Discussions

I’ve been wondering this for a while now. When it comes to Business Insurance Advertising, what kind of creatives actually get people to pay attention? It’s not exactly the most exciting topic in the world, so I used to think no creative would really “convert” that well. But after testing a few approaches, I realized some angles definitely work better than others.

At first, I made the mistake of treating business insurance ads like any other product ad. I tried polished stock photos, generic office backgrounds, and headlines that talked about “comprehensive coverage” and “tailored solutions.” Honestly, they looked professional, but they didn’t get much response. Clicks were low, and even the ones who clicked didn’t seem that interested.

The main problem I noticed is that business owners are busy. They don’t have time to decode fancy wording. If the ad doesn’t clearly show why it matters to them right now, they scroll past it. So I started testing simpler creatives. Instead of broad messages, I focused on specific situations. For example, ads that mentioned real risks like employee injuries, property damage, or client lawsuits performed better. It felt more real and relatable.

Another thing that surprised me was how well straightforward text-based ads worked. No dramatic visuals, just a clear headline like “Is Your Small Business Protected From Unexpected Claims?” paired with a short explanation. It didn’t look flashy, but it sparked curiosity. I think it works because it speaks directly to a fear or concern most business owners already have in the back of their mind.

I also tried adding short testimonials or quick scenario-based copy. Something like “A local café faced a $20,000 claim after a customer slipped. Their policy covered it.” That kind of example seemed to build trust without sounding salesy.

When I was researching ideas, I came across some useful insights about Business Insurance Advertising that reinforced what I was noticing. The main takeaway for me was clarity over creativity. In this niche, being clear and relevant beats being clever.

So if you’re testing creatives in this space, my personal advice is keep it simple. Focus on real risks, real examples, and clear benefits. Avoid overdesigned visuals and big promises. Business owners don’t need hype. They just want to know if you understand their risks and can help protect what they’ve built.

That’s what’s been working for me so far, but I’m curious what others have seen.