Health Insurance Has the Highest CPC in Insurance.
Smart Brokers Aren't Paying It.
At $99.85 per click for top keywords, health insurance paid search is a losing game for most brokers. The winners are building year-round organic presence, running targeted campaigns during enrollment windows, and turning seasonal chaos into a systematic growth engine.
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What the Data Says About Health Insurance Marketing in 2026
Live market data from government and public sources. Updated weekly via DataPulse.
Referral partnerships with HR consultants and CPAs deliver the cheapest, highest-quality leads. SEO compounds year-round while paid search spikes during AEP.
Group plans are the highest-value clients by far. Brokers who specialize in small business health insurance build the most stable agencies.
Why Most Health Insurance Brokers Feast During AEP and Starve the Rest of the Year
"Every time we work with a health insurance broker, the same patterns show up..."
What They Think
What's Actually Happening
How Does Your Brokerage Compare?
Benchmarks compiled from government data and industry sources. Updated weekly.
| Metric | Bottom 25% | Median | Top 25% | Yours |
|---|---|---|---|---|
| Annual Revenue | $55K | $110K | $220K+ | -- |
| Enrollments Per Year | 120 | 300 | 600+ | -- |
| Cost Per Lead | $48 | $25 | $12 | -- |
| Lead-to-Enrollment Rate | 6% | 14% | 25% | -- |
| Avg Commission | $180 | $250 | $350 | -- |
| Retention Rate | 70% | 82% | 90% | -- |
| Google Reviews | 6 | 20 | 45+ | -- |
| Website Conversion Rate | 0.4% | 1.6% | 3.5% | -- |
Want to see exactly where you stand?
Get Your Free ScorecardHow to read this: If your lead-to-enrollment rate is below 6% or your retention is below 70%, you have a follow-up process and client experience problem -- not a lead volume problem.
From $45K/yr to $130K/yr in 7 Months
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This Is for You If
- You're a health insurance broker or navigator with seasonal revenue swings
- You want to build year-round lead generation, not just AEP campaigns
- You're losing enrollees to online marketplaces
- You're ready to invest in a 12-month content strategy
This Is Not for You If
- You only want to market during open enrollment
- You're looking for $100 CPC Google Ads campaigns
- You expect results without creating educational content
- You're not willing to invest outside of enrollment windows
Book a 30-min Health Insurance Strategy Session (free).
We pull your market data -- your area, competitors, opportunity gaps.
You get a custom Market Report -- yours to keep, no strings attached.