Case study · Pest Control Companies · Australia
Pest Control Case Study Australia: +165% Leads
How an 11-technician pest control company on the Gold Coast grew calls and enquiries 165% and cut cost per lead 53% in 6 months with Google Ads and Business Listings.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Pest Control Companies · Australia
Pest Control
An 11-technician pest control company based on the Gold Coast, serving the wider Gold Coast area and focused on termite inspections and treatments, plus termite barriers and monitoring systems. Before working with us, 72% of enquiries came through hipages and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive calls and enquiries, a lower cost per booked job and a pipeline the owner controls.
Results After 6 Months
Leads per month
+165%
Cost per lead
-53%
Marketing-sourced revenue
+201%
Return on marketing spend
7.3x
The challenge
Where the business was stuck
- Pest problems are urgent. The business that answers first usually wins the job.
- One-off treatments are useful, but recurring contracts are where the profit is.
- Commercial compliance work (food businesses, property managers) needs different messaging from residential callouts.
- Campaigns were not planned around peak season, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on Google Ads and Business Listings & Citations, the two channels with the best cost per booked job for pest control businesses on the Gold Coast. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Google Ads
- Restructured the account into 16 single-theme ad groups by job type, with exact and phrase match only and a 676-term negative keyword list.
- Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimised for revenue, not form fills.
- Moved from manual CPC to Maximize Conversion Value with a target ROAS once 50+ conversions a month were flowing.
- Added ad scheduling and location bid adjustments so budget follows the hours and areas that produce booked work.
Service 2
Business Listings & Citations
- Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 42 local and industry directories.
- Cleaned name, address and phone details everywhere, removing 3 duplicate listings that were splitting reviews and confusing Google.
- Added services, photos, opening hours, licence numbers and booking links to every profile, with UTM tags to track leads by source.
- Set up monthly listing monitoring so incorrect edits by users or aggregators are caught and fixed within days.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Calls and enquiries per month | 72 | 191 | +165% |
| Cost per lead | A$66 | A$31 | -53% |
| Cost per booked job | A$135 | A$55 | -59% |
| Lead-to-job rate | 49% | 55% | +7 pts |
| Website conversion rate | 2.8% | 4.0% | +45% |
| Marketing-sourced revenue / month | A$21k | A$62k | +201% |
| Share of leads from paid directories | 72% | 14% | -58 pts |
| Search impression share | 30% | 56% | +26 pts |
| Listings with consistent details | 10 | 45 | all fixed |
Lead growth
Calls and enquiries per month
Marketing-sourced revenue went from A$21k to A$62k a month, measured from booked treatments and plans in the CRM.
Optimisations That Moved The Numbers
- 01
The 676-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 57%.
- 02
Offline conversion import let bidding favour termite inspections and treatments searches, raising average lead value by 20%.
- 03
Fixing duplicates and inconsistent details lifted Google Business Profile views by 20%.
- 04
Bing, Apple Maps and directory profiles now produce 21 tracked leads a month that did not exist before.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Google Ads and Business Listings.
Weeks 3 to 6
Build and launch
Google Ads and Business Listings live for termite inspections and treatments, plus termite barriers and monitoring systems.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Melbourne and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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