Pests are discovered after work hours—when people come home, before bed, in the middle of the night. Someone who finds a mouse at 10pm is Googling frantically. But most pest control ads stop running at 5pm. You're missing 40-50% of high-intent emergency searches because your campaigns have business hours only scheduling.
Someone searching 'bed bugs in my room' has VERY different intent than 'quarterly pest control service'. Emergency pest callers will hire whoever answers first, while ongoing service shoppers compare options. Mixing them means generic messaging that doesn't capture the urgency of infestations or the value proposition of preventive plans.
Pest control has huge DIY search volume: 'how to get rid of ants', 'mouse trap placement', 'DIY roach killer'. These searchers want Home Depot solutions, not professional service. At $7.85 per click, each DIY click is expensive—and they add up to 20-30% of unfiltered budgets.
Broad match keywords trigger your pest control company ads for searches like "pest control company jobs" and "pest control company salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Pest Control Companies who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But pest control company searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different pest control company customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
DIYers looking for home remedies, not professional treatment.
Hardware store shoppers who'll try DIY before calling professionals.
DIY-oriented searchers looking for chemical-free home solutions.
Job seekers looking for employment, not pest services.
People buying retail products to treat themselves.
Two powerful tools for pest control companies to improve your Google Ads performance
CPC Benchmarks
Average cost per click for pest control companies
Best Keywords
High-converting keywords to target
Budget Guide
How much to spend on Google Ads
ROI Calculator
Expected return on ad spend
2025 Benchmarks
Industry performance metrics
Pest Control Companies Audit
Complete pest control company Google Ads guide