The pest control industry is competitive, and simply offering great service isn’t enough. With homeowners bombarded by ads from multiple exterminators, the challenge is making sure your business stands out. If your marketing feels stale or isn’t delivering the leads you need, it’s time to try new approaches. Below are some fresh, high-impact marketing strategies designed to grab attention, build trust, and generate more business.
1. Use Storytelling to Showcase Customer Success
Most pest control companies rely on generic advertising that focuses only on their services. A better approach is storytelling. Homeowners relate to real experiences, so sharing success stories makes your brand more memorable. Instead of saying, “We remove termites,” tell the story of a family whose home was saved from termite damage thanks to your quick response.
For example, create a short case study featuring a customer who discovered a termite infestation just weeks before selling their home. Show how your team solved the problem, helped them pass their home inspection, and secured their sale. Post this story as a blog, include a video testimonial, and share it on social media. This not only demonstrates expertise but builds trust and emotional connection with potential customers.
2. Run Hyper-Local Google Ads for Maximum Impact
Google Ads are effective, but many pest control businesses waste money targeting entire cities instead of specific neighborhoods where they get the best results. Instead of running broad campaigns, focus on smaller areas where you’ve already serviced multiple homes. A homeowner is more likely to hire you if they know you’re already working in their neighborhood.
For example, if you’re treating multiple homes in a specific zip code, run an ad that says, “Serving Your Neighborhood—Schedule a Free Inspection Today!” Include customer testimonials from nearby homeowners to build credibility. You can also adjust bidding strategies to spend more in high-demand areas while reducing spend in lower-performing locations. This hyper-local approach maximizes ad spend and increases conversion rates.
3. Leverage Video Marketing to Answer Common Questions
Many homeowners hesitate to book pest control services because they have questions or concerns they want answered first. Use video marketing to address these concerns directly. Create short, engaging videos where your technicians answer common questions, such as “How do I know if I have bed bugs?” or “Are pest control treatments safe for pets?”
Keep videos under two minutes for maximum engagement. Post them on your website, YouTube, Facebook, and Instagram. You can also use these videos in Google Ads to build trust before potential customers even visit your website. This positions your business as the knowledgeable, go-to expert in your market.
4. Offer Pest Control Subscriptions for Recurring Revenue
Many pest control businesses operate on a one-time service model, but recurring revenue is the key to long-term success. Instead of relying only on single-service jobs, offer subscription plans that provide ongoing protection. Homeowners prefer convenience, and a quarterly pest control plan ensures their home stays pest-free without them needing to book separate appointments.
Structure plans with tiered pricing, such as a basic plan for general pest prevention and a premium plan that includes termite and mosquito treatments. Promote these plans on your website, social media, and during service calls. When customers see the value in preventative care, they’re more likely to commit to recurring services, ensuring stable cash flow for your business.
5. Partner with Home Service Businesses for Cross-Promotion
Homeowners don’t just need pest control—they also hire landscapers, HVAC companies, real estate agents, and property managers. Partnering with complementary businesses allows you to reach new customers without increasing ad spend. Establish referral agreements where each business promotes the other’s services.
For example, an HVAC company can recommend your pest control services for rodent-proofing attic spaces, while you can refer them for air duct cleaning after an infestation. Offer bundled discounts, such as “Book a pest inspection and get $25 off HVAC maintenance.” This type of cross-promotion benefits both businesses and expands your customer base.
6. Use Geofencing Ads to Target Customers Near Infestation Hotspots
Geofencing is a powerful advertising tool that allows you to target potential customers based on their physical location. If certain areas in your city have high termite activity, for example, you can use geofencing ads to show pest control promotions only to people in those areas.
When someone in the geofenced area browses their phone, they’ll see an ad saying, “Termites Are Active in Your Neighborhood—Schedule an Inspection Today.” This hyper-targeted approach ensures your ads reach the right people at the right time, leading to higher conversion rates than broad digital campaigns.
7. Implement a Customer Referral Program That Actually Works
Many pest control businesses have referral programs, but most don’t work because they aren’t promoted effectively. If you want customers to refer friends and family, the reward needs to be clear and valuable enough to motivate action. Instead of small discounts, offer a free service upgrade or a cash reward for successful referrals.
For example, offer customers $50 off their next service for every referral or give them one free mosquito treatment when they refer two new clients. Promote the program with follow-up emails, text messages, and social media posts. Make it easy by providing customers with a referral link they can send directly to friends. The key is reminding them consistently so the program stays top-of-mind.
8. Use Nextdoor to Reach Local Homeowners Directly
Nextdoor is a neighborhood-based social media platform where homeowners ask for recommendations for local services, including pest control. Many pest control businesses overlook this platform, but it’s a goldmine for free, high-quality leads.
Create a Nextdoor Business Page and encourage satisfied customers to recommend your services. Join local discussions and provide helpful advice, such as “How to Keep Ants Out of Your Kitchen This Summer.” By actively engaging, you’ll build credibility and position your company as the go-to pest control expert in your community.
9. Promote Seasonal Pest Awareness Campaigns
Most homeowners don’t think about pest control until they have a problem. Running seasonal awareness campaigns helps educate potential customers and encourages preventative action. Use email marketing, social media, and blog content to highlight specific pest issues each season.
For example, in spring, educate homeowners on how to prevent termite swarms before they become a major issue. In fall, focus on keeping rodents out of the home before winter. By positioning your business as proactive rather than reactive, you create demand before pest problems get out of hand.
10. Create a VIP Program for Repeat Customers
A customer who has booked one service is far more likely to book again—if you give them a reason to. Launch a VIP customer program that rewards repeat business. Offer exclusive benefits such as discounted seasonal treatments, priority scheduling, or free pest inspections for returning clients.
Market this program as an exclusive membership, giving homeowners a reason to stay loyal. For example, advertise it as “Join Our Pest-Free Club and Save 15% on All Future Services.” This builds long-term customer relationships and increases repeat bookings without spending more on advertising.
Final Thoughts
Pest control businesses that use creative marketing strategies don’t just generate more leads—they build trust, improve customer retention, and grow their business long-term. By leveraging storytelling, hyper-local ads, video marketing, referral programs, and partnerships, you can stand out in a crowded market without drastically increasing your marketing budget. The key is staying visible, offering value, and keeping your business top-of-mind year-round.
If you’re ready to implement high-impact marketing strategies that get real results, start with one or two ideas from this list today. With the right approach, you’ll attract more customers and position your pest control business as the clear choice in your area.
