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here in the US (Los Angeles, specifically), one of my clients had the 1st page, full page listing for their insurance company. they have since dropped it because the leds they got compared to the price had dropped dramatically and instead have used non-impression based online advertising which have converted a lot better. This includes a compination of SEM buys as well as using such companies as netquote that provide insurance leads with full details of consumers that filled out their info about what they want insured and themselves.
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