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Insurance Billboard Ad Ideas and Examples

What’s unique about insurance billboards?

Insurance is bought from whoever comes to mind first, and that is usually the name people have driven past for years. Billboard advertising keeps an agent visible across the whole area they write policies in.

Insurance is one of the few things people buy from a brand they already know and a person they don't. That's what half this page is about. Three of these six boards are a national logo with one agent's name, phone number, and town next to it. The brand has already done the convincing, so all that's left to settle is who to call.

The other three are independents, and two of them go the other way entirely. Instead of talking to everyone with a car, they pick one group, say so out loud, and stand the board where that group already is. Bikers in Sturgis. Truck drivers in Jurupa Valley. A narrow board on the right road beats a broad one anywhere.

Jump to an example
  1. The headline knows you're driving
  2. Everybody knows GEICO, nobody knows Plymouth
  3. Forbes said it, not the agent
  4. Health coverage for bikers, in Sturgis
  5. Renters, not homeowners
  6. No pitch, just a phone number

1The headline knows you're driving

ProSurance insurance billboard campaign in Atlantic City, NJ
ProSurance insurance billboard campaign in Atlantic City, NJ, installed See it on the road Atlantic City, NJ
Advertiser
ProSurance
Format
Bulletin
Market
Atlantic City, NJ
Ran
January 2022

Why it works

Driving right now, with no insurance? only works on a billboard, because it describes what the reader is doing at the exact moment they read it. No other ad can do that. It also sorts the road hard. Anybody it applies to knows in the first second, and everybody else reads straight past. The phone number is the biggest thing on the board and the only red on it, so the one thing to act on is the first thing you see. The web address gets its own corner panel for people who would rather look it up than call.

The idea you can borrow

A billboard is the only place you can describe what somebody is doing while they're doing it. If your line only makes sense to a person behind the wheel, this is the medium that makes it land.

2Everybody knows GEICO, nobody knows Plymouth

BELCO P&C insurance billboard campaign in Wareham, MA
BELCO P&C insurance billboard campaign in Wareham, MA, installed See it on the road Wareham, MA
Advertiser
BELCO P&C
Format
Poster, static
Market
Wareham, MA
Ran
June 2026

Why it works

Everybody already knows GEICO. What nobody knows is that there's a local office in Plymouth with a person sitting in it. So the board says We're Here in two words and spends everything else on what the brand can't supply: Jeff Belz's face, his name, and his phone number. The gecko handles all the recognition for free, which is why it can sit in the corner and wave. Plymouth, MA is set as large as the GEICO logo, so the town counts for as much as the name.

The idea you can borrow

If you're selling a brand people already know, don't spend the board on the brand. Spend it on the thing only you can say, which is that you're down the road and this is your number.

3Forbes said it, not the agent

Blake Newton - Country Financial insurance billboard campaign in Denison, IA
Blake Newton - Country Financial insurance billboard campaign in Denison, IA, installed See it on the road Denison, IA
Advertiser
Blake Newton - Country Financial
Format
Bulletin
Market
Denison, IA
Ran
December 2024

Why it works

The strongest thing on this board is that the agent isn't the one making the claim. Forbes' #1 Ranked Life Insurance names a source people recognize, so it reads as a fact instead of a boast. Life insurance is the other phrase earning its place, because it narrows the board to one product rather than advertising insurance in general. Blake Newton's photograph takes the left third at full height, and his name, phone number, and email run underneath in that order, smallest last. White on Country Financial green carries from a distance, so the logo in the corner only has to confirm what you already read.

The idea you can borrow

A rating somebody else gave you beats any adjective you can write for yourself. Name the source, because the source is the part people believe.

4Health coverage for bikers, in Sturgis

Apollo Insurance Group Inc. insurance billboard campaign in Sturgis, SD
Apollo Insurance Group Inc. insurance billboard campaign in Sturgis, SD, installed See it on the road Sturgis, SD
Advertiser
Apollo Insurance Group Inc.
Format
Bulletin
Market
Sturgis, SD
Ran
July 2023

Why it works

This headline would be a mistake almost anywhere else. Affordable health coverage for bikers talks to one group and ignores everybody else, which only works because the board stood in Sturgis in the weeks before the rally, on a road running past a campground. In that one spot it's the most relevant board on the road. BikersHealthInsurance.com does three jobs at once, naming the audience, the product, and the thing to remember, and it's set as large as the headline. Chrome eagles and a bell charm are the audience's own visual language rather than an insurance company's. Two short lines at the bottom, national coverage and accident protection, answer what a rider from out of state would actually want to know.

The idea you can borrow

A narrow audience is only a problem if the board is in the wrong place. Put it where those people gather and the narrowest headline on the road becomes the most useful one.

5Renters, not homeowners

Timi Adeyemo State Farm Insurance insurance billboard campaign in Oakland, CA
Timi Adeyemo State Farm Insurance insurance billboard campaign in Oakland, CA, installed See it on the road Oakland, CA
Advertiser
Timi Adeyemo State Farm Insurance
Format
Poster
Market
Oakland, CA
Ran
March 2022

Why it works

Nearly every insurance board in the country pairs auto with home. This one pairs it with renters, and that single word is the whole decision. It's written for Foothill Boulevard in Oakland, where plenty of the people driving past rent, and an auto and home board would be talking straight past them. The slab serif on that line separates it from the headline above, so you take in the claim first and then the specific thing on offer. Timi Adeyemo's name and number share one line at a size you can read at speed, with the license number below. The red is State Farm's own, so the board is doing brand work before you've read a word of it.

The idea you can borrow

Change one word to match who actually lives on that road. Auto and home and auto and renters are the same board until you look at the neighborhood, and then only one of them is talking to anybody.

6No pitch, just a phone number

Christian Charles Insurance Services insurance billboard campaign in Mira Loma, CA
Christian Charles Insurance Services insurance billboard campaign in Mira Loma, CA, installed See it on the road Mira Loma, CA
Advertiser
Christian Charles Insurance Services
Format
Junior Poster
Market
Mira Loma, CA
Ran
August 2023

Why it works

There's no claim anywhere on this board. Nothing about rates, nothing about service, nothing about how long they've been in business. Just trucking and transport, a photograph of a truck at speed, and a phone number set bigger than everything else combined. That's the right call for a buyer who is going to ring rather than fill in a form, and it works because of where the board stood, in Jurupa Valley, where the roads run past warehouses and truck yards. Two words do all the qualifying. If you don't run trucks, you know instantly the board isn't for you.

The idea you can borrow

When your buyer picks up the phone rather than filling in a form, make the number the biggest thing on the board. Everything else is just proof the board is for them.

What the best insurance billboards have in common

Every campaign above ran through Alluvit Media. We secured the space, the board went up, and we photographed it after install, so these are real boards on real streets rather than concept art. Looking across them, the same handful of things keep showing up:

  • One idea. Carried in few enough words to land in the seconds a driver actually has.
  • Type you can read at distance. Heavy enough letters, real contrast behind them, and one color that pulls the eye where it needs to go.
  • Built for a billboard. Work that could only be a billboard, rather than a print ad or a social post enlarged to fit one.
  • One thing to do next. A website, a phone number, or an address, set large enough to remember.
  • It sounds like the advertiser. Creative that sounds like the business behind it and says what they actually wanted said.
  • The right road. A board on a road the right audience already drives, with a message built for that market.

Free design support when you need it

Don't have a graphic design team? No problem. Our designers will create an attention-grabbing ad at no extra cost. All we need from you is a logo and a rough idea of what you want to say.

Some of the advertisers above sent us their own artwork, and that's fine too. Either way, we compare your design to the specs of the actual board to ensure its resolution and that it reads well from the road. We're checking that it holds up after dark, that the type is big enough to catch from that far back, and that there aren't more words than a driver has time for.

Common questions

How much does an insurance billboard cost?

It depends on the market, the format, and how long you run, which is why we built a billboard cost calculator that gives you a real number instead of a range. Put in a city and a budget and it'll show you what that buys.

How many words should a billboard have?

Seven or fewer is the number most of the boards above land on. A driver gets somewhere between four and six seconds, and that has to cover the message, the brand, and where to go next. The campaigns that read fastest are the ones that picked one idea and let the design carry the rest.

Can we use one of these designs?

The artwork belongs to the advertiser who ran it, so treat these as reference rather than templates. The ideas underneath them travel perfectly well. If you want us to design yours, that comes at no extra cost, and if you'd rather supply your own artwork we'll check it against the specs for the board either way.

Ready to run your own campaign?

Tell us the market and the budget, and we'll come back with what it buys.

Request your proposal

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