Pendwell Life/Reports/Lead costs, September 2026
What agencies bid for a life insurance lead click in Google Ads — 88 keywords, September 1, 2025 - August 31, 2026. This is the latest edition.
How much does a life insurance lead click cost?
Across 88 life insurance lead keywords in Google Keyword Planner for September 1, 2025 - August 31, 2026, the median top-of-page bid in the United States was $16.81 a click, ranging from $8.89 to $48.89. Half the keywords sat between $14.18 and $23.17. That is the price of one visitor — not one lead, and not one policy.
| Top-of-page bid, high range | Per click |
|---|---|
| Lowest | $8.89 |
| 25th percentile | $14.18 |
| Median | $16.81 |
| 75th percentile | $23.17 |
| Highest | $48.89 |
On the low side of Keyword Planner's range, the median was $5.27. The head term, life insurance leads, ranged $5.17 to $16.04 at high competition.
A click has to become a lead, the lead an appointment, the appointment an issued policy. At an illustrative 10% / 50% / 20% funnel — 1% end to end, so 100 clicks — the median bid comes to about $1,681 of media cost per issued policy. Those rates are an illustration, not a benchmark: run your own, and the argument is here.
All 88 keywords in this edition, sorted by the high end of the bid range.
| Keyword | Low | High | Competition |
|---|---|---|---|
| best life insurance lead sources | $11.74 | $48.89 | High |
| life insurance leads direct | $7.87 | $40.15 | High |
| real time life insurance leads | $4.68 | $37.07 | Medium |
| lead vendors for life insurance | $9.37 | $36.50 | Medium |
| life insurance lead providers | $4.29 | $30.83 | High |
| life insurance lead generation | $8.57 | $30.45 | Medium |
| life insurance lead programs | $8.59 | $28.39 | Medium |
| insurance live transfer leads | $6.84 | $28.21 | High |
| life insurance lead generation system | $8.69 | $27.98 | High |
| life insurance and annuity leads | $10.45 | $27.65 | High |
| live insurance leads | $6.00 | $27.27 | High |
| best annuity lead companies | $7.50 | $26.95 | High |
| life insurance lead sources | $4.70 | $25.50 | High |
| medicare supplement leads generation | $7.50 | $25.00 | Medium |
| high intent life insurance leads | $5.77 | $24.51 | High |
| life insurance agent leads | $6.56 | $24.41 | High |
| life insurance leads for agents | $6.56 | $24.41 | High |
| insurance life leads | $7.70 | $24.09 | High |
| life insurance lead vendors | $6.67 | $23.33 | High |
| best way to generate life insurance leads | $5.27 | $23.26 | High |
| best way to get life insurance leads | $5.27 | $23.26 | High |
| best exclusive life insurance leads | $5.97 | $23.21 | High |
| best life insurance lead vendors | $8.96 | $23.04 | High |
| affordable life insurance leads | $4.09 | $21.49 | High |
| cheap life insurance leads | $4.09 | $21.49 | High |
| low cost life insurance leads | $4.09 | $21.49 | High |
| get life insurance leads | $7.64 | $21.16 | High |
| best life insurance leads for agents | $7.63 | $20.89 | High |
| annuity lead companies | $9.06 | $20.83 | Medium |
| life leads | $6.02 | $20.66 | Low |
| best life insurance lead companies | $5.50 | $19.87 | High |
| life insurance leads for sale | $6.01 | $19.62 | Medium |
| final expense insurance lead | $6.88 | $19.55 | High |
| aged life insurance leads | $6.22 | $19.07 | Medium |
| aged leads life insurance | $5.39 | $18.84 | High |
| life insurance lead generation companies | $8.81 | $18.83 | Medium |
| best place to buy life insurance leads | $4.99 | $18.18 | High |
| free life insurance leads | $6.16 | $17.82 | High |
| quality life insurance leads | $7.20 | $17.77 | High |
| final expense life insurance leads | $6.50 | $17.05 | High |
| term insurance leads | $5.25 | $16.93 | High |
| term life insurance leads | $5.25 | $16.93 | High |
| buy life insurance leads | $5.00 | $16.85 | High |
| purchase life insurance leads | $5.00 | $16.85 | High |
| best life insurance leads | $5.26 | $16.77 | High |
| good life insurance leads | $5.26 | $16.77 | High |
| smart financial life insurance leads | $5.44 | $16.60 | Medium |
| iul leads | $5.20 | $16.55 | Medium |
| free life insurance leads for agents | $5.23 | $16.23 | High |
| inbound life insurance leads | $5.16 | $16.08 | Medium |
| annuity leads for sale | $3.78 | $16.05 | Medium |
| life insurance leads | $5.17 | $16.04 | High |
| aged mortgage protection leads | $4.74 | $15.96 | Medium |
| mortgage life insurance leads | $4.59 | $15.96 | High |
| mortgage protection leads for sale | $5.24 | $15.96 | High |
| everquote life insurance leads | $6.97 | $15.93 | Low |
| exclusive life insurance leads | $5.14 | $15.64 | Medium |
| buy life insurance leads online | $6.49 | $15.55 | High |
| buy aged life insurance leads | $4.94 | $15.54 | High |
| mortgage protection life insurance leads | $5.25 | $15.29 | High |
| term life leads | $4.81 | $15.29 | Medium |
| life and health insurance leads | $4.68 | $14.74 | High |
| warm life insurance leads | $4.01 | $14.66 | High |
| aged direct mail leads | $5.76 | $14.63 | Medium |
| live transfer mortgage protection leads | $3.68 | $14.62 | Medium |
| life settlement leads | $3.84 | $14.25 | High |
| best live transfer life insurance leads | $4.51 | $14.15 | High |
| live life insurance leads | $3.72 | $14.04 | High |
| $1 life insurance leads | $5.71 | $13.66 | High |
| high quality life insurance leads | $5.71 | $13.58 | High |
| mortgage protection insurance leads | $3.55 | $13.42 | High |
| whole life insurance leads | $6.51 | $13.34 | High |
| family first life leads | $4.56 | $12.75 | Medium |
| live transfer final expense leads | $5.00 | $12.38 | Medium |
| live transfer life insurance leads | $4.49 | $11.91 | High |
| life insurance companies that provide leads | $2.64 | $11.82 | Medium |
| live transfer annuity leads | $7.24 | $11.39 | High |
| exclusive life leads | $3.32 | $10.87 | High |
| best life insurance leads to buy | $3.91 | $10.86 | Medium |
| annuity insurance leads | $4.90 | $10.75 | Medium |
| final expense live transfer | $3.60 | $10.35 | Medium |
| spanish final expense leads | $2.40 | $10.35 | High |
| spanish life insurance leads | $4.55 | $10.35 | High |
| scott brooks annuity leads | $5.74 | $10.16 | Medium |
| warm transfer life insurance leads | $6.71 | $9.95 | High |
| life insurance leads cost | $3.27 | $9.04 | Low |
| local life insurance leads | $5.42 | $8.93 | High |
| life insurance live transfers | $3.12 | $8.89 | Medium |
A bid is not a price paid. Keyword Planner reports what advertisers are bidding to appear at the top of the page. It is a floor on the price of a click, not a record of what anyone was charged.
Search volume here is too coarse to rank by. Without an active spending campaign, Keyword Planner reports volume in buckets rather than counts. In this export 219 of 254 keywords (86%) read exactly "50", and only 4 distinct values appear at all. This index therefore reports bids only and ranks nothing by volume.
Pendwell, Life insurance lead cost index, September 2026. https://pendwell.com/life/reports/lead-costs/2026-09/
The index is refreshed from a new export each quarter, and every edition keeps its own address, so a figure quoted from this page stays checkable after a newer one is published. If something here looks wrong, tell us.
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