Keever SEO
Back to Case Studies
Google Ads

Here's How We Cut a Pest Control Company's Cost Per Lead by 82%

01 — The Problem

An account that couldn't scale

The client wasn't able to scale campaigns based on performance due to lack of proper tracking (double counting), poor bid strategy, poor campaign structure, and horrible landing pages.

01

No reliable conversion tracking

Conversions were being double counted, so there was no trustworthy data to make scaling decisions on.

02

Poor campaign structure

Campaigns weren't organised by theme or match type, which made performance impossible to read at the level that matters.

03

Poor bid strategy

The bidding approach wasn't aligned with the goal of lowering cost per lead.

04

Horrible landing pages

Paid traffic arrived on pages that weren't built to convert, wasting spend at the last step.

02 — The Solution

A phased rebuild, one variable at a time

We took a phased approach so each change could be measured on its own, starting with the tracking that everything downstream depended on.

Phase 1 — Tracking

  • Updated tracking to accurately record conversions and eliminate the double counting.

Phase 2 — Campaign Structure

  • Replaced the campaigns with a new structure and hierarchy based on theme and match type.

Phase 3 — Landing Pages

  • Tested a new landing page design built to convert paid traffic.

Phase 4 — Bid Strategy

  • Tested a new bid strategy to maximize conversions and lower the CPL.

03 — The Outcome

Cheaper leads, more appointments

We collaborated with a pest control company, achieving impressive outcomes:

Cost Per Lead Reduction

  • A remarkable 82% drop in the Cost Per Lead, demonstrating significant efficiency and optimization.

Conversions Surge

  • A notable 273% increase in conversions, indicating a substantial improvement in lead generation and customer engagement.

Appointment Booking Growth

  • A remarkable 54% increase in appointments booked, showcasing the tangible impact of our campaign on business growth and service delivery.

Our strategic approach not only reduced costs but also significantly enhanced lead quality and service utilization for our pest control client.

Google Ads performance chart for the pest control account comparing two periods: 3.7K clicks (up 665), 774 conversions (up 604), $80.26 cost per conversion (down $368) and $62.1K total cost (down $14.1K).
Period over period: cost per conversion down $368 to $80.26 — the 82% reduction — with conversions up 604 to 774, on $14.1K less spend.

More Case Studies

View All
Google Ads

Fishing Charter Company

The account was being managed poorly and not optimized for the right keywords, without a conversion-optimized landing page, and used a poor bid strategy recommended by Google.

View Case Study
Google Ads

Water Sports Company

This client decided to try another agency to run their ads for several months. It didn't take long for the other team to ruin the positive work we did for them and drive up their lead cost and hurt their conversion rate.

View Case Study
SEO

Miller Tree Care

Miller Tree Care had been investing heavily in SEO with another agency but saw no significant results. Our initial research revealed that there had been no substantial SEO efforts in the past several months.

View Case Study

Your Turn

Get your business the attention it deserves

Discover how to reach #1 in search rankings — we'll show you exactly where your opportunities are.

Get a Free SEO Audit

No cost. No obligation.