Case study · Pest Control Companies · UK
Pest Control Case Study UK: +146% Leads
How an 11-technician pest control company in Birmingham grew calls and enquiries 146% and cut cost per lead 49% in 6 months with AEO, CRM Follow-up and Lead Generation.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Pest Control Companies · UK
Pest Control
An 11-technician pest control company based in Birmingham, serving the wider Birmingham area and focused on rat and mouse control, plus wasp nest removal. Before working with us, 59% of enquiries came through Checkatrade 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
+146%
Cost per lead
-49%
Marketing-sourced revenue
+208%
Return on marketing spend
7.0x
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.
- Peak season (wasp demand peaks from july to september, while rodent calls increase through autumn and winter) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on AEO (Answer Engine Optimisation), CRM Follow-up & Remarketing and Lead Generation Program, the three channels with the best cost per booked job for pest control businesses in Birmingham. 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
AEO (Answer Engine Optimisation)
- Rewrote 23 service pages so each opens with a direct 40 to 60 word answer to the question buyers actually search.
- Added FAQPage, HowTo and Service schema and question-led headings to target featured snippets and People Also Ask.
- Built a price and timeline guide for rat and mouse control with tables that answer engines can lift straight into results.
- Optimised for voice and conversational queries such as "how much does rat and mouse control cost near me".
Service 2
CRM Follow-up & Remarketing
- Connected every form, call and chat to a CRM pipeline with automatic SMS replies inside 45 seconds.
- Built a 4-step quote follow-up sequence by SMS and email for quotes that had not been accepted.
- Launched remarketing audiences on Google and Meta for site visitors and quote recipients, with job-specific ads and reviews.
- Added missed-call text back and reactivated 2,400 past customers with a service reminder campaign.
Service 3
Lead Generation Program
- Added the business to our exclusive lead generation program: one pest control company per service area, so leads are never shared or resold.
- Launched dedicated lead capture pages and campaigns for rat and mouse control and wasp nest removal across 7 service areas in the wider Birmingham region.
- Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
- Replaced paid lead credits on Checkatrade with a fixed monthly program and weekly reports on cost per lead and booked jobs.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Calls and enquiries per month | 72 | 177 | +146% |
| Cost per lead | £38 | £20 | -49% |
| Cost per booked job | £79 | £32 | -59% |
| Lead-to-job rate | 49% | 61% | +12 pts |
| Website conversion rate | 2.2% | 2.7% | +25% |
| Marketing-sourced revenue / month | £11k | £34k | +208% |
| Share of leads from paid directories | 59% | 17% | -42 pts |
| Featured snippets and PAA answers | 3 | 48 | +45 |
| Median speed to lead | 181 min | 45 sec | instant |
| Exclusive leads delivered / month | 0 | 56 | new |
Lead growth
Calls and enquiries per month
Marketing-sourced revenue went from £11k to £34k a month, measured from booked treatments and plans in the CRM.
Optimisations That Moved The Numbers
- 01
The business now holds 48 featured snippets and People Also Ask answers, up from 3.
- 02
Direct-answer intros raised organic click-through rate on question searches from 2.2% to 4.6%.
- 03
Replying to new enquiries in under 45 seconds raised lead-to-booking rate from 49% to 61%.
- 04
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 43%.
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 AEO, CRM Follow-up and Lead Generation.
Weeks 3 to 6
Build and launch
AEO, CRM Follow-up and Lead Generation live for rat and mouse control, plus wasp nest removal.
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 Glasgow 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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