Background: Shield Pest Control (composite) — 6 technicians, Sun Belt metro, strong on one-off sprays but weak on recurring contracts and inconsistent shoulder-season volume. Owner had a claimed GBP listing with outdated photos, no seasonal offers, and no paid lead system.
Strategy Implemented
Following guides on this site:
- Weeks 1–2: GBP Setup Prep then full GBP Mastery — 32 photos (trucks, uniformed techs, yard treatments), every service listed (termite, rodent, mosquito, general pest), pet-safe Q&A seeded, weekly posts via GBP Posts.
- Week 3: Launched LSA where pest categories were live; license/insurance uploaded; $400/week test budget; tracking number on profile.
- Weeks 4–6: Meta seasonal ads ($30/day) for mosquito yard treatment and spring ant offers; retarget site visitors with before/after yard shots.
- Ongoing: Post-treatment review SMS (Reviews & Referrals); <5 min response on rodent and urgent LSA leads; quarterly plan pitch on every initial visit (Pest control playbook for channel priorities).
Seasonal calendar used: Ramp LSA +25% in March (ants/termites) and May (mosquitoes); Meta mosquito focus April–August; fall rodent messaging in September via GBP Offers.
Results After 90 Days
| Metric | Before | After |
|---|---|---|
| Leads / month | 8 | 26 |
| Booked treatments / inspections | Baseline | +190% |
| Cost per booked job | Unknown | ~$94 blended |
| New Google reviews | 18 total | +41 in 90 days |
| Quarterly/annual plans sold | Ad hoc | 34 new residential contracts |
| Contract attach rate | ~12% | 38% |
Key Lessons
- Seasonal timing beat year-round generic ads — budget followed local pest pressure curves from the pest control lead gen guide.
- Contract attach was the LTV lever — one-time spray leads converted to quarterly plans at 2× the rate when pitched on-site vs phone-only follow-up.
- Rodent leads needed same-day response — LSA rodent calls answered in under 5 minutes booked at roughly 3× the rate of next-day callbacks.
- GBP Offers outperformed generic posts — free termite inspection and mosquito yard offers drove the most profile actions in Insights.
Tools Used
Google Business Profile, LSA, Meta lead ads, Google Voice + spreadsheet tracking, templates from Templates and Scripts, Printable Checklists for weekly metrics.
Replicate This
- 7-Day Quickstart
- Pest Control Lead Gen Playbook
- Lead Gen Scorecard
- Printable Checklists — weekly metrics + LSA ops
- Ultimate Guide — full 90-day roadmap
Compare approach: HVAC case study (seasonal ramp + maintenance plans) · Landscaping case study (recurring contract attach).
Composite based on common patterns across pest control operators; results vary by market, LSA category availability, and execution.