Insurance marketing budget calculator
Plug in your agency's annual revenue and growth goal. Get a recommended monthly marketing budget and a channel-by-channel split — calibrated for independent insurance agencies.
Your numbers
Industry norms: solo producer ~$150K, small agency $500K–$1.5M, mid-size $1.5M–$5M.
Recommended monthly
$3,333
Annual marketing spend
$40,000
% of revenue
8%
Where the money goes
Suggested channel mix
Where 80% of insurance shoppers start. Compounds for free once you rank.
Earns rankings and gives Google fresh signals that you serve your area.
Cheapest cross-sell channel you own. ROI usually 30:1+.
Highest-margin leads in the industry. Pay for the system, not the lead.
Fastest, most expensive. Use only when organic baseline is solid.
Local PR. The link from the chamber site is worth more than the dollars.
How this calculator works
The benchmark percentages come from the U.S. Small Business Administration (which recommends 7–8% of revenue for businesses doing under $5M), Deloitte's CMO survey, and our own data across hundreds of independent insurance agencies.
The channel mix is opinionated for insurance specifically: it weights local SEO and referrals heavily because that's where independent agents win against direct writers like GEICO and Progressive — they can outspend you on TV, but they can't outrank you for "auto insurance [your town]" if you do the work.
One caveat: if you're brand new (under 12 months) and don't yet have a renewal book, push the "grow" or "aggressive" numbers — you need to buy your way into the market before the organic flywheel starts spinning.
Want help spending the content slice?
A week of local insurance content, in about a minute.
Agent Presence drafts local SEO posts and social captions tailored to your city, weather, and what's happening right now — for one flat price.
Built by Agent Presence · Free to share and embed · See more tools for agents.