Key takeaways
- Management is weekly work: search terms, negatives, ad tests, landing pages and budget pacing through spring, summer and fall.
- The ad account, billing and call tracking numbers should be in your business name, with your agency added as a user.
- Reports should show cost per booked recurring plan by pest and month, matched to your pest control software.
- A good manager also handles Local Services Ads as it moves into Google Ads.
Google Ads management for a pest control company means someone works the account every week: reading search terms, adding negatives, testing ads, pacing budget to the season and tying every call back to a booked recurring plan. It should all happen in an account you own, so the data and history stay yours whoever runs it.
What management includes
- Campaigns split by pest and service. General pest, termite, rodent, mosquito and bed bug each get their own budget, so you see which one brings plans and which brings one-time sprays.
- Keyword and negative keyword work every week in season, using the pest control keyword lists as a starting point.
- Ad copy that sells the plan. Ads mention ongoing protection, your service guarantee if you offer one, and how fast a tech can come.
- Landing pages per pest, each with click-to-call and online booking, written for the person who just found droppings in the pantry.
- Conversion tracking for calls, forms and bookings, with new plans from PestPac, GorillaDesk or FieldRoutes fed back so bidding learns from customers, not clicks (Google's conversion tracking guide).
- Seasonal budget pacing: ramp before termite swarms, hold through summer, shift toward rodent exclusion in fall, and pull back when routes are full.
- Local Services Ads, including the move into Google Ads, with job types and area kept tight (Google's transition notice).
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
You should own the account, the billing and the tracking. Pest control has an ownership trap other trades see less of: tracking numbers printed on door hangers, yard signs and service tickets. If the agency owns those numbers, leaving them means reprinting everything or losing the calls.
| Asset | Who should own it | What goes wrong if you don't |
|---|---|---|
| Google Ads account | Your business, with the agency added as a user | Years of keyword and conversion history leave with the agency |
| Billing | Your card or invoice, paid to Google directly | You cannot see what was spent versus what was billed |
| Call tracking numbers | Your business account | Door hangers and yard signs ring someone else's line |
| Landing pages | Your website or a builder in your name | The pages that converted disappear the day you leave |
| Conversion data link to your software | Your accounts on both ends | You lose the record of which campaigns brought plans |
Ask any manager, us included, to confirm these in writing before work starts.
How we report
We report what you run the business on: booked recurring plans and what each one cost to win. A monthly report covers:
- Spend, calls, forms and bookings by campaign and pest
- New recurring plans and one-time services, matched to your pest control software
- Cost per booked recurring plan, against the plan value you set
- Calls missed or unanswered, by hour, because a missed call in swarm season is a lost plan (call tracking help)
- What we changed this month, what we are testing next and the date it will be judged
Impressions and click-through rate appear only where they explain a change. A report full of them and short on booked plans is the warning sign.
How it works
- Assess. We audit the account, tracking, landing pages and search terms, and compare ad-sourced customers in your software with what the ads claim.
- Prioritize. We rank fixes by how fast they move cost per booked plan, usually tracking, negatives and pest-specific pages first, with a date on each.
- Execute. We make the changes in your account, timed so the termite and ant campaigns are tuned before the first warm weeks.
- Measure. We report booked plans monthly and reset priorities before summer mosquito demand and again before the fall rodent push.
To see how budget and setup fit together, read the Google Ads overview for pest control companies.
How VETS Growth Marketing helps
Your ad account, billing and tracking numbers stay registered to your business, and we work in them as users you can remove. Each piece of work is a project with an outcome and a date, and there is no long-term contract. Reports count booked recurring plans and cost per plan, the numbers your routes run on. Bring your current account to a growth consultation and we will name the changes that would cut your cost per plan first.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help
- Local Services Ads transition to Performance Max campaigns with pay-per-lead goals, Google Ads Help