Pest Control Leads
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Why pest control companies need multi-channel advertising
In this day and age, it’s no longer enough for a local pest control company to have an ad in the Yellow Pages or rely solely on word of mouth. To succeed, pest control companies need to build an active presence wherever people in their service area are looking, and that’s online.
From Facebook to YouTube, you need to build a visible presence wherever your prospective pest control leads and customers are spending their time online. Luckily, multi-channel advertising can help.
Connect with potential customers at every stage of the marketing funnel, convert leads and capture market share for your pest control company with multi-channel advertising.
7 benefits of multi-channel advertising for pest control companies
1. Drive high-quality leads
Not all pest control leads are made equal. Some will be ready to convert; while, others may take time and energy to get to the finish line. The right multi-channel advertising strategy can help you attract pest control leads that are highly likely to convert, helping you increase sales and close more leads.
2. Increase your visibility
Do you want to be the first pest control company people in your community think of when they need pest control services? The first step toward brand recognition is visibility. With multi-channel advertising, you can increase your visibility across all of the most popular channels with your customer base.
3. Get found
When someone sees a mouse scurrying across the floor or witnesses the tell-tale signs of bed bugs, the first place they’ll go to look for pest control services is a search engine. Utilizing Google search ads and Local Services Ads as a part of your multi-channel advertising strategy can help you get found.
4. Capture market share
In most places, people have no shortage of pest control companies to choose from. With multi-channel advertising, you can increase your visibility across popular channels, build brand recognition, capture market share and win leads who would have otherwise gone to one of your competitors.
5. Target the right audience
Some people will never want or need professional pest control service, regardless of what kind of pests they may be sharing their homes with. And, it’s a waste of your resources to advertise to them. By targeting the right audience through multi-channel advertising, you can make sure that you get in front of only the best leads for your business.
6. Stay top of mind
No one wants to delay professional pest control services, especially if the problem is serious, like bed bugs. That’s why people often choose the first pest control company that comes to mind. By building a more recognizable brand through multi-channel advertising, you can become the go-to pest control company in your area.
7. Monitor and maximize your performance
One of the best things about multi-channel advertising is how measurable it is. By regularly monitoring your multi-channel advertising performance, you can stay in the know about what’s working and what’s not. That allows you to make data-driven decisions about your strategy and budget, and drive better results for your business.
The best digital advertising campaigns for pest control companies
When someone in your community needs pest control services, you want to be the first pest control company that they think of or find. With Google Local Services Ads (LSA), you can capture exclusive leads in your area that are ready to book pest control services. Best of all, with LSA, you only pay for qualified leads.
Search and maps advertising
Most of the time, the search for a local pest control company starts on a search engine, like Google or Bing. If you want people to choose you, you need to outrank your competitors. By taking advantage of search and maps advertising, you can ensure that your pest control company shows up at the top of the results.
Some pest control leads need to do a little research before making the final decision about who to work with, and that can take time. Stay top of mind with these leads throughout every stage of the sales funnel, from initial awareness to the final sale, with retargeting ads. These ads are targeted only to people who have already shown an interest in your brand.
Social media advertising
Social media platforms, like Facebook and Instagram, are where most people are spending the majority of their time online these days. Social media advertising allows you to get in front of them. Best of all, social media advertising allows for pinpoint targeting, so you can connect with high-quality pest control leads.
Smart pest control marketing is about building a visible presence wherever your leads and customers are spending their time online. One of the best ways to do that is through display advertising, which ensures your message gets found by leads across different websites, apps and social media platforms.
Digital TV advertising
More and more people have opted to cut the cable cord in favor of digital TV streaming services, like Roku, Apple TV or Amazon Fire TV. Digital TV advertising — also called OTT (over-the-top) advertising — helps you get in front of the right pest control leads while they're catching up on their favorite series or streaming movies.
Digital radio advertising
For many people, digital radio is a constant companion — keeping them company in their vehicles, kitchens and beyond. With digital radio advertising, you can build brand awareness with people in your area who need pest control services. Plus, you can maximize your investment by targeting the right leads.
Get in front of potential leads and customers who are driving around your local area with digital billboard advertising. These billboards are located on busy highways and roads, and they allow pest control companies to target their ads to people driving in specific areas. Digital billboards are a great way to increase your local visibility.
Multi-channel advertising tips for pest control companies
Define your audience
Understanding your audience will help you choose the right advertising channels, marketing message and more. That’s why the first step toward success in multi-channel advertising is to define your audience. Once you know who your target audience is, you can create a more effective strategy.
Set your goals
Do you want to become the first pest control company people in your area think of when they find bed bugs or mice in their homes? Do you want to drive commercial pest control leads? No matter what your goals may be, defining them is an important part of developing a multi-channel advertising strategy for your business.
Use targeting to get in front of the right people
Not everyone in your area wants or needs your pest control services, and it’s not worth your time or money to advertise to the wrong audience. By targeting the right pest control leads in your multi-channel advertising, you can ensure that you’re getting your message in front of people most likely to convert.
Budget for success
Success doesn’t always happen overnight when it comes to multi-channel advertising. Sometimes, campaigns can take patience and fine-tuning in order to perform at their full potential. If you give up too soon or don’t invest enough money into your campaign, you may undercut your own success from the get-go.
Maximize your visibility across the most popular channels
The last thing any pest control company wants is to waste their money advertising on the wrong channels. To make the most of your advertising budget, you need to focus on the channel your pest control leads and customers are using the most, like Facebook, Google, YouTube and Instagram.
Build exact-match landing pages
An all-too-common mistake many pest control companies make when it comes to multi-channel advertising is linking an ad to the homepage of their website. You’ll see a much higher conversion rate if you link your ad to a landing page that matches the message in the ad exactly.
Bid on branded keywords
People who are actively searching for your pest control company by name online are highly likely to convert. The last thing you want is for a competitor bidding on your branded keywords to outrank you and steal your leads. That’s why it’s always smart to bid on your own branded keywords.
Measure your results
It’s rare for a pest control company to get their multi-channel advertising campaigns perfect the first time. To make the most of your multi-channel advertising strategy, you need to know what’s working and what’s not. By monitoring your performance and measuring your results, you can make data-driven decisions that maximize your success.
Work with a dedicated Ad Specialist
Multi-channel advertising can be complicated, and it can be difficult to get it right for many local pest control companies. By working with a dedicated Ad Specialist from Marketing 360®, you get experience and expertise on your side that can help you drive success, increase your ROI and boost sales.
Multi-channel advertising FAQs for pest control companies
What is multi-channel advertising?
Multi-channel advertising is an advertising strategy for pest control companies that utilizes multiple channels to increase visibility and brand awareness, drive leads and boost sales. With multi-channel advertising, you can build a visible presence for your pest control company where it matters most.
What are the best advertising channels for pest control companies?
The best advertising channels for your pest control company will depend on a number of factors, like who your target audience is and where they spend their time online. But in general, some of the best advertising channels for pest control companies include Google, Facebook, YouTube and Instagram.
How much should you budget for multi-channel advertising?
There’s no hard and fast rule as to how much a pest control company should spend on multi-channel advertising. Your budget should be determined by what your goals are, who your target audience is, what channels you’re using and how much competition you have.
How do you know if multi-channel advertising is working for your pest control company?
The only way to know whether or not multi-channel advertising is working for your pest control company is to measure your results on a regular basis. By monitoring the right KPIs (key performance indicators), you can see what’s working and not, so you can fine-tune your strategy and maximize your ROI.