Pest Season is Here: Google Ads Tips for Exterminators

By Dipa Gandhi

 

 

Read it to me! Click the video below.

 

Every spring, exterminators gear up for the inevitable — pests re-emerging as temperatures rise. But while your phone may ring more during pest season, you might also find your competition increasing their digital marketing budgets. That means you can’t just rely on word of mouth or your Google Business Profile to bring in leads. You need an edge. And that edge might just come from a well-tuned Google Ads strategy.

The Springtime Surge — And the Competition That Comes With It

From termites to ants and wasps, pest activity increases sharply as temperatures warm. According to the USDA, termites alone cause over $5 billion in property damage annually in the U.S., most of which happens in warmer months. That means millions of homeowners are searching for exterminators in a panic.

But here's the catch — your competitors know this too.

• Google search volume for pest control-related terms spikes in spring and early summer.
• CPCs (Cost Per Clicks) often climb as more exterminators compete for the same search terms.
• Without an optimized campaign, you could be spending more and getting less.

Real-World Example: Bob’s Pest Control vs. Big Brand Budgets

Take Bob, who runs a pest control company in Charlotte, NC. Last year, Bob increased his Google Ads budget in March, expecting a flood of leads. But leads were inconsistent. Turns out, larger national pest control companies were running ads with $10,000+ monthly budgets. Bob’s ads were showing up, but often below his competitors — or not at all.

Bob needed to stop playing catch-up and start playing smart.

Strategic Moves That Work for Local Exterminators

Instead of trying to outspend the big guys, smart exterminators focus on:

1. Targeting Long-Tail Keywords

Don’t go after just “pest control” — it's expensive and vague. Instead:

• “Ant exterminator in [Your Town]”
• “Same-day termite control near me”
• “Affordable pest control for apartments”

These keywords often have less competition and a higher intent to buy.

2. Geo-Targeting Wisely

Restrict your ads to your actual service area. A few zip codes too many, and your ad spend goes to waste on unreachable leads.

• Use radius targeting around your base of operations.
• Exclude areas with low conversion rates (check your reports).

3. Leverage Ad Extensions

Ad extensions improve visibility and click-through rates. Consider:

• Call extensions for immediate leads.
• Location extensions to build local trust.
• Sitelink extensions promoting services like “Rodent Removal” or “Free Estimates”.

4. Adjust Bids by Device and Time

Most pest control leads happen fast — someone sees a roach and wants help now.

• Increase bids for mobile devices, especially during high-volume hours (8 a.m. to 6 p.m.).
• Use call-only ads to make it easier for frantic homeowners to reach you.

5. Watch the Negative Keywords

Avoid clicks from people looking for DIY products or information. Add negative keywords like:

• “home remedy”
• “spray bottle”
• “jobs” or “careers”

6. Highlight Seasonal Specials

Stand out by offering seasonal discounts. For example:

"Spring Pest Control Special – $25 Off First Visit!"

Make this message clear in your headlines or description text.

When You Can’t Outspend, Out-Optimize

Bob took these steps with the help of a lead generation service. Within a few weeks:

• His CPC dropped by 22%.
• His click-through rate (CTR) increased by 31%.
• He booked 35% more jobs compared to the same month last year.

He didn’t spend more. He just spent smarter.