Texas Pest Control Boosts Leads 70%, Cuts Costs: Google Ads Study

What if you could double your leads and pay half as much for every one? That’s exactly what one Parker County pest control company achieved—and the story of how they did it is packed with lessons any local service business can use.

Let’s pull back the curtain on the campaign that transformed their digital marketing and delivered real business growth.

A Double Win: More Leads, Fewer Dollars

When a leading pest, weed, termite, and rodent control provider in Parker County, Texas needed to grow, CDM Suite stepped in. Over just eight months, they:

• Increased qualified leads by 70%.
• Cut cost per lead (CPL) by 118%, from $133 down to $47.

Here’s exactly how it happened—and how you can apply these strategies too.

Meet the Client: Local Experts, Big Ambitions

This isn’t just another pest control business. Our client has built a reputation in Parker County for reliable, effective solutions across pest, weed, termite, and rodent problems. Their technicians are local, their roots deep, and their mission simple: protect homes and businesses from unwanted invaders.

But even the best reputation can’t guarantee a steady flow of new customers—especially in an industry where competitors are one click away.

Why This Case Matters

If you run a local service business, you know every lead counts. Wasted ad spend hurts. High CPL means less room for growth. And in a market where everyone promises “fast results,” the real winners are those who can deliver quality leads—consistently, affordably, and at scale.

The Pain Point: Quality Leads on a Tight Budget

Pest control is a high-intent service—when a homeowner has a problem, they want help now. But that urgency also means keywords are expensive and competition is fierce.

The challenge:

• Drive more qualified leads, not just clicks.
• Lower the cost per conversion to make every dollar work harder.
• Maintain high lead quality, since every call could be a new long-term customer.

Their existing Google Ads campaigns were generating some leads, but costs were too high and the volume wasn’t supporting business growth.

The CDM Suite Solution: Data-Driven, Hyper-Targeted Google Ads

Step 1: In-Depth Audit & Audience Discovery

We began by diving deep into their campaign data—identifying which keywords drove true business value and where budget was being wasted. Service offering analysis and understanding when and how Parker County residents searched for pest control were critical first steps.

Step 2: Restructuring for Relevance & Efficiency

• Created tightly themed search and call campaigns focused on the highest-value services: pest, weed, termite, and rodent control.
• Built out ad groups and keyword lists for each service area, ensuring ads matched customer intent and search behavior.
• Implemented negative keywords to prevent irrelevant clicks—a tactic proven to lower wasted spend in competitive local markets.

Step 3: Engagement-First Creative

• Crafted high-engagement ads with urgent calls to action like “Call us Now.”
• Optimized ad copy for visibility, relevance, and trust—essentials for industries where credibility is key.
• Used call extensions and mobile-optimized formats to capture phone-ready prospects.

Step 4: Smart Bidding & Continuous Optimization

• Tested automated bidding strategies (such as Target CPA and Maximize Conversions) to let Google’s machine learning do the heavy lifting. Learn more about automated bidding from Google.
• Regularly reviewed search terms, adjusting bids and targeting based on real-time performance data.
• Collaborated closely with the client to incorporate feedback from field technicians and the sales team, ensuring campaigns reflected true customer needs.

Step 5: Tracking What Matters

• Set up precise conversion tracking for both phone calls and online form submissions.
• Monitored not just lead volume but lead quality, feeding real-world outcomes back into campaign refinements.

Behind the Scenes: The Power of Rapid Feedback Loops

A crucial factor was agility—weekly reviews allowed the team to spot trends and pivot fast. When an ad performed well, it was replicated and tested further. When a keyword missed the mark, it was paused or reworked. This rapid iteration is what separates good campaigns from great ones.

Results: The Numbers Tell the Story

It was like flipping a switch—the phone started ringing, but our cost per lead kept dropping. The quality of leads was better than ever. — Client feedback

By the Numbers

• Total Ad Spend: $7,125 over 8 months ($1,000/month)
• Leads Generated: 98
• Click-Through Rate (CTR): 7.58%
• Average Cost Per Click (CPC): $10.73
• Cost Per Lead (CPL):
  • First 4 months: $133
  • Final 4 months: $47 (a 118% improvement)
• Leads by Period:
  • First 4 months: 40 leads
  • Final 4 months: 58 leads (45% increase period-over-period)

Visualizing the Impact

The campaign’s lead volume climbed steadily, while the cost per lead dropped—a rare feat in a market where many see only rising costs.

Peak months saw the lowest CPL and highest-quality conversions, a testament to the compounding effect of ongoing optimization.

Key Takeaways: Lessons for Any Service Business

Want to replicate these results in your own local marketing? Here are the biggest lessons:

1. Focus on Conversion Quality, Not Just Quantity
   Tightly match keywords and ad copy to your most profitable services. Don’t pay for clicks that don’t convert.
2. Leverage Call Campaigns for Urgent Services
   For high-intent, local services like pest control, call-only ads can drive immediate, high-value leads.
3. Test and Iterate Relentlessly
   Weekly reviews and rapid adjustments are essential. Don’t let underperforming ads drain your budget.
4. Automate, But Don’t Set and Forget
   Use automated bidding to scale, but monitor performance closely and adjust based on real business outcomes.
5. Integrate Sales Feedback
   Use insights from your sales team to refine targeting, messaging, and service offerings. The best campaigns are those that align marketing and sales.

Ready to Grow? Take the Next Step

If you’re ready to see what’s really possible with your marketing budget, don’t leave it to chance. CDM Suite specializes in data-driven, high-ROI campaigns for local service businesses just like yours.

Curious what you’re missing?

Get your free 3-minute marketing assessment and custom growth plan from CDM Suite. Discover the gaps in your strategy—and start turning clicks into customers, not just traffic.

Explore more success stories on our blog or visit our homepage to learn about our services.

Stop settling for average results. Take control of your lead generation—and let us show you how to turn Google Ads into a true growth engine for your business.