“Does insurance search have AI Overviews” is the wrong question. The answer ranges from almost never to always, and what decides it is the shape of the query rather than the line of business.
Here is the full September 2026 split across 4,628 insurance searches in 56 US and Canadian markets.
Commercial insurance
| Intent | Searches | AI Overview rate | Avg sources |
|---|---|---|---|
| Quote | 112 | 100.0% | 5.7 |
| Informational | 224 | 99.6% | 7.8 |
| Comparison | 168 | 98.8% | 7.9 |
| Cost | 168 | 98.8% | 10.3 |
| Line-specific | 392 | 92.3% | 7.4 |
| Head term | 168 | 54.2% | 3.9 |
| Near me | 112 | 5.4% | 0.2 |
Car insurance
| Intent | Searches | AI Overview rate | Avg sources |
|---|---|---|---|
| Informational | 280 | 97.9% | 7.4 |
| Comparison | 224 | 97.8% | 5.7 |
| Quote | 168 | 97.6% | 5.8 |
| Cost | 168 | 97.0% | 8.0 |
| Head term | 112 | 16.1% | 1.0 |
| Near me | 112 | 2.7% | 0.1 |
Home insurance
| Intent | Searches | AI Overview rate | Avg sources |
|---|---|---|---|
| Comparison | 168 | 100.0% | 7.0 |
| Cost | 112 | 98.2% | 7.6 |
| Informational | 280 | 98.2% | 7.2 |
| Quote | 112 | 98.2% | 6.0 |
| Head term | 112 | 59.8% | 3.3 |
| Near me | 56 | 3.6% | 0.8 |
The three groups
Saturated. Informational, comparison, cost and quote queries are at 97% to 100% across all three lines. There is no meaningful upside left in “does this query have an answer layer” for this group. It does.
Contested. Head terms are the interesting middle: 16.1% in car insurance, 54.2% in commercial, 59.8% in home. Short, broad, high-volume terms where Google appears less certain an answer is warranted. This is the band that will move.
Untouched. Near-me queries, 2.3% aggregate across our local capture of 1,380 searches.
Cost queries cite the most
One consistent pattern. Cost-intent queries pull more sources than any other type, 10.3 on average in commercial against 5.7 for quote queries.
Answers about price are assembled from more places, which means more citation slots available and more competitors in each answer. If you want to be cited, cost content is where the slots are.
What to do with this
Stop reporting a single AI Overview percentage for your category. It averages a 100% and a 2% into a number that describes neither.
Segment your query set by intent before you measure anything else. Your informational and cost content is competing in a fully formed answer layer right now. Your near-me presence is not, yet.
Those two situations need different work and the aggregate number hides which one you are in.
Method
4,628 insurance searches across car, home, commercial and local intents, 56 US and Canadian markets plus 109 metros, captured September 2026 through geo-targeted live SERP retrieval. Intent labels are assigned to the fixed query set and held constant between editions so month-over-month movement stays comparable.
Full method: https://insuranceseosem.com/about/#methodology
The Index: https://insuranceseosem.com/index/