Growing a pest control business isn’t just about offering great service—it’s about making sure the right people know about your company, trust you, and choose you over the competition. Too many pest control businesses waste money on marketing strategies that don’t work, while others fail to take advantage of high-ROI opportunities that drive leads consistently. Whether you’re struggling with low visibility, wasted ad spend, or poor lead quality, this guide will walk you through the do’s and don’ts of pest control marketing so you can grow your business efficiently and profitably.
The Do’s: What Works for Pest Control Marketing
1. Do Optimize Your Google Business Profile for Free, High-Intent Leads
Your Google Business Profile (GBP) is one of the most valuable marketing tools you have. When homeowners search for “pest control near me” or “exterminator in [city],” they often choose from the top three local listings. If your business isn’t optimized, you’re losing leads to competitors who are ranking above you.
How to optimize your Google Business Profile:
- Complete Every Section: Ensure your business name, phone number, website, and service areas are accurate.
- Get More Customer Reviews: Businesses with higher ratings and frequent reviews rank better. Follow up with customers via text or email asking for a review after every job.
- Post Regularly: Google favors active profiles, so post updates, special offers, and seasonal pest control tips.
- Add High-Quality Photos: Show your team in action, your service vehicles, and before-and-after images of pest treatments.
A well-optimized Google Business Profile can generate high-quality, free leads every month without requiring paid advertising.
2. Do Use Google Local Services Ads for High-Quality Leads
If you’re spending money on ads, Google Local Services Ads (LSAs) should be at the top of your list. Unlike traditional pay-per-click (PPC) ads, LSAs charge you only for real leads—people who call or message you directly through the ad.
Why LSAs work so well:
- They appear at the very top of Google search results, above even traditional PPC ads.
- The Google Screened badge builds trust, making customers more likely to choose your business.
- You only pay for qualified leads, reducing wasted ad spend.
To maximize your LSAs:
- Respond to leads immediately—Google ranks businesses higher when they reply quickly.
- Maintain a high review rating—more positive reviews improve your placement and conversions.
- Use call tracking to monitor lead quality and adjust your budget for the best results.
Many pest control companies see a dramatic increase in bookings when they switch from traditional Google Ads to LSAs.
3. Do Invest in Local SEO to Rank for Free Search Traffic
While LSAs and PPC ads drive immediate leads, local SEO (search engine optimization) helps you rank organically for pest control searches, bringing in free leads over time.
To improve your local SEO:
- Use Local Keywords on Your Website: Include phrases like “bed bug exterminator in [city]” and “mosquito control near me” in your service pages and blog content.
- Create Individual Service Pages: Instead of one generic page, have dedicated pages for termite control, rodent removal, and bed bug treatments, each optimized for specific keywords.
- Earn Local Backlinks: Get listed on Yelp, HomeAdvisor, Angi, and local business directories to build your website’s authority.
- Start a Blog: Write about common pest problems, prevention tips, and seasonal pest control strategies to attract organic traffic.
A strong SEO strategy reduces your reliance on paid ads and generates long-term, sustainable leads.
4. Do Use Retargeting Ads to Convert Lost Leads
Most people who visit your website won’t book a service right away. Retargeting ads on Facebook, Instagram, and Google display ads keep your business in front of potential customers until they’re ready to hire.
How to run effective retargeting ads:
- Target website visitors from the past 30-60 days who didn’t book a service.
- Show testimonials and before-and-after images to build trust.
- Offer a limited-time discount to encourage action, such as “$50 Off Mosquito Treatment – This Week Only.”
- Retarget based on service pages visited (e.g., someone who viewed your termite page sees termite-specific ads).
Retargeting keeps warm leads engaged, increasing conversions while keeping your ad costs low.
The Don’ts: Costly Marketing Mistakes to Avoid
1. Don’t Waste Money on Generic Google Ads Without Proper Targeting
Too many pest control businesses run poorly optimized Google Ads and wonder why their leads are low-quality or too expensive. The biggest mistakes include:
- Bidding on broad, generic keywords like “pest control” instead of high-intent phrases like “emergency termite treatment near me.”
- Not using negative keywords, leading to wasted clicks from searches like “DIY pest control” or “free extermination services.”
- Failing to optimize landing pages, which causes high bounce rates and lost conversions.
To fix this, refine your targeting, add negative keywords, and make sure your landing pages are designed to convert.
2. Don’t Ignore Your Online Reputation
Your online reviews and ratings directly impact your lead generation. If you ignore your reputation, you’re losing business to competitors with better ratings.
What to avoid:
- Not asking for reviews after a job—happy customers won’t leave reviews unless prompted.
- Ignoring negative reviews, which makes your business look unresponsive.
- Failing to respond to reviews, missing opportunities to show professionalism.
How to fix it:
- Send a follow-up text or email after every job with a direct link to leave a review.
- Respond professionally to negative reviews and offer to resolve issues.
- Showcase your best reviews in ads, social media, and your website.
A strong reputation improves your SEO rankings, increases conversions, and makes your ads more effective.
3. Don’t Rely Solely on Word-of-Mouth Marketing
Word-of-mouth is great, but it’s not enough to sustain growth in a competitive market. Relying only on referrals means you’re missing out on predictable, scalable lead generation.
Instead of waiting for referrals:
- Run a referral program offering discounts or free add-ons for successful referrals.
- Invest in digital marketing so you’re always bringing in new leads.
- Create partnerships with real estate agents and property managers to get steady, recurring business.
A multi-channel marketing approach ensures your business grows consistently.
4. Don’t Use “One-Size-Fits-All” Marketing
A generic message like “We offer pest control services” won’t stand out. Customers need a clear reason to choose you over competitors.
Avoid marketing that:
- Uses vague, generic messaging instead of specific, customer-focused benefits.
- Fails to highlight what makes you different, such as same-day service, eco-friendly treatments, or guaranteed results.
- Ignores seasonality, running the same ads year-round instead of adjusting for pest trends.
Your marketing should speak directly to customer pain points and offer clear solutions to their pest problems.
Final Thoughts
A successful pest control marketing strategy is about consistency, optimization, and focusing on high-ROI channels. By dominating local search, using LSAs, refining PPC ads, leveraging retargeting, and building a strong reputation, you can generate steady, high-quality leads without wasting your budget.
If your marketing isn’t delivering results, it’s time to eliminate what’s not working and double down on strategies that drive real growth. Focus on the do’s, avoid the don’ts, and watch your pest control business thrive.
