We feel we have a pretty good idea of the top 3 paid advertising tips for pest control companies. We’ve helped generate over 70,000 phone calls for pest control companies over the past 5 years. In this article, we’ll discuss the reasons a prospect will engage with your business.
Introduction: The 3 Things You Must Have
Most prospective customers who call your business care about these three things:
- Initial Service Fee
- Can you provide service today/tomorrow
- Are you a local company
Tip #1: Lead With Your Initial Service Fee
We’ve tested this theory extensively and simply put, the ads that generate clicks are more likely to clearly state the cost of the initial service fee. Let me give you a few examples:
- $49 Initial Treatment and Warranty (reg. $149)
- $0 Initial Service Fees ($29.95/mo.)
- $99 Initial Treatment and Warranty (reg. $169)
Offers that lead with a discounted price, perform less than half as well. Here are some examples of what those offers look like:
- $100 Off Initial Treatment and Warranty
- $320 in Savings
- $60 Off Initial Treatment and Warranty
Customers like knowing what a service costs. When you don’t clearly state what your initial treatment or service fee is, prospects tend to assume that you will inflate the actual cost to cover the discount you are promoting.
This is true when you are promoting a monthly or quarterly service. If you are promoting a service where you can’t lead with a clear fee, i.e. Termites, Bed Bugs, Rodents, etc., it’s okay to lead with a discounted price. In addition, consider leveraging one of the following:
- Free Bed Bug Inspection
- Free Termite Inspection
- Free Callbacks
Tip #2: Offer Same/Next Day Service
Your offer is what will impact clicks. But once a person visits your landing page it’s important to state timeliness of service. Meaning, can you service today or tomorrow? If you do not clearly state this, you will lose prospective clients. It doesn’t matter who you are or how great your service may be, if you are unable to meet the immediate needs of that caller, they will move on.
Tip #3: Highlight That You Are Locally Owned and Operated
Prospects are more interested in working with a local company than a national one. The idea of calling a 1-800 number and then spending their time listening to an automated service where they have to select an option is not appealing. They want to speak to someone as quickly as possible. If you are local, the perception is that you are less likely to have these barriers in place and are more likely to answer the phone quickly. Make sure you’re using a local phone number.
You’ll notice this in how Google has recently structured their new service, Google Local Services. The idea behind this new platform is that your ad will show if you are closer in proximity to the person searching. Use this to your advantage.
It’s simple. If you follow these three paid advertising tips for your pest control company, you will start generating more leads. Start with pricing for your Initial Treatment, make it obvious if you offer same/next day service, and then provide a local number.