Lead Generation: Pest Control
Industry: b2c – home services
Objective: Increase lead volume & paid search campaign efficiency for local pest control company
Lead Growth: 332%
Cost Per Lead: -44%
Conversion Rate: 68%
The Strategy
A mid-sized pest control company was in need of help in getting their Google Ads campaigns into a better spot. They have been spending a decent amount each month but not seeing the returns they were hoping for.
After an account audit, I was able to identify a number of areas that could be changed to quickly improve performance (lead volume) and campaign ROI. The main areas that were in need were keywords, ad copy, and audience targeting.
I worked to rebuild existing campaigns and build new campaign types with more in-depth strategies to help improve not only the volume of leads generated, but the quality.
This lead to great improvements in overall lead growth year-over-year, at a lower cost per lead, making the account more efficient, resulting in greater revenue generation from Google Ads.
Work Performed:
- Keyword research, expansion & optimization
- Ad copy development & testing
- Bid strategy testing
- Audience optimization
- Budget optimization
- Account scaling
Results
Over the course of 9 months, lead generation efforts from paid search saw great improvment, which helped drastically during the busy season. The most success came from a revised campaign targeting strategy including, ad creative variations, keyword expansion, and campaign bid strategy testing.
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YoY Lead Increase
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YoY Cost Per Lead
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