As a pest control company owner, manager, or marketing director, you know that maintaining a competitive edge means constantly coming up with new and creative ways to find and keep new customers. You need to get your company's name in front of the people and businesses that need your pest control services, then find a way to convert them into recurring customers.
Let's think about a real-world situation. Say you own Bug Off Pest Control, a small but mighty residential and commercial pest control provider in Charlotte. You may have the best treatments and most knowledgeable techs in the county, but how will homeowners and business owners find you when creepy crawlies start invading their properties? How will you stand out from competitors like your smaller competition or national chains like Terminix and Orkin? This is where strategic digital marketing comes in.
It's well established that when used strategically, the internet can rapidly grow a pest control company's customer base. While printed flyers, door hangers, and traditional advertising have their place for branding purposes, nothing compares with showing up high in the search engine results when a prospect asks, "How do I get rid of spiders?" or "What's the best roach control near me?"
You want your pest control company to dominate the first page of Google when potential customers in your service area start hunting for pest solutions online. The best approach to search engine domination is through search engine optimization (SEO), pay-per-click (PPC) advertising, local service ads (LSAs), or a combination of all three.
This post offers an in-depth analysis of SEO versus PPC to help growing pest control businesses in North Carolina and beyond improve lead generation and boost growth.
What Is SEO?
Search engine optimization (SEO) is the practice of optimizing content on the internet. Hence, your pest control company's website and pages gain greater visibility to users searching for related information on search engines like Google.
When SEO best practices are incorporated into your site's content, you have a much greater chance of showing up when local homeowners search for things like “bed bug removal Raleigh,” “bee and wasp control Hickory NC,” or “ants in your service area.” Local Searches: Nearly 1 out of every 2 Google searches have local intent, emphasizing the importance of local SEO for pest control businesses. (Source: HubSpot)
SEO is why maintaining an optimized website, producing a blog, geographic landing pages, and publishing content in online publications can generate new highly qualified leads and convert them into customers. In fact, 53% of all trackable website traffic comes from organic search, highlighting the huge significance of SEO in driving online visibility. (Source: BrightEdge)
SEO works by using relevant keywords - the specific words and phrases searchers use in their queries. For example, if a homeowner in Asheville types “mice removal companies near me” into Google, this article would probably appear in the results since we focus on how pest control companies can use SEO and PPC in their marketing. By including strategic keywords like “pest control SEO” organically throughout the content, you attract people searching for that information.
There is some complexity - as well as an art - to identifying and placing optimal SEO keywords into well-written content. First, you need expertise in the latest Google search algorithms and user experience (UX) best practices. Then, you need strong writing abilities to create content that organically incorporates the keywords your potential customers are using.
Because SEO-optimized content and pages are free in search results, raising your search visibility without significant marketing budget outlays is extremely cost-effective. Implementing ongoing SEO also has a lasting impact on pest control lead generation.
What Is PPC?
Pay-per-click (PPC) advertising is a form of search engine marketing (SEM) where businesses pay a fee every time a user clicks on their ad. PPC ads can appear on search engines like Google or Bing and sites like Facebook. The key benefit is that you only pay when interested prospects engage with your ads by clicking.
For example, when a homeowner searches Google for "cockroach extermination," your PPC ad for Bug Off Pest Control's cockroach treatments could appear at the top of the search results. If they click your ad, they will land on your website, where you can provide more info on your roach services. The goal is to get prospects who are already seeking pest control solutions to click your ad, visit your site, and ultimately convert to customers.
Average click-through rates for Google search ads for the pest control industy is around 4-5% depending on ad position and other factors.
(Source: WordStream)
You only pay when searchers click your ad rather than for just having your ads shown. Analyzing competitors' Google Ads campaigns can also provide insights into keyword costs, helping you optimize PPC strategies for cost-effectiveness.
This makes PPC ideal for targeting customers seeking pest control in your area. You can drive more traffic and conversions without expensive traditional advertising.
PPC Bidding
The cost of your PPC ads depends on the popularity and competitiveness of the keywords you target. The amount you pay per click is determined through an auction-style bidding process within the search engine platform.
For example, when setting up a Google Ads campaign, you choose keywords and set the maximum bid you’re willing to pay when a searcher clicks your ad with those terms. Your competitors likely bid on those same sought-after pest control phrases. Google gives top ad placement to the highest bidder, so your ads get the most exposure. Therefore, an intelligent bidding strategy is crucial for pest control small businesses with limited marketing budgets.
Let's consider an example to illustrate:
Dream Weaver Pest Control in Hickory, NC, wants to trigger more calls and form submissions from local searchers interested in mosquito control services. So you might bid on keywords like “Hickory mosquito spraying,” “mosquito treatment Lake Hickory,” and “mosquito treatment Catawba county."
Research shows bidding $1 per click on these terms provides a great return. However, Green Pest Elimination keeps outbidding Dream Weaver as they try to expand into the Catawba Valley and dominate the market.
In this situation, thoughtful adjustments help maximize ad visibility and conversions without overspending. This may involve expanding to related keywords or revising your landing page. The key is optimizing display and monitoring analytics to get desired results at viable spending levels.
What Are Local Service Ads?
Local Service Ads are a form of PPC ads and a powerful way for pest control companies to promote their business directly within Google search and maps. They appear prominently at the top of Google search and map listings for relevant service-based searches in a specific geographic region.
Unlike standard organic results or basic Google Business Profile listings, these paid ads stand out with a more visually prominent position, badges/labels such as "AD" or "Sponsored," a bold headline, pricing/deals, images, prominent Sitelinks, and Calls-To-Action buttons.
Benefits for Pest Control Companies
Local Service Ads provide significant advantages for driving calls, form fills, and higher conversion rates:
- Increased visibility when customers search for local pest control.
- Enable calls, directions, and appointments directly from the ads.
- Opportunity to appear in the Local Services Ads unit at the top of Google Search results.
- Ad customization to promote unique offers and deals.
- Connect with potential customers searching for services you provide and are most likely to book.
- Use the mobile app to communicate with customers at any time.
- Build trust with the Google Guarantee
or Google Screened 
. - Pay only for leads related to your business and the services you offer.
- Customers choose you: You only hear from customers who have specifically selected your profile out of all the rest.
- Reporting provides lead gen insights.
They help pest control brands win more business from local searchers, aiming to dominate SEO/SEM in their specific service areas.
(Source: Google: Getting started with Local Services Ads )
Types of Google Local Service Ads
Google Screened Ads
Google Screened helps professional service firms, like your pest control business, build a trusted reputation online. Pest Control Companies with this badge go through extensive background and license checks.
Google Guaranteed Ads
Google Guarantee helps home service providers, like your pest control business, build a trusted reputation online. Pest Control Businesses with this badge go through extensive background and license checks.
Business Screening and Verification Requirements
As part of Google’s screening and verification process, pest control companies seeking to advertise with Local Services Ads are required to complete appropriate background checks and have proper licenses and insurance, as applicable. These requirements may include, but aren't limited to:
Background Check Requirements
- Business check
- Owner check
Insurance Requirements
- General liability insurance
- Professional liability insurance
License Requirements
- Business license on state level where applicable by local law
- Owner license on the state level where applicable by local la
Minimum Review Requirements
- 3 reviews
(Source: Google: Business screening and verification requirements )
Getting Started
With Local Services Ads, you can advertise your business on Google and receive leads directly from potential customers. These leads come in as phone calls and messages sent through your Local Services ad. You can reply to messages, track bookings, and manage all your leads anytime online and through the app (Android, iOS).
Creating effective Local Services campaigns requires expertise in bid management, ad optimization, and landing page design to maximize ROI. Most pest control marketers benefit from working with an agency experienced in promoting home services vs. attempting to set up these complex campaigns in-house.
Google Local Service Ads (LSAs) offer pest control companies powerful lead generation and advertising capabilities:
- Lead Generation: LSAs help pest control businesses generate leads by placing services at the top of Google search, ensuring visibility to potential customers.
- Effective Advertising: LSAs effectively advertise services, especially for pest control companies looking to stand out and reach local audiences.
- Google Ads Integration: LSAs work in conjunction with Google Ads, offering a comprehensive approach to online advertising for pest control businesses. Understanding how both platforms work can enhance the benefits for your pest control company.
- Google Guaranteed Ads: LSAs work with Google Ads, offering a comprehensive approach to online advertising for pest control businesses. Understanding how both platforms work can enhance the benefits for your pest control company.
- Strategic Management: LSAs Management is crucial for pest control companies to outperform competitors on Google and be found at the top of search results.
- Customer Reach and Lead Generation Benefits: Google LSAs offer various benefits, including reaching customers and generating more leads. Understanding the advantages of LSAs can help pest control businesses make the most of their online advertising efforts.
The Local Ads campaign can result in a 3x higher click-through rate from local searches and more calls and bookings. LSAs can have conversion rates as high as 10%, making them a valuable tool for driving customer inquiries. (Source: WordStream)
Specifically, LSAs with the “Google Guaranteed” badge can instill trust, with pest control businesses seeing a 17% increase in leads after obtaining the badge. (Source: WordStream)
Ads Example
Now, when Charlotte homeowners search things like "cockroach control near me" or "exterminator in Charlotte, NC," Bug Off's Local Ad is prominently displayed at the top before the standard organic results, with:
- Bug Off's friendly logo & motto "Charlotte's Pest Protection Pros!"
- A discounted offer for new customer appointments
- Images of Bug Off's technicians providing safe and effective roach treatments
- Glowing 5-star review snippets and a precise phone number to call
- Dynamic buttons to "Get a Quote" and "Book Now" directly through the ad
Since implementing the Local Services Ads campaign, Bug Off has seen a 3x higher click-through rate from local searches and more calls and bookings specifically attributed to these ads. This positions Bug Off as the go-to Charlotte pest control option while growing their customer base through targeted digital ads.
Average Cost of Google Local Service Ads for Pest Control
The average cost of Google Local Service Ads (LSAs) for pest control can vary based on several factors, including location, competition, and the specific services offered. Google LSAs operate on a pay-per-lead model, where businesses pay only for verified leads received through the ad platform. Here are some factors to consider:
- Geographic Location: The cost of LSAs can differ significantly depending on the location. Urban areas with higher demand and competition may have higher costs than suburban or rural locations.
- Competition: The level of competition among pest control businesses in a particular area can impact the cost of LSAs. Higher competition may drive up the cost per lead.
- Service Offerings: The range of services a pest control company offers can influence the cost.
- Ad Performance: The ad campaign's effectiveness, measured by factors such as ad relevance and response rates, can influence the cost. Well-optimized campaigns may result in lower costs per lead.
To get an accurate estimate, it's recommended that pest control businesses use Google's advertising platform directly or consult with a digital marketing professional. This allows for a tailored assessment based on specific business characteristics and goals.
SEO vs PPC: Key Differences
Many prospective customers wonder whether SEO or PPC is better for promoting a pest control business online. As you develop your digital marketing strategy, it’s important to understand the unique advantages of each and how they can work together.
SEO Pros
Key benefits that strategic SEO delivers include:
- Increased trust and credibility - Searchers view organic results as more authoritative than ads or sponsored results, making SEO content ideal for establishing expertise. When local homeowners or businesses are looking to hire a pest professional, find helpful info from your company; they'll trust you to solve their problem.
- Improved visibility - The more often searchers see your business appear prominently in results for industry keywords, the more recognizable your brand becomes in your market. Ongoing SEO establishes your company as a leader compared to competitors.
- Free clicks - While producing optimized content requires an initial investment, you don’t pay a dime when searchers click through to your site from organic results. SEO delivers qualified traffic that converts without ongoing advertising costs.
PPC Pros
Benefits that make PPC ads worthwhile:
- Flexible budget control - You can define the daily/monthly spend cap that matches your customer acquisition goals and revenue potential. Google Ads only runs your ads and charges you when searchers engage by clicking.
- Speed - A PPC campaign can go live in days with the right tools and expertise, allowing you to quickly promote time-sensitive offers or test ideas. SEO typically takes longer to reflect in search visibility.
- Tracking - Robust analytics provide insight into what keywords, ads, and landing pages resonate best with your potential customers. This allows informed decisions to optimize conversion rates.
Integrating SEO and PPC for Optimal Results
Rather than choosing one tactic, most marketing experts recommend thoughtfully integrating SEO and PPC to get the best results. When coordinated effectively, organic and paid search work harmoniously to expand awareness and drive more revenue.
Take our fictional pest control company, Bug Off Pest Control. Focusing on SEO will steadily build authority and trust in the Charlotte market. Ranking high for searches like “best termite inspection Charlotte” happens over time.
PPC ads can then generate immediate traffic to key landing pages. For example, Bug Off might promote a limited-time termite inspection special to capitalize on buyer intent.
The combined outcome is greater visibility via:
- SEO content that engenders credibility as an industry resource site visitors return to.
- Targeted PPC ads that promptly convert visitors looking for solutions in the areas your service.
The keys are:
- Researching and honing in on high-potential keywords.
- Crafting SEO content around these terms.
- Developing PPC ads using the same keywords to amplify reach.
- Pointing paid ads to relevant landing pages with compelling offers.
The result is earned and paid lead generation working together to drive calls and form conversions. However, it should be noted that this unified SEM strategy requires experience and continual optimization but offers the highest ROI.
Final Thoughts
Executing a winning SEO and PPC strategy requires significant time and optimization. Rather than going it alone, partnering with an experienced marketing provider can accelerate results.
As pest control leaders like Terminix and Orkin have discovered, pest control is a unique industry. It demands tailored marketing solutions to beat both local and national competitors.
For growing pest control brands like yours, the correct local marketing ally helps streamline digital marketing and enhances your competitive advantage in the regions you serve.
Grow Your Pest Control Business with Custom Digital Marketing
After reading this guide, you likely see the value of optimizing your SEO content, running strategic PPC ads, and leveraging Local Service Ads to connect with more local customers searching for pest control services online.
However, finding the time and expertise to run effective campaigns across all these platforms can be daunting for a small pest control provider.
If you need an experienced marketing ally dedicated to accelerating your lead generation and sales growth through customized digital marketing, I can help.
Don't go it alone. Partnering with a digital marketing agency that understands the pest control industry can help streamline your efforts while providing the right strategy and execution.
Let's connect to explore how customized SEM and SEO solutions can help you acquire more recurring customers and grow market share against national competitors.
Schedule a free digital marketing consultation with me today! I'm looking forward to helping take your pest control business's digital presence to the next level!
