Let's TalkLet's TalkAn account that bids on each infestation as if it were a one-off job, when every good click is a potential plan customer worth years of visits.
Give us read access to the account. We come back with how your spend splits by pest and season, what DIY and product searches are costing you, how many clicks became plan customers rather than one-off jobs, and the three changes worth making first. Recorded walkthrough, no call required.
Four failures we see repeatedly in this vertical, and what each one actually costs.
An account that values every conversion the same bids as if each customer were worth a single visit. That caps spend far below what a plan customer justifies, and hands the auction to competitors who did the arithmetic on lifetime value.
Termites, bed bugs, rodents, ants and mosquitoes differ in urgency, value, season and competition. One campaign at one target lets the cheapest conversions win, which is rarely the pest that builds the most valuable customers.
Pest keywords attract people buying sprays and traps, people trying to identify an insect, and people looking for home remedies. None of them want a technician, all of them click, and broad match finds them easily.
A flat monthly budget overspends when demand is low and runs out when it spikes. Each pest has a predictable season, and an account that does not move with it pays the most at the busiest moment and misses the cheaper weeks before the peak.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Most pest control accounts are optimised to a lead worth one treatment. We set conversion values that reflect what a plan customer is worth, which lets the account compete properly for the searches that build recurring revenue - and shows why some expensive clicks were your best ones.
A flat monthly budget is the wrong shape for this trade. We build a seasonal calendar for your area - termite swarms, summer insects, autumn rodents - and move spend ahead of each peak, when clicks are cheaper and customers are starting to notice.
Pest control ads that promise safety or non-toxic treatment are the ones most likely to break pesticide advertising rules. We write ads that reassure through specifics - what is used, where, what happens next - rather than through words regulators restrict.
What a recurring customer is worth, so bids and targets rest on the right number.
Separate campaigns for termites, bed bugs, rodents and seasonal pests.
Budgets scheduled ahead of each pest's peak in your area.
DIY, product, identification and job searches excluded.
Ads and landing pages checked against pesticide advertising rules.
Sign-ups, retention and revenue per customer by campaign.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Bed bug customers search in distress and want help quickly, often discreetly. Treatments are high-value and the enquiry converts fast. A dedicated campaign with its own landing page, a discreet-service promise where you offer it and a fast response wins work that general pest ads miss.
Termite enquiries range from an urgent swarm to a pre-purchase inspection, and treatments and protection plans are among the most valuable work in the trade. They deserve their own campaign, their own value and a follow-up that runs longer than a same-day insect call.
As it turns cold, rodents move indoors and searches rise. Ramping rodent campaigns ahead of that shift - and pairing the one-off removal with exclusion work and a plan - turns a seasonal spike into recurring customers.
Local Services Ads charge per lead and carry a verification badge after Google's screening. They suit urgent residential calls well. Measured separately from search, they show whether the badge is earning its place against campaigns you control more closely.
The closest paid-search engagement we can point at is an auto dealership rather than a pest control company, and we will not present it as a trade case study. It is relevant because the account shape is the same: local, high-intent search where targeting decided the result rather than outbidding - 1.22M clicks at 627% ROAS. The plan-value bidding and seasonal calendar on this page come from how pest control accounts behave.
Read the full case studyEnough to win customers worth what a plan customer is worth to you - which is usually far more than the first treatment suggests. Calculate plan value from your own retention, set conversion values to reflect it, and judge campaigns on the recurring customers they produce rather than on cost per call.
Yes. Termites, bed bugs, rodents and seasonal insects differ in urgency, value and season. Separate campaigns let you fund each on its own economics and move budget with the seasons, instead of letting the cheapest conversions win everything.
Build a negative keyword list from your own search terms - sprays, traps, home remedies, identification searches, job searches - and review it weekly at first. Pest keywords attract a large amount of do-it-yourself traffic, and generic lists miss most of it.
Be very careful. California's rules, for example, prohibit claiming a pesticide application is safe, harmless or non-toxic to people and pets, and other states have their own advertising rules. Reassure through specifics instead - what is used, where it is applied, what the family should do - and check your state regulator's rules.
Usually worth testing for urgent residential calls. They charge per lead and carry a verification badge. Measure them separately from search, and dispute leads that were not genuine, so you can see which channel produces plan customers.
Ideally a plan sign-up with its value, imported from your customer system, alongside booked one-off jobs with theirs. A call is a weak signal on its own. The account can only bid well once it knows which clicks became recurring customers.
Yes, as their own campaigns with their own season. Mosquito and outdoor pest programmes are usually sold as a season of recurring visits rather than a single spray, so advertise the programme, start ahead of the season in your area, and value each sign-up for the full season rather than one visit. Run them together with year-round pests and the budget will be wrong for both.
Separately from residential, with different copy and landing pages. Restaurants, food businesses and property managers are looking for reliability, scheduled visits and the documentation they need for inspections and audits - not for a same-day treatment. Their contracts are worth far more than a residential call, so give them their own campaign, budget and conversion value rather than letting them compete with household searches.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.