15+

Years in the field

167+

Clients served

$1.4M+

Ad spend managed

Summer gets busy, winter goes quiet

Ant, mosquito, and general pest calls flood in during peak warm months. But winter is inconsistent — not because pest problems disappear, but because most pest control marketing doesn't work hard enough during the slower windows to sell rodent exclusion, termite inspections, and recurring plans.

Google Ads spend is hard to justify

You're spending $3,000–$8,000 a month on Google Ads. You're getting calls. But you can't confidently tell a business partner which campaigns are generating signed recurring plans versus one-time treatments — because the tracking isn't built for that level of clarity.

Competitors dominate the map pack

You search your own company's service area and see three competitors ahead of you in the local map results. Those three listings are getting the majority of the calls. You're visible in regular search — but the map pack is where intent-driven, urgent traffic goes first.

Traffic is up, calls aren't following

Your SEO is improving, more people are landing on your site — but your call volume hasn't moved proportionally. Something between the visit and the phone call is breaking down, and it's not obvious what without digging into user behavior and page performance.

Recurring plans aren't being sold digitally

Your highest-lifetime-value customers are the ones on quarterly or annual pest control plans — but most pest control marketing is built entirely around one-time emergency treatments. There's rarely a coherent digital strategy for converting one-time customers into recurring revenue.

01

Local SEO & Map Pack Dominance

When a homeowner spots pests and needs someone in their house today, they search Google and click one of the top three map results. I build the local SEO foundation that puts you there — Google Business Profile optimization, local citations, review strategy, and location-specific service pages.

• Google Business Profile full optimization
• Local citation building and cleanup
• Review acquisition system
• Service area and city-specific pages
• Map pack ranking for priority zip codes
  

02

Google Ads That Book Jobs, Not Clicks

Pest control is a high-intent advertising environment. Someone searching "exterminator near me" after finding roaches at 8pm is ready to hire right now. The question is whether your ad account is structured to win that auction — and whether your tracking can prove it's working.

• Full account audit and restructure
• One-time vs. recurring plan vs. termite campaign splits
• Call tracking tied to signed plans, not just calls
• Negative keyword list to stop wasted spend
• Landing pages built for pest control conversion
  

03

Website Conversion Optimization

Most pest control websites look professional but underperform. Visitors land, can't immediately find the service they need, and leave. I audit and fix the full visitor journey — from landing page to phone call — with a focus on the urgency and trust homeowners need before letting someone inside.

• Page-by-page conversion audit
• Emergency CTA visibility (click-to-call, live chat)
• Trust signal audit (licenses, insurance, reviews, brands)
• Mobile experience repair
• Service page copy rewrite
  

04

Tracking, Attribution & Reporting

If you can't tell which campaigns are booking recurring plans vs. $99 one-time treatments, you're optimizing for the wrong thing. I rebuild the tracking layer to give you a clear picture of cost per signed plan — broken down by campaign, channel, and service type.



• Call tracking by source and campaign
• GA4 goal setup for form fills and bookings
• Google Ads conversion import repair
• Revenue-linked dashboard setup
• Monthly reporting tied to signed plans
  

Seasonality is part of the strategy

Ant and mosquito demand in peak summer is great while it lasts — but a real marketing system builds pipeline in shoulder seasons too. Rodent exclusion, termite inspections, and overwintering pest campaigns all have their own timing and messaging. I build for the full calendar.



The one-time vs. recurring split matters

A homeowner calling about a single wasp nest is a very different prospect from one who wants a quarterly pest control plan. Different keywords, different landing pages, different trust signals, different CTAs. I structure campaigns and content around both — separately, not lumped together.



Reviews drive more pest control bookings than any ad

In a high-trust, inside-the-home purchase environment, a company with 300 four-star reviews beats one with 15 five-star reviews almost every time. I help pest control companies build a systematic review acquisition process that compounds over time and strengthens every other marketing channel.

Mobile-first isn't optional in pest control

The majority of pest control emergency searches happen on a phone. If your website makes it hard to find a phone number, loads slowly, or pushes people through a long form before they can contact you — you're losing jobs to competitors whose mobile experience is better. This gets fixed first.

Recurring plans are a revenue multiplier

One one-time treatment is worth one invoice. A quarterly or annual pest control plan is worth that same customer year after year, priority scheduling loyalty, and referrals from homeowners who feel protected. Most pest control digital marketing ignores this almost entirely. I build the conversion path for it.

Service area strategy is nuanced

Ranking in your primary city is different from expanding into new zip codes or neighboring towns. Multi-area pest control marketing requires location-specific pages, GBP strategy, and sometimes separate campaigns for core vs. expansion zones. I plan for the whole service area, not just one location.

The Biggest Missed Opportunity in Pest Control Marketing

Most pest control companies focus entirely on getting more leads. The faster win is converting more of the leads you're already getting into recurring plans instead of one-time jobs. A 20% improvement in your plan conversion rate compounds into significantly more revenue per customer over time. That's where I start.

We spend 30 minutes looking at your current marketing setup — Google Ads, website, local SEO, tracking. By the end, you'll have a clear picture of what's most likely costing you booked jobs right now. No pitch. Just findings. This call is useful regardless of whether we move forward.

Week 1

Free Revenue Leak Audit Call

If we move forward, I go deeper — ad account structure, keyword analysis, tracking verification, website behavior, local SEO health, competitor positioning. The audit tells us exactly where to put effort first. No guessing. Everything is prioritized by revenue impact.

Weeks 1–2

Deep Audit Across All Channels

Tracking gets rebuilt. Campaigns get restructured around service type and intent. Website gets conversion fixes — mobile CTA visibility, page load, trust signals, service page clarity. These are the high-impact changes that move call volume before we add anything new to the mix.

Weeks 2–6

Fix What's Broken First

Local SEO work: GBP optimization, review acquisition process, service area pages, citation cleanup. Content builds for shoulder season campaigns. Recurring plan conversion path. These take longer to show results but create compounding returns that reduce reliance on paid traffic over time.

Month 2–3

Build the Longer-Term Levers

With accurate tracking in place and conversion rates improved, scaling becomes straightforward. We know which campaigns sign quarterly plans, which generate one-time treatment calls, and what each costs. More budget goes to what works. Nothing gets wasted on campaigns we can't tie to real revenue.

Month 3 onward

Scale What's Working With Confidence

Personal Injury

Urgency-driven, contingency fee

Rodents and overwintering pests like stink bugs and spiders move indoors as it gets cold. Perfect window to push rodent exclusion services and start selling annual plans before the spring rush begins.

Q2 — Apr/May/Jun

Ant, termite swarm & mosquito ramp-up

Ant activity and termite swarm season kick off, and mosquito pre-treatment demand starts climbing. Google Ads competition heats up alongside pest activity. Local SEO and GBP presence become critical as search volume climbs.

Q3 — Jul/Aug/Sep

Peak season & recurring plan upsells

Your busiest season — and the most competitive. Mosquito, wasp, and general pest calls peak. It's also the best window to convert one-time customers into recurring plans while they're already engaged and seeing results.

Q4 — Oct/Nov/Dec

Fall pest sweep & winterization

Homeowners want pests sealed out before winter hits. Smart pest control companies build pipeline now with fall inspection and exclusion offers so January doesn't start cold. Annual plan renewals also perform well through Q4.

"We'd been spending $4,500 a month on Google Ads and couldn't tell you if it was working. Rafeeq found out within a week that almost half our budget was going to one-time treatment searches instead of the recurring plan customers we actually wanted. Fixing that alone changed our numbers."

"Our summer is always fine — the phone rings no matter what. It was winter that was killing us. Rafeeq built out a proper Q1 and Q4 strategy with rodent exclusion and fall sweep campaigns. Last winter was our best off-season ever."

"We were sitting outside the map pack for our biggest service area — I could see our top three competitors right there and we weren't anywhere in the top results. Six months later we're in the top three for every zip code we care about. The phone rings differently now."

Do you work exclusively with pest control companies?

No — I work with US service businesses broadly, including pest control, HVAC, roofing, plumbing, and others. But I've worked with enough pest control operators to understand the business deeply — seasonality, service mix, margins, the customer journey. I don't have a learning curve on how pest control works.

What if we already have an agency running our ads?

That's fine and actually pretty common. I can work alongside your existing agency, filling gaps they're not covering — usually tracking, attribution, or conversion. Sometimes the audit shows the agency is doing solid work and the issue is elsewhere. I follow the data, not assumptions.

How long until we see results?

Paid ads restructures and tracking fixes often show results within 30–60 days. Local SEO and map pack movement typically takes 3–6 months. I'll give you honest timelines based on your specific situation at the end of the audit call — not optimistic ones designed to get you to sign.

Do you help with Google Local Service Ads (LSAs)?

Yes. LSAs are increasingly important for pest control companies because they show above regular search results and operate on a pay-per-lead model, plus carry a Google Screened badge that builds extra trust before a stranger enters someone's home. I factor them into the overall strategy and help optimize the profile and lead handling process.

We handle general pest, termite, and mosquito — can you handle all three?

Yes. Multi-service pest control marketing requires separate messaging, keywords, and landing pages per service line since the buyer and sales cycle are different. I structure campaigns and content around your specific service mix rather than lumping everything into one generic push.

What does the free audit call actually involve?

We spend 30 minutes going through your current setup — what you're running, what your tracking looks like, where you're visible in search, and where the obvious leaks are. You'll walk away knowing exactly what's most likely holding your revenue back, whether we work together or not.

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