Google Ads for Pest Control: Book More Treatments (and Fewer “Free Advice” Calls)

Pest control is a high-intent category — but it attracts a lot of noise.

If your ads are bringing in calls like:

• “How do I get rid of ants myself?”
• “Can you tell me what bug this is?”
• “Do you do free inspections everywhere?”

…you don’t have a “Google problem.” You have a targeting + message + landing page problem.

This guide shows how to set up Google Ads for pest control to book more paid treatments (and fewer time-wasters).

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Step 1: Separate campaigns by service and urgency

Pest control isn’t one service — it’s many, with different value and intent.

Build campaigns around:

• General pest (ants, roaches, spiders)
• Rodents (mice, rats)
• Termites (inspection + treatment)
• Bed bugs (high urgency, high trust)
• Mosquito (seasonal, recurring routes)

Why this matters:

Termite clicks shouldn’t compete with “ant spray” clicks for the same budget.

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A campaign structure that keeps your budget focused

Start with a small set of campaigns you can actually manage:

Campaign A: General Pest Control (Calls + Forms)

• Ants, roaches, spiders, general “exterminator” intent
• Conversions: calls + form submits

Campaign B: Termite (Forms + Longer Calls)

• Termite searches are usually higher value and require trust
• Conversions: estimate/inspection requests + longer calls

Campaign C: Rodents (Calls)

• Often urgent and call-heavy
• Conversions: calls (and a backup form)

Campaign D: Bed Bugs (Calls + Forms)

• High urgency + high anxiety
• Landing page should explain process clearly and set expectations

Campaign E (seasonal): Mosquito (Recurring)

• Recurring routes, seasonal messaging
• Conversions: form submits for route signup

You don’t need all of these on day one. Start with the services you want most, then expand.

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Step 2: Target the “I’m hiring” keywords

Start with exact + phrase variations of:

• “pest control near me”
• “exterminator [city]”
• “termite inspection [city]”
• “rodent control [city]”
• “bed bug treatment [city]”

Then expand carefully once you see real booked jobs.

Pest control negatives that reduce junk leads

Add these early:

• DIY: how to, home remedy, spray, trap, poison
• Identification: what is this bug, identify
• Education: pictures, wiki, symptoms
• Free intent: free, cheap
• Jobs: salary, jobs, training

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Step 3: Make your ads calm, specific, and local

People calling an exterminator are usually stressed. Your job is to reduce uncertainty.

Great angles:

• “Same-week appointments”
• “Clear treatment plan + follow-up”
• “Family and pet‑safe options (if true)”
• “Licensed and insured”
• “Local technicians”

Avoid fear-based hype. Calm trust converts better.

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Step 4: Landing pages that pre-qualify (so your team isn’t stuck on the phone)

A pest control landing page should answer:

1. What pests do you treat?
2. What areas do you serve?
3. What does the process look like?
4. How does pricing work (even ranges)?
5. How soon can you come out?

Add one qualifying step in the form:

• “What are you dealing with?” (dropdown)
• “Is this inside or outside?”

When your landing page collects context, your team closes faster.

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Step 5: Seasonal strategy (mosquito + surge pests)

For seasonal services, set expectations:

• “Monthly treatments available”
• “Same-week routes in [city]”

Don’t overspend when routes are full. Tighten geo or pause low-margin ad groups.

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The “quality control” habit that improves everything

Every week:

• Listen to 5 calls
• Add negatives based on real search terms
• Update ad copy to match what good customers actually say

Most pest control accounts improve dramatically with this one ritual.

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Keyword clusters that bring booked treatments

Start with “hire intent” first, then expand.

General pest:

• “pest control [city]”
• “exterminator near me”
• “roach exterminator”
• “ant exterminator”

Rodents:

• “mouse exterminator”
• “rat removal”
• “rodent control [city]”

Termites:

• “termite inspection”
• “termite treatment”
• “termite control company”

Bed bugs (be clear, people are stressed):

• “bed bug treatment”
• “exterminator for bed bugs”

Mosquito:

• “mosquito treatment”
• “mosquito control service”

Local modifiers:

• near me, [city], neighborhoods you actually service

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Ads that reduce “free advice” calls

If you’re getting too many DIY callers, your ad copy is too generic.

Try messaging like:

• “Professional inspection + treatment plan”
• “Licensed technicians, clear next steps”
• “Ongoing plans available” (if you offer them)
• “Same-week appointments” (only if true)

Example headline patterns

• Pest Control – [City]
• Termite Inspection & Treatment
• Rodent Control Specialists
• Bed Bug Treatment Options

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Landing pages that make quoting faster

For most pest control companies, the best landing page “upgrade” is adding clarity:

• what you treat,
• how the process works,
• and how fast you can schedule.

A simple 3-step process section

1. “Tell us what you’re seeing”
2. “We schedule an inspection/treatment window”
3. “You get a clear plan and follow-up options”

Form fields that pre-qualify (keep it light)

• Pest type (dropdown)
• Inside/outside
• Property type (house/apartment/business)
• Urgency (ASAP/this week/this month)

One extra question saves hours of phone time.

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Tracking: treat “booked appointment” as the real goal

At minimum:

• track calls
• track form submits

Better:

• track scheduled appointments
• track service type (termite vs general pest vs rodent)

If you can separate conversions per campaign, optimization becomes much easier.

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FAQ ideas (use on the page to build trust)

• “Are treatments safe for kids and pets?” (answer honestly)
• “Do you offer follow-up visits?”
• “How soon can you schedule?”
• “Do you treat apartments/condos?”
• “What should I do before you arrive?”

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A simple intake script that improves booking rate

Pest control calls can wander. A short script keeps it focused:

1. “What pest are you dealing with?” (choose from your dropdown list)
2. “Is it inside or outside?”
3. “House, apartment, or business?”
4. “How soon do you want us out?” (ASAP/this week/this month)
5. “Great — we’ll confirm the next available window and text confirmation.”

When the team asks the same questions every time, your quotes become faster and more consistent.

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Common mistakes (and easy fixes)

• One campaign for everything: Separate termites/rodents/bed bugs/general pest.
• Too much DIY traffic: Expand negatives for “home remedy”, “spray”, “trap”, “identify”.
• No clarity on what you treat: Add a “Pests we handle” section and a dropdown in the form.
• No follow-up plan: If you miss calls, text back quickly with a scheduling question.

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If you want more paid treatments, start by separating services and filtering DIY intent. You’ll get fewer calls — and more booked jobs.