How to Audit Your Lead Sources: A Simple Guide for Insurance Agents
Why Auditing Lead Sources Matters in 2025
As an insurance agent, you're probably investing time and money into multiple lead providers, online ad platforms, referrals, and more. But how do you know which sources are actually profitable? Spoiler: most agents don't.
In a tightening market, knowing where your best leads come from isn't a luxury—it's essential. A lead source audit helps you stop wasting budget on underperforming vendors and start doubling down on what's working. The good news? It doesn’t take hours or advanced software. Just a few key metrics and 30 focused minutes.
Step 1: List All Your Current Lead Sources
Start by writing down every place your leads come from. This includes:
Paid lead vendors
Google Ads or Facebook campaigns
Organic website traffic
Referrals from existing clients
Social media DMs
Call-ins or walk-ins
You’d be surprised how many agents forget one or two.
Step 2: Match Leads to Results
Now take a look at each source and ask:
How many leads did I get from this source in the past 30 days?
How many of those actually closed into policies?
What was the cost per lead (CPL) or cost per acquisition (CPA)?
What is the average premium or revenue per policy from this source?
Pro tip: Even if your CRM doesn’t track this automatically, just export your recent leads and go line by line for a quick manual check.
Step 3: Identify Your Top Performers
Based on the answers above, highlight:
Your highest closing lead source
Your most expensive source (per closed policy)
Any source where you’ve spent over $200 with no return
Ask yourself: “If I had to cut one source this week, which would it be?”
Step 4: Set a Plan for Optimization
Once you know what’s working:
Shift budget toward your most profitable lead sources
Pause or renegotiate underperforming vendors
Test new sources slowly with a small budget (ex: $100/week)
Bonus tip: Run ads only during your top-performing hours or zip codes if your platform allows.
Step 5: Repeat Monthly
This audit only works if you repeat it regularly. We recommend scheduling a 30-minute "lead source review" at the end of every month. Add it to your calendar.
Want Help Running Your Next Audit?
At Little Giant, we help insurance agents not only get leads, but understand them. From automated follow-ups to lead source reporting dashboards, our platform makes it easier to scale smart.
✅ Schedule your free lead audit call today.
Takeaway
You don’t need to be a numbers expert to spot where your leads are paying off—you just need a system. By auditing your sources monthly, you’ll plug budget leaks, close more deals, and build a leaner, smarter pipeline.
Let your data guide you—and your growth will follow.
