How Canadians research and buy life insurance in 2026
Canadian life insurance buyers do not move fast. The consideration cycle runs weeks to months. A parent who types "how much life insurance do I need with a mortgage in Ontario" into a search bar or an AI assistant is at the beginning of a research phase that will involve a licensed advisor, probably a conversation with their partner, and at least one comparison quote before anything is signed.
The distribution structure reflects that pace. Licensed financial advisors are the dominant closing channel for any meaningful coverage amount. Direct-to-consumer digital platforms (PolicyMe, LifeInsuranceCanada.com, Hardbacon) have built viable quote engines for simplified-issue term products, but the moment coverage complexity rises, an advisor conversation is legally and practically required. The MGA (Managing General Agent) layer sits between carriers and independent advisors, recruiting and supporting the advisor force that closes most Canadian life insurance. Lead generation in Canada is primarily the business of filling advisor pipelines, not driving frictionless digital checkouts.
The research journey forks by market. In Ontario and Alberta, where the private insurance market is most active and comparison tools have the most traction, a buyer might start on Google, run a quote on PolicyMe, and then book an advisor call. In British Columbia, a similar path applies. In Quebec, the French-language requirement shapes every touchpoint from the first search ad to the advisor's intake form, and the AMF (Autorite des marches financiers) enforces advertising standards with specific attention to clarity and non-misleading claims.
AI assistants have entered this research phase ahead of the comparison visit. A 34-year-old in Calgary who just signed a 25-year mortgage does not necessarily open Google first. They ask ChatGPT. The response they get structures the coverage question, explains term versus permanent life, and may reference specific considerations without naming a specific carrier. That pre-advisory conversation is where the content and entity strategy for Canadian insurers and MGAs now needs to compete.
The most common error in Canadian life insurance lead generation is treating the digital lead as a near-closed sale. A form fill on a term-life quote tool is a stage 02 or 03 signal. The advisor call is stage 04. The policy is issued at stage 05. Measuring cost per lead at stage 03 and declaring the campaign efficient, without knowing stage 04 conversion rates and ultimately cost per bound policy, produces an incomplete and often misleading picture of channel economics.
The lead-generation channel playbook for Canada
Four channels drive most Canadian life insurance lead volume. Each has a different role in the funnel, a different compliance profile, and a different cost structure. No single channel replaces the others.
Google Search
Search captures intent that has already formed. Someone typing "life insurance for self-employed Ontario" or "term life insurance quote Alberta" is 48 to 72 hours from an advisor conversation if the lead flow works correctly. The challenge is cost: life insurance terms in Canada are expensive on a cost-per-click basis, and the combination of high click costs and a multi-stage funnel to bound policy means campaigns that optimise only for form fills are often losing money they cannot see.
Google requires financial-services advertiser verification before life insurance ads serve in Canada. Per Google Ads policy on financial services, the process matches the advertiser's legal entity against the relevant provincial regulator's authorised-persons list. A licensed MGA or carrier in good standing with FSRA, AMF, or the relevant provincial body should clear in five to fifteen business days on a clean application. Build 30 days of buffer into any new campaign launch. The Google financial advertiser verification guide covers the documentation requirements in detail.
Keyword strategy for Canada maps to provincial intent signals. "Life insurance Toronto" and "life insurance Ontario" are high-volume entry points. "Life insurance Alberta" and "life insurance Calgary" show elevated search intensity among the self-employed and contractor segments that Alberta's resource-sector economy produces. "Life insurance Quebec" campaigns require French-language ad creative running in parallel, reviewed against AMF standards, with French text at equal prominence to any English version.
Meta (Facebook and Instagram)
Meta intercepts trigger-event audiences rather than capturing formed intent. Life-event signals (recently engaged, new parents, new movers, recently promoted) allow a life insurance campaign to reach people in the window where the coverage question becomes real, before they have thought to search. Meta's financial and insurance products advertising policy requires business identity verification and proof of regulatory authorisation for insurance advertisers in Canada. Ads cannot request personally identifiable or financial information inside the creative.
The demographic targeting that works for Canadian life insurance on Meta mirrors the trigger logic from the parent post on life insurance marketing globally: new parents, recently engaged, new homeowners, and professionals in the mid-30s age range who show mortgage or family-formation behavioural signals. Quebec audiences require French-language creative delivered at French prominence, not just an English ad served to a Quebec postal code.
Content and organic search
Content marketing for Canadian life insurance lead generation operates on a longer cycle than paid search but produces the most durable lead quality. An advisor or MGA who publishes substantive answers to real buyer questions ("how much life insurance does a family of four with a 25-year mortgage need in Ontario", "critical illness rider vs standalone CI policy Canada") builds an organic search position that does not decay when the ad budget stops. The same content, structured with Schema.org markup and clear factual claims, is the citation substrate for AI-answer-engine visibility.
The content advantage for small MGAs and independent advisors is real. A large carrier with a compliance-gated content process takes weeks to publish a single article. An advisor with a clear voice and practical knowledge of their province's market can publish five times faster. That velocity advantage compounds into a meaningful organic and AI-citation lead source over 12 to 18 months.
Referral networks
Referral is structurally the lowest-cost qualified lead source in Canadian life insurance, and the one most operators under-build systematically. Three referral categories matter.
- Mortgage broker referrals. When a Canadian household closes a first mortgage, the coverage need is calculable and the financial conversation is already open. A licensed life insurance advisor with a structured referral agreement with a mortgage brokerage captures some of the highest-intent life insurance leads available. FSRA and equivalent provincial bodies govern referral fee disclosure; the agreement must be documented and transparent.
- Financial planner cross-referrals. Fee-only financial planners who do not sell insurance products refer clients who need life coverage to licensed advisors. The trust transfer from a CFP or financial planner is high. These leads convert at above-average rates because the financial planning context has already framed the coverage need.
- Accountant and tax advisor referrals. Business owners discussing tax strategy with their accountant are often one conversation away from a key-person life insurance discussion. An advisor with a relationship inside an accounting firm has a steady source of business-owner leads that paid digital cannot replicate cost-effectively.
| Channel | Funnel stage captured | Lead quality | CASL / compliance note | Time to first lead |
|---|---|---|---|---|
| Google Search | Stage 02-03 (formed intent) | High intent, variable quality by keyword | Financial-services advertiser verification required; French creative mandatory for Quebec impressions | 30 days (verification lead time) plus campaign setup |
| Meta (trigger events) | Stage 02 (pre-intent interception) | Medium intent, high volume potential | Business identity and regulatory authorisation verification; French creative for Quebec audiences; no PII inside ad | 1 to 2 weeks for account clearance |
| Content / organic / AI-citation | Stage 02 (pre-advisory research) | High quality, lower volume near-term | CASL applies to any follow-up email; content itself does not require consent to publish | 3 to 6 months for organic traction; faster for AI citation if structured correctly |
| Referral networks | Stage 03-04 (warm, pre-close) | Highest quality; best conversion rate to bound policy | Referral fee disclosure required; no CASL issue if the referral is a personal introduction (not a commercial electronic message) | Relationship-build time of weeks to months; lowest ongoing cost once active |
| Comparison aggregators (PolicyMe etc) | Stage 03 (comparison) | Price-sensitive for simple term; higher quality for complex-need handoffs | Aggregator handles consent on their platform; insurer receives leads under aggregator's terms; PIPEDA still governs data handling | Days once listed; onboarding variable by platform |
The provincial compliance spine every Canadian operator needs
There is no single federal advertising regulator for life insurance in Canada. The compliance structure is provincial. Five regulators cover the five markets where most Canadian life insurance lead generation activity concentrates, plus the CLHIA national guidelines that all provinces treat as the self-regulatory baseline.
Ontario: FSRA
The Financial Services Regulatory Authority of Ontario (FSRA) governs life insurance agents and companies in Ontario. Life insurance advertising must be truthful, accurate, and not misleading. FSRA enforces CLHIA guidelines and publishes additional market-conduct guidance on unfair or deceptive practices. Google financial-services advertiser verification matches against FSRA's licensed-agents registry. Advisors must use FSRA-approved titles (e.g., Life Insurance Agent, not Financial Advisor, unless separately registered). Ontario is the highest-volume market for digital life insurance lead generation in Canada.
Quebec: AMF + Bill 96
The Autorite des marches financiers (AMF) governs life insurance in Quebec. AMF applies the CLHIA standards and enforces Quebec's own market-conduct rules. Bill 96 (the French Language Charter amendment, in force June 2022 for commercial advertising) requires that any advertisement addressed to the public be in French; if English is also used, French must be at equal or greater prominence. Every Google Search campaign, Meta ad, and landing page that serves Quebec postal codes must have a French-language version meeting this standard. A single English creative running nationally without a French Quebec stream violates the Charter requirement.
British Columbia: BCFSA
The BC Financial Services Authority (BCFSA) regulates life insurance agents and companies in British Columbia. Advertising must align with CLHIA guidelines and must not make misleading claims about coverage, premiums, or company strength. BC's private insurance market is active for life and group benefits, though ICBC holds mandatory auto coverage. Google verification for Canadian life insurance advertising may match against BCFSA's licensing register for BC-domiciled agents and companies.
Alberta: AIC
The Alberta Insurance Council (AIC) licenses life, accident, and sickness agents in Alberta. AIC enforces CLHIA guidelines provincially and publishes its own conduct bulletins for agents. Alberta's market is notable for its proportion of self-employed and contractor workers, creating an elevated search signal for term life and income-replacement products. AIC licensing status is the advertiser-verification reference for Google's financial-services process for Alberta-registered entities. Key-person cover and group benefits for small businesses are a productive adjacent lead category in Alberta's business-owner market.
| Province | Regulator | Key advertising rule | Language requirement | Google FSV reference registry |
|---|---|---|---|---|
| Ontario | FSRA | CLHIA guidelines enforced; truthful, non-misleading; correct title use by agents | English (no provincial French requirement) | FSRA licensed-agents registry |
| Quebec | AMF | CLHIA guidelines; AMF market-conduct rules; French at equal or greater prominence under Bill 96 | French mandatory; English permitted if French equally prominent | AMF licensed-agents registry (Registre des representants) |
| British Columbia | BCFSA | CLHIA guidelines; non-misleading claims on coverage, premiums, company strength | English (no provincial French requirement) | BCFSA licensed-agents registry |
| Alberta | AIC | CLHIA guidelines; AIC conduct bulletins; licensed status mandatory for advertising | English (no provincial French requirement) | AIC licensed-agents registry |
| All provinces | CLHIA (industry) | Voluntary guidelines treated as regulatory baseline: factual accuracy, no misleading comparisons, no prohibited claims (e.g., "guaranteed approval" without basis), clear product identification | Per province | N/A (industry guidelines, not a regulator) |
CASL, PIPEDA, and Quebec Law 25: the consent and data framework
Canada has one of the more demanding electronic marketing consent regimes of leapbuzz's five operational markets. CASL (Canada's Anti-Spam Legislation) has real enforcement teeth: the CRTC has issued fines reaching into the millions for systematic violations by larger senders. Life insurance operators running lead-nurture email and SMS sequences need to understand the consent framework before the campaign goes live, not after a complaint arrives.
CASL consent basics for life insurance lead generation
Every commercial electronic message (CEM) sent to a Canadian recipient requires either express or implied consent under Canada's Anti-Spam Legislation (CASL, S.C. 2010, c. 23). The definitions matter operationally.
- Express consent is obtained when a recipient actively opts in to receive commercial messages, at the point of a form fill, with a clearly worded unchecked checkbox (pre-ticked boxes do not create CASL express consent). Express consent does not expire under CASL, but the sender must be able to prove it was obtained, which requires a timestamp and a record of what was consented to.
- Implied consent from an existing business relationship applies for two years from the last commercial transaction between the insurer or advisor and the client. A policy renewal triggers a new two-year window. A lapsed client whose last policy expired more than two years ago without any subsequent transaction has passed out of the implied-consent window and requires express consent for a new commercial email campaign.
- Implied consent from an expression of interest applies for six months from the date a prospect filled in a web form requesting information or follow-up, downloaded a guide, or attended a webinar. This is the short-duration consent that governs most lead-nurture sequences for new prospects. A lead who fills in a quote form on 1 August 2026 gives implied consent until 31 January 2027 for email follow-up relevant to that enquiry. Beyond that date, the advisor needs fresh express consent or the emails stop.
Critical CASL error in life insurance lead generation: purchasing a lead list from a third party does not transfer consent. The lead aggregator's terms of service may say the leads were "opted in" to receive insurance communications, but CASL consent is not transferable under the legislation. Using a purchased list for email outreach without obtaining fresh consent from each recipient is a CASL violation regardless of what the list vendor's agreement says. Purchased lists are safe for telephone outreach (subject to DNCL compliance), not for commercial electronic messages.
PIPEDA and Quebec Law 25 for lead data
Personal information collected during life insurance lead generation, including name, email, phone number, age, province, and coverage interest, is governed by PIPEDA (Personal Information Protection and Electronic Documents Act) for federal and interprovincial contexts, and by Quebec's Law 25 (Bill 64) for Quebec-resident data.
PIPEDA requires collection only what is necessary for the stated purpose, meaningful consent at the point of collection, secure storage, and the ability to honour access and correction requests from individuals. The practical implication for a lead form: if you ask for a birthdate and health status alongside an email address, the "necessary for the stated purpose" test needs to be satisfied for each field. A preliminary interest form does not need the same fields as an underwriting application.
Quebec's Law 25 added stricter requirements phased in from September 2022 through September 2023. Privacy impact assessments are required for new personal-data projects. Breach notification to the Commission d'acces a l'information (CAI) must happen within 72 hours. Cross-border data transfers require explicit consent from Quebec residents and a written agreement with the receiving party outside Quebec. An insurance MGA that routes Quebec lead data through a US-based CRM without a documented data-transfer agreement and explicit consent is in Law 25 violation from the moment the first form is submitted.
| Consent type | Duration | Trigger | Proof required | Lead-gen implication |
|---|---|---|---|---|
| Express consent | Indefinite (until unsubscribe) | Active opt-in with unchecked checkbox; clear wording of what is being consented to | Timestamped record of consent including the exact wording presented | Best basis for long-duration nurture sequences; required for cold lead lists |
| Implied consent (business relationship) | 2 years from last transaction | Policy purchase, renewal, payment, claim that has been settled | CRM record of last transaction date by individual | Governs renewal and cross-sell outreach to existing policyholders; clock resets on each new transaction |
| Implied consent (expression of interest) | 6 months from expression | Web form fill, quote request, whitepaper download, webinar attendance | Timestamped record of the expression of interest | Short window for prospect nurture sequences; requires re-consent action before expiry for campaigns running longer than 6 months |
| Purchased list | No CASL consent | Third-party list acquisition | N/A | Cannot be used for commercial email or SMS without first obtaining express consent from each individual |
Advisor channel, referral networks, and MGA distribution
The advisor channel is where Canadian life insurance leads convert. Understanding the structure explains why lead generation programs that measure only online form fills are systematically undervaluing the channels that produce their best-converting leads.
How the MGA layer works and what it means for lead generation
An MGA (Managing General Agent) contracts with multiple life insurance carriers and provides distribution infrastructure for independent advisors: contracting, compliance training, product access, back-office support, and increasingly, lead generation programs. Advisors affiliated with an MGA are independent, not employees of the carrier or the MGA, which means their marketing activities are their own responsibility subject to their provincial license conditions and CLHIA guidelines.
For a carrier or MGA investing in digital lead generation, the leads flow to advisor pipelines. The lead quality is only as useful as the advisor's speed and follow-up discipline. Contact rates on web-generated life insurance leads drop steeply after the first 24 hours of a form submission, a pattern documented consistently across insurance lead-handling research. This is not a marketing problem. It is an advisor-operations problem that no amount of paid-search budget solves. Operators who invest in lead routing, speed-to-contact process, and advisor CRM discipline alongside the digital acquisition program see structurally better cost-per-bound-policy results than those who focus only on the top of the funnel.
Mortgage broker referral: the underserved channel
A Canadian household that just received a mortgage approval is in the clearest trigger window for life insurance of any moment in the financial year. The coverage need is explicit (income replacement to service the mortgage), the financial conversation is already open (the mortgage broker is a trusted guide), and the household is already in financial-decision mode. Mortgage broker referrals capture this moment structurally.
The referral arrangement must be documented. FSRA in Ontario, the AMF in Quebec, and equivalent provincial bodies require that any referral fee paid by a licensed insurance advisor to a non-licensed mortgage broker be disclosed to the client. The broker must not be unlicensed to sell insurance and must not receive compensation contingent on which carrier or product the client purchases. A clean referral agreement that discloses the fee, limits the broker to providing contact information, and has the licensed advisor manage all insurance advice and sales complies with the provincial frameworks.
The lead economics of a well-structured mortgage broker referral program typically compare favourably to paid search in mature markets, because the trigger is real, the lead has financial capacity, and the trust transfer from the broker is significant.
AI answer engines and the pre-advisory research shift in Canada
Canadian life insurance buyers are asking AI assistants questions that previously went to Google first. The shift is early but measurable in the composition of organic and direct traffic to life insurance educational content. The queries are conversational and specific: "how much life insurance do I need with a 25-year mortgage in Ontario", "is critical illness insurance worth it in Canada for a self-employed person", "what happens to my term life policy if I move provinces".
These are not queries that a comparison site quote tool answers. They are questions that require educational content, factual claims about product mechanics, and clear regulatory context. The carrier, MGA, or advisor whose public content answers them in a structured, citable format is the entity that appears in the AI-composed response. Carriers whose website content is built around product brochures and quote-capture forms are not visible at this stage of the research journey.
What determines AI citation for Canadian life insurance queries
Three factors drive AI-answer-engine citation for life insurance content in Canada, based on what retrieval-augmented generation (RAG) systems prioritise:
- Factual accuracy and specificity. An article that names the FSRA as the Ontario regulator, cites CASL's six-month implied-consent window accurately, and explains the CLHIA advertising guidelines by name is more likely to be cited than one that says "Canadian insurance is regulated by the government." AI retrieval systems favour content with named entities, specific figures, and verifiable regulatory references.
- Schema.org structured data. FAQPage, Article, and Speakable schema markup allow AI retrieval systems to identify question-and-answer pairs and read them directly. A page with five clearly structured FAQs on Canadian life insurance lead generation is more parseable than a 2,000-word article without structure.
- Entity consistency. An insurer, MGA, or advisor whose entity name, regulatory registration, and website domain are consistent across Google Business Profile, provincial regulator directories, and LinkedIn is more likely to be resolved as a credible entity by an AI knowledge graph. Entity ambiguity, where the business name on the website does not match the licensed-advisor registry name, suppresses citation confidence.
leapbuzz builds the schema layer, the educational content corpus, and the entity consistency signals for Canadian insurance operators as part of a visibility program. This is the structural lead-generation asset that compounds over time rather than declining when the ad budget stops. See the generative engine optimization playbook for the full technical framework.
Provincial market breakdown: Ontario, Quebec, Alberta, and BC
Canada's life insurance lead generation market is not uniform. Provincial economics, demographic profiles, and regulatory intensity differ enough that a national campaign built around one set of assumptions will underperform in at least two of the four major markets.
Ontario
Ontario is the highest-volume digital life insurance market in Canada. Toronto and the GTA concentrate a large proportion of search volume in term life, critical illness, and mortgage-protection queries. The demographic mix (high proportion of recent immigrants, young families, and first-time homeowners in the GTA corridor) creates strong trigger-event signals for life coverage. FSRA enforces licensed-advisor title requirements and CLHIA standards. Digital lead generation in Ontario through Google and Meta is the most developed of any province, and the most competitive on cost-per-click terms for advisors and MGAs bidding on the same intent keywords.
Quebec
Quebec requires French-language creative at equal prominence to English for any advertising addressed to the public. This is a hard operational constraint for any national campaign, not a best-practice suggestion. The AMF enforces it alongside the standard insurance advertising rules. Quebec's population is highly advisor-dependent for life insurance, with bancassurance and credit union (caisse populaire) channels playing a larger role than in other provinces. Comparison aggregator penetration is lower than Ontario, which increases the relative value of advisor referral networks and direct brand recognition in the province.
Alberta
Alberta's resource-sector economy produces a larger-than-average proportion of self-employed workers, contractors, and small business owners with coverage gaps. "Life insurance self-employed Alberta" and "key person life insurance Calgary" are productive keyword segments not as prominent in Ontario's more employment-diverse market. AIC licensing requirements apply. The advisor channel is proportionally larger here relative to comparison-site volume than in Ontario. Fort McMurray, Calgary, and Edmonton each have distinct income and risk-profile characteristics that inform creative and audience strategy for a provincial campaign.
British Columbia
BC's real estate market creates strong mortgage-protection life insurance demand in Metro Vancouver and Victoria. First-time buyers in high-property-value markets have larger mortgage exposures and, therefore, clearer coverage calculation anchors. BCFSA governs licensing and advertising. The province's population skews younger in Vancouver, which aligns with term-life trigger-event digital campaigns. Google financial-services advertiser verification for BC-domiciled entities matches against BCFSA's licensing registry. Comparison-site usage is growing but advisor-dependent for higher coverage amounts, consistent with the national pattern.
Lead generation compliance workflow for Canadian operators
A compliant Canadian life insurance lead generation program has to clear three separate compliance gates before a campaign serves: the platform gate (Google or Meta financial-services advertiser verification), the regulatory gate (provincial advertising standards and CLHIA guidelines), and the data gate (CASL consent and PIPEDA/Law 25 data handling). The common failure mode is running these in sequence when they can and should run in parallel, and discovering the slowest gate (usually platform verification) after the campaign was supposed to launch.
Confirm provincial licensing status for each market targeted
Every advisor or company advertised must be licensed in the province where the ad serves. Running a campaign geo-targeted to Ontario requires FSRA licensing; Quebec requires AMF registration. A national campaign requires review of the licensing footprint before the first ad is written.
Submit Google financial-services advertiser verification (per market)
Initiate this on day one of the campaign planning process. Verification takes 5 to 15 business days on a clean application. Discrepancies between the advertiser entity name and the provincial registry name extend this significantly. Canada is one submission; the match runs against relevant provincial registries for the geo targets selected.
Apply Meta financial-services business verification
Meta's process for insurance advertisers requires business identity verification and evidence of regulatory authorisation. Run this in parallel with the Google verification process, not after. For a Quebec campaign, the French-language creative must also be approved at the account level before serving.
Draft ad creative against CLHIA advertising guidelines
Review the CLHIA Guidelines for the Advertising of Life and Health Insurance Products before writing headlines. Prohibited formulations include "guaranteed approval" without basis, unsubstantiated premium comparisons, and any claim that implies broader coverage than the policy provides. Every headline and body copy variant should be signed off against the guideline categories before going to legal review.
Create French-language creative for Quebec impressions
For any campaign with Quebec geo-targeting, a French-language creative stream must be built with French at equal or greater text prominence than English. This applies to search ads, display creative, and landing pages. Bill 96 enforcement by the OQLF (Office quebecois de la langue francaise) applies to online commercial advertising in Quebec. The French creative must also meet AMF insurance advertising standards.
Configure CASL-compliant consent capture on lead forms
Every web form that collects contact information for follow-up email or SMS must present a clear CASL-compliant consent checkbox (unchecked by default) with wording that specifies the sender, the type of communications, and the right to withdraw consent. The timestamp and consent wording version must be recorded at the individual lead level in the CRM. Six-month implied consent from form fill applies only if no commercial electronic message is sent until after the form is submitted; the sequence matters.
Configure PIPEDA and Law 25 data handling for Quebec lead data
Document what personal data is collected on each form and why each field is necessary. For Quebec residents, conduct a privacy impact assessment if the lead data flows to a new system or crosses a border. Confirm that any US-based or offshore CRM used to store Quebec lead data has a documented data-transfer agreement and that the consent wording at form submission covers cross-border transfer explicitly.
Set up lead routing to advisor pipeline with speed-to-contact measurement
Route inbound leads to the relevant provincial advisor within a defined SLA (one to four hours is the target for high-intent search leads). Measure contact rate at 24 hours, 48 hours, and 7 days. If contact rate at 24 hours falls below 60%, the campaign cost per bound policy will be materially worse than the cost-per-lead metric suggests. Speed-to-contact is the operational variable that determines whether digital lead generation economics work for a Canadian life insurance advisor or MGA.
leapbuzz builds this compliance workflow as part of the lead generation architecture, not as a separate audit after the campaign is running. The verification lead times, consent configuration, French-language creative, and CRM routing are planned in week one, not discovered at launch. Canada is a live expansion market for leapbuzz: we have active Bing Search Ads data showing real Canadian buyer queries in the life insurance and insurance marketing categories, and we are building the infrastructure to serve Canadian operators across all five steps of the purchase journey.
For the full multi-market life insurance marketing framework, including the other four markets in leapbuzz's footprint, see the parent post on life insurance marketing globally. For the renewal and retention layer on top of lead generation, see insurance renewal marketing automation. For compliant video advertising as part of a Canadian campaign mix, see compliant video advertising for insurance brands. For the Google verification process in detail, see Google financial advertiser verification.