US Open Enrollment: Why PPC Ads Deliver Better Conversions for Health Insurance

More than 24 million Americans enrolled in Marketplace coverage for 2025, according to the latest CMS data – a record this high only shows how seriously people take Open Enrollment when it arrives. (CMS, 2025)

The brief period between November and January is not just the busiest, but also it is when the search intent for health plans jumps by nearly 80%, and clicks on insurance-related keywords surge across Google Ads (Google Ads, Industry Benchmark, 2024)

In this blog, we will break down why PPC ads convert better than other channels during Open Enrollment and how real-time targeting beats generic awareness campaigns.

About US Open Enrollment

The federal Marketplace Open Enrollment typically starts from November 1st and continues till January 15,2026. These dates usually create a sense of urgency and a predictable search surge for plan comparisons, premium checks, and subsidy guidance. 

Why that matters: Consumers searching during those weeks have high purchase intent. They are not just browsing; they’re looking to enroll, change, or renew their coverage. Paid search benefits from this intent because it helps you speak directly to what someone is looking for right then.

PPC vs Other Channels: The Conversion Advantage

Three main reasons why Open Enrollment rolls around:

• Intent Matching – search ad meets mid decision.
• Control over message & CTA,  you can tailor copy by keyword (“ACA plans near me,” “avalanche of terms”) and send clicks to optimized pages built for enrollment.
• Measurable, fast attribution, paid campaigns show lead volume and CPL (cost per lead) quickly, so you can iterate while the window’s open.

The data backs that up. Search ads generally convert far better than display: historical benchmarks show search conversion rates multiple times higher than display, demonstrating why search should be the backbone of any Open Enrollment paid strategy. (WordStream)

Benchmark You Should Bookmark



Here are some useful numbers to help you plan budgets and forecasting leads:

• The average conversion rate across Google Ads (across all industries) ranges from mid-single digits to high single digits, depending on the source and year. WordStream’s benchmark series and others put recent averages around 6–7% for search. That’s a solid target for well-optimized campaigns.
• Healthcare-specific PPC campaigns typically exhibit conversion rates of around 3–4% on average, although top-performing campaigns can surpass this by focusing on landing page UX, pre-enrollment checks, and targeting high-intent keywords.
• Cost context: average cost-per-lead varies widely, but Google Ads benchmarks report average CPLs in a range that makes paid search economically viable, and many advertisers report strong ROAS (some studies claim businesses make $2 for every $1 spent on Google Ads, though results vary by vertical).

Use these as directionally accurate anchors — your exact numbers will depend on geo, audience, regulatory constraints, and how polished your enrollment flow is.

Data sourced by WordStream and SEOsandWitch

Why Health Insurance is PPC-Friendly (Technical and Behavioral Reasons)

• High intent = high conversion probability. Search queries like “best ACA plan 2026 near me” or “subsidy estimator” show the user is ready to act; they’re looking for information to complete an application. Paid search can surface the exact next step.
• Complex info needs mean short, guided funnels win. People want clear comparisons and calculators. PPC lets you send visitors to hyper-targeted landing pages (e.g., “Subsidy estimator + quick enrollment”) that reduce friction.
• Seasonality concentrates volume. Open Enrollment compresses interest into a few weeks, paid ads let you scale up when intent peaks and scale down after, optimizing spend vs. results.
• Call and form conversions are trackable. With the right setup (call tracking, form attribution), you can measure which keywords and publishers produce qualified enrollments,  essential for compliance and ROI.

Tactical Playbook: PPC Strategies that Actually Convert for Open Enrollment

• Keyword layering: Use a mix of high-intent keywords (enroll, apply, subsidy) and long-tail queries (“how to enroll in marketplace with low income”) to capture both urgent and researching audiences.
• Geo and demographic targeting: Tailor messaging by state (because some states use their own exchanges and timelines), county, and income band for subsidy messaging.
• Dayparting & bid ramps: Increase bids during evenings and weekends when people are off work and more likely to complete forms.
• Call tracking + live agent integration: Many enrollments complete over the phone — capture, attribute, and optimize for calls.
• Ad extensions: Use sitelinks for plan comparisons, phone extensions for quick help, and structured snippets for plan highlights.
• Remarketing & CRM re-engagement: People often start and stop applications. Use remarketing lists for those who abandoned enrollment flows.
• A/B test landing pages and CTAs: Run rapid experiments — small wins compound during the enrollment window.

Stat-backed Persuasive Point: Paid Search Often Yields Buyers Faster

People clicking search ads are frequently closer to a decision than organic visitors; some industry analyses suggest paid-search clickers are materially more likely to complete transactions compared to general organic visitors, and that immediacy matters when the enrollment window is short. Using paid search to capture that intent often translates to better conversion velocity and more predictable CPLs.

Risk Management & Compliance You Must Consider

Health insurance is regulated, and rightly so. Make sure your PPC campaigns and landing pages follow all Marketplace & state rules, avoid misleading claims about costs/subsidies, and include accurate plan details. If you use call agents, record consent, and ensure privacy measures are in place. Compliance reduces risk and increases trust, which in turn raises conversions.

Conclusion

Open Enrollment is a short window, but it’s the one moment when consumer intent is at its peak. People aren’t browsing casually; they’re actively comparing plans, checking benefits, and making real decisions. PPC ads tap directly into this momentum by capturing high-intent searches, driving faster conversions, and giving marketers clear, measurable performance data. When campaigns are optimized for speed, clarity, and user experience, PPC consistently becomes the most reliable channel for health-insurance enrollments.

With performance-driven publishers, advanced call tracking, geo-targeted segmentation, and rapid optimization cycles, vCommission helps brands reach qualified prospects at the right moment. Their compliance-ready funnels, high-intent traffic sources, and real-time insights ensure your Open Enrollment campaigns stay efficient and scalable. If you’re looking to increase conversion rates, lower CPLs, and maximise the Open Enrollment window, vCommission gives you the push you need.

CTA: Ready to launch high-converting PPC campaigns for Open Enrollment? Connect with vCommission today and start turning intent into enrollments.