Diagnose the May drop first
Compare May vs. April landing pages in GA4 and session recordings; A/B test restoring April's state. Highest-priority action before hurricane demand peaks.
Growth Intelligence Report · June 2026 · Confidential
Foremost Public Adjusters
Paid Search, SEO & Revenue Projection Analysis — South Florida Insurance Claims Lead Generation
The opportunity in one line
A campaign winning 62% of the auctions it enters — yet capturing only 23% impression share. The growth is not in working harder. It is in showing up.
Performance Overview
Executive Summary
Across the January–May 2026 reporting period, Foremost's paid search account matured steadily — a 40% reduction in cost per lead and a near-doubling of conversion rate, achieved on a flat budget. In parallel, the organic foundation was rebuilt: 19 technical issues resolved, 24 pages re-optimized, and a 140-keyword content map laid down. The account now sits on strong fundamentals with one urgent fix and three clear growth levers.
Main findings — what is working
- CPL fell 40% from $190 (Jan) to $114 (Apr) with no budget increase — pure efficiency.
- Conversion rate nearly doubled, 5.66% → 10.27%, signalling better ad-to-page alignment.
- The DSA engine produced 36 of 48 tracked leads at $108.78 CPL — the lowest in the account.
- Mobile is the business: 43 of 48 conversions (89.6%) at $92.83 CPL, well below blended.
- SEO foundation rebuilt: 19/19 crawl issues fixed, 24 pages rewritten, 140 keywords mapped.
Main findings — what needs attention
- May regression: CPL rose 25% ($114→$143) on identical spend — a post-click issue, not traffic.
- Impression share 23% while competitors at <10% share appear top-of-page 65–86% of the time.
- Desktop crisis: $397.95 CPL at 2.7% CVR — 4.3× mobile cost.
- Budget waste: DSA triggering competitor-brand and Foremost-Insurance queries.
- Organic invisibility: average position 25 — real impressions, almost no clicks yet.
Revenue opportunity
Same budget,
more settled claims
Every gain to date came from conversion rate, not spend. Returning to April's proven $114 CPL on the current $2,700/mo budget lifts monthly leads from ~22 toward ~24, and recovering impression share toward 50% roughly doubles the auction volume available to win. Model the downstream claims and fees yourself in the live Projection Dashboard.
Lead generation opportunity
A second engine,
ready to scale
The HTS All-Services campaign is already converting at $48.06 CPL — the cheapest leads in the account — but is budget-constrained at $20/day. Organic adds a third channel: 66 queries sit in striking distance (positions 4–85) with the on-page rewrites now live to capture them.
Who We Studied
Company Overview
Foremost Public Adjusters is a licensed public adjusting firm headquartered in Coral Gables, Florida, representing policyholders — not insurers in property-damage claims across South Florida, with an emerging Nashville, Tennessee presence. The firm operates on a "No Recovery, No Fee" model.
Demand is high-intent and high-consideration: a homeowner with storm or water damage is choosing who will fight their insurer. That makes trust signals, response speed, and mobile experience the deciding factors — and it is exactly where this report focuses.
HQCoral Gables, FL
Core marketMiami-Dade · Broward · Palm Beach
Expansion signalNashville, TN — ranks #1 for "tn public adjuster"
ModelNo Recovery, No Fee
Services represented in the data
Water Damage
Roof Leaks
Hurricane / Storm
Fire & Smoke
Mold
Pipe Burst
Marine
Commercial
Residential
Business Interruption
Expected lead share by service
Account's historical demand distribution — used to allocate the projection model.
Demand Landscape
Market Analysis
79%of leads concentrated in Miami-Dade & Broward
Jun–Novhurricane season demand surge window
89.6%of conversions originate on mobile devices
$68.67Broward CPL — the most efficient market
Three forces shaping the South Florida claims market
- Seasonality is structural. Hurricane season (June–November) shifts demand sharply toward storm, roof, and water ad groups. Campaigns and landing pages must be pre-built to activate within 24 hours of a named storm.
- Geography is uneven. Miami-Dade is the volume core but the priciest market ($164 CPL); Broward and Orlando convert far more efficiently ($69 and $73) and are under-funded.
- Mobile is the medium. Nine in ten conversions happen on a phone. A claim decision starts as a thumb-typed "near me" search — the experience has to be built for that first.
Lead efficiency by market
Cost per lead by location — lower is better. Verified Jan–Jun 2026.
Geographic breakdown — all tracked locations
| Location | Clicks | Spend | Leads | CPL | Priority |
|---|---|---|---|---|---|
| Miami-Dade County, FL | 222 | $2,959 | 18 | $164.38 | Core Market |
| Broward County, FL | 74 | $1,099 | 16 | $68.67 | Scale Up |
| Palm Beach County, FL | 50 | $715 | 5 | $142.94 | Expand |
| Orlando, FL | 24 | $366 | 5 | $73.25 | Scale Up |
| United States (Broad) | 36 | $139 | 3 | $46.48 | Review |
| Tampa, FL | 23 | $335 | 1 | $334.56 | Reduce Bids |
Competitive Landscape
Competitor Analysis
The auction data tells a precise story: Foremost is competitive when it shows up — appearing top-of-page in 62% of contested auctions — but is absent from most auctions entirely. Rivals running below 10% impression share still reach the top of the page 65–86% of the time. This is a budget and bidding constraint, not a relevance problem.
Top-of-page rate by competitor
Share of auctions where each domain appeared at the top of the page.
Reading the gap
- recovery-claim.com is the most dangerous rival — 9.94% overlap and a 21.35% outranking share, surfacing in roughly 1 of every 10 Foremost auctions.
- yourinsuranceattorney.com outranks Foremost in 22.45% of shared auctions — but it is a law firm, a sign some keywords are too broad and bleeding into adjacent intent.
- The fix is leverage, not effort: Foremost already wins top-of-page when present. Closing the impression-share gap converts existing ad strength directly into volume.
Auction insights — full competitor view (Jan–Jun 2026)
| Advertiser | Impr. Share | Top-of-Page | Overlap | Outranking | Position Above |
|---|---|---|---|---|---|
| ★ Foremost PA (You) | 23.03% | 62.04% | — | — | — |
| stellaradjusting.com | <10% | 86.35% | 8.85% | 21.29% | 85.40% |
| recovery-claim.com | <10% | 81.49% | 9.94% | 21.35% | 73.58% |
| fightforyourclaim.com | <10% | 73.60% | 8.36% | 22.05% | 50.96% |
| alphapia.com | <10% | 68.02% | 6.37% | 22.20% | 56.78% |
| yourinsuranceattorney.com | <10% | 65.97% | 6.68% | 22.45% | 37.54% |
Paid Search Intelligence
Google Ads Audit
$8,320Total spend
26,820Impressions
782Clicks · 2.92% CTR
56Leads · 7.16% blended CVR
Cost per lead — monthly trajectory
CPL fell 40% Jan→Apr, then reversed in May on flat spend.
Leads & conversion rate
Bars = leads · line = conversion rate. April is the benchmark.
The single most important finding: spend stayed within $1,460–$1,720 every month. Every gain and every loss is attributable to conversion rate — not budget. That isolates the opportunity: same money, better performance, through landing-page and keyword work alone.
Month-by-month performance · Jan–May 2026
| Month | Impr. | Clicks | CTR | Avg CPC | Spend | Leads | CVR | CPL |
|---|---|---|---|---|---|---|---|---|
| Jan 2026 | 6,110 | 159 | 2.60% | $10.73 | $1,710 | 9 | 5.66% | $190.00 |
| Feb 2026 | 5,060 | 157 | 3.10% | $9.30 | $1,460 | 7 | 4.46% | $208.57 |
| Mar 2026 | 5,370 | 160 | 2.98% | $10.74 | $1,720 | 13 | 8.13% | $132.31 |
| Apr 2026 ★ | 4,780 | 146 | 3.06% | $11.71 | $1,710 | 15 | 10.27% | $114.00 |
| May 2026 | 5,500 | 160 | 2.91% | $10.74 | $1,720 | 12 | 7.50% | $143.33 |
| Total / Avg | 26,820 | 782 | 2.92% | $10.64 | $8,320 | 56 | 7.16% | $148.57 |
Campaign performance · full period to Jun 17
| Campaign | Type | Budget/Day | Spend | Leads | CVR | CPL | Status |
|---|---|---|---|---|---|---|---|
| CT AN DSA | Search (DSA) | $30 | $3,916 | 36 | 13.53% | $108.78 | Eligible |
| CT AN Search — Local & Near Me | Search | $10 | $1,607 | 9 | 6.98% | $178.51 | Learning |
| HTS — Jun 10 — All Services | Search | $20 | $144 | 3 | 8.11% | $48.06 | Limited |
| Account Total | — | — | $9,315 | 48 | 11.11% | $118.06 | — |
Mobile Phones
43 conv.
- $92.83 CPL
- 15.6% CVR
- 276 clicks
89.6% of all conversions
Computers
4 conv.
- $397.95 CPL
- 2.7% CVR
- 147 clicks
4.3× mobile cost — apply −35% bid
Tablets
1 conv.
- $83.48 CPL
- 11.1% CVR
- 9 clicks
Negligible volume
Top converting search terms
| Search term | Match | Clicks | Cost | Leads | CVR | CPL | Signal |
|---|---|---|---|---|---|---|---|
| insurance adjusters near me | Phrase | 33 | $411.89 | 5 | 15.15% | $82.38 | Top Performer |
| public adjuster near me | Exact | 5 | $38.95 | 2 | 40.00% | $19.48 | Scale Up |
| public adjuster | Phrase | 6 | $31.47 | 2 | 33.33% | $15.74 | Scale Up |
| public adjusters miami fl | Exact | 1 | $2.89 | 1 | 100% | $2.89 | Top Performer |
| independent insurance adjusters near me | Exact | 1 | $12.67 | 1 | 100% | $12.67 | Scale Up |
⛔ Negative-keyword opportunities — exclude now
foremost insurance (brand confusion)
foremost rv insurance
pardo public adjusters (competitor)
stellar adjusters (competitor)
rapid public adjusters (competitor)
title company / title agency
workers comp / helmsman
lemonade insurance claim
assurance insurance company
job · career · salary · how to become
Estimated weekly saving redirected to high-intent terms: $120–180.
Organic Search
SEO Audit
25Average organic position — striking distance
296Monthly organic impressions (June)
24Pages re-optimized (title · meta · H1 · H2)
140Long-tail keywords mapped across 7 silos
The organic picture is one of latent demand. Pages are indexed and earning impressions, but average position 25 keeps them off page one — so impressions rarely convert to clicks. The completed work targets exactly this gap: 24 pages were rewritten for intent-matched titles, descriptions, and heading structure, and a 140-keyword content map was built across seven silos to give those pages something specific to rank for.
Pages earning impressions but stuck below the fold
High impressions + deep position = the clearest organic upside. Verified GSC data.
The 7-silo keyword map
20 long-tail terms each — 140 total — aligning content to claim intent.
20Homepage / Brand
20Miami Location
20Coral Gables Location
20Pipe Burst Claims
20Water Damage Claims
20Roof Leak Claims
20Fire Damage Claims
Example targets: "best public adjuster for water damage in miami", "burst pipe insurance claim process florida", "how to file roof leak insurance claim florida".
On-page rewrites — before & after (sample)
/roof-leaks/
WasRoof Leak Claims Miami, FL | Foremost Public Adjusters
NowRoof Leak Insurance Claims Florida | Foremost Public Adjusters
/miami/
WasMiami Public Adjuster | Foremost Public Adjusters
NowMiami Public Adjusters | Water, Fire & Hurricane Insurance Claims
/contact-us
WasContact Us | Foremost Public Adjusters
NowContact Foremost Public Adjusters | Free Claim Review
/pipe-burst/
WasH1: "Pipe Burst Damage — Sudden, accidental, and time-sensitive"
NowH1: "Pipe Burst Insurance Claims in Florida"
Site Health
Technical SEO Findings
A full Screaming Frog crawl surfaced 19 issues across canonicalization, security headers, content, and media. All have been fixed. The headline resolution: the non-www / www duplication — 23 URLs (50% of the crawl) were canonicalising inconsistently, splitting authority before search engines could consolidate it.
Issues resolved — by priority
| Issue | Type | Priority | URLs | % of Crawl | Status |
|---|---|---|---|---|---|
| Canonicals: canonicalised (www / non-www) | Warning | High | 23 | 50.0% | Fixed |
| Page titles: duplicate | Opportunity | Medium | 2 | 4.35% | Fixed |
| Meta descriptions: duplicate | Opportunity | Low | 2 | 4.35% | Fixed |
| Images: missing alt text | Issue | Low | 36 | 64.29% | Fixed |
| Images: missing size attributes | Opportunity | Low | 52 | 92.86% | Fixed |
| Images: over 100 KB | Opportunity | Medium | 26 | 46.43% | Fixed |
| Security headers: CSP / HSTS / X-Frame / X-Content-Type / Referrer-Policy | Warning | Low | 128–134 | 71–74% | Fixed |
| Content: low-content & readability | Opportunity | Medium | 2 | 2.17% | Fixed |
| Headings: H2 multiple / duplicate / non-sequential & H1 length | Warning | Low | 23 | 50.0% | Fixed |
| Links: non-descriptive internal anchors & 4xx external | Warning | Low | 3 | — | Fixed |
Why it matters: consolidating canonicals and resolving duplicate titles unifies ranking signals that were previously split — the prerequisite for the 24 on-page rewrites and 140-keyword map to convert impressions into page-one positions.
Post-Click Experience
Conversion Rate Optimization
Because 89.6% of conversions happen on mobile and spend is flat, the landing-page experience is the highest-leverage variable in the account. The May CVR drop on identical traffic confirms it: the post-click experience, not the auction, is where leads are being won and lost.
Top landing pages by paid traffic
| Landing page | Clicks | Spend | CTR | Avg CPC | Signal |
|---|---|---|---|---|---|
| /insurance-claims-help/ | 119 | $1,398.71 | 2.25% | $11.76 | Primary LP |
| / (Homepage) | 88 | $1,073.98 | 2.27% | $12.20 | Optimize |
| /miami/ | 36 | $361.49 | 1.29% | $10.04 | Geo LP |
| /coral-gables/ | 23 | $342.59 | 2.07% | $14.90 | Test |
| /filing-a-claim/ | 13 | $199.47 | 0.27% | $15.34 | Optimize |
| services.foremostpa.com/ | 20 | $63.01 | 5.75% | $3.15 | High CTR |
Single-step mobile form
With mobile at 89.6% of conversions, any form over 3 fields leaks leads. Reduce to Name · Phone · Damage Type and add prominent click-to-call.
Sticky above-the-fold CTA
Add a persistent "Get Free Claim Review" button on the primary LP. Test urgency headlines ("Don't Accept a Low Settlement").
Fix the homepage routing
88 paid clicks landed on the homepage — a keyword-to-page mismatch. Configure DSA URL filters to route to service-specific pages.
Trust signals on every LP
Florida license number, BBB accreditation, testimonials, and the "No Recovery, No Fee" guarantee above the fold — claim decisions are high-consideration.
Core Web Vitals audit
Mobile speed currently unmeasured. A 1-second delay can cut conversions up to 20%. Target sub-3-second LCP on mobile.
Interactive Model
Revenue Projection Dashboard
Drag any input to test scenarios against the account's historical baselines. Budget split follows the live 50% / 22% / 28% allocation; leads are derived as budget ÷ CPL. Average fee per settled claim is an input you set — it is not in the account data, so revenue is shown transparently from your number, never an assumed one.
$1,500$6,000
$70$180
60%100%
10%50%
$500$8,000
You set this — not from account data. Use your real average fee.
22Projected leads / movs. 45 historical (90-day)
$122Blended CPLat current split
21Mobile leads / mo95% of total
6Signed claims / moat 25% close
$15,000Projected revenue / mo≈ $180,000 / yr
Budget & lead split by campaign
Budget sensitivity
Projected monthly leads as budget scales, holding CPL at your current value.
Methodology. Leads/mo = monthly budget ÷ cost per lead. Campaign split follows the account's existing $45 / $20 / $25 daily allocation (50% / 22% / 28%) and scales proportionally with budget. Service-level lead share uses the historical distribution (Public Adjuster 35%, Water 25%, Roof 15%, Hurricane 15%, Denied 5%, Fire 5%). Baseline CPL ($122) and mobile share (95%) are pulled from account history; close rate and average fee are inputs you set. This is a planning model, not a guarantee — real CPL moves with seasonality, competitor bidding, and landing-page conversion rate, and hurricane season shifts demand sharply toward storm ad groups.
Execution Plan
90-Day Growth Roadmap
Days 1–30
Stabilise & stop the leaks
- Diagnose & fix the May CVR drop — restore April's landing-page state before hurricane demand.
- Add 15+ negative keywords — competitor brands, "foremost insurance", job/career intent.
- Apply −35% desktop bid modifier and shift budget to mobile.
- Ship the 24 on-page rewrites live and confirm canonical consolidation in GSC.
- Bid up "insurance adjusters near me" +25% — the account's best keyword.
Days 31–60
Scale the proven engines
- Scale HTS All-Services $20→$40/day — currently the cheapest leads at $48 CPL.
- Build geo landing pages — Fort Lauderdale, Boca Raton, Palm Beach; +15% Broward bids.
- Add Google Lead Form extensions for in-SERP mobile capture (15–25% CPL reduction expected).
- Publish the 7 content silos against the 140-keyword map to lift striking-distance pages.
- Stand up a hurricane-season campaign with storm LPs activatable within 24 hours.
Days 61–90
Compound & measure
- Deploy RLSA remarketing to non-converting LP visitors with objection-handling copy.
- Build the pipeline ROAS model — Lead → Signed → Settled — and import offline conversions.
- Recover impression share toward 50% with the freed budget from negatives + desktop cuts.
- Add CallRail call tracking and damage-type lead scoring to feed value back to Google.
- Review & reforecast against the projection model with the quarter's real close-rate data.
What To Do First
Key Recommendations
- 01Urgent
Fix the post-click experience
The May regression and the $397.95 desktop CPL both point to landing-page friction. A single-step mobile form and restored April state are the fastest path back to sub-$120 CPL.
- 02High
Close the impression-share gap
Foremost wins top-of-page 62% of the time but captures only 23% of impressions. Reallocating waste from negatives and desktop directly buys more of the auctions it already wins.
- 03High
Scale the $48 CPL engine
HTS All-Services is the cheapest lead source in the account and is budget-starved. Double its daily budget and add 10–15 high-intent keywords before hurricane season.
- 04Growth
Convert the organic foundation into rankings
With 19 issues fixed, 24 pages rewritten, and 140 keywords mapped, the groundwork is done. Publish the silo content to move 66 striking-distance queries onto page one.
- 05Growth
Build for hurricane season now
Demand spikes June–November toward storm ad groups. Pre-build storm landing pages and automated bid rules so the account can respond within 24 hours of a named storm.
Executive conclusion
Foremost enters hurricane season with strong fundamentals: a maturing paid account, a rebuilt organic foundation, and a clear, defensible path to sub-$120 CPL at scale. The growth is not hidden — it is in showing up to the auctions already being won, and converting the impressions already being earned.
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Confidential — for client use only · Data period Jan–Jun 2026 · Report issued June 2026