Compare-and-quote for a purchase people avoid

Policygenius puts the quote form directly under the headline, then uses the rest of the page to educate the visitor who is not ready yet: what life insurance is, the types, and a needs calculator that ends in the same form.

Multi-step lead formGoogle Ads

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policygenius.com/life-insurance/

What we’d improve

Conversion opportunities we would validate with controlled experiments, not cosmetic opinions.

Sharpen first-screen message match

For Policygenius, turn “Compare-and-quote for a purchase people avoid” into a dedicated Google Ads hero variant. Carry the ad’s exact promise into the headline, supporting proof, and one primary CTA without introducing a broader second story above the fold.

Why we’d test it

A tighter promise-to-page transition will reduce the orientation work required after the click.

Measure: Hero CTA rate by campaign and ad group

Reduce first-step commitment

Begin with one easy, outcome-oriented field. State what the visitor receives and how their data is used before asking for contact information.

Why we’d test it

A lower-friction first commitment will increase starts without sacrificing downstream qualification.

Measure: Form start and completion rate

Upgrade decision-stage proof

Policygenius should show state-specific price context, coverage exclusions, and the exact handoff from estimate to binding quote. Put the strongest evidence immediately after the hero and repeat the relevant proof beside the final CTA.

Why we’d test it

Specific, proximate evidence will answer the highest-risk objection before it becomes a reason to leave.

Measure: CTA conversion after proof exposure

Why it works

The form asks for three low-effort inputs above the fold, so the first step feels like a search rather than an application.
Explainer cards catch the “not sure where to start” visitor and keep them on the page instead of back in Google.
The coverage calculator turns a research visit into a personalized result, and the result leads into the quote.

Built for clicks from

life insurance quotesterm life insurancehow much life insurance do I needbest life insurance companies

If this page were dynamic

Pre-select the policy type from the keyword so a “term life” search never sees a generic form.
Lead with the calculator for research queries and with the quote form for buying queries.
Reorder the explainer cards around the life event in the ad, such as a new baby or a new mortgage.

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