Which GEOs work best for advertising for insurance?
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I’ve been wondering about this for a while and figured I’d ask here because I know a lot of us are testing similar stuff. When it comes to advertising for insurance, everyone talks about targeting the “right GEOs,” but no one really explains it in plain terms. I kept asking myself the same thing: which countries actually work, and which ones just burn budget?
My biggest pain point early on was spreading things too thin. I tried running insurance ads in multiple countries at once, thinking more reach would automatically mean more leads. Instead, I ended up confused by mixed results. Some places showed clicks but no real interest. Others were expensive and didn’t convert at all. It felt like guessing rather than testing.
From my own trial and error, I noticed a few patterns. Tier 1 countries like the US, UK, Canada, and Australia usually showed stronger intent. People there already understand insurance products and actively search for them. The downside was obvious though the competition was tough and costs were higher. I got leads, but I had to watch spending closely.
Then I experimented with a few Tier 2 GEOs. Countries like India, the Philippines, and parts of Eastern Europe surprised me. The clicks were cheaper, and while the conversion rate was lower, the overall cost per lead sometimes made more sense. I also realized that the type of insurance mattered a lot. Health and life insurance seemed to do better in mature markets, while travel and basic coverage got more interest in emerging ones.
What didn’t work for me was blindly copying GEO lists from random blogs or forums. Just because a country worked for someone else didn’t mean it worked for my offer. Timing, ad message, and even local trust levels played a role. Once I slowed down and tested one region at a time, things became clearer.
A soft solution for me was focusing on a small group of GEOs and learning them properly instead of chasing every market. I also found it helpful to read practical breakdowns like this guide on advertising for insurance that explains how different regions respond and why. It didn’t feel salesy and helped me rethink how I was choosing locations.
At the end of the day, there’s no single best GEO for everyone. It’s more about matching the right country with the right insurance offer and being patient enough to test without panic. Curious to hear what GEOs others here have seen real results from.
