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PPC Power: Google Ads for Pest Control


Advertising is the fuel that keeps your business growing, generating a continuous flow of customers. Love it or hate it, ads are necessary for not just growth but for staying afloat–and the battlegrounds are only expanding! Digital advertising is the new frontier (though traditional marketing isn’t going anywhere any time soon): Google and search ads (PPC), Local Services Ads (LSAs), and paid social. Optimistically, the expansion of ad space and digital marketing real estate means more opportunity than ever before! 

The real question is: where should you focus your efforts? Think of it like uncovering a hidden nest—where are your leads hiding, and which tactics yield the best conversion rates? No matter the platform or budget, one thing’s certain: you have to pay to play. With a solid PPC strategy, your pest control company can dig deeper into audience insights, sharpen your ad targeting, and, most importantly, compete effectively in your market.

Google Ads and Maps: A Pest Pro’s POV

The search results page (SERP) changes more often than ever, seeing Google experimenting with AI overviews, new rich snippets, citations, and other elements to keep users on that SERP. One constant over a decade of major change is the expansion of ad space and shrinkage of organic results per page. While Google isn’t the only search engine (AI and social media platforms seem to be nipping at the heels of Google’s monopoly), it’s by far the most widely used. Google has always prioritized ad space–monetization of the SERP has been a pillar of its overall strategy–but its expansion has only accelerated in recent years. It really is a quid pro quo landscape. If you want web traffic, investing in ads is the way to get it.

But! We’re optimistic about the expanded real estate! Google offers a couple of different types of ads, and the following two are ideal for pest control companies and others in the home services industry.

PPC Search Ads

We’ve been using lots of terms–”search ad,” sometimes called “paid search” covers all advertising managed via Google, including PPC and LSAs. PPC stands for pay-per-click advertising. The Google-provided answers (AI Overviews, lists, definitions, etc.) are rich snippets, and all other webpage listings on the SERP are organic results.

The search results page above the fold (all content visible before scrolling down) for a pest services query is entirely paid search ads.

PPC ads are like buying prime real estate at the top of the search results—near-guaranteed visibility to homeowners searching for pest solutions in your area. Unlike organic SEO, which builds value over time, PPC offers immediate visibility for high-intent queries like “pest control near me” or “bed bug removal.”

Plus, PPC also offers prime visibility on Google Maps, which accounts for 30% of all mobile queries. Paid search ads appear in the “map pack” on the SERP, as well as in the actual Google Maps app. PPC can give pest pros a major edge by capturing high-intent, real-time searches that are overwhelmingly local and location-based.

Another key advantage of PPC is control. You decide where your budget goes—targeting specific keywords, zip codes, and even times of day when pest issues might spike. For example, many household pests are most active at night or in the early morning hours–schedule service-specific ads to run during those times to capture demand. Control = strong returns on investment. Stats show the average ROI for PPC is estimated at 200% or $2 for every $1 spent. For optimal budgeting and ROI, continuously monitor and optimize your paid search campaigns—adjust keyword bids on keywords, testing different ad formats and landing page experiences.

Elements of a Successful PPC Strategy

  • Strong Keyword Selection: Use location-specific, high-intent phrases like “near me,” service-specific terms like “hornet and wasp control,” and seasonal terms like “mosquito season.” 
  • Ad Copy: Write concise but eye-catching meta descriptions that both inform users and encourage action. Include a strong CTA like “schedule your free inspection today!”
  • Focused Budget: Prioritize high-intent keywords for your main services, and strategically invest in areas where you want to see growth.
  • Optimized Landing Pages: Align on-page content with the ad content, include strong and clear CTAs, and apply user-friendly layouts designed for conversion.
  • Competitor and Market Analysis: Monitor local search markets and check for competitors bidding on your brand name and devise a brand bidding strategy. 
  • Test, Optimize, Revise: Experiment with keywords, ad formats, landing pages, and timing to find out what makes your audience tick–continuously refine your bidding strategies.

Local Services Ads (LSAs)

No need to worry about SKUs (product results are a whole other beast). But for service providers—like pest pros—there’s another mountain to climb: mastering LSAs. Local Services Ads (LSAs), sometimes labeled Google Guaranteed, are paid search options exclusive to home services providers and individual professionals in industries like law and healthcare. 

Unlike PPC ads, LSAs don’t require creative ad copy, or any copy at all! They give users the most basic and essential information about your service at a glance.

LSAs offer truly unbeatable visibility, surfacing at the tippity-top of the SERP—above PPC ads, the map pack, and even Google-provided snippets like AI Overviews or “People Also Ask.” Like paid search ads, LSAs also show up in Google Maps (above PPC, as on the SERP), which is a major edge for pest pros targeting high-intent, local customers searching for nearby providers.

Starting in 2025, you must have a verified Google Business Profile for eligibility to run LSAs. having a verified Google Business Profile is required to run LSAs. For more information about verifying and optimizing your GBP, use our guide. Verification can include background checks and proof of licensure or insurance. Published, active LSAs will display a verification badge (sometimes called Google Guaranteed) as a symbol of trustworthiness, reassuring homeowners that your business is credible and reliable. 


LSAs operate on a pay-per-lead rather than a pay-per-click format. Google only charges you when a valid lead contacts you—by phone, form fill, or message. Leads from LSAs typically cost more than leads from PPC ads, the trade-off being that they’re overally more qualified and more likely to actually bring in ACV. Spam calls can and do happen, eating up budget—report them to Google using the required process to ensure your refund. LSAs give you the power to scale up or down quickly, depending on your goals and advertising budget.

5 Reasons Your Pest Control Company Needs Search Ads

  1. Great ROI: With PPC averaging a 200% ROI, every dollar spent has the potential to double in return.
  2. Ads Dominate Search: Google continues to expand ad real estate and prioritize paid search—stay visible.
  3. Industry-Standard: LSAs were designed with service providers like pest control companies in mind, and paid search is essential to staying competitive.
  4. Deper audience insights: Ad data allows you to analyze what your audience responds to and sharpen your targeting as campaigns run. 
  5. Speed and agility: PPC is the swiftest route to leads because it generates instant visibility, and it’s just as quick and simple to adjust campaign budgets and schedules or turn them off altogether.

Ready to plan your paid search takeover, launch LSAs, and grow, baby, grow? Your free consultation awaits here.

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