Pest Control Success: A Digital Strategy That Packs a Punch

In a competitive landscape, a local pest control company specializing in the removal and prevention of pests like ants, spiders, and rodents sought to strengthen its marketing efforts. To do this, they focused on creating an "evergreen" strategy centered around a consistent message about ant control, while rotating in messaging about other pests throughout the season.

The Challenge

With a busy season ahead, the company needed an effective way to reach both existing and potential customers within a 30-mile radius of their service area. They recognized that a robust digital strategy was key to maintaining their competitive edge.

The Strategy

To achieve their goals, we implemented a multi-faceted digital campaign that leveraged both Display and Native ads. Our approach included:

1. Custom Audience Creation: We tapped into the client’s existing database, matching email addresses, physical addresses, and phone numbers to target past customers directly.
2. Lookalike Audiences: To attract new customers, we created lookalike audiences based on first-party data, expanding our reach to individuals with similar profiles to existing customers.
3. Behavioral Targeting: We layered in behavioral categories that identified homeowners, property managers, and offline purchasers of pesticides to ensure our ads reached those most likely to need pest control services.
4. Impression Goals: We set ambitious targets, aiming for 300,000 impressions on Display ads and another 300,000 on Native ads, with a balanced split between custom audience targeting and lookalike plus behavioral targeting.

The Results

The results were impressive. The campaign delivered over 600,000 impressions and generated 3,541 clicks, achieving a click-through rate (CTR) of 0.59%—over 8 times the national average! This strategic approach not only engaged past customers but also effectively attracted new ones.

Moreover, the campaign complemented the company’s in-house Google Ads efforts, resulting in higher conversions and a lower cost per click. By reaching the audience higher in the sales funnel, the pest control company was able to enhance its overall marketing effectiveness.

Conclusion

This success story highlights how a well-crafted digital strategy can transform a local business's outreach efforts, helping them to connect with both existing and new customers. By focusing on targeted messaging and strategic audience segmentation, the pest control company positioned itself as a go-to solution in its area.

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.