B2B Insurance Marketing Built for MGAs, Carriers, and Insuretech Growth

Property and casualty insurance marketing is highly specialized. Different programs require different audiences, messaging, and targeting strategies.

We've worked across:

• Specialty MGA programs
• Wholesale distribution
• Program business
• Insuretech platforms
• Carrier growth initiatives
• Agent and broker recruitment campaigns

Our experience allows us to understand:

• Which brokers are likely to write specific classes of business
• How brokers research new markets
• What messaging drives submission activity
• How to structure campaigns around appetite and production goals

The result is more qualified activity without wasted impressions.

Audience quality determines campaign performance.

Over the last 15 years, we've built one of the largest verified databases of independent P&C insurance brokers in the market. This first-party data is the foundation of every campaign we execute.

Our audience data includes:

• Broker and agency verification
• Lines of business written
• Geographic targeting
• Agency size and specialization
• Behavioral and engagement data
• Submission interest signals

This allows us to precisely identify brokers most likely to produce submissions for specific programs with campaigns focused on brokers who actually fit the appetite of the client.

Every insurance campaign is built around a specific business objective.

That may include:

• Increasing submissions in a niche class of business
• Expanding agency appointments in a target state
• Driving awareness for a new MGA program
• Generating direct insured leads for specialty products

We structure campaigns to align audience targeting, creative messaging, and distribution channels around those goals.

For brokers, campaigns focus on:

• Appetite fit
• Ease of doing business
• Speed to quote
• Program differentiation

For insureds, campaigns focus on:

• Industry-specific pain points
• Coverage gaps
• Risk awareness
• Quote generation and lead capture

This creates more relevant engagement and stronger conversion potential.

Modern insurance marketing requires more than email blasts and banner ads. We build coordinated campaigns across multiple channels to maintain visibility throughout the decision-making process.

Search Marketing

We leverage search campaigns targeting brokers and insureds actively researching coverage solutions, markets, and insurance partners.

This captures high-intent traffic already looking for answers.

Programmatic Advertising

Programmatic campaigns allow us to place messaging in front of highly targeted broker and insured audiences across industry websites, publications, and digital platforms.

This extends reach while maintaining precision targeting.

URL Retargeting

Using URL retargeting, we can target brokers or insureds based on the websites they visit.

For example:

• Industry publication readers
• Competitor website visitors
• Agency management platform users
• Niche industry resource visitors

This creates highly relevant audience segments based on demonstrated interest.

Behavioral Targeting

Behavioral targeting uses engagement signals and online activity patterns to identify likely prospects.

This helps prioritize:

• Active insurance shoppers
• Brokers researching new markets
• Agencies expanding into specific lines of business

The result is more efficient campaign spend and stronger lead quality.

Retargeting Campaigns

Insurance decisions rarely happen on the first interaction.

Retargeting keeps your brand visible after:

• Website visits
• Content engagement
• Form submissions
• Ad interactions

This increases familiarity and keeps programs top-of-mind during longer decision cycles.

Video Targeting

Video campaigns help explain complex programs quickly while building trust and recognition.

We use video targeting to:

• Introduce new insurance programs
• Highlight appetite and coverage advantages
• Support broker recruitment efforts
• Increase engagement with insured audiences

Combined with our first-party audience data, video becomes a highly targeted awareness and engagement tool.

Every campaign we execute is fully tracked from end-to-end.

We configure and optimize clients' Google Analytics 4 (GA4) environments to provide deep visibility into:

• Traffic sources
• Broker engagement behavior
• Submission paths
• Lead conversion activity
• Campaign attribution

This gives clients clear insight into what's happening throughout the funnel—not just surface-level metrics.

Our reporting focuses on:

• Submission-driving activity
• Audience performance
• Funnel optimization opportunities
• Cost efficiency and engagement quality

The goal isn't simply generating clicks. It's building measurable submission growth.

At SearchworxX and IMX, we understand that successful insurance marketing depends on targeting the right audience with the right message at the right time.

That's why everything we do is built around:

• Verified first-party data
• Precise broker and insured targeting
• Multi-channel campaign execution
• Full-funnel tracking and optimization

Because in insurance marketing, growth doesn't come from reaching everyone.

It comes from reaching the right brokers and insureds—and turning those connections into submissions and long-term business growth.