Industry Guide · 4 of 16 chapters published
Google Ads for Pest Control, Built on the Plan, Not the Spray.
A pest control company earns its money on plans that renew for years, and it shares the search page with national chains, do-it-yourselfers shopping for spray and lead marketplaces. These sixteen chapters build a Google Ads account in the order that works, using real searches, websites and customer reviews from one example market, Tampa-St. Petersburg. The method works for pest control companies anywhere in the US.
Sixteen Chapters, From the First Call to a Full Route
Starting fresh? Open Chapter 1. Every chapter builds on the ones before it.
Measure
Count sold plans, not just inspections, and know what a plan customer is worth
A Booked Free Inspection Is a Lead. The Signed Pest Plan Is the Conversion Google Needs.
"Bed Bugs" Gets Five Times the Searches of "Pest Control Near Me." Advertisers Pay for the Smaller One.
A Pest Plan Customer Pays Every Quarter for Years. Price the Lead on That, Not the First Visit.
Build
Win the searches where people hire, then the local words for every bug
A Bigger Bid Isn't the Only Way Up the Page. A Pest Control Ad That Matches the Search Can Pay Less for the Same Spot.
Negative Keywords With a Scalpel
Exact Match, Then Local Bug Names
Bidding for Plans Over One-Time Jobs
Headlines About Your Technician
Launch
Settings that match your ads to the routes your trucks already run
ZIP Codes That Match Your Routes
Scale
More reach once the account knows what a sold plan looks like
Performance Max Images Google Will Run
Demand Gen for New Homeowners
Local Services Ads, Tested Sooner
AI Max and the Word "Safe"
Pest Control
Claim rules, termite season and commercial accounts
Claims Your State Regulates
Termite Season Budgets
Commercial Pest Control
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the searches where people hire a pest company, plus your company name.
Local Services Ads test
Pay-per-lead ads in the Pest control services category, once reviews and phone coverage are solid.
Exploration
Broad match with a target CPA, once sold plans and booked jobs reach about 30 a month.
Performance Max
Only after months of clean data, with images Google will actually run.
Demand Gen and AI Max
Video and images for new homeowners, and Google's newest automation with "safe" blocked.
How to Use This Guide
Starting a new account?
Read in order. Tracking and the plan math come before the first keyword.
Chapter 01 →Ads already running?
Check what counts as a conversion and which settings are on. Inspections counted as sales and auto-written safety claims are two common leaks.
Chapter 09 →One example market
Examples come from Tampa-St. Petersburg pest companies, described as we found them. Run the same steps in your own market.
Chapter 05 →Rather Have Us Build It
For Your Company?
We build pest control accounts in this order. See our Google Ads management.
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