A local pest control company, aiming to expand its online presence, partnered with our Google Ads management services. Initially focusing on end-of-lease pest control services due to its immediate demand and lower entry cost, the company had long-term aspirations to dominate the more lucrative termite management market. With a modest advertising budget, the challenge was to effectively compete in a highly competitive niche while maximizing return on investment (ROI).
Objectives
- Launch an Effective Campaign for End-of-Lease Services: Quickly generate leads for end-of-lease pest control to establish a steady revenue stream.
- Transition into the Termite Management Market: Gradually shift focus to termite treatment services, known for higher profit margins.
- Maximize ROI with a Limited Budget: Navigate the competitive termite management space efficiently, leveraging longer-tail keywords to optimise the available budget.
Strategy
Our approach was twofold: initially capitalize on the high demand for end-of-lease pest control services, then methodically pivot towards termite management as we garnered more data and insights to inform our strategy.
Keyword Research and Selection: We conducted in-depth keyword research to identify longer-tail, less competitive keywords related to termite management. This approach allowed us to target potential customers specifically looking for termite treatment solutions within our client’s budget constraints.
Custom Ad Creation: Tailored ads were developed for both end-of-lease pest control and termite management services. Initially, the focus was on end-of-lease services to kickstart revenue generation. As the campaign progressed, we introduced more ads for termite treatments, highlighting the company’s expertise and competitive pricing.
Landing Page Optimization: Separate landing pages were created for end-of-lease pest control and termite management services. Each page was optimized for conversions, with clear calls-to-action (CTA), compelling copy, and streamlined forms to encourage inquiries.
Budget Allocation and Bid Management: Starting with a conservative budget, we allocated more resources towards end-of-lease pest control initially. As the campaign gathered pace and profitability from these services was established, we gradually increased the budget for termite management keywords, optimizing bids to maximize visibility and ROI.
Results
- Increased Lead Generation: The campaign for end-of-lease pest control services quickly generated leads, providing the company with immediate business and cash flow to reinvest into their advertising efforts.
- Successful Market Entry: Through careful keyword strategy and budget management, the company effectively entered the termite management market, competing against established players despite their initial budget constraints.
- High ROI: The strategic focus on longer-tail keywords for termite treatment services led to a higher ROI than initially anticipated. The company not only recovered its advertising spend but also saw significant profit margins on termite jobs.
- Sustainable Growth: The dual approach allowed the pest control company to maintain a steady stream of business from end-of-lease services while growing its more profitable termite management segment.