One pest, one ad group
Termites, bed bugs, rodents, mosquitoes and stinging insects have different urgency, seasons and tickets. Termite work is a large, inspection-led sale; bed bugs are urgent and emotional; mosquito and wasp services peak in summer; rodents rise as temperatures drop. Build an ad group per pest with its own landing page, and shift budget between them through the year instead of spreading it evenly.
Recurring plans are the real product
A one-time treatment pays once; a quarterly protection plan pays for years. Make the plan visible in ads and on landing pages, track plan sign-ups as a separate, higher-value conversion and import them into Google Ads. Bidding that knows which searches turn into plans will outbid competitors who optimize for one-off calls.
Local Services Ads for pest control
Pest control services is a Local Services Ads category in the US, with pay-per-lead pricing and the Google Verified badge for screened businesses. Given search bids above $40 on the generic terms, LSA is often the cheapest source of urgent calls, while Search handles termites, bed bugs and plans with dedicated pages.
What the keyword data shows
"best pest control" (1K to 10K searches, High competition) reaches $36.92: buyers compare companies and read reviews before calling. "pest control company" brings 10K to 100K searches at $7.84 to $42.37, while "pest control cost" is the cheapest click at $3.54 to $16.17. Answer the cost searchers with plan pricing and what each visit includes.
Keeping DIY shoppers out
Pest searches are full of people looking for sprays, traps, baits and ultrasonic repellents, plus job seekers and future technicians preparing licensing exams. Add these negatives before launch. Keep claims about product safety out of your ads as well: describe your methods and your licensed technicians, and let the landing page explain the treatment.
