You're spending $4,000/month on Google Ads. You're getting clicks. Lots of clicks.
But your phone isn't ringing.
You check your Google Ads account. 347 clicks this month. Your cost per click is $11.50. The math says you should be getting 30-40 leads. Instead, you got 8.
Here's what happened: You're bidding on the wrong keywords.
Someone searched "how to get rid of ants naturally." They clicked your ad. That click cost you $9. They spent 12 seconds on your website reading your blog post, then left. They weren't looking to hire an exterminator. They wanted a DIY solution.
That's $9 you'll never get back.
Now multiply that by 200 worthless clicks per month, and you've just identified why you're wasting $1,800 of your $4,000 budget on people who will never, ever become customers.
The difference between profitable Google Ads and burning money comes down to one thing: keyword strategy. Not which keywords get the most searches. Not which keywords your competitors are using. But which keywords indicate someone is ready to hire a pest control company right now.
This guide breaks down exactly which pest control keywords convert to paying customers—and which ones drain your budget without delivering a single job.
Why Most Pest Control Keywords Are Terrible Investments
Let's start with a reality check about search intent.
When someone types something into Google, they fall into one of four categories:
1. Informational Intent: "How do I get rid of bed bugs myself?"
- They want free information
- Not ready to hire anyone
- Terrible for paid ads
2. Navigational Intent: "Terminix login" or "Orkin near me"
- Looking for a specific company
- Only valuable if they're searching for YOUR company
3. Commercial Investigation: "Best pest control companies in Dallas"
- Researching options, comparing
- Moderate intent, long decision cycle
4. Transactional Intent: "Exterminator near me" or "emergency bed bug removal"
- Ready to hire someone NOW
- High intent, short decision cycle
- This is where you want to spend your money
Most pest control companies waste 40-60% of their budget on informational and commercial investigation keywords because they see high search volume and think "opportunity."
High search volume doesn't mean high conversion rate. In fact, they're often inversely correlated.
The keyword "how to get rid of ants" gets 90,000 searches per month. Know what it converts at? Less than 1%.
The keyword "emergency ant exterminator [city]" gets 50 searches per month. Conversion rate? 25-40%.
You don't need more traffic. You need better traffic.
The 4 Types of Pest Control Keywords (And Which Ones to Target)
Let's organize pest control keywords into four categories based on buyer intent:
Type 1: Emergency/Immediate Need Keywords (HIGHEST PRIORITY)
These searchers have an active infestation and need help today. They're ready to hire. They're not price shopping. They want the problem solved NOW.
Characteristics:
- Include urgency indicators (emergency, same day, 24/7, urgent, fast)
- Often mobile searches (70%+ of these searches happen on phones)
- Highest conversion rates (20-40%)
- Highest cost per click ($25-$50)
- Shortest sales cycle (hire within hours, not days)
High-Converting Emergency Keywords:
Bed Bugs (Most Urgent):
- emergency bed bug exterminator [city]
- bed bug removal near me
- same day bed bug treatment
- 24 hour bed bug exterminator
- urgent bed bug control
- bed bug treatment today
Wasps/Bees/Hornets (Seasonal Emergency):
- emergency wasp removal [city]
- wasp nest removal same day
- bee removal near me urgent
- hornet exterminator emergency
- wasp exterminator today
Rodents (Year-Round Emergency):
- emergency mouse exterminator
- rat removal same day [city]
- mouse in house exterminator near me
- emergency rodent control
- rat exterminator today
Termites (High-Value Emergency):
- emergency termite inspection
- termite exterminator near me urgent
- same day termite treatment
- termite swarm removal
Budget Allocation: Spend 40-50% of your budget on emergency keywords. Yes, they're expensive. But they convert at 5-10x the rate of general keywords.
Type 2: Active Shopping Keywords (HIGH PRIORITY)
These searchers know they need professional help. They're comparing options, but they're ready to hire within 24-48 hours.
Characteristics:
- Include location modifiers (near me, in [city])
- Service-specific terms without urgency language
- Good conversion rates (10-20%)
- Moderate cost per click ($15-$30)
- Short sales cycle (1-3 days)
High-Converting Active Shopping Keywords:
General Pest Control:
- pest control near me
- exterminator near me
- pest control [city]
- exterminator [city]
- pest control service [city]
- local pest control
- pest removal near me
- best exterminator near me
Specific Pest Services:
- termite inspection [city]
- bed bug exterminator near me
- rodent control near me
- ant exterminator [city]
- mosquito control near me
- roach exterminator [city]
- spider control near me
Service Type:
- residential pest control [city]
- commercial pest control [city]
- monthly pest control service
- quarterly pest control
- one time pest treatment
Budget Allocation: Spend 30-40% of your budget here. These keywords drive consistent, qualified leads at reasonable costs.
Type 3: Research/Comparison Keywords (LOWER PRIORITY)
These searchers are in research mode. They're gathering information, reading reviews, comparing options. They might hire in 1-2 weeks—or never.
Characteristics:
- Include comparison terms (best, top, reviews, cost, prices)
- Lower conversion rates (3-8%)
- Lower cost per click ($8-$20)
- Longer sales cycle (1-4 weeks)
Moderate-Converting Research Keywords:
Comparison Terms:
- best pest control companies [city]
- top rated exterminator near me
- pest control companies near me
- pest control reviews [city]
- highest rated pest control
Cost/Pricing Terms:
- pest control cost [city]
- how much is pest control
- exterminator prices near me
- termite inspection cost
- bed bug treatment cost
- pest control estimate
Service Questions:
- do I need pest control
- how often should I get pest control
- is pest control worth it
- pest control vs DIY
Budget Allocation: Spend 10-20% of budget here—only if you have budget to spare after covering emergency and active shopping keywords. These can work well for SEO/content marketing, but they're inefficient for paid ads.
Type 4: Informational/DIY Keywords (AVOID FOR PAID ADS)
These searchers want free information. They're not hiring anyone. They're looking for DIY solutions, identification guides, or general education.
Characteristics:
- Include question words (how, what, why, when)
- Include DIY terms (homemade, natural, myself)
- Terrible conversion rates (<1%)
- Low cost per click ($5-$12)
- Will never convert to customers
DO NOT Target These Keywords:
DIY/How-To Searches:
- how to get rid of [pest] naturally
- home remedies for [pest]
- DIY pest control
- natural pest control methods
- how to kill [pest] yourself
Identification Searches:
- what does a [pest] look like
- pictures of [pest] bites
- how to identify [pest]
- [pest] vs [similar pest]
General Information:
- why do I have [pest]
- what attracts [pest]
- [pest] life cycle
- are [pest] dangerous
Add these as NEGATIVE KEYWORDS immediately. They'll drain your budget faster than anything else.
The Power of Location Modifiers (This Doubles Your Conversion Rate)
Here's a game-changing insight most pest control companies miss:
Keywords with location modifiers convert 2-3x better than keywords without them.
Why? Because location = buying intent.
Someone searching "pest control" is researching generally. They might not even need service yet.
Someone searching "pest control near me" or "pest control Dallas" is ready to hire someone in their area RIGHT NOW.
Location Modifier Types That Work:
"Near Me" (Mobile Gold):
- pest control near me
- exterminator near me
- bed bug removal near me
- termite inspection near me
Why it works: 75% mobile traffic, extremely high intent, captures people actively dealing with pest problem.
City Name:
- pest control Dallas
- exterminator Fort Worth
- bed bug treatment Austin
- termite control Houston
Why it works: Shows they're specifically looking for local service, ready to hire in their city.
Neighborhood/Area:
- pest control downtown [city]
- exterminator north [city]
- pest control [neighborhood name]
Why it works: Hyper-local intent, less competition, often cheaper CPCs.
"In [City]":
- pest control in Dallas
- exterminator in Fort Worth
- bed bug removal in Austin
Why it works: Slightly different search behavior, captures different segment of searchers.
Pro Tip: Create separate ad groups for each location modifier type. This allows you to write location-specific ad copy that dramatically improves click-through rates and Quality Score.
Negative Keywords: The Fastest Way to Stop Wasting Money
If you're not using negative keywords, you're probably wasting 30-50% of your Google Ads budget.
Negative keywords tell Google: "Don't show my ads when people search for THIS."
Here are the essential negative keywords every pest control company should add immediately:
Job Seeker Terms:
- jobs
- careers
- hiring
- employment
- salary
- resume
- job openings
- work for
- apply
Why: You'll get tons of clicks from people looking for pest control jobs, not services. These never convert.
DIY/Free Information Terms:
- DIY
- homemade
- natural
- home remedy
- vinegar
- baking soda
- essential oils
- how to
- free
- myself
- yourself
Why: These searchers want to handle it themselves. They're not hiring anyone.
Education/Research Terms:
- pictures
- images
- identification
- identify
- looks like
- what is
- life cycle
- habitat
- facts
Why: They're learning about pests, not looking to hire an exterminator.
Equipment/Supply Terms:
- equipment
- supplies
- chemicals
- products
- spray
- powder
- traps
- tools
- buy
- wholesale
- for sale
Why: They're looking to buy pest control products, not hire services.
Competitor Brand Terms (Maybe):
- Terminix
- Orkin
- Aptive
- Rentokil
- [local competitor names]
Strategy: Some companies bid on competitor terms, some don't. Test it in your market. If cost per lead is 2x higher than your branded terms, add them as negatives.
Unrelated Terms That Show Up:
- video games (Pest Control game)
- books/movies
- school/education
- software
- apps
Why: These are unrelated to pest control services despite containing the words "pest control."
Pro Tip: Review your Search Terms Report weekly for the first month, then bi-weekly. You'll discover new negative keywords constantly. Add them immediately.
Match Types Explained: How to Control Your Spend
Google offers three keyword match types. Each one controls how broadly your ads show up:
Exact Match: [keyword]
How it works: Your ad only shows for this exact keyword (or very close variations).
Example: [pest control dallas]
- Will show for: pest control dallas, pest control in dallas, dallas pest control
- Won't show for: best pest control dallas, cheap pest control dallas, pest control companies dallas
Pros:
- Maximum control
- Lowest wasted spend
- Highest conversion rates
Cons:
- Very limited reach
- Miss variations you didn't think of
When to use: High-value keywords where you want maximum control (emergency termite exterminator, bed bug removal, etc.)
Phrase Match: "keyword"
How it works: Your ad shows when someone's search includes your phrase (in order), but can have words before or after.
Example: "pest control dallas"
- Will show for: best pest control dallas, affordable pest control dallas, pest control dallas reviews
- Won't show for: dallas pest control companies, pest control in dallas texas
Pros:
- Good balance of control and reach
- Captures relevant variations
- Moderate wasted spend
Cons:
- Can still trigger on some irrelevant searches
- Need to monitor search terms
When to use: Your primary keyword strategy. Use phrase match for 70-80% of your keywords.
Broad Match: keyword
How it works: Your ad can show for anything Google thinks is related to your keyword. This includes synonyms, related searches, and loose interpretations.
Example: pest control dallas
- Will show for: exterminator dallas, bug removal dallas, how to get rid of bugs dallas, pest control jobs dallas
- Won't show for: Literally nothing—it's unpredictable
Pros:
- Maximum reach
- Discovers new keyword opportunities
Cons:
- Tons of wasted spend
- Very little control
- Requires aggressive negative keyword management
When to use: Only for keyword research campaigns with small budgets. Not recommended for most pest control companies.
Our Recommendation: Start with phrase match for 80% of keywords, exact match for 20% of your most valuable terms. Avoid broad match unless you're specifically testing new keyword ideas.
Long-Tail vs. Short-Tail: Where to Invest Your Money
Short-tail keywords: 1-2 words ("pest control," "exterminator")
Long-tail keywords: 3+ words ("emergency bed bug exterminator dallas," "same day termite inspection")
Here's the counter-intuitive truth: Long-tail keywords are more valuable for pest control companies.
Why Long-Tail Keywords Win:
Higher Intent:
- "pest control" = could mean anything
- "emergency bed bug removal Dallas" = clear, urgent need
Lower Competition:
- Fewer companies bid on long-tail terms
- Lower cost per click ($12 vs. $35)
Better Conversion Rates:
- Long-tail converts at 15-25%
- Short-tail converts at 5-8%
More Qualified Leads:
- Specific pest + urgency + location = ready to buy
- Generic terms attract researchers
Lower Cost Per Lead:
- Even though individual search volume is lower, your total cost per lead is often 50% lower
The Math That Proves It:
Short-Tail Example:
- Keyword: "pest control"
- CPC: $28
- Conversion rate: 6%
- Cost per lead: $28 ÷ 0.06 = $467
Long-Tail Example:
- Keyword: "emergency pest control [city]"
- CPC: $18
- Conversion rate: 20%
- Cost per lead: $18 ÷ 0.20 = $90
Same budget. 5x difference in cost per lead.
Strategy: Build a foundation of 50-100 long-tail keywords rather than bidding aggressively on 10 short-tail keywords.
Finding Keyword Opportunities Your Competitors Miss
Most pest control companies bid on the same 30-40 obvious keywords. Here's how to find opportunities they're ignoring:
1. Service + Problem Combination
Instead of just "termite control," try:
- termite damage repair
- termite inspection before buying home
- termite prevention treatment
- termite warranty
- termite retreatment
2. Seasonal Pest Trends
Spring:
- termite swarm removal
- ant infestation spring
- carpenter bee removal
Summer:
- mosquito control before party
- wasp nest removal deck
- outdoor pest control
Fall:
- rodent prevention winter
- mice getting in house fall
- spider control fall
Winter:
- mouse in walls winter
- indoor pest control winter
- rat problem during winter
3. Property Type Specific
- apartment pest control [city]
- condo pest control
- new construction pest treatment
- historic home pest control
- manufactured home pest control
4. Specific Situation Keywords
- pest control before moving in
- pest inspection buying home
- pest control during renovation
- pest control rental property
- end of lease pest control
5. Commercial Niches
- restaurant pest control [city]
- hotel pest control
- warehouse pest control
- office building pest control
- hospital pest control
- school pest control
Pro Tip: These niche keywords have 10% of the search volume but 50% lower CPCs and often higher conversion rates. They're gold for pest control companies willing to do the research.
Monitoring Search Terms: Your Weekly Must-Do Task
Your keyword list is your starting point. But Google doesn't only show your ads for the exact keywords you bid on—it also shows them for related searches.
The Search Terms Report shows you exactly what people typed before clicking your ad.
How to access it:
- Google Ads → Campaigns
- Click "Search Terms" in the left menu
- Set date range to last 7-30 days
What to look for:
Good Discovery Opportunities:
- Search terms with high clicks + high conversions = Add as new keyword
- Unexpected variations that convert well = Add to keyword list
- Related pest types you didn't consider = Create new ad group
Bad Spend You Need to Stop:
- High clicks + zero conversions = Add as negative keyword
- DIY/informational searches = Add as negative keyword
- Irrelevant terms = Add as negative keyword
Real Example:
You're bidding on "bed bug exterminator [city]"
Your Search Terms Report shows people clicked your ad after searching:
- "bed bug exterminator [city]" ✅ (good)
- "emergency bed bug removal [city]" ✅ (add as new keyword!)
- "how to get rid of bed bugs naturally" ❌ (add "naturally" as negative)
- "bed bug exterminator job openings" ❌ (add "job" as negative)
- "bed bug pictures" ❌ (add "pictures" as negative)
Do this weekly for the first month, then bi-weekly forever. This single task will reduce your wasted spend by 20-30% within the first 60 days.
The Reality Check: Why You Can't Just "Set and Forget" Keywords
Here's what most pest control owners don't realize about Google Ads keyword strategy:
Your market changes constantly:
- New competitors enter and start bidding
- Seasonal demand shifts monthly
- Google's algorithm updates quarterly
- Customer search behavior evolves
What worked in January won't work in July.
A keyword that converted at $45/lead in winter might cost $120/lead in summer because competition increases 3x during peak season.
This is why successful Google Ads campaigns require ongoing optimization. You can't set up 50 keywords in January and expect them to work profitably for 12 months straight.
Minimum maintenance schedule:
- Weekly: Review search terms, add negatives (30 minutes)
- Bi-weekly: Review keyword performance, pause underperformers (45 minutes)
- Monthly: Comprehensive audit, add new keywords, adjust bids (2 hours)
If you don't have 5-6 hours per month to manage your keywords properly, you're either wasting money on inefficient campaigns or you need to hire someone who does this professionally.
Stop Guessing, Start Converting
Look, keyword strategy isn't sexy. It's tedious. It requires constant monitoring. And most pest control business owners don't have time to review search terms reports every week while also running service calls, managing technicians, and growing their business.
This is exactly why we exist.
At Speak Digital, our Google Ads manager (who spent 12 years at Google) lives in keyword data. He knows which pest control keywords convert in your specific market. He monitors search terms daily. He adjusts bids based on seasonal trends. He finds opportunities your competitors miss.
More importantly, he knows the difference between keywords that generate clicks and keywords that generate customers who actually book jobs.
We don't chase vanity metrics like impressions or clicks. We optimize for one thing: cost per booked job.
Want to stop wasting money on keywords that don't convert? Book a free 15-minute discovery call. We'll audit your current keyword strategy (if you're running ads) or outline exactly which keywords you should target in your market (if you're starting from scratch). No sales pressure. Just honest assessment of what works in your specific situation.
Plus, we only work with one pest control company per metro area, so if your territory is still available, we should talk before your competitor claims it.
