1. Campaign Setup & Structure
A well-structured Google Ads account is the foundation of profitable pest control campaigns. Poor structure leads to wasted spend and missed opportunities.
Recommended Campaign Structure:
- ✓ Campaign 1: Brand Keywords (Your Company Name)
- ✓ Campaign 2: General Pest Control Services
- ✓ Campaign 3: Specialized Services (Termites, Bed Bugs, etc.)
- ✓ Campaign 4: Emergency/Same-Day Services
- ✓ Campaign 5: Commercial Pest Control
- ✓ Campaign 6: Competitor Campaigns (if budget allows)
Budget Allocation Strategy:
Based on analysis of $2M+ in pest control ad spend, here's the optimal budget distribution:
- • 10% - Brand campaigns (lowest CPA, highest conversion rate)
- • 40% - General pest control (highest volume)
- • 25% - Specialized services (higher value customers)
- • 15% - Emergency services (premium pricing opportunity)
- • 10% - Testing & expansion
2. Keyword Research & Selection
Keyword selection can make or break your campaigns. Focus on commercial intent keywords that indicate buying readiness.
High-Value Keywords:
- • "pest control near me"
- • "exterminator [city]"
- • "termite inspection cost"
- • "emergency pest control"
- • "commercial pest control services"
- • "bed bug treatment [city]"
Keywords to Avoid:
- • "DIY pest control"
- • "home remedies for ants"
- • "pest control products"
- • "how to get rid of"
- • "pest identification"
- • Generic single words ("bugs", "ants")
Negative Keyword List:
Add these as negative keywords to all campaigns to prevent wasted spend:
DIY, free, cheap, jobs, career, employment, salary, training, certification, license, school, course, supplies, products, spray, trap, bait, pesticide
3. Bidding Strategies That Work
For New Campaigns (0-30 days):
Start with Manual CPC or Maximize Clicks with a bid cap. This allows you to gather data while controlling costs.
- • Set max CPC at 50% of your target CPA
- • Monitor search impression share daily
- • Adjust bids every 3-4 days based on performance
For Mature Campaigns (30+ days, 50+ conversions):
Switch to Target CPA or Maximize Conversions with a target CPA.
- • Set target CPA at 80% of your actual CPA from manual bidding
- • Give the algorithm 2-3 weeks to optimize
- • Don't make major changes during learning period