What ranking for buyer searches is worth in new Gallagher clients

Gallagher ranks for 32 commercial and benefits buyer searches in the US (29,270 searches a month), but none in the top 3, so they send it ~700 visits a month (Similarweb, Aug 2026). 91% of its search clicks come from people already searching for Gallagher. Pick a tier, then replace our placeholder rates with Gallagher's own.

Organic search and AI answers

New non-branded buyer-search visits a month2,800

From moving the 32 buyer searches Gallagher already ranks for (#4–#34) into the top 3, at a 12% click share because 28 of the 32 results show an AI Overview. Top 3 on all 32 adds ~2,800; #1 on all 32 adds ~5,200. Pages take 3–6 months to move.

Visits from new head-search pages and AI answers a month0

Kept at 0 in the headline; a placeholder until Keyword Planner volumes for searches like "business insurance" and "employee benefits consulting" are pulled. Gallagher doesn't rank for them today. AI assistants send ~2,000–2,800 visits a month (Similarweb, Jun–Aug 2026).

From visit to client

Enquiry rate1%

Placeholder until Gallagher shares its own: buyer-search visits that request a quote, call or fill in the contact form.

Enquiry-to-client20%

Placeholder: the share of web enquiries that become clients.

First-year commission & fees per client$15,000

Placeholder: a blend of small-business accounts worth a few thousand dollars and middle-market or benefits clients worth tens of thousands. Renewals after year one aren't counted.

What the same clicks would cost

Cost per click on these searches$20.24

Volume-weighted Similarweb CPC across 21 of the buyer searches ($3.42–$57.47), e.g. "commercial insurance broker" $25.03, "cyber insurance" $45.56. Keyword Planner to confirm.

New first-year commission & fees a year

$1.0M

new clients a year

$30

value of one buyer-search visit

$798K

in year one, pages ramping

Buyer-search visits a month

Today

700

With the plan

3,500

What the same clicks would cost in Google Ads

$20.24

a click

$56,672

a month to buy the new clicks

1.5×

click value ÷ CPC (ads pay at 2×)

If a client is worth	Clients / yr	Ads pay?	Revenue / yr

What waiting costs

At these rates, every month without the work defers about $84,000 of first-year commission & fees. Ahrefs models Gallagher's organic visits down ~40% in a year (133.5K to 80.8K a month, all countries), or ~4,400 visits a month on average. Six buyer pages slipped in August 2026 alone (Similarweb): "hr consulting" from #8 to #34 and "commercial insurance broker" from #10 to #20. Meanwhile an estimated 73% of Gallagher's paid search clicks buy its own name, which it already ranks #1 for.

Traffic: Similarweb, US (rank distribution and website keywords, Jun–Aug 2026; marketing channels and search performance; pulled 5 Oct 2026); Ahrefs, 30 Sep 2026 (all countries). Visits are modelled from Similarweb's rank data: search volume × click-through at each position (#1 28%, #3 11%, #10 2%, page two 1%, pages three and four 0.3%), with a 12% top-3 click share where an AI Overview shows (28 of 32 results). Today's ~700 visits a month on these searches are worth ~$252K a year at the default rates. Buyer context: GWI Core (Q1 2025–Q2 2026) and GWI Work (Q3 2026), US business decision-makers, a proxy audience: 48% find new suppliers through search; 59% say AI answers influence supplier research.

Formula: (new buyer-search visits + new-page and AI visits) × enquiry rate × enquiry-to-client = new clients a month; × 12 × first-year commission & fees per client = first-year revenue a year. Year one: pages ramp over six months. The paid-equivalent (visits × cost per click) is what buying the same clicks would cost; it isn't added to revenue. Every revenue figure uses placeholder rates until Gallagher shares its own; brand, careers, client-login and student-plan traffic are excluded.

Part of the ROAST × Gallagher search and AI visibility analysis, October 2026. Companion to the Industrious Membership-Value Calculator and the Citizens calculator.