Four Lessons Learned in Paid Pest Marketing

By Sarah DeGeorge on September 17, 2018

Pest marketing for pest control businesses is the way to get customers in your service area to pick up the phone and call you as compared to calling a competitor. For larger pest operations, the name is their marketing after years of success and building. For local pest marketers, paid marketing can look a little different and be a slower and harder crawl up the paid marketing “mountain.”

There are some key approaches pest control businesses should take, large or small, to do well in paid online marketing, save money, and promote their business. Below are some of the biggest takeaways pest control operators should take into account when planning and implementing paid marketing and pest lead generation.

“Staying organized in your marketing is key”

What is meant by this is having a paid marketing campaign on Google Adwords or Bing that is easily accessible and makes sense to the user paying for use of the platform. You do not want to have an unorganized pest marketing campaign that cannot be easily managed. This may lead to over-spending, penalization for less than quality ads, and other repercussions.

Ways to stay organized may be creating smaller campaigns and ad groups to fit the need of your pest operations, not creating too many ad variations, and consistently testing and changing ads to stay relevant. Old and outdated information will just clog the marketing campaigns and your pest marketing efforts.

“Make sure to be both macro and micro when appropriate”

Large-scale marketing campaigns can do well, but may not be as targeted as micro. If you have a larger scale pest operations, macro may be a good way to cover all bases when attracting clients in certain areas and for certain pests. If you live in a smaller demographic, getting very micro in terms of phrasing in ads, pests and services you offer based on location, and other instances of being a more “local pest operation” can truly pay off and make you more relevant as a pest controller to your local customers.

“Have a paid marketing campaign closely connected to your website”

Relating to the above suggestions, having a marketing campaign closely connected to your pest control website is key for cost-saving tactics in paid pest marketing and pest lead generation.

When you write ads, you want to send them to a landing page directly connected to your ad copy. You do not want to send an ad talking about a specific pest to your main page if that page has no phrasing regarding the pest you are advertising for.

Making sure each ad connects to an appropriate part of your website can allow you to be 1) organized in your marketing and 2) can help you save money with Adwords or paid marketing platforms rewarding you for quality ad copy with lower pricing per-click.

“Making sure you test multiple ad variations is key”

You may become discouraged if one ad just does not resonate with your customer base. This should not be marked as a failure and should be looked at as an opportunity to rewrite content.

Perhaps a coupon for a dollar amount off works better than a free inspection or quote. Making multiple ad copies with the same content with one variation can be a way to figure out what your customers are looking for and improve upon ad copy or even the special you are offering.

These are just a few takeaways from pest marketing successes and advice. Still confused or need help? It is best to reach out to a pest marketing specialist or lead generation company to offer pest marketing expertise for your pest operations.