaigns that drive qualified PMI enquiries while meeting FCA advertising standards. We work across individual health insurance, group schemes, and international health cover — with average costs per enquiry consistently below industry benchmarks.