Articles | Marketing

Pest Control Marketing: Make Your Phone Ring

Chris Moreschi

Field Service Software for Pest Control

As a business owner, you’re always looking for ways to take your pest control business to the next level. And one of the most crucial factors in achieving that goal is effective marketing. After all, marketing is the bridge that connects your business with your potential customers – the real people who make it all possible.

But let’s face it: reaching those real people can be challenging. They don’t see the world in the same way as you do as a business owner.

At GorillaDesk, we know the power of listening to our customers. And when we asked our pest control business clients what their most significant challenge was, the resounding response was the same: how can they reach more people who need their services?

The answer, of course, is marketing.

That’s why we’ve compiled the ultimate pest control marketing guide – to help you attract more customers and make your phone ring. There are countless marketing channels and strategies out there, but not all of them are equally effective. That’s why we’ve narrowed it down to the three main pest control marketing channels and strategies guaranteed to help your business grow:

  1. Email Marketing
  2. Paid Ads/PPC
  3. Local SEO and Google Business Profile

At GorillaDesk, we’re committed to your success. We’re not here to waste your time with fluff but to provide you with the knowledge and tools you need to succeed. So let’s dive into each strategy, step by step, and show you how to use them to grow your pest control business and make your phone ring.

Email Marketing for Pest Control

Email marketing is a highly effective tool that can generate significant revenue for field service businesses.

Did you know? For every single dollar spent, email marketing drives $44 in revenue.

However, Developing a successful email marketing strategy can take time and effort. On top of that, executing an effective email marketing campaign requires a lot of effort.

The good news is you don’t need to have a perfect plan in place to get started.  As you begin, focus on answering critical questions such as

  1. Why are you sending emails? 
  2. Who are you sending them to? 
  3. What value can you offer subscribers? 
  4. What are your email marketing goals?

Once you have a plan in place, several other essential components must be considered. These include growing your email list, segmenting your subscriber list, using promotional emails to increase business, using transactional emails to convert prospects into paying customers and measuring the results of your email marketing efforts.

Now, that sounds like too much work. Yes, it is.

But as we said, we are committed to helping you grow your pest control business; we have a detailed, ready-to-use email marketing course.

The Email Marketing Money Machine

Be an email marketing master for your pest control business.

Google Ads/Pay-Per-Click (PPC) for Pest Control Businesses

First offered nearly 18 years ago to help businesses connect with their potential customers, Google Ads is one of the most effective marketing channels for pest control businesses.

For local businesses, Google offers two different types of ad options:

  1. Google Local Service Ads
  2. Google Ads

A) Google Local Service Ads

Google Local Service Ads are a godsend for Field service businesses. It is the fastest way to get in front of people who search on Google for the services you offer. Your ads will show up to potential in your area, and you only pay if a potential customer contacts you directly through the ad.

Another good thing about Google local service ads is that you pay only for the legit leads. The cost per lead varies depending on your service and location. For example, the average cost of leads generated via Google Local Services Ads in the Miami area is $39-59.

Google Local Service Ads Lead Calculator

Use this lead cost calculator to get a more precise idea of how much you will have to pay for each new lead in your area.

To be eligible for Google’s Local Service Ads, you must first confirm your eligibility by providing the following documents.

  1. Pest control business license, and
  2. Pest control insurance document.

Once you’re eligible, you can get started with Google Local Service Ads in three simple steps:

  • Sign up as a service provider
  • Set your budget
  • Set your ads on Google

Here is how ‘Google Local Service Ads’ appear in the search results:

When you type something into Google, you are presented with a list of results, or SERP (the search engine results page), which shows organic and paid results.

Paid search results have a little green box with the word “Ad” before the listing; this is where a company like yours has paid to have its page at the top of the list.

This can be done through the Google Ads search campaign, which charges you a small amount for every person who clicks on that link. Paid search works to drive traffic to your website through relevant ads.

Here is how a ‘Google Text Ad appears in the search results:

Why use Google Ads for pest control businesses?

Investing in Google Ads for your pest control business can immediately increase the lead and make your phone ring off the hook. With Google Ads:

  1. You can reach your customer when they want your service, no matter what.
  2. You can Precise Target to whom you want to show your ads. You can target based on
    • Geography
    • Time of the day
    • Device (mobile, desktop, or both)

A typical example is that a lot of pest control businesses run Google ads only from Monday – Friday from 8 AM to 5 PM. It is typically due because businesses are closed or are slower on the weekends. This can help maximize ad spend.

  1. You can follow your prospects and customers using retargeting.
  2. Depending on your campaign’s objectives, you pay only for the clicks and not impressions.

However, it is more of a pay-to-play strategy, so you need when they make sense for your pest control business and how to optimize them. But how do you do this at a low cost whilst tailoring your strategy to your services and business goals?

A well-thought-out Google Ads strategy and plan includes the following eight items:

  • Finding Your Unique Selling Proposition (USP)
  • Keyword Research
    • How to start with Keyword research
    • Build Your Keyword List
    • Leverage the Keyword Planner
    • Use Keyword Matching Options
  • Writing Ads That Convert
    • Headline
    • Description
    • Display URL
  • Experimenting With Ad Variations
  • Setting Your Campaign The Right Way
  • Creating High Converting Landing Pages
  • Conversion Tracking

    For someone who is new to the world of marketing or has minimal experience with marketing, this seems too much to handle.

    Well. To be honest, you are right. To get success with ‘Google Ads,’ you need to have someone who can handhold you or show you the path.

    As the former option isn’t scalable, we chose the latter option and created a step-by-step training on Google Ads for pest control business owners like YOU. The good news…

    1. It’s 100% FREE.
    2. You can learn at your own pace or have your admin/office assistant go through it.
    3. It’s super easy to follow; it’s like Flipping Switches.
    4. It covers everything you need to get started with Google Ads and acquire new leads for your pest control business.
    5. It’s 100% practical. Absolutely, no fluff.

    Google Ads Secrets

    Learn how to drive real results with Google Ads—making your phone ring, sending leads, or bringing customers to your website.

    Local SEO and Google Business Profile (GBP)

    If you regularly follow our content, you’re undoubtedly aware that at GorillaDesk, we’re ardent advocates of Local SEO and Google Business Profile. Why, you ask? Allow us to elaborate.

    Cost-effective? You bet: Local SEO is a far more cost-effective approach than Google Ads. While the latter can leave a gaping hole in your pocket, local SEO can help boost your online visibility without breaking the bank.

    But that’s not all. Local SEO packs a serious punch in the ROI department, with a far superior return compared to Google Ads. According to Moz’s study, businesses that invested in local SEO saw an average ROI of 23%, whereas those who invested in Google Ads only saw an average ROI of a measly 2%. This is because local SEO generates sustainable, long-term results, while Google Ads provide only temporary results as long as businesses continue to pay for them.

    And let’s talk about the long-term benefits of Local SEO, shall we? It’s a solid, long-term strategy that yields sustainable results over time. By continually optimizing your website and Google Business Profile, your pest control business can establish a robust online presence and enhance its rankings for relevant local keywords. In contrast, Google Ads provide only fleeting results as long as you keep paying for them.

    Now, this all sounds good.

    But what about real-world results? Can local SEO really deliver?

    Well, here’s a case study associated with one of the pest control companies we’ve worked with.

    Take a look at what their results were in January 2023.

    Local SEO Results

    As you can see, they received a total of around 136 calls in January 2023.

    That’s the power of Local SEO.

    Local SEO Call Volume

    Remember, these are calls from people that are contacting the company, actively looking for information, and looking to spend money.

    How would your business, or even life, change if you could achieve the same for your business?

    Well, if you understand how to get results with local SEO, it’s entirely possible for you to achieve similar results.

    Now that you know what Local SEO is let’s have a quick look at the Factors that affect Local SEO:

    It’s important to note that success with local SEO comes down to getting several things right. If you can do all of these things well, you should see an improvement in your rankings.

    Here are the factors that affect local SEO:

    1. Google Business Profile (Previously Google My Business)
    2. Local and Standard Citations
    3. On-page SEO
    4. Schema Markup
    5. Backlinks
    6. Customer Reviews

    Feeling overwhelmed by the sheer number of things to handle? We get it. As a business owner, marketing may not be your forte. That’s why we’ve taken it upon ourselves to create a comprehensive step-by-step guide to Local SEO that will take your pest control business to the next level.

    If you’re hungry for knowledge and want to learn more about Local SEO, this guide is a must-have. It will equip you with the tools to tackle each and every aspect of Local SEO and help you develop a solid strategy for your business. Don’t wait any longer, take control of your local market and watch your business thrive.

    The Local SEO Playbook

    Learn how to drive more leads & make your phone ring by dominating Google Maps & organic rankings.

    Wrapping it up


    Now you have the knowledge and tools to take your pest control business to new heights. By implementing the three most effective marketing channels: Email Marketing, Google Ads or Pay Per Click (PPC) Marketing, Local SEO, and Google My Business, you can watch your phone ring off the hooks and see new incoming service requests.

    But remember, failure to take action and adapt to changing times could leave you behind your competition. So don’t wait any longer, start implementing these strategies today and gain a competitive advantage. We wish you all the luck on this exciting journey ahead!

    If you choose to ignore and continue to do things the way you have in the past, you may end up losing out to your competition.

    However, if you decide to jump on the bandwagon, be sure to do it now, the sooner you take action, the faster you’ll gain a competitive advantage.

    We wish you luck on this exciting journey ahead.

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