Quick answer: Pest control converts extremely well on search (LocaliQ’s 2023 data showed conversion rates above 15%), because people with pests want them gone today. Build ad groups by pest, answer calls fast, and sell recurring treatment plans to raise lifetime value.
Few searches are as urgent as “termites” or “rats in roof”. Pest control is a near-perfect fit for search advertising: clear problem, clear intent, fast decisions.
What ads cost for pest control companies
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Home & Home Improvement | $8.33 | 8.05% | $90.92 |
| Google Search: Pest & Rodent Control (LocaliQ 2023) | $9.39 | 15.52% | $45.60 |
| Facebook and Instagram lead ads: Home & Home Improvement | $2.23 | 5.22% | $41.26 |
In LocaliQ’s 2023 home-services report, pest and rodent control had one of the highest conversion rates and one of the lower costs per lead of any trade. Costs have risen since across home services, so use these as a floor, not a ceiling.
Which channel to start with
Where to spend:
- Google Search, with one ad group per pest
- Local Services Ads where pest control is eligible
- Facebook and Instagram for prevention plans, pre-purchase inspections and seasonal reminders (termite season, summer insects)
Google Ads keywords for pest control companies
Build ad groups by pest so the ad and page name the exact problem.
- Termites: “termite inspection”, “termite treatment”, “white ants treatment” (AU)
- Rodents: “rat removal”, “mice exterminator”, “rodent control near me”
- Insects: “cockroach exterminator”, “bed bug treatment”, “wasp nest removal”, “ant control”
- General: “pest control near me”, “exterminator near me”, “pest inspection”
Negative keywords to add on day one
jobs, technician course, license exam, DIY, spray, bait, trap, bunnings, home depot, pictures, what does, free.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Page per pest with what the treatment involves and how long it lasts
- Safety information for kids and pets
- Licence details and warranty
- Call button and online booking
- Clear service area
Full list: landing page checklist.
Track the right things
- Calls and bookings per pest ad group
- Recurring plan sign-ups
- Seasonal lead volume to plan next year’s budget
Platform rules that apply to pest control companies
- Pesticide use is regulated in most countries; claims about safety (“non-toxic”, “100% safe”) must be accurate and substantiated.
- Standard Google Ads category. Local Services Ads involve licence and insurance checks where available.
Common mistakes
- Generic “pest control” ads for every pest
- Bidding on product keywords that attract DIY buyers
- Not answering after hours during peak season
- No upsell to annual plans
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Home & Home Improvement average of $45.6 per lead, 20 leads a month is roughly $912 in ad spend before management fees.
Start with $1,000 to $3,000 a month for a single service area and increase in peak season. Because conversion rates are high, small budgets can still produce steady bookings.
Frequently asked questions
Why do pest control ads convert so well?
The need is urgent and specific. Someone searching “rats in roof” wants a technician today. Ads that name the pest and offer same-day service match that intent.
Should I use Facebook ads for pest control?
Yes, for prevention and recurring plans, and for seasonal reminders. For urgent infestations, Google Search is stronger.
Can I say my treatments are safe?
Only with accurate, substantiated wording. Avoid absolute claims like “100% safe”; describe the products and precautions instead.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- LocaliQ: Home services search advertising benchmarks (2023 data)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Google: Local Services Ads, eligible business types
Want a second opinion on your pest control ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →