By
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May 2, 2025
Whether you're a one-person operation or a multinational pest control company, the problem is the same: You need to attract and convert prospective customers. But how does one go about marketing a pest control company? Is word-of-mouth marketing still the most successful way to sell pest control?
The answer is yes, but the competition isn't what it once was. We now live in a world where people can reach into their pockets and pull out a device to search for the best pest control company near them.
That is why it is a good idea to supplement your word-of-mouth marketing with some internet marketing methods. Spoiler alert: You need SEO for your pest control business!
Let’s walk you through five simple strategies for generating more leads and converting them at a better rate. We’ll also get into some of the best practices you can try for yourself!
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First, assess the effectiveness of your website. When a prospect visits your website, you've already won half the battle (that being search). Is your website helping your company win the other half of the battle? Or does it cost you clients due to poor user experience and lead generation?
To begin, navigate to the homepage of your website. Try to look at your website with fresh eyes. Assume you are a potential consumer visiting your website for the first time.
What do you notice? Is it simple to grasp and navigate? Is it clear to a new visitor what services you provide and why they should choose your company?
Here are some things to consider when making your website more user friendly:
Over 60% of all local service searches happen on mobile devices. If your pest control site isn’t responsive, you’re losing leads before they even read your offer. Ensure your site design adjusts to screen size, buttons are easy to tap, and mobile load time is fast.
Pro Tip: Use free tools like GTmetrix to identify any issues instantly.
Consumers expect your site to load in under three seconds. A slow website frustrates visitors and hurts your SEO rankings. Equally important, your site should be secured with HTTPS to give users peace of mind when submitting their information.
Quick Fixes:
Don’t make visitors guess what to do next. Strong, action-oriented CTAs (like “Schedule Your Free Inspection” or “Request a Quote Now”) should appear above the fold and repeat throughout the site.
Placement Tips:
Your forms should be short, intuitive, and easy to fill out, especially on mobile. Ask only for the information you truly need. Better yet, use multi-step forms to reduce friction and increase submissions.
Bonus Tip: Enable click-to-call functionality for users who prefer phone calls over forms.
Even if someone isn’t ready to commit, live chat can answer quick questions, eliminate doubts, and capture their contact info for follow-up. It’s especially effective at night and on weekends when competitors are offline.
Once your pest control website is set up to convert visitors into leads, your next mission is to drive high-quality traffic to it. That’s where search engine optimization (SEO) comes into play. SEO helps your business appear higher in Google search results when someone types in “pest control near me” or “termite removal in [your city].”
Let’s break down exactly how to use SEO effectively to increase visibility and get in front of local homeowners when they need you most.
To understand how to use SEO for your pest control business, it is necessary to understand that there are two means of obtaining online traffic: Paid and organic.
However, the advantages of paid searches are not without downsides. PPC listings stop generating once you stop paying. While organic SEO requires more effort upfront, it continues to pay off in the long run without the need to continually pour money into it.
Pest control is a hyperlocal service, so most of your customers are searching for help in their immediate area. That’s why local SEO is crucial.
Start by optimizing your website for location-specific keywords. You want to compete locally for terms such as “bed bug treatment Miami,” “rodent control Scottsdale,” or even "pest control near me."
Don’t forget to include your city, service area, and neighborhood names throughout your website’s content and social media profiles to improve your internet visibility. It’s also wise to create location landing pages for each city or town you serve if you operate in multiple areas.
Bonus Tip: Embed a Google Map with your business location on your site’s contact page—it helps both users and Google!
Keywords help search engines understand what your pages are about. Start by researching what your potential customers are typing into Google. Tools like Google Keyword Planner or Ubersuggest can help.
Include relevant keywords in:
Most importantly, avoid keyword stuffing at all costs. Google rewards helpful content, not content crammed with repetitive and unnatural phrases.
A blog isn’t just for sharing tips—it’s a powerful SEO tool. Blogging allows you to create keyword-rich content that answers common pest control questions like:
Each blog post is an opportunity to rank for a different search term and build trust with your audience.
Another excellent technique to help improve your SEO is through reviews. Google considers reviews to be part of your online authority. It employs review signals that benefit businesses depending on the quantity, velocity, and diversity of their thoughts. That said, you should strive to maintain a healthy balance of these various review signals.
Don’t save much or any reviews? Encourage happy customers to leave one! Make it easy for them to do so by texting or emailing a direct link.
Pro tip: Respond to all reviews, positive and negative, to show you’re active and engaged.
Use tools like Google Search Console and Google Analytics to track:
This data tells you what’s working and what needs improvement, helping you fine-tune your strategy over time.
By prioritizing local SEO and creating valuable content, you can dominate the search results and drive traffic that turns into paying customers, without paying for every click. SEO might take some time to ramp up, but it works 24/7 for your business once it kicks in.
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When someone searches for “pest control near me,” they’re likely in a hurry, and Google knows it. That’s why Google displays a special section near the top of the results page, the Map Pack (or Local Pack).
Keep in mind that this feature is different from the sponsored results and pay-per-click ads. The Map Pack is underneath the paid adverts. It highlights the top three local businesses that best match the searcher’s needs based on relevance, distance, and prominence. Your goal is to be one of those three!
The Map Pack shows:
This section gets prime real estate—right under the ads and above the organic listings. According to data, the first three Google results capture 60% of all clicks, and local results get the lion’s share of those for service-based businesses.
If you’re not showing up here, you’re likely missing out on a huge portion of ready-to-book leads.
Google chooses Map Pack businesses using three criteria:
Let’s break down what you can do to improve in each area.
Google pulls your business information from your Google Business Profile (GBP), formerly Google My Business, so to stay relevant, you’ll want to keep your hours accurate and up to date. Ensure your GBP listing has complete information, including a detailed business description.
Essentially, you should:
When it comes to distance, always double-check your locations.
While you can’t control where someone is searching from, you can help Google understand your area coverage. Use service area settings in your GBP listing to highlight all the cities or ZIP codes you serve, even if you don’t have a physical office there.
Also, reinforce your geographic footprint by:
The more visible and respected your business is online, the more likely you are to show up in the Map Pack. Here’s how to boost that prominence:
Pro Tip: Use software or a marketing partner to track where you’re listed and fix inconsistencies.
Think of the Map Pack as a trust signal. If you appear there, users assume you’re one of the most trusted pest control providers in the area because Google is vouching for you.
With just a few smart optimizations, you can win those coveted top three spots and start capturing more local leads without spending more on ads.
Your Google Business Profile is one of the most important assets in your SEO toolbox – and the foundation of your Map Pack presence. It’s essentially Google's directory of business listings. But simply having a listing isn’t enough. You need to fully optimize it and keep it active to stand out.
As stated previously, when someone searches for a business, Google's "spiders" search the internet for the most relevant, nearby, and notable companies to display. Optimizing your GBP page is the most effective strategy to ensure you appear at the top of search results.
Let’s dig into what it takes to turn your GBP listing into a local lead generation machine.
If you haven’t claimed and verified your business on Google, that’s step one. Visit google.com/business and claim your listing. Verification may involve receiving a postcard or a call from Google.
Then:
Google gives you 750 characters to describe who you are and what makes you different. Use this space wisely. Ask yourself: What is essential to your target audience?
Once you're satisfied with your company description, add relevant keywords before calling it a day. This will boost your visibility in search results.
Tips for writing a strong GBP description:
Example:
“We provide fast, effective pest control services in the Dallas area. From ants and roaches to termites and wildlife removal, our eco-conscious solutions are safe for pets and families. With over 15 years of experience, we’re trusted by thousands of local homeowners.”
Now it's time to include some photos. Listings with photos receive 35% more clicks than those without. Photos build trust, give your listing life, and show prospects what to expect.
Include:
Bonus Tip: Post seasonal photos to show activity and freshness.
Google Business Profile isn’t just a listing—it’s an engagement platform. Use every opportunity to drive action:
Most businesses don’t know this, but you can post updates on GBP like you would on Facebook.
Use GBP posts to:
New posts keep your listing active and boost your visibility in local search.
The Q&A section on your GBP listing is often overlooked. Customers can ask questions here, and if you’re not answering, someone else might (incorrectly).
Pro Tip: Seed the Q&A with common inquiries and answer them yourself:
Google loves complete listings—and so do your potential customers.
By investing just a bit of time into your Google Business Profile each month, you signal to both Google and your audience that your business is trustworthy, active, and responsive. That’s exactly the kind of business that gets calls, clicks, and appointments.
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Organic marketing builds long-term momentum, but sometimes you need leads now.
Now that you've enhanced your website, created an organic SEO strategy, and updated your GBP listing, it's time to focus on paid online advertising. Paid digital ads allow you to reach your ideal customers immediately, often when they’re actively searching for help with a pest issue.
Smart advertising can put you miles ahead of your competitors in a world where timing is everything. Here’s how you can do it:
Google Ads are one of the most effective channels for pest control businesses. Why? Because people searching on Google are usually ready to act.
Think about it: Someone searching for “termite treatment near me” or “exterminator open now” likely has a real pest problem and wants it solved quickly.
Tips for Google Ads Success:
For even more visibility, consider Google’s Local Services Ads, which appear above traditional Google Ads. These are "pay-per-lead" ads—not pay-per-click—and show your star rating, phone number, and “Google Guaranteed” badge.
With LSAs, you only pay for real leads (calls, messages), not clicks, making them ideal for businesses looking to maximize ROI.
Want to promote in a particular area, like older neighborhoods with known pest issues or new housing developments? Geofencing is an excellent method of web advertising.
Geofencing is a method of promoting your services in a more focused manner by placing a GPS "fence" around an area as small as 1,000 square feet. Think of it as creating a virtual boundary around specific locations and delivering targeted ads to people who enter that area with their mobile devices.
Because geofencing marketing is compatible with 92% of cellphones in the United States, you can feel assured that your money will be put to good use. You'll be very particular with the demographics you spend on advertising and ensure you get the best possible ROI based on these potential clients.
For pest control companies, this is a goldmine. You can:
Example:
“Live in [Neighborhood Name]? We’re offering 20% off your first termite treatment this month only!”
Most people won’t book on their first website visit. But with retargeting ads, you can stay top of mind and bring them back.
Display ads or social media retargeting allow you to:
Retargeting works especially well for pest control, where timing and trust are crucial.
While Google is great for high-intent searchers, Facebook and Instagram excel at building awareness and trust.
Use Meta ads to:
Audience Targeting Tip: Focus on homeowners, people recently moving to the area, and specific age brackets most likely to own property.
It’s not enough to “run some ads.” You need to track what’s working. Use tools like:
Know your numbers so you can double down on what works—and drop what doesn’t.
Paid advertising, when done right, becomes an on-demand lead engine. Whether it’s Google, Facebook, geofencing, or retargeting, the key is to align your ad messaging with what your potential customers need right now—and be the trusted solution they’re searching for.
Not sure where to start? Here’s a quick recap of the most effective ways to boost lead generation for your pest control business—and how they all work together:
Your Website = Your Digital Front Door
Make sure it’s fast, mobile-friendly, and built to convert with strong calls to action and easy contact options.
SEO = Long-Term Lead Flow
Optimize your site and content with local keywords to steadily climb search rankings and attract ready-to-hire homeowners.
Google Map Pack = Local Trust Builder
Showing up in the top 3 local results on Google gives you instant credibility and more clicks from high-intent searchers.
Google My Business = Visibility + Engagement
Keep your listing complete, active, and optimized with photos, posts, and accurate service information. It’s free but powerful.
Paid Ads = On-Demand Traffic
Use Google Ads, Local Services Ads, and geofencing to immediately reach customers who are actively looking for help right now.
Pro Tip: These strategies are most effective when combined. For example, a great GMB listing boosts your SEO and Map Pack visibility. A well-built website increases the ROI of your paid ads. Everything supports everything else.
Pest control marketing can be simple, and lead generation for pest control doesn’t have to be overwhelming. It may seem intimidating, but follow these 5 steps, and you'll be on your way to SEO success. When you break it down into these 5 core strategies—and give each the attention it deserves—you’ll create a marketing engine that runs independently.
The best part is you don’t have to do this alone! When you're ready, Digital Resource will assist you in taking it all to the next level. We’ve helped hundreds of local service providers scale their lead flow, and we can do the same for you.
Whether you need more reviews for your business, more leads from your website, or to get paid faster, we’ve got you covered. Join the thousands of other local companies expanding with Digital Resource.
Contact us today to book a free consultation.
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