Emergency versus seasonal split.
Emergency intent (“ants in kitchen”) and seasonal intent (“spring inspection”) are different audiences, with different LTVs and different conversion patterns.
05 . Pest control
Two funnels. One attribution system.
Pest control runs on emergency calls and seasonal contracts. They’re completely different customers with completely different unit economics. They need different campaigns built on the same data layer.
01 . Challenges
Four things most pest control agencies miss.
Recurring contract LTV.
The contract customer is worth ten to twenty times the one-time call. The campaign should be built to acquire the contract, not just answer the call.
Regional pest dynamics.
The pests that matter in your region drive the campaign creative. Generic pest control copy converts worse than copy that names the specific pest.
Reputation and review velocity.
As with all home services, GBP and review velocity matter as much as the paid layer. Operated together, they compound.
02 . System
The pest control system, top to bottom.
- 01Google Search, emergency and seasonal segmented.
- 02Google Business Profile.
- 03Local Services Ads, where applicable.
- 04Performance Max, structured by service line.
- 05Meta, contract-acquisition retargeting funnel.
- 06Call tracking and LTV-aware attribution.
The contract is the unit economic.
The first call looks at your current emergency-to-contract conversion rate, and what the paid layer should be doing to lift it.