Case study · Pest Control Companies · Canada
Pest Control Case Study Canada: +134% Leads
How an 8-technician pest control company in Toronto grew calls and enquiries 134% and cut cost per lead 46% in 6 months with Business Listings and Lead Generation.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Pest Control Companies · Canada
Pest Control
An 8-technician pest control company based in Toronto, serving the wider Toronto area and focused on mice and rat control, plus wildlife removal. Before working with us, 58% of enquiries came through HomeStars 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
+134%
Cost per lead
-46%
Marketing-sourced revenue
+185%
Return on marketing spend
7.2x
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 (rodent calls peak in fall and winter; wasps and insects peak in summer) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on Business Listings & Citations and Lead Generation Program, the two channels with the best cost per booked job for pest control businesses in Toronto. 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
Business Listings & Citations
- Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 39 local and industry directories.
- Cleaned name, address and phone details everywhere, removing 4 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.
Service 2
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 mice and rat control and wildlife removal across 6 service areas in the wider Toronto 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 HomeStars 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 | 73 | 171 | +134% |
| Cost per lead | C$54 | C$29 | -46% |
| Cost per booked job | C$119 | C$53 | -55% |
| Lead-to-job rate | 45% | 55% | +10 pts |
| Website conversion rate | 2.7% | 4.0% | +46% |
| Marketing-sourced revenue / month | C$18k | C$51k | +185% |
| Share of leads from paid directories | 58% | 26% | -32 pts |
| Listings with consistent details | 9 | 42 | all fixed |
| Exclusive leads delivered / month | 0 | 73 | new |
Lead growth
Calls and enquiries per month
Marketing-sourced revenue went from C$18k to C$51k a month, measured from booked treatments and plans in the CRM.
Optimisations That Moved The Numbers
- 01
Fixing duplicates and inconsistent details lifted Google Business Profile views by 19%.
- 02
Bing, Apple Maps and directory profiles now produce 14 tracked leads a month that did not exist before.
- 03
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 45%.
- 04
Exclusive leads close at 55%, compared with 13% for shared platform leads.
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 Business Listings and Lead Generation.
Weeks 3 to 6
Build and launch
Business Listings and Lead Generation live for mice and rat control, plus wildlife 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 Montreal 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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