The deal, the largest Google has signed in the UK since launching its sales operation last year, guarantees that the Lloyds ad for its insurance services will be seen at least ten million times over the next year by relevant people.
Zenith Interactive Solutions brokered the agreement for Lloyds and will manage the relationship with Google. The advertising will target Google's UK user base of 7.5 million and aims to generate traffic to Lloyds' website (www.insurance.co.uk) to increase online sales.
Visitors to Google who type in insurance-related keywords will see the Lloyds ad appear above the independent and unbiased search results. More than 1,000 related works will trigger the Lloyds ads, which support its Insurance and Screentrade brands.
Mike Mitchell, the distribution director at Lloyds TSB Insurance, said: "Google's advertising programme drives highly targeted traffic to our website and increases customer acquisition - all for a high return on investment."
Google's other advertisers include BT, Ford and Virgin.