As a pro in the pest control industry, you have the skills and education to eliminate and prevent pest infestations in both residential and commercial buildings. However, even though you know how to deal with spiders, mice, and bed bugs, it takes a different skill set to build a successful pest control marketing campaign.
Pest control advertising is essential for connecting with homeowners who are seeking your services. If you aren’t investing in exterminator marketing, then it means that you are leaving money on the table. These marketing campaigns not only bring in the leads you need but also strengthen your brand and help you establish a presence in the local industry.
As you compare different pest control marketing ideas, do you feel you can’t keep up? The online marketing industry changes frequently, and it can often feel like you’re chasing a moving target. Many business owners choose to work with a pest control digital marketing agency to bring in qualified leads.
However, there are steps you can take on your own to get your pest control marketing efforts up and running. Direct mail campaigns and phone book listings don’t pack the punch they once did to establish your presence in the industry. Now, you need to invest in exterminator advertising tools, including paid ads, SEO, social media, and more.
This quick start guide is designed to help you understand more about the best way to market a pest control business. The goal is to help you avoid the most common mistakes people make in the online marketing industry and supercharge your results by maximizing the ROI on your exterminator marketing campaigns.
Creating an Effective Pest Control Digital Marketing Campaign
Not only do you need to invest money in pest control marketing ideas, but it’s critical to track your results and improve the campaigns, so you are bringing in leads that turn into paying customers.
A good marketing campaign in any industry measures the amount of money you are spending, the number of leads coming through, and the conversion rates within the campaign. This data helps you track conversion rates so you can determine the ROI of your exterminator marketing efforts. Then, you can optimize your strategy to boost ROI by adjusting ad copy, implementation, optimization, and data measurement. So, as you launch a new pest control marketing campaign, always have these elements in place.
Pre-launch steps for a successful pest control marketing campaign:
1. Create a Clear Offer
To begin, you need to know your target demographic. Then, you’ll have the insights required to create an offer that speaks to their needs. Know your audience so you can craft a pest control marketing campaign that captures their attention.
Look at competitor’s ads and you’ll see that the best pest control advertising examples segment the market to specific services that the homeowners seek, for example, infestation services, prevention, and maintenance. Therefore, you need multiple offers with segmented landing pages to target each of these focuses. In addition, the landing pages must have a clear Call to Action that helps the customer see how you can solve their problems.
Most of the time, the highest priority in a pest control advertising campaign is to get the person’s contact information, then you can reach out to book a consultation.
2. Measure Leads and Conversions
It’s great to see leads from your marketing campaign, but collecting leads doesn’t mean that you have profits yet. First, you need to convert the leads into customers.
As you design your exterminator advertising strategy, always leverage click and conversion tracking. These analytics show insights into the effectiveness of your campaigns, and you can see how customers interact with your website.
Use tracking technology through every stage of the sales funnel: lead generation, booking appointments, phone call history, campaign revenue, email open rates, and pest control ads engagement. A comprehensive tracking system is an excellent investment because it helps you leverage the most effective elements in your sales and marketing funnel.
3. Nurturing Your Leads
Don’t expect the first point of contact to be the moment when a lead decides to buy your services. Having an effective pest control marketing campaign means you bring in the leads and then nurture the relationship as you move them through a sales funnel.
Use a lead scoring system so you can track the quality of leads on your current prospects list. First, your sales team needs to know where each lead stands in the sales funnel. Then, they can boost conversion rates by meeting each potential customer where they are at any given moment.
One-on-one conversations take a lot of time, which is why the most effective pest control marketing campaigns leverage one-to-many communication strategies such as text messaging and email marketing.
4. Close the Deal
All of the work you put into a pest control marketing campaign is leading to the most important moment in the sales funnel: closing the deal.
Nurturing the leads and designing an effective sales funnel creates the foundation for turning leads into paying customers. Make sure sales team members have specific responsibilities through every stage of the funnel to minimize the risk of leads falling through the cracks: following up with warm leads, handling incoming calls, and maintaining ongoing communication with interested homeowners.
The best thing you can do is standardize this practice, which helps to optimize your conversion rates. Then, always respond within 5 minutes of when the lead contacts your company. Also, look for other ways to improve the sales funnel using customer education, sales pitches, and more.
The Best Way to Advertise a Pest Control Business
The most common mistake you can make is investing money into pest control marketing ideas without clearly defining your plan. You need to be sure the marketing foundation is in place before spending your budget on different lead generation strategies.
Talk to any pest control internet marketing agency, and you can see that they have similarities in their approach to lead generation. Of course, each agency is unique in the specific application, but the overarching focus is often the same in these campaigns.
Start with the End in Mind
When you are creating an exterminator marketing strategy, start by looking at the end results you want to achieve. Then, you can design the sales funnel by reserve-engineering the milestones that must happen. Preparation is key to ensuring you are on the right track to succeed.
Ask questions that help to clarify your goals, such as:
What is the most critical action each lead should take?
What is your strategy for reaching each milestone to achieve lead conversion?
It’s a fine line to balance the immediate milestones with the longer-term goals you are striving to achieve. However, this process helps you set a solid foundation so you can optimize the ROI of your marketing campaign.
6-Step Process for Defining Pest Control Marketing Goals
The most important thing you can do to prepare for a successful pest control marketing campaign is to identify and implement your goals. Define each goal, so you know when the goals have been completed.
Ideally, you should have multiple goals in place: the end goal and milestones that help you reach this destination. Each of the target milestones needs to be high enough to stretch the sales team. Make sure they are achievable without setting the goals too low because low benchmarks can result in a lack of motivation.
Here are a few great tips to create marketing goals that work:
Identify your target number: the revenue amount that you are trying to achieve.
Break down the sales process so you can see the number of paying customers required to meet these revenue goals.
What are your anticipated closing rates? Use this information to determine how many leads you need to bring in.
Evaluate website conversion rates so you can target the right levels of website traffic that will result in the number of leads you need.
Always review these numbers on an ongoing basis, with measurable milestones for each stage in the marketing and sales funnel.
Design pest control ads that generate the traffic you need for the ideal number of leads that will fill your sales funnel.
Generating Leads with Online Pest Control Marketing
Now that you have defined your goals, it’s time to get started with your exterminator advertising campaigns. A full-service strategy leverages different traffic sources online, including:
An Optimized Website
SEO (Search Engine Optimization)
Google Business Profile
Social Media Presence
Each of these pest control marketing strategies is important on its own. However, combine them together, and you create a powerful system that helps you stay connected with your list of customers throughout the year.
In this pest control marketing guide, we’re going to break down each of the subsections so you can see how these strategies fit together to create the best way to advertise a pest control business.
Roadmap for Effective Lead Generation
Pest Control Pro Lead Generation Roadmap
1. Defining Your Goal
You need to know your objective: a clear and attainable goal. When you have a goal in mind, it streamlines your marketing campaigns because you know the number of leads necessary for filling the pipeline.
2. Design a Landing Page
A generic homepage will have a negative impact on your conversion rates, which is why it’s worth the time and effort to create dedicated landing pages. Choose sub-services within the pest control industry, then create a landing page with these unique offers. The best approach is to have one landing page for each offer. Consider breaking down the campaigns with seasonal offers and discounts.
3. Implement a Clear Call to Action
When a lead comes to your landing page, what is the desired action you want them to take? Ensure you have clear invitations in the landing page design that show the person the next step to follow. Pest control advertising examples include CTAs with images, buttons, and text that take the website visitor from the landing page through the target action: sending their contact info.
4. Map Out Your Sales Funnel
Your exterminator marketing strategy will bring in leads, and you need a streamlined system for nurturing those leads. Your sales team will succeed when you have a sales funnel in place, with people answering the phones and keeping up with tracking systems and follow-ups. Each step is vital to move the lead through the funnel, eventually reaching a point where you close the sale. Check out relationship management tools. Like Service Titan or HubSpot to automate this process.
5. Up-to-Date Leads Database
You need to see where every lead is within the sales funnel, which is where a CRM comes into the strategy. This data helps you see the best leads that are worth pursuing and the ones that should be removed from your list. Measurable data makes it easy to prioritize the ideal opportunities for converting a lead to a paying customer.
Pest Control Website Optimization Tips
When you have a well-designed website, it is the foundation for an effective exterminator marketing campaign. All of your marketing efforts lead back to the website, which is why you need to be sure that you have a user-friendly design where people are landing.
Your marketing campaign success is tied to the effectiveness of your website design. Here are a few essential factors to consider when designing your business website:
Technical and Functional Website Features
Timing is critical because website visitors don’t want to wait for a page to load. Not only does page load time improve customer experience, but it shows Google that you have a quality website – which increases your chances of achieving a high search engine ranking.
It might seem like a small detail to improve page load time, but it significantly impacts your overall results. When your page load time is optimized, you enjoy positive benefits that improve conversion rates and boost sales revenue.
Fast Page Loads
Use aPage Load Speed Tester to check every page on your website. If needed, make on-page adjustments to ensure load times are 2 seconds or less.
Move Leads Through the Sales Funnel with Calls to Action
You should always have a clear plan in mind that guides website visitors to take the next step. Calls to Action (CTAs) invite people to take action, which leads them closer to a conversation with your pest control sales team. Here are a few pest control advertising examples showing effective CTAs:
Contact us to book a free consultation
Enter your name and phone number
Share your email address to receive our newsletter
Request a pest control estimate
Your CTAs will be most effective when people see the benefits they will receive by taking this action. For example: “Contact our professional pest control team to schedule a no-obligation consultation and receive an estimate.” This example shows the next step the person should follow, and you are also establishing your expertise at the same time.
Use Customer Reviews
When a website shows customer reviews, an estimated 63% of customers are more likely to buy from that brand.
These customer reviews display the satisfaction past and current customers have received, which helps to establish credibility and trust for your brand. The reviews back up your claims in your exterminator advertising campaigns.
Look for possible opportunities to share these reviews: social media accounts, landing pages, website pages, and more.
Build Trust with Your Website Design
When someone is comfortable on your website, it establishes trust and makes people more confident in moving forward to schedule your services. The smallest details add up to overall success in website design: images, copywriting, graphics, and more. Communicate the right message about your company brand and show the quality of care you offer to every customer.
If you’ve received any affiliations or awards, always share this information on your website to build trust. The goal is to show that your company is leading in the local industry so you can stand out from the competition. Focusing on the quality of your website design and branding increases the likelihood of your company being top-of-mind when customers are ready to buy.
Checklist for Your Pest Control Website to Convert Well
Rank Your Website When Homeowners Search for an Exterminator
When someone needs pest control services, Google is often the first place they look to find a local contractor. So, you need to make sure that your website is showing up in the search results for relevant keywords.
Bid on these keywords using Google As for pest control. Then, the most successful keywords provide clues about the best way to approach your Search Engine Optimization campaign. Test creative pest control ads to get a feel for the market, then invest in SEO for long-term results.
It’s a two-step process because the paid pest control ads bring in traffic right away. But leads stop when you are no longer investing in Pay Per Click advertising, which is why you need to also implement an SEO marketing campaign as well.
3 Steps to Boost Your Search Rankings
Create an effective pest control marketing strategy for SEO by using three essential components.
Implementing these exterminator marketing ideas makes your website easier to find – especially when people are searching for phrases that relate to your services. In addition, dominating the search results makes it easier to stay ahead of the competition.
1.) Pay Per Click Ads
Paying for Google Ads for pest control marketing is like turning on the faucet: the leads pour in right away. Keep it up with bidding on keywords, you’ll have leads coming in.
2.) Search Engine Optimization
Even though SEO requires a bigger time investment compared to PPC, it’s worth the effort because of the lasting results you will achieve. When your website is ranked in the search results, you have leads coming in without needing to pay for every click.
3.) Google Business Profile
Setting up a business listing puts your company on the map, which boosts local search engine rankings. Plus, a Google Business Profile establishes your company as a reputable resource.
We’ll take a closer look at each search engine category, showing you practical implementation as part of your pest control marketing strategy.
Google Ads for Pest Control Marketing
Do you feel overwhelmed by the idea of starting a new Pay Per Click (PPC) campaign? When you spend money on every click that comes through to your website, you want to make sure that you have a healthy profit margin.
When you don’t know a lot about pest control marketing, it might feel like running PPC ads is like gambling. But the data is clear: PPC advertising is a proven way to bring in leads, which can boost your profit margins. In fact, most well-designed PPC campaigns bring in a 200% ROI: every dollar you spend returns two dollars. Therefore, Google Ads should be an essential part of every exterminator marketing campaign.
Pro Tips for Google Ads for Pest Control
Step #1: Pick the Best Keywords
Keyword research creates a foundation of success for your PPC marketing campaign.
When you understand how your target demographic is searching for your services, you can be sure that your campaigns and offers align with their needs.
Keyword research uncovers the services customers are looking for and the search volumes for these keywords. Establishing a list of ideal keywords gives you leverage so you can display your message in front of the target audience. The goal is to bid on keywords that are affordable and have a reasonable volume.
You have a list of target keywords; now it’s time to sort them into PPC campaigns with no more than 4 keywords per campaign.
Focus on quality as a priority over quantity. Good pest control advertising examples show that the conversion rate is low when people are looking for tutorials or DIY, so you might want to take “DIY home pest control” off your keyword list. A better phrase is when people are searching for “pest control services near me.”
Think about the buyer’s intention when you are creating these PPC campaigns. The goal is to only be bidding on keywords with high conversion rates. For example, someone will not likely want to hire a contractor if they are searching for free tutorials or DIY videos.
Step #3: Test Creative Pest Control PPC Ads
When someone sees your pest control ad, you only have a few moments to capture their attention. Therefore, creative copywriting is key to making sure people are paying attention to your ads.
Incorporate keywords into clear headlines. Make sure each PPC ad has a direct CTA to invite the person to take action, such as submitting their contact information. This process should be as simple as possible, starting with a click-thru on the land and then taking the person to a well-designed landing page.
Always split-test different types of HVAC ads so you can see the response from your target audience. This testing shows you the messages with the best click-thru and conversion rates, then use this data to optimize your campaign.
Step #4: Landing Page Designs
Creative pest control ads that lead to optimized landing pages are the secret sauce to a strong ROI..
When you are split-testing different keyword groups, ensure the leads always go to a quality landing page. Then, when someone clicks through the ad, they should land in a direct, clear, and simple place to navigate.
Successful campaigns have one landing page for every sub-service. When you are researching pest control advertising examples, you’ll see that the best campaigns have landing pages for rodent services, insect services, infestation treatments, maintenance, emergency services, and more.
SEO for Pest Control: How to Get Organic Rankings
Bring in immediate leads using Google Ads for pest control, but remember that these leads only continue as long as you pay for the clicks. The next step is to use your PPC data to bring in ongoing website visitors through Search Engine Optimization.
This pest control marketing campaign focuses on getting your website to show up high in search engine results. These organic rankings bring people to your website daily, without the need to pay for every click.
Investing in SEO gives you a prime piece of virtual real estate that works for your business 24/7 because homeowners can easily find your website.
Remember that SEO for pest control marketing is a long-term strategy. Every pest control agency you talk to will recommend SEO as part of your service package, with PPC campaigns to start the process and gather valuable data about your local industry.
Be warned that SEO campaigns can be quite competitive because they generate leads effectively. So, it’s necessary to take a proactive approach to outranking the other pest control businesses in the industry. Here are a few tips to give you an edge in the search rankings:
Effective Pest Control Marketing Tips for SEO
The phrase “content is king” is true for Search Engine Optimization. Place quality content on your homepage, landing pages, service pages, blog posts, and more.
Research pest control keywords to select target SEO phrases for your website. One strategy is using your most effective PPC keywords to build a pest control marketing campaign for SEO.
Next, make sure you design a website that offers a great user experience. Consider the organization of the navigation and pages so everything can be viewed on all types of devices (smartphones, computers, tablets, etc.)
Not only do you need optimized pages on your website, but it’s also necessary to have backlinks from other websites to your pages. These “votes” show Google that you have a trusted site. The fastest and most effective solution is to enlist the help of a pest control digital marketing agency for assistance since it takes a lot of time and effort to build backlinks.
Page Load Time
Ideally, each page should load within 2 minutes or less. If you have longer page load times, it has a negative impact on user experience, which harms your SEO. Talk to your website developer about speeding up page load times.
You will lose SEO rankings fast if you have any security threats or malware on your website. Always use security software that protects both your server and website. Maintaining a clean site helps Google see that your site is safe for visitors, which improves rankings.
Each of these components can make a significant positive impact on your search results rankings and ultimately help bring more traffic to your website and more leads for your pest control business.
Google Business Profile for Pest Control Local Marketing
When a homeowner or business owner wants to hire a local company, it’s common for them to look on Google Maps. These map listings show up prominently in search results, which is why Google Business Profile should always be part of your SEO strategy.
Customers who are searching for local services can see that your company is nearby. In addition, your business listing in Google Maps can bring in new leads because of the proximity of your location.
Additionally, having a Google Business Profile helps to establish trust so that people feel comfortable moving forward with your services. Show company credibility by sharing important information on your profile, such as pictures, reviews, ratings, contact information, and more.
Checklist: Google Business Profile for Pest Control Marketing
When you are setting up a Google Business Profile for your pest control business, these steps help to improve the likelihood that you will be able to get a good ranking in the local search results:
Claim Your Listing
If your company already has a business listing online, the first step is to claim the business. Sometimes, your business will already be present in Google Maps, even if you haven’t claimed it and filled out the profile info.
Update Name, Address, Phone (NAP)
Make sure your basic contact information is up-to-date. Always check your NAP information two or three times, then revisit regularly to update as needed.
Create a visual appeal to your GMB listing with professional photos on your profile. Upload new photos regularly and make sure you are always using quality images to strengthen your branding.
Other Profile Details
You can fill out other sections, such as primary and secondary service categories and listings of your services and products. Don’t forget to add special offers and discounts when applicable.
Ask current and past customers to leave reviews on your Google Business Profile. The more reviews you have, the higher the likelihood you’ll bring in new customers because your business will rank high in the map search results.
Respond to Questions and Reviews
Monitor your Google Business Profile pages, so you are always staying current with responses to reviews and questions. Respond to everything – both negative and positive reviews. This proactive approach shows that you value customer service and satisfaction.
Communicate Through Messaging
Google messaging allows you to chat with people when they contact you through your Google Business Profile. Many people don’t like talking on the phone, so they prefer to send a message instead. Make sure your messaging feature is enabled, and you respond quickly when inquiries come through.
Other Business Directories and Local Listings
Undoubtedly, Google Business Profile is the best resource for local listings, but don’t discount the benefits available from other directories as part of your exterminator marketing strategy.
You won’t get a lot of direct traffic from these smaller directors and maps. But they are still valuable because of the backlinks that they bring to your website.
It’s time-consuming to set up so many business directories, so consider working with a pest control digital marketing agency for assistance.
Create a Presence on Facebook and Social Media for Your Pest Control Business
Now that you are moving down the list of pest control marketing ideas, the next step is to create a meaningful social media presence on Facebook, Instagram, Twitter, and other platforms. Facebook should be the highest priority because you can use it for lead generation by running paid ads.
Almost everyone has a Facebook account, which means that the majority of your target customers are on Facebook. Social media is a great way to target people in your local area and connect with homeowners or business owners who are interested in the pest control services you offer.
Tips for Using Facebook Ads to Connect with Potential Customers
There are several methods you can use for lead generation through Facebook advertising. Consider the action you want the lead to take when they click through your ad:
Ads to a FB Landing Page
When someone clicks on your ad, they stay on Facebook and go to a custom landing page. Since people are comfortable staying on Facebook, it often results in high conversion rates. For example, your pest control marketing strategy might be to run an ad that takes users to a form submission so they can request an appointment.
FB Ads Going to Your Website
Another option is to have the ad click-through take a person to your website. Make sure to have a custom landing page that lines up with the ad messaging and a clear call to action when the visitor reaches your website.
FB Retargeting Ads
Third-party Facebook ads are a great way to stay in contact with a potential lead after they have interacted with your brand. If someone clicks on your ad and/or visits your website or profile, your ads can show up on other platforms to increase the likelihood of them returning to your website.
How to Design Facebook Ads that Work for Pest Control Companies
Facebook ads are a little different than Google Ads for pest control because people are in a different mindset when scrolling through social media vs. searching in Google. People go to Facebook because they want to be entertained. So, make sure your ads align with the overall experience by using bright colors, engaging messages, and designs that catch the eye. Use a little humor and pick images with smiling people.
When people are searching for local pest control services, you can use these Facebook ad techniques to find leads and bring traffic to your website:
Pick an Ad Objective
Know the target purpose for running these ads. The best way to design an effective ad is by knowing the action you would like the person to take: schedule a consultation, join an email newsletter, or see information about current discounts and specials.
Compare Ad Layouts
The typical design for Facebook ads uses one image and matching text. However, you can also test other formats, such as a carousel ad, videos, canvas, or slideshows. Find the best combo by split-testing different ads to see which one delivers optimal click-thru rates and conversions.
Set Your Demographic
One of the benefits of Facebook advertising as part of your pest control marketing strategy is that you can select the audience that will see your ads. Not only can you use location targeting, but also set up other filters like age, interests, and even current or past customers. Another possibility is to set up a campaign that targets a Lookalike Audience.
Cap Your Budget
You can set a daily budget that allows you to manage your spending. Setting budget limits means that you never spend more than you want. You can make sure the ads are resulting in positive ROI, which is why many people prefer to start slow when they are getting started. You can always increase your spending when you find the campaigns that are converting.
Email Marketing to Boost Return on Investment
Email marketing is still alive and thriving, so ignore the people who are complaining that email is dead. Integrating email as part of your pest control marketing strategy gives you an effective way to bring in new customers and strengthen your relationship with current customers. Ultimately, you want to build an email list that offers value to your customers, so they engage with your messaging.
The ROI of email marketing speaks for itself: many campaigns offer $42 in return for every $1 spent! However, don’t expect this high of an ROI with other pest control digital marketing strategies.
Effective Use of Email for Pest Control Marketing
The most effective way to leverage email marketing is by pairing it with other pest control advertising strategies. Personalized emails and newsletters allow you to maintain communication with a one-to-many approach. Since you can reach more people at once, it leverages your time more effectively.
For example, use different forms of pest control marketing to bring people to your website: social media, SEO, PPC, and more. It’s unlikely that these website visitors will be ready to schedule a consultation the first time they come to your site. But you can capture their information with an email newsletter, then stay in contact and build the relationship over time.
These newsletters mean that your business will stay high in the person’s awareness, so they will remember your brand when they need pest control services in the coming months or years.
3 Email Marketing Priorities
When you are designing your email marketing campaign, set goals that focus on these three priorities:
Email Delivery Success
When you send emails, it’s important to be sure that the messages are showing up in the recipient’s inboxes. Improve your delivery rates by cleaning your list using an email validation tool. Remove any email addresses that are bouncing or subscribers who are inactive.
Email Opens and Engagement
An enticing subject line is key to getting people to open your email. When you capture someone’s attention, the subscriber will click through to see what’s inside. One way to optimize open rates is by sending at the ideal time during the day: between 10 A.M. and 1 P.M.
Email Click-Thru Rates
Not only do you want someone to open the email, but you also need them to click thru the hyperlink, so they visit your landing page or website. Know the action you want the person to take, then include that CTA on your website: call for a consultation, submit contact information, or fill out a form.
Effective Email Marketing Campaigns for the Pest Control Industry
As you build your email list, ensure you are consistently offering value through ongoing messages to your list. The initial contact point should be a personalized thank you or welcome message. Make the reader feel part of the community and let them know you’re always available to answer their questions or assist with pest control services.
Consistency is key to maintaining a warm email list. Share quality information, including links to video tutorials, blog posts, and free eBook downloads. The more digital media you share, the more you can establish your brand as an authority in the industry.
Also, email marketing can be a great way to send greetings for events, holidays, discount announcements, and more.
Email Marketing Cheatsheet for Pest Control Contractors
We hope this Pest Control Marketing Guide has introduced you to some key concepts that will help you plan and launch an online marketing strategy to grow your business. Remember to always consider your customers’ needs and challenges when building your campaigns, and aim to provide useful content and engaging messaging. When applied to the right balance of digital ad campaigns, landing pages, social media outreach, and any of the other tactics we covered, you should be able to effectively reach and convert your target customers.
At Service Direct we’ve been marketing contractors online for over 15 yearsand we’ve worked with pest control companies all over the United States to help grow their businesses. We know that online marketing can be complicated and confusing and no one-size-fits-all approach is going to be effective enough to generate solid Return On Investment. We focus on generating exclusive, high-quality leads of potential customers ready to discuss their projects with you.Learn more about how we work with pest control companies.