Your Google Ads are showing up. People are seeing them. But nobody's clicking.
Or worse—people ARE clicking, but nobody's calling.
You check your Google Ads dashboard. 4,237 impressions last week. 41 clicks. That's a 0.97% click-through rate. Google says the average for pest control is 3-5%. You're getting crushed by competitors.
Here's what's happening: Your ad copy is boring. Generic. Forgettable.
When someone searches "bed bug exterminator near me" at 11 PM because they just discovered bugs in their mattress, they see four ads:
Your Ad: "Professional Pest Control Services | Licensed & Insured"
Competitor's Ad: "Bed Bugs Gone in 24 Hours | Same-Day Treatment Available"
Guess which one they click?
The truth is, most pest control ads sound identical. "Professional." "Licensed." "Trusted." "Quality service."
Nobody cares. Those words are meaningless when someone has wasps building a nest in their attic or mice scratching in their walls at 2 AM.
Great ad copy doesn't talk about you. It talks about THEM. Their problem. Their urgency. Their fear. And most importantly—their solution.
This guide shows you exactly how to write pest control ad copy that stands out, gets clicked, and converts searchers into paying customers who actually call your business.
Why Most Pest Control Ads Fail (And It's Not What You Think)
Let's start by looking at what doesn't work—because chances are, your ads look like this:
Bad Ad Example #1:
Quality Pest Control Services Licensed and insured pest control company. Residential and commercial services available.Call today for a free estimate!
Why it fails:
- Generic headline that could be any company
- No mention of specific pests
- No urgency or differentiation
- "Call today" is weak, passive language
- Tells me nothing about why I should choose you
Bad Ad Example #2:
ABC Pest Control - Since 1998Family owned and operated for 25 years.Serving the greater Dallas area.Affordable pest control solutions.
Why it fails:
- Leads with company name (I don't care who you are yet)
- Your history doesn't solve my immediate problem
- "Affordable" is vague and makes me question quality
- No specific value proposition
Bad Ad Example #3:
Professional Exterminator ServicesEPA certified pest control experts.Free inspections. Competitive pricing.Satisfaction guaranteed. Call now!
Why it fails:
- "Professional" and "expert" are meaningless (everyone claims this)
- Free inspections are expected, not special
- "Competitive pricing" = you're not confident in your value
- Multiple CTAs dilute the message
These ads fail because they focus on features, not benefits. They talk about the company, not the customer's problem.
Now let's look at what actually works.
The Psychology of Pest Control Searchers: What They're Really Looking For
Before you write a single word of ad copy, you need to understand the emotional state of your potential customer.
When someone searches for pest control, they're not casually browsing. They're experiencing one or more of these emotions:
Fear: "Are these bed bugs? Can they hurt my kids?"
Disgust: "I saw a mouse run across my kitchen counter."
Embarrassment: "What will my guests think if they see roaches?"
Urgency: "I have a termite swarm in my living room RIGHT NOW."
Frustration: "I've tried everything and the ants keep coming back."
Anger: "I'm paying $1,800/month rent and my landlord won't fix this."
Your ad copy needs to acknowledge these emotions and provide immediate relief.
What Pest Control Customers Actually Want:
- Fast response - "Can someone come today?"
- Competence - "Will they actually fix it or just take my money?"
- Safety - "Is this safe for my kids/pets?"
- Guarantee - "What if the problem comes back?"
- Trust - "Can I let these people in my house?"
- Clear pricing - "How much is this going to cost me?"
Notice what's NOT on this list: Your company history, your certifications, how "professional" you are.
Those things matter—but they're trust signals, not primary motivators. Lead with the solution, THEN provide the trust signals.
The Pest Control Ad Copy Formula That Works
Here's a proven formula for writing pest control ads that convert:
PROBLEM + SOLUTION + PROOF + CTA
Let's break down each component:
1. PROBLEM (Headline 1)
Start by naming the specific problem they're experiencing.
Good Problem Headlines:
- Bed Bugs Keeping You Up at Night?
- Termites Destroying Your Home?
- Wasps Building Nests in Your Walls?
- Mice in Your Kitchen? We'll Fix It Fast
- Ant Infestation Won't Go Away?
Why this works: You're speaking directly to their current pain point. They immediately know this ad is relevant to their specific situation.
2. SOLUTION (Headline 2)
Provide the outcome they want with speed/certainty.
Good Solution Headlines:
- Same-Day Treatment Available
- Gone in 24 Hours - Guaranteed
- We'll Come Today - Call Now
- Eliminate Pests in One Visit
- Fast, Safe, Effective Treatment
Why this works: You're promising the result they desperately want, with specificity about timeline.
3. PROOF (Description + Headline 3)
Give them reasons to trust you'll deliver.
Good Proof Elements:
- 500+ 5-Star Google Reviews
- 15+ Years Serving [City]
- Licensed & Insured Technicians
- 100% Satisfaction Guaranteed
- Family-Owned Since 2010
- 24/7 Emergency Service
- A+ BBB Rating
Why this works: Now that you've captured their attention with problem + solution, you're building trust before they click.
4. CTA (Call-to-Action)
Tell them exactly what to do next with urgency.
Good CTAs:
- Call Now - We Answer 24/7
- Book Online in 60 Seconds
- Get Free Quote Today
- Text Us Right Now
- Schedule Same-Day Service
Why this works: Clear, specific action with immediate availability.
Real Examples: Before and After Ad Transformations
Let's take bad ads and transform them using the formula:
Example 1: General Pest Control
BEFORE:
Headline 1: Quality Pest Control
Headline 2: Professional Service
Headline 3: Call for Free Estimate
Description: Licensed and insured pest control company serving your area for 20 years. We handle all pests.
AFTER:
Headline 1: Pests in Your Home? We'll Fix It Today
Headline 2: Same-Day Service - Call Before Noon
Headline 3: 500+ Five-Star Google Reviews
Description 1: Fast, effective pest control for ants, roaches, spiders, mice & more. Licensed technicians. 100% satisfaction guarantee. Serving [City] families since 2005.
Description 2: Call now or book online 24/7. Free quotes. Most homes treated in one visit. Safe for kids and pets.
Why it's better: Problem addressed (pests in home), solution stated (fix it today), proof provided (reviews, years in business), clear CTA (call before noon for same-day).
Example 2: Bed Bug Treatment
BEFORE:
Headline 1: Bed Bug Extermination
Headline 2: Affordable Rates
Headline 3: Free Inspections
Description: Professional bed bug removal services. Heat treatment and chemical options available.
AFTER:
Headline 1: Bed Bugs? Sleep Tonight - We'll Come Today
Headline 2: Emergency Treatment Available Now
Headline 3: Certified K-9 Inspections + Heat Treatment
Description 1: Fast bed bug elimination with our proven 3-step system. Safe, effective, guaranteed. Most treatments completed in 24 hours. Licensed technicians with 10+ years experience.
Description 2: Call or text now for immediate help. Free phone consultation. Financing available. We answer 24/7 including weekends.
Why it's better: Emotional hook (sleep tonight), specific solution (come today), unique proof (K-9 + heat treatment), urgent CTA (call/text now for immediate help).
Example 3: Termite Control
BEFORE:
Headline 1: Termite Control Experts
Headline 2: Protect Your Investment
Headline 3: Licensed Professionals
Description: Comprehensive termite inspections and treatments. Serving homeowners since 1995.
AFTER:
Headline 1: Termites Destroying Your Home's Value?
Headline 2: Stop the Damage - Get Inspected This Week
Headline 3: $150,000+ Damage Prevented Last Year
Description 1: Complete termite inspection and treatment. We find hidden damage others miss. WDI reports for home sales. Warranty-backed treatments. Serving [City] since 1995.
Description 2: Book your inspection online 24/7 or call now. Most inspections completed within 48 hours. Free damage assessment included.
Why it's better: Specific fear addressed (home value destruction), clear timeline (this week), proof with numbers ($150K+ prevented), easy booking process.
Headline Strategies That Get More Clicks
Your headlines are the most important part of your ad. Google gives you 3 headlines (up to 30 characters each). Here's how to use them strategically:
Headline 1: Problem or Urgency
Emergency Response Framework:
- [Pest] Emergency? We're Available 24/7
- Same-Day [Pest] Removal in [City]
- [Pest] Won't Go Away? Call Us Today
- Get Rid of [Pest] Fast - Call Now
Problem Acknowledgment Framework:
- Frustrated by [Pest] Coming Back?
- [Pest] Keeping You Awake at Night?
- Tried DIY? We'll Actually Fix It
- [Pest] Infestation Getting Worse?
Headline 2: Speed or Outcome
Speed Framework:
- We'll Come Today - Call Before Noon
- Same-Day Service Available Now
- Fast Response - Usually Same Day
- Emergency Service Within 2 Hours
Outcome Framework:
- Eliminate [Pest] in One Treatment
- Gone in 24 Hours or It's Free
- 100% Satisfaction Guaranteed
- Long-Lasting Results You Can Trust
Headline 3: Trust or Differentiation
Social Proof Framework:
- 500+ Five-Star Reviews on Google
- Trusted by [City] Families Since [Year]
- A+ BBB Rating - Licensed & Insured
- #1 Rated on Yelp in [City]
Differentiation Framework:
- Eco-Friendly Treatment Options
- Pet & Kid Safe Solutions
- No Contracts - Pay Per Service
- Free Retreatment If Pests Return
Pro Tip: Google rotates your headlines, so make sure each headline works independently. Don't create a sentence that only makes sense when headlines appear in specific order.
Description Best Practices: Your 90-Character Pitch
You get two descriptions (90 characters each). This is where you sell, build trust, and overcome objections.
Description 1: Benefits + Trust Signals
Template:
[Specific solution] for [specific pests]. [Trust signal]. [Guarantee]. Serving [location] [since year or adjective].
Examples:
General Pest Control:
"Fast, effective treatment for ants, roaches, spiders, mice & more. Licensed technicians. 100% guaranteed. Serving Dallas families since 2008."
Termite Control:
"Complete termite elimination with warranty-backed treatment. Find hidden damage others miss. WDI reports available. A+ BBB rating."
Bed Bug Treatment:
"Advanced heat treatment + chemical options. Safe, effective, guaranteed results. Most homes treated in 24 hours. Licensed pros."
Description 2: Offer + CTA
Template:
[Action] or [action]. [Offer/benefit]. [Availability]. [Safety/convenience factor].
Examples:
High-Urgency Services:
"Call or text now for same-day service. Free phone consultation. We answer 24/7 including weekends. Pet and kid safe treatments."
Scheduled Services:
"Book online in 60 seconds or call for free quote. Most homes treated in one visit. Flexible scheduling - evenings available."
Inspection Services:
"Schedule your inspection today. Free damage assessment included. Fast reports for home buyers. No-pressure recommendations."
Ad Extensions: The Secret to Dominating Search Results
Ad extensions make your ads bigger, more visible, and more clickable. They increase CTR by 15-25% and improve your Quality Score (which lowers your CPC).
Call Extension (CRITICAL)
Shows your phone number directly in the ad. For pest control, this is non-negotiable.
Setup: Add your business phone number and enable "call reporting" to track calls.
Pro Tip: Use a call tracking number so you can measure exactly how many calls come from your ads.
Location Extension
Shows your business address, map pin, and distance from searcher.
Setup: Link your Google Business Profile to Google Ads.
Why it matters: Local trust signal. People prefer nearby companies for emergency services.
Sitelink Extensions
Add 4-8 additional links below your main ad to specific pages on your website.
Best Sitelink Ideas for Pest Control:
- Free Quote
- Emergency Service
- Our Services
- Customer Reviews
- About Us
- Service Area
- Special Offers
- Contact Us
Pro Tip: Each sitelink can have its own description. Use this space to highlight specific benefits.
Callout Extensions
Short phrases (25 characters max) that highlight key benefits. Show 2-6 randomly.
Best Callouts for Pest Control:
- Same-Day Service Available
- Licensed & Insured
- 100% Satisfaction Guaranteed
- Family-Owned & Operated
- Free Estimates
- Pet & Kid Safe Treatments
- 24/7 Emergency Service
- No Long-Term Contracts
- Eco-Friendly Options
- We Answer After Hours
Add at least 8-10 callouts. Google will rotate them based on performance.
Structured Snippets
Lists of your services or features. Great for showcasing service variety.
Header: Services
Values: Termite Control, Bed Bug Treatment, Rodent Removal, Ant Control, Mosquito Treatment, Wasp Removal, Spider Control, Wildlife Removal
Alternative Headers:
- Pests: Termites, Bed Bugs, Rodents, Ants, Roaches, Spiders
- Service Types: Residential, Commercial, Emergency, Inspection, Prevention
Price Extensions (Optional)
Show specific services and prices directly in your ad.
Example:
- General Pest Control - From $89
- Termite Inspection - From $99
- Mosquito Treatment - From $149
Use with caution: Only include if your prices are competitive and you want to pre-qualify price-sensitive leads.
Mobile vs. Desktop: Writing for Different Devices
70-75% of pest control searches happen on mobile devices. Your ad copy needs to work on small screens.
Mobile-Specific Considerations:
Shorter Headlines Work Better:
- Desktop: "Bed Bugs Keeping You Up at Night? We'll Come Today"
- Mobile: "Bed Bugs? Same-Day Treatment" (shorter, punchier)
Lead with Phone Numbers:
- Mobile searchers want to tap and call immediately
- Use call extensions prominently
- Include "Call Now" or "Text Us" in ad copy
Emphasize Speed:
- "Available Today"
- "We Answer Now"
- "Call For Immediate Help"
Simplify Your CTA:
- Desktop: "Book Your Inspection Online or Call for Free Quote"
- Mobile: "Call Now or Book Online"
Device-Specific Ad Customization
Google Ads lets you create "IF functions" that show different text on mobile vs. desktop.
Example:
Headline: {IF(device=mobile):Call Us Now}{IF(device=desktop):Schedule Your Service Today}Description: {IF(device=mobile):Tap to call}{IF(device=desktop):Call or book online}
This ensures your messaging matches the user's device behavior.
A/B Testing Your Ad Copy: What to Test and How
Never run just one ad. Always run 3-5 ads per ad group and let Google show you which performs best.
What to Test:
Headlines:
- Problem-focused vs. solution-focused
- Urgency language vs. trust signals
- Question format vs. statement format
- Generic pest vs. specific pest mention
Example Test:
- Ad A: "Pests in Your Home? Call for Same-Day Service"
- Ad B: "Eliminate Ants, Roaches & Spiders Fast Today"
- Ad C: "Need an Exterminator? We'll Come Within Hours"
Descriptions:
- Benefit-driven vs. feature-driven
- Short sentences vs. longer sentences
- Guarantee focus vs. speed focus
CTAs:
- "Call Now" vs. "Get Free Quote" vs. "Book Online"
- "Available Today" vs. "Same-Day Service" vs. "24/7 Emergency Service"
Testing Timeline:
Week 1-2: Let ads run, gather data (minimum 100 impressions per ad)
Week 3: Identify winner (highest CTR + good conversion rate)
Week 4: Pause worst performer, write new variation to test against winner
Ongoing: Always keep testing. Markets change, competition changes, seasons change.
Key Metrics to Watch:
Click-Through Rate (CTR): Did people click your ad?
- Good: 3-6%
- Great: 6-10%+
Conversion Rate: Did clicks turn into calls/form fills?
- Good: 8-12%
- Great: 12-20%+
Cost Per Conversion: How much did each lead cost?
- Compare to your max affordable cost per lead from budget calculations
Pro Tip: Sometimes lower CTR ads convert better. A super catchy headline might get clicks from unqualified searchers. A more specific headline might get fewer clicks but higher-quality leads. Balance CTR with conversion rate.
Seasonal Ad Copy Adjustments
Your ad copy should change with the seasons. Different pests = different messaging.
Spring (March-May)
Focus Pests: Termites (swarms), ants, carpenter bees
Messaging Angles:
- "Termite Season is Here - Protect Your Home"
- "Stop Termite Swarms Before They Damage Your Home"
- "Spring Pest Prevention - One Treatment Lasts All Season"
Summer (June-August)
Focus Pests: Mosquitoes, wasps, ants, roaches, flies
Messaging Angles:
- "Enjoy Your Backyard - Mosquito-Free This Summer"
- "Wasp Nest Removal - Safe for Kids & Pets"
- "Keep Pests Out So You Can Stay Cool Inside"
Fall (September-November)
Focus Pests: Rodents (seeking warmth), spiders, stink bugs
Messaging Angles:
- "Don't Let Mice Move In This Fall"
- "Rodent-Proof Your Home Before Winter"
- "Fall Spider Invasion? We'll Eliminate Them Fast"
Winter (December-February)
Focus Pests: Rodents, roaches (indoor pests)
Messaging Angles:
- "Mice in Your Walls? We'll Get Them Out"
- "Winter Rodent Problems? Same-Day Service"
- "Indoor Pest Control - Safe for Your Family"
Adjust ad copy monthly or bi-monthly to match seasonal search behavior and pest activity in your specific market.
The #1 Mistake That Kills Conversions
You can write the perfect ad. Get tons of clicks. But if this ONE thing is broken, you'll get zero phone calls:
Your landing page doesn't match your ad.
If your ad promises "Same-Day Bed Bug Treatment" but your landing page is your generic homepage with no mention of bed bugs or same-day service? People bounce immediately.
The Fix:
Ad Promise: "Emergency Bed Bug Treatment - Available Today"
Landing Page Must Have:
- Headline about emergency bed bug treatment
- Prominent phone number at top
- Clear CTA: "Call Now for Same-Day Service"
- Trust signals (reviews, guarantees, certifications)
- Simple contact form for after-hours leads
- Pricing information or clear "Free Quote" offer
Message match = higher conversion rates.
This is web design territory (which is why we include web design in our Business Growth Engine), but it's worth mentioning here because great ad copy + terrible landing page = wasted money.
Stop Wasting Clicks on Generic Ad Copy
Here's the reality: Most pest control companies use the same boring, generic ad copy their competitors use. And they wonder why their ads don't perform.
Writing compelling ad copy is part art, part science, and entirely strategic.
You need to understand:
- Customer psychology (fear, urgency, trust)
- Competitive differentiation (what makes you different)
- Seasonal trends (what pests are active now)
- Testing methodology (what's working vs. what's wasting money)
- Device behavior (mobile vs. desktop searchers)
And you need to constantly test, refine, and optimize. Every single week.
At Speak Digital, we write, test, and optimize ad copy as part of our Google Ads management. Our ads consistently outperform generic pest control ads because we understand what makes pest control customers click and call.
More importantly, we know your market. We know what works in small towns vs. major metros. We know which trust signals resonate in your specific area. We know when to emphasize speed vs. price vs. safety.
Want ads that actually get clicked and generate calls? Book a free 15-minute discovery call. We'll review your current ad copy (if you're running ads) or show you exactly what messaging works in your market (if you're starting fresh).
We only work with one pest control company per metro area, so if your territory is available, let's talk before your competitor gets there first.
