I have had very good experience with AAA and highly recommend their office off of Del Mar Heights.
I was looking for 20 year term.
Their super preferred rate (i.e. the healthiest individual rate) is competitive with other insurance companies.

My recommendation would be to go with at least 6x your mean pre-tax income over last 3 years. Obviously the insurance company will try to sell you too much but you have to consider your own personal situation e.g. if you have a working vs non-working spouse, number of children, time it takes for your family to bounce back and be ok without you etc.
Most people confuse life insurance with getting an estate for the family and overpay, but remember, the purpose is not to get your family rich off of your death, just give them some buffer to adjust to the fact that you will not bringing in the bacon for a few years.