Getting new customers for your pest control business takes more than just having a website. If you’re not using the right advertising strategies, you’re likely wasting money on clicks that don’t convert or leads that never turn into jobs. The key is knowing where to invest your budget for the best return.
Let’s break down what works, what doesn’t, and how to avoid common marketing mistakes that drain your advertising dollars.
What Works: Proven Pest Control Advertising Strategies
1. Google Local Services Ads (LSAs) – High-Intent Leads With Built-In Trust
Google LSAs put your business at the very top of search results with a “Google Screened” badge. These ads only charge you for actual leads, such as phone calls or messages, rather than clicks. This makes them one of the best options for pest control businesses looking for a steady flow of customers.
Why it Works:
- Customers trust the “Google Screened” verification
- You only pay for real leads, not just website visitors
- Works exceptionally well for urgent pest control services
Pro Tip: A well-optimized LSA profile with strong customer reviews and accurate service areas will get more visibility and better-quality leads.
2. Google Ads (PPC) – Get in Front of Customers Ready to Book
Google Ads allows you to bid on search terms like “termite control near me” or “bed bug removal service,” ensuring your business appears at the top of search results.
Why it Works:
- Targets people actively searching for pest control services
- You can adjust targeting by location, time of day, and keyword intent
- Works especially well for emergency services like rodent infestations or wasp nest removal
Common Mistake: Many businesses waste money on Google Ads by failing to use negative keywords. Excluding terms like “DIY” or “free pest control” ensures you’re only paying for customers who are serious about booking a service.
3. Local SEO – A Long-Term Strategy for Free Leads
While paid ads are effective, a strong Local SEO strategy ensures your business shows up in organic search results and Google Maps, bringing in leads without ongoing ad spend.
Why it Works:
- Helps you appear in Google’s local 3-pack (the top map listings)
- Builds credibility with potential customers searching for a trusted local provider
- Generates free leads over time, reducing reliance on paid ads
How to Improve Local SEO:
- Optimize your Google Business Profile with recent reviews, photos, and service details
- Build local citations on directories like Yelp, Angi, and HomeAdvisor
- Add location-specific keywords to your website (e.g., “Mosquito control in Houston”)
4. Retargeting Ads – Convert the Leads You Almost Lost
Potential customers often visit your website but don’t book a service right away. Retargeting ads follow them across platforms like Facebook and Instagram, reminding them to take action.
Why it Works:
- Keeps your business top of mind
- Converts potential customers who were interested but didn’t act
- Costs significantly less than acquiring new website traffic
Best Strategy: Retargeting works best when combined with Google Ads or SEO. For example, if someone clicks on your ad but doesn’t call, they can later see a retargeting ad offering a special discount for first-time customers.
What Doesn’t Work: Common Advertising Mistakes
1. Boosting Facebook Posts Instead of Running Targeted Ads
Clicking the “Boost Post” button on Facebook might increase engagement, but it won’t necessarily generate leads. Boosted posts are designed for visibility, not conversions, so they often attract likes and comments rather than paying customers.
Better Option: Use Facebook Lead Generation Ads, which allow potential customers to submit their contact information directly from the ad.
2. Relying on Print Ads and Flyers
While print advertising once worked well, it no longer delivers the return on investment that digital marketing does.
Why It’s Ineffective:
- Most people search for pest control services online, not in newspapers or magazines
- Print ads lack tracking capabilities, making it difficult to measure results
- The cost is often high compared to digital advertising options
How to Make Print Ads More Effective: If you still want to use print, include a QR code or a unique promo code to track whether the ad is bringing in leads.
3. Buying Leads from Low-Quality Sources
Services like HomeAdvisor, Angi, and Thumbtack claim to provide “exclusive” leads, but in most cases, those leads are shared with multiple companies. This means you’re competing with several other pest control providers for the same customer.
The Problem:
- Leads are often shared with five or more competitors
- Customers frequently choose the lowest-priced provider rather than the best service
- You have no control over the quality or urgency of the leads
Better Approach: Instead of relying on third-party lead providers, invest in LSAs and Google Ads, where leads come directly to your business without competition.
The Bottom Line: Smart Advertising Grows Your Pest Control Business
If you want more leads, more booked jobs, and a better return on your marketing investment, focus on strategies that drive real results.
Avoid:
- Boosting Facebook posts without a strategy
- Relying on outdated print advertising
- Paying for shared leads from third-party providers
Invest In:
- Google Local Services Ads for high-quality, pay-per-lead opportunities
- Google Ads with proper targeting and negative keywords to avoid wasted spend
- Local SEO to rank in Google’s local 3-pack and generate free leads
- Retargeting ads to convert potential customers who didn’t book right away
Need help setting up a lead-generating system that actually works? We’ve helped pest control businesses double their monthly leads, and we can do the same for you. Reach out today.
