Pest control is a service most people only think about when they are actively experiencing a pest problem. They are usually not thinking about a deal that was promoted on TV or the radio a month or two ago. Pest control is an in-the-moment type of subject. Some people will have a go-to local provider, however many people do not. Of the people who conduct Google searches for services, 90% do not have any brand in mind prior to their search. That is why every day so many people turn to search engines on their phones to find a local pest control provider.

We decided to focus the effort and marketing investment on online search, instead of social media, because potential customers are already in the act of shopping for a local exterminator or pest control company. Ads on social media are based on impulse and brand awareness, not an immediate need for services like pest control. In other words, the shoppers on search engines are almost 90% of the way through their buyer journey and are now ready to make a purchase decision. In order to get the most efficient use of our client’s marketing budget, we wanted to make sure their brand showed-up when potential customers were already ready to hire a pest control provider.