How Metro Wildlife Built a Scalable Wildlife Removal Business with Better Lead Generation

For many wildlife removal companies, growth often feels inconsistent. One month is busy, the next slows down, and marketing companies frequently promise results without truly understanding the industry. Metro Wildlife and Pest Control experienced exactly that.

Before partnering with 99 Calls, the company had worked with nearly every type of marketing provider imaginable, large home service lead platforms, review-based advertising companies, SEO agencies, PPC firms, and even niche wildlife-focused marketers. Some produced traffic, some produced clicks, but very few produced actual business growth. They tried everything. A lot of companies were really just aggregators selling leads, not true lead generators. That distinction became important.

Better Wildlife Removal Leads Started With Search Intent

One of the biggest differences Metro Wildlife noticed with 99 Calls was the quality and intent behind the leads. Instead of competing against multiple businesses for the same homeowner inquiry, the campaigns focused on generating direct inbound calls from customers actively searching for wildlife removal services.

“Most companies want to lump wildlife into general pest control marketing,” said Ryan, owner of Metro Wildlife and Pest Control. “99 Calls understood immediately that wildlife is its own industry. Animals are different. The calls are different. The urgency is different.”

That understanding showed up early in the relationship.

“About 30 seconds into my first call with Jake, he finished my thought before I even explained it,” Ryan said. “That was when I realized these guys actually get the business.”

Revenue Growth Through Better Lead Quality

The impact wasn’t just more calls. It was business growth. Between April 2025 and April 2026, Metro Wildlife’s revenue nearly doubled, growing from approximately $77,000 to roughly $150,000.

The company also saw strong lead consistency through Google Ads campaigns, generating more than 600 tracked leads over a 14-month period while maintaining rolling averages in the mid-40 lead range monthly. More importantly, the leads aligned with their actual business model. Instead of pushing generalized pest control traffic, the campaigns focused on high-intent wildlife services and seasonal animal behavior trends.

That consistency gave Metro a steadier pipeline to plan staffing, scheduling, and technician workload instead of reacting to unpredictable spikes and slowdowns.

Understanding Seasonal Wildlife Trends

One major advantage of specialized marketing was the ability to target seasonal demand patterns properly. Metro Wildlife explained that different wildlife services peak throughout different parts of the year:

• Rat activity increases heavily during winter months
• Bat season ramps up through summer and continues into October
• Mole issues remain relatively steady year-round
• Possum and raccoon services became an expanded offering after growth generated by the campaigns

Rather than running the same marketing year-round, campaigns were adjusted around actual customer behavior and seasonal wildlife patterns. That alignment helped create more predictable growth.

Growth Forced Operational Changes

As lead volume increased, Metro Wildlife realized growth required more than just advertising. “The biggest change internally was systems creation,” Ryan explained.

The company began investing more heavily into:

• technician training
• standardized communication
• internal job processes
• operational consistency
• better follow-up systems

As new business increased, maintaining service quality became critical. “You have to know how to manage the extra business,” he said. “If service levels slip, growth can become a problem instead of an advantage.” The company also implemented automated follow-up systems and communication workflows to improve response speed and customer experience.

Adjusting to a Different Marketing Mindset

One of the biggest mental shifts came from moving away from pay-per-click thinking and toward true lead acquisition thinking. “The largest adjustment was understanding lead cost versus click cost,” he explained. “That was honestly more of an emotional hurdle than anything.” Like many home service companies, Metro Wildlife had previously focused heavily on individual click pricing instead of overall business return.

Over time, the company began evaluating campaigns based on:

• quality leads
• booked jobs
• revenue growth
• operational scalability
• long-term customer value

That shift allowed them to think more strategically about marketing investment.

Communication and Industry Understanding Matter

When asked what separates 99 Calls from other agencies, the answer came back quickly:

“Communication and industry understanding.”

Many marketing companies required constant explanations about how wildlife businesses operate, from species-specific urgency to how different animal calls impact service demand. Instead of spending valuable time educating an agency, they wanted a team that already understood the industry.

“With 99 Calls, we didn’t have to keep re-explaining the business over and over again,” he said. “They already understood it.”

That industry experience made a major difference. Campaigns moved faster, targeting became more effective, and common mistakes often made by generalized marketing agencies were avoided from the start. Instead of guessing, the strategy was built around real-world wildlife service knowledge helping reduce wasted time and improve overall results.

Advice for Other Wildlife Companies

For other wildlife or home service companies considering digital marketing, Metro Wildlife emphasized operational readiness just as much as marketing itself.

“Be prepared for growth,” Ryan said. “If the phone starts ringing more, your systems have to improve with it.”

He also pointed out one major difference between intent-based lead generation and traditional lead marketplaces:

“When someone searches for you directly and chooses your company, conversion rates go way up.”

That difference changed how the company viewed marketing entirely. Instead of chasing shared leads, Metro Wildlife focused on building a stronger brand, improving communication, and creating systems capable of supporting long-term growth.

And for Metro Wildlife, that approach made all the difference.

Want Leads From Customers Actively Searching for Your Services?