Your phone rings at 3 PM on a Tuesday. It's a homeowner in your service area who found you on Google. They have termites. They want a quote today. You book the inspection.
That call cost you $45 in ad spend. But that customer is worth $1,200 in revenue.
This is why Google Ads works so well for pest control companies. People aren't casually browsing. They have a problem that needs solving right now. They're typing "exterminator near me" or "bed bug treatment" into Google, and they're calling the first company that shows up.
But here's what most pest control business owners discover after spending $5,000-$10,000 learning the hard way: Google Ads is deceptively complex. Setting up a campaign takes 15 minutes. Setting up a campaign that actually makes you money? That's a different story.
This guide walks you through exactly how to set up Google Ads for your pest control company from scratch—covering everything from account structure to conversion tracking to your first booked job.
Why Google Ads Works Better for Pest Control Than Almost Any Other Marketing Channel
Let's compare Google Ads to other marketing channels for a second.
Facebook Ads? You're interrupting people while they're scrolling through vacation photos. They didn't ask to see your ad. They weren't thinking about pest control. You're creating demand from scratch.
SEO? Absolutely worth doing (and we're big believers in SEO), but it takes 3-6 months to see meaningful results. You can't flip a switch and start getting calls next week.
Google Ads? You're showing up exactly when someone is actively searching for pest control services in your area. They already have the problem. They're already looking for a solution. You're just making sure they find you first instead of your competitor.
The intent is already there. That's what makes Google Ads so powerful for pest control companies.
Average timeline from setup to first lead: 3-7 days. Not 3-6 months. Days.
And unlike organic rankings that take time to build, Google Ads gives you immediate visibility. The moment your campaign goes live, you're competing for the top spots on Google's search results page.
Understanding Google Ads Account Structure (Don't Skip This Part)
Before you start building campaigns, you need to understand how Google Ads is organized. Think of it like a filing system:
Account → Campaigns → Ad Groups → Keywords & Ads
Let me break this down with a pest control example:
Account Level: Your entire Google Ads account (Acme Pest Control, Inc.)
Campaign Level: Your campaigns are organized by service type or geographic area
- Campaign 1: General Pest Control - [Your City]
- Campaign 2: Termite Services - [Your City]
- Campaign 3: Bed Bug Treatment - [Your City]
Ad Group Level: Within each campaign, ad groups target specific variations
- Ad Group: Emergency Pest Control
- Ad Group: Residential Pest Control
- Ad Group: Commercial Pest Control
Keyword and Ad Level: Each ad group contains related keywords and 3-5 ads
- Keywords: "exterminator near me," "pest control [city]," "emergency pest control"
- Ads: Multiple variations testing different messaging
This structure matters because it affects your ad relevance, Quality Score, and ultimately how much you pay per click. A well-organized account costs less per lead than a messy one.
Choosing the Right Campaign Type: Search Ads vs. Local Services Ads
Google offers multiple campaign types. For pest control companies, two matter most:
Google Search Ads (Traditional PPC)
These are the ads that show up at the top of search results with a small "Sponsored" label.
Pros:
- Complete control over messaging, keywords, and budget
- Show up immediately (no application process)
- Can target very specific search terms
- Flexible budget (start with $30/day or $300/day)
Cons:
- You pay for every click, whether they call or not
- Requires ongoing optimization to be profitable
- More complex setup and management
Best for: Most pest control companies, especially if you want full control
Local Services Ads (LSA)
These show up at the very top of search results with a green "Google Guaranteed" badge.
Pros:
- Only pay for actual leads (phone calls), not clicks
- Google Guaranteed badge builds trust
- Higher conversion rates (people trust the badge)
- Simpler management once approved
Cons:
- Requires Google's background check and license verification
- Less control over targeting and messaging
- Not available in all markets yet
- Can be more expensive per lead in some markets
Best for: Established pest control companies with proper licensing and insurance
Our Recommendation: Start with Search Ads for immediate results, then add Local Services Ads once your Search campaigns are profitable. They work better together than alone.
Step-by-Step: Setting Up Your First Google Ads Campaign
Let's build a campaign targeting general pest control services in your market. Here's the exact process:
Step 1: Create Your Google Ads Account
- Go to ads.google.com and sign in with your business Gmail account
- Click "Start Now" and follow the guided setup
- Enter your business information (name, website, billing details)
Pro Tip: Use a dedicated email address for Google Ads (like ads@yourcompany.com) so multiple team members can access it if needed.
Step 2: Set Up Conversion Tracking (Do This First)
This is the most commonly skipped step—and the most expensive mistake.
Without conversion tracking, you're flying blind. You won't know which keywords are generating calls, which ads are working, or what your actual cost per lead is.
What you need to track:
- Phone calls from ads (call tracking number)
- Contact form submissions
- "Click to call" button clicks on mobile
How to set it up:
- In Google Ads, go to Tools → Conversions
- Click the "+" button to create a new conversion action
- Choose "Phone Calls" and follow the setup wizard
- Add Google's conversion tracking code to your website
If this sounds technical, it is. This is why many pest control companies hire professionals. But if you're doing this yourself, follow Google's step-by-step instructions carefully.
Step 3: Campaign Settings That Actually Matter
Now you're ready to build your first campaign. Here's how to configure the settings:
Campaign Type: Search (not Display, not Video)
Campaign Goal: Leads (not website traffic, not brand awareness)
Networks: Search Network only (uncheck "Display Network")
Locations: Your service area
- Start with a 15-mile radius around your city
- Exclude areas you don't service
- Use "Presence: People in or regularly in your targeted locations" to avoid tourists
Languages: English (or your target languages)
Budget: Start with $40-50/day minimum
- Lower budgets severely limit your visibility
- You can always increase once you see results
Bidding: Start with "Maximize Clicks" while you gather data
- Switch to "Maximize Conversions" after 15-20 conversions
Ad Rotation: "Optimize: Prefer best performing ads"
Step 4: Building Your Ad Groups and Keywords
This is where most people go wrong. They dump 100 keywords into one ad group and wonder why their ads don't perform.
Better approach: Create tightly themed ad groups with 10-15 related keywords each.
Example Ad Group Structure for General Pest Control:
Ad Group: Emergency Pest Services
- emergency pest control [city]
- same day exterminator [city]
- emergency exterminator near me
- 24 hour pest control [city]
- urgent pest control near me
Ad Group: Residential Pest Control
- pest control [city]
- exterminator [city]
- pest control near me
- exterminator near me
- residential pest control [city]
- home pest control [city]
Ad Group: Pest Inspection
- pest inspection [city]
- home pest inspection near me
- pest inspection cost
- pest inspection services
Keyword Match Types:
- Exact Match: [pest control dallas] - Most control, lowest volume
- Phrase Match: "pest control dallas" - Balanced control and volume
- Broad Match: pest control dallas - Highest volume, least control
Start with Phrase Match for most keywords. It gives you enough volume without wasting money on irrelevant searches.
Step 5: Writing Your First Ads
Each ad group needs 3-5 ads testing different messaging. Here's a proven template for pest control:
Headline 1 (Main Hook):
- Fast Pest Control in [City]
- Same-Day Pest Removal [City]
- Trusted Exterminator in [City]
Headline 2 (Service/Benefit):
- All Pests - One Low Price
- Licensed & Guaranteed Service
- 100% Satisfaction Guaranteed
Headline 3 (Urgency/CTA):
- Call Now for Free Quote
- Book Your Service Today
- Available 24/7 Emergency
Description 1:Family-owned pest control serving [City] for 15+ years. Fast, effective treatment for ants, roaches, rodents, termites & more. Licensed & insured.
Description 2:Same-day service available. Free inspections. Residential & commercial. Call [Your Number] or book online 24/7.
Pro Tip: Always include your phone number in the description. Many people call directly from the ad without clicking through to your website.
Step 6: Add Ad Extensions (Critical for Pest Control)
Ad extensions make your ads bigger, more visible, and more clickable. Use these:
Call Extension: Your business phone number shows directly in the ad
Location Extension: Your address and map pin appear below the ad
Sitelink Extensions: Links to specific pages (Services, Free Quote, About Us, Reviews)
Callout Extensions: Short phrases highlighting benefits
- "Same-Day Service"
- "Licensed & Insured"
- "Free Estimates"
- "Family-Owned Since 2010"
Structured Snippets: Lists of services
- Services: Termite Control, Bed Bugs, Rodents, Ants, Roaches
Extensions increase your click-through rate by 15-25%, which improves your Quality Score and reduces your cost per click.
Step 7: Set Up Negative Keywords (This Saves You Money)
Negative keywords prevent your ads from showing for irrelevant searches. Add these immediately:
Job-Related:
- jobs
- careers
- hiring
- employment
DIY/Free Info:
- DIY
- homemade
- natural remedies
- free
- pictures of
Education:
- school
- course
- training
- certification
Supplier/Equipment:
- equipment
- supplies
- wholesale
- chemicals
You'll discover more negative keywords over time by reviewing your Search Terms report weekly.
Budget Recommendations: What to Actually Spend
The most common question: "How much should I spend on Google Ads?"
Here's the honest answer: It depends on your market.
Cost per click for pest control keywords ranges from $8-$45 depending on:
- Your location (major cities are more expensive)
- Competition in your market
- Specific pest type (bed bugs and termites cost more than ants)
- Time of year (spring and summer are peak season)
General Budget Guidelines:
Small Markets (population under 100K):
- Minimum: $30-40/day ($900-1,200/month)
- Recommended: $50-75/day ($1,500-2,250/month)
Medium Markets (100K-500K population):
- Minimum: $50-75/day ($1,500-2,250/month)
- Recommended: $100-150/day ($3,000-4,500/month)
Large Markets (500K+ population):
- Minimum: $100-150/day ($3,000-4,500/month)
- Recommended: $200-300/day ($6,000-9,000/month)
Why these minimums matter: Google Ads needs data to optimize. If you're only getting 2-3 clicks per day, the algorithm can't learn what works. You'll waste months testing with insufficient data.
What to Expect: Timeline and Results
Let's set realistic expectations:
Days 1-7: Campaign goes live, ads start showing, initial clicks come in
- Goal: Get your first 10-20 clicks to test messaging
- Expected: 0-2 phone calls (system is learning)
Days 8-30: System gathers data, you make initial optimizations
- Goal: 10-15 conversions (calls or form fills)
- Expected: Cost per lead will be higher than long-term average
Days 31-60: Campaign stabilizes, performance improves
- Goal: Consistent daily lead flow
- Expected: Cost per lead decreases 20-40% from first month
Days 61-90: Fully optimized campaign running profitably
- Goal: Predictable ROI, scaling opportunities identified
- Expected: Stable cost per lead, clear understanding of what works
Realistic Performance Benchmarks (After 90 Days):
- Click-through rate: 5-8%
- Conversion rate: 10-15% (calls from clicks)
- Cost per lead: $40-$120 (market dependent)
- Cost per customer: $120-$350
The 5 Most Expensive Setup Mistakes (And How to Avoid Them)
After helping dozens of pest control companies with Google Ads, here are the mistakes that waste the most money:
1. No Conversion Tracking
You can't optimize what you can't measure. Without tracking, you're guessing which keywords work.
Fix: Set up conversion tracking before you spend a single dollar on ads.
2. Too Broad Targeting
Running ads 50 miles outside your service area wastes 30-40% of your budget.
Fix: Only target areas you actually service. Exclude surrounding areas you don't cover.
3. Ignoring Negative Keywords
You'll pay for hundreds of irrelevant clicks from people searching for DIY solutions or pest control jobs.
Fix: Add negative keywords from day one and review search terms weekly.
4. Poor Landing Page
Your ad gets clicked, but your website doesn't convert. High cost per click, zero phone calls.
Fix: Send traffic to a dedicated landing page with clear call-to-action, phone number, and trust signals.
5. "Set It and Forget It" Mentality
Google Ads requires active management. Markets change, competitors adjust, new opportunities appear.
Fix: Review performance weekly. Adjust bids, pause underperforming keywords, test new ads.
When to Hire an Expert (And When to DIY)
You can set up Google Ads yourself. But should you?
DIY makes sense if:
- You have 5-10 hours per week to dedicate to learning and optimization
- You're comfortable with technology and data analysis
- You're willing to waste $2,000-$5,000 learning through trial and error
- Your market is small with low competition
Hiring an expert makes sense if:
- You want leads starting this week, not in 3 months
- Your time is worth more than the learning curve costs
- You're in a competitive market (major metro areas)
- You want someone who already knows what works for pest control companies
At Speak Digital, our Google Ads manager spent 12 years at Google before joining our team. He knows the platform inside and out. More importantly, he knows what works specifically for pest control companies—not general businesses, not e-commerce, but local service businesses with emergency-based search behavior.
We handle everything from setup to daily optimization to monthly reporting. You get the leads. We handle the complexity.
Interested in having experts manage your Google Ads? Book a free 15-minute discovery call to see if we're a good fit for your business. We'll assess your market, check if your area is available (we only work with one pest control company per metro area), and outline what results you can realistically expect.
