Elevating Pest Control Marketing: A Success Story

When a pest control company specializing in the removal and prevention of ants, spiders, rodents, and other pests sought to enhance their marketing strategy, they turned to a creative approach focused on “evergreen” messaging. With ants as their consistent theme, they aimed to maintain a strong presence throughout their peak season while rotating in other pests monthly.

The Challenge

The company faced the need for a reliable strategy that would resonate with both existing and potential customers. To achieve this, they invested heavily in search engine marketing (SEM) and pay-per-click (PPC) ads to maximize visibility and engagement.

The Digital Strategy

To effectively reach their target audience, we implemented a dual-product digital campaign utilizing both Display and Native advertising. Here’s how we approached it:

• Targeting Past Customers: We created a custom audience by matching the company’s database of email addresses, physical addresses, and phone numbers to devices. This allowed us to re-engage former clients effectively.
• Attracting New Customers: To expand their reach, we executed a lookalike audience strategy based on the first-party data. We layered in behavioral categories to target homeowners, property managers, and offline purchasers of pesticides.
• Impressions and Reach: We set a target of 300,000 impressions each for both Display and Native ads, splitting them evenly between custom and lookalike targeting along with behavioral targeting.

The Results

The results were impressive, showcasing the power of a well-executed digital marketing strategy:

• The campaign delivered over 600,000 impressions, resulting in 3,541 clicks and a click-through rate (CTR) of 0.59%—an astounding 8x the national average!
• This strategy not only delivered strong engagement but also complemented the company’s in-house Google Ads efforts, leading to higher conversions and a lower cost per click by reaching their audience earlier in the sales funnel.

Conclusion

This success story demonstrates how a focused and strategic approach to digital marketing can yield significant results for businesses in competitive industries. By utilizing targeted advertising and leveraging past customer data, the pest control company effectively enhanced their visibility and engagement.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions. For more information, email support@vicimediainc.com.