Marketing, websites and systems built for pest control companies.
Pest control grows on two engines: new-customer acquisition in the spring and summer surge, and the recurring service plans that carry the route through winter. Most companies win the first and leak the second. Ads run seasonally with no plan for retention, the phone goes to voicemail during peak weeks, and the website cannot quote a quarterly plan without a callback. We build the whole system: a fast site that sells recurring plans by pest and by home size, Local Services Ads and search campaigns paced to the season, a speed-to-lead layer that answers every inquiry in under a minute, and integrations into the route software so a booked lead becomes a scheduled stop without re-keying. We have built for pest control companies and run their marketing as an operator would.
Questions this page answers
- Who is the best marketing agency for a pest control company
- Pest control website design that sells recurring plans
- How do I get more pest control leads in the off season
- Local Services Ads for pest control companies
- How to market quarterly pest control plans
- PestPac or FieldRoutes integration with my website and ads
Get a plan for your pest control companies business.
- A senior operator reads it and replies within one business day.
- You get a written point of view on where to start, not a sales sequence.
- Everything we build stays in your name. Month to month after the first term.
Rather talk? (512) 222-7805
Where growth is won or lost in pest control.
A pest control company sells two very different products. The first is the emergency: a homeowner sees roaches, wasps or a mouse, searches on a phone, and books whoever answers first. The second is the plan: quarterly or bi-monthly service that runs for years and makes the route dense enough to be profitable. The emergency call is expensive to buy and cheap to lose. The plan is the business. Most owners know this, but their marketing is built entirely around the first product, and the plan gets sold only if the technician remembers to mention it at the door.
The calendar drives everything. Spring and early summer bring the surge in ants, termites and mosquitoes, and the office cannot keep up. Fall brings rodents and spiders. Winter is quiet, and companies that did not build a plan base spend it cutting hours. Ticket sizes are modest per visit, so the customer only pays off across renewals. Prior vendors usually failed here: they bought summer leads at any price, never tracked which became plans, and left the route software disconnected from the ad accounts, so nobody could say what a customer from Local Services Ads was actually worth.
We treat the plan as the product and build the whole system around it. The website sells plans with clear coverage and price ranges, the pest library captures seasonal searches, and the instant quote flow books the first visit. Local Services Ads and search campaigns pace with the season, and every inquiry gets a call back inside a minute. Leads write into PestPac, FieldRoutes or Briostack with their source attached, and the route software feeds back which accounts stayed active. Renewal, add-on and reactivation campaigns run to the base all year, so winter is covered before summer ends.
The problems we fix in pest control companies.
Seasonal whiplash.
Spring and summer bury the office in calls, then winter routes thin out. Marketing that only chases the surge never builds the recurring base that makes January payroll comfortable, so every year restarts from zero.
One-time jobs instead of plans.
A one-time treatment at a low ticket costs as much to acquire as a quarterly plan worth many times more over its life. If the site and the phone script do not sell the plan first, the math never works.
Lead speed on peak days.
The homeowner with ants in the kitchen calls three companies and books the first one who answers. Missed calls during the busiest weeks are the most expensive leak in the business and almost nobody measures them.
Route software that never talks to marketing.
PestPac or FieldRoutes holds every customer, but the ad platforms never learn which leads became plans, which cancelled, and which zip codes are worth bidding on. Spend stays blind to the actual route.
Web, marketing, creative and systems for pest control companies.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Service plan pages
- Pest library
- Instant quote flow
- Service area pages
- Termite and WDI inspections
- Commercial pest control
- Reviews and guarantee page
- Pricing guide
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
Pages for quarterly, bi-monthly and one-time service, each with what is covered, the pests included and a clear price range, so the site sells the recurring plan before the phone rings.
- Pest library that ranksA page per pest, by region and season, with identification photos, what a treatment involves and the plan that prevents it. These pages carry organic traffic for the searches homeowners actually type.
- Instant plan quoteA short quote flow by home size, pest and frequency that returns a price range and books the first visit, with the lead written to the route software before the confirmation screen loads.
- Service area pages that hold upA real page per city or county with routes served, local pests, technicians and reviews from that area, built for the map pack and local search rather than thin duplicates.
- Speed and mobile firstMost pest searches happen on a phone in the kitchen. The site loads in under two seconds on cellular, click-to-call sits above the fold, and forms work with one thumb.
- Local Services AdsAlways on, budget ramps ahead of spring and fall surges
- Google SearchAlways on, pest terms rotate by season
- Google Business ProfileWeekly posts, reviews answered within a day
- Review requests after serviceAfter every completed visit, automated from the route software
- Email and SMS to plan customersMonthly, plus renewal windows and pre-season pushes
- Meta and YouTube retargetingAlways on, creative refreshed each season
Demand, search and reputation.
LSA budgets ramp ahead of the seasonal surge by pest and region, with every charged lead answered live and disputes filed on the ones that were never real jobs.
- Search campaigns by pest and intentSeparate campaigns for emergency pests, recurring plans and commercial accounts, so a termite inspection query does not pay the same price as a rodent panic call.
- Google Business Profile as a sales pageWeekly posts on seasonal pests, real technician photos, a service list kept current and every review answered, so the map listing wins the local three pack.
- Retention marketing to the plan baseEmail and text to existing plan customers ahead of renewal, seasonal add-on offers such as mosquito and termite, and reactivation campaigns to cancelled accounts.
- Reviews as a systemReview requests fire from the route software after each completed stop, with technician names included, so the profile grows every week rather than after a campaign.
- Brand that reads clean and safePest brands compete on trust. We design identity systems that look professional and calm, not cartoonish, with the license number and the guarantee built into the visual language.
- Truck, uniform and door hanger setA consistent vehicle wrap, uniform, yard sign and door hanger package, since the route itself is the biggest media buy the company owns and it should sell.
- Photography directionReal technicians, real trucks and real homes, shot on a planned day so the site and ads never rely on stock images of exterminators in hazmat suits.
- Video for plans and seasonsShort vertical videos explaining what a quarterly visit includes and what each season brings, cut for the site, the business profile and paid social.
Brand, photography and collateral.
Pest brands compete on trust. We design identity systems that look professional and calm, not cartoonish, with the license number and the guarantee built into the visual language.
- Truck, uniform and door hanger setA consistent vehicle wrap, uniform, yard sign and door hanger package, since the route itself is the biggest media buy the company owns and it should sell.
- Photography directionReal technicians, real trucks and real homes, shot on a planned day so the site and ads never rely on stock images of exterminators in hazmat suits.
- Video for plans and seasonsShort vertical videos explaining what a quarterly visit includes and what each season brings, cut for the site, the business profile and paid social.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- PestPac
- FieldRoutes
- Briostack
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Web leads, LSA leads and calls are written into PestPac, FieldRoutes or Briostack as customers with source, pest and requested plan, so the office schedules without re-keying.
- Speed-to-lead dialerEvery new inquiry triggers an immediate call to the office and a text back to the homeowner, with escalation to a second line if nobody picks up.
- Call tracking by sourceCallRail numbers per channel with recordings and call scoring, so we know which campaigns produce booked plans and which produce price shoppers.
- Renewal and cancellation automationsTriggers on upcoming renewals, missed payments and cancellation requests send the right message and task, cutting the churn that quietly drains recurring revenue.
- Revenue-per-source reportingA dashboard joining ad spend, leads, booked plans and lifetime value by source and zip code, so budget follows the routes that actually pay.
What a great pest control website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Service plan pages.
One page per plan tier with covered pests, visit frequency, guarantee and price range, ending in a quote button that pre-fills the plan choice.
Pest library.
A page per pest with photos, seasonality, signs of infestation and the plan that prevents it, capturing the searches homeowners type at the kitchen counter.
Instant quote flow.
Home size, pest and frequency return a price range and book the first visit, writing the lead to the route software on submit.
Service area pages.
Real pages per city or county with local pests, technicians, routes and area reviews, built to rank in the map pack and local search.
Termite and WDI inspections.
A dedicated hub for termite treatment, inspections and real estate reports, since these are high-ticket and tied to home sales year round.
Commercial pest control.
Pages for restaurants, property managers and warehouses with compliance documentation, logbooks and contract terms, aimed at recurring commercial accounts.
Reviews and guarantee page.
Reviews pulled from the profile and route software, the guarantee spelled out and the license number displayed, answering the trust question before the call.
Pricing guide.
A plain explanation of what plans cost, what affects price and how billing works, which cuts price-shopper calls and pre-qualifies the rest.
Careers page.
Technician recruiting with pay ranges, training and route structure, because growth stalls the moment the company cannot staff the routes it sells.
Where the demand comes from, and when.
The tools pest control companies already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
PestPac.
Lead and customer creation from web, phone and LSA with source tracking and plan type attached.
FieldRoutes.
Customer, service and subscription sync so marketing sees which leads became recurring accounts.
Briostack.
Lead intake, appointment booking and renewal triggers wired to the marketing automations.
ServiceTitan.
Booking, call tracking and marketing attribution for pest companies running on ServiceTitan.
GoHighLevel.
Speed-to-lead dialer, texting, pipelines and reactivation campaigns for the plan base.
CallRail.
Tracking numbers per channel, recordings and call scoring pushed to the CRM and reporting.
Local Services Ads.
Account setup, license verification, lead disputes and pacing tied to the seasonal calendar.
Google Business Profile.
Posts, photos, service list, messaging and review responses run as a weekly operating routine.
What we run the account by
Cost per booked plan by source.
The only acquisition number that matters, since one-time jobs and plans have completely different lifetime value.
Peak-week answer rate.
Share of inbound calls answered live during the surge, because every missed call is a booked job for a competitor.
Plan attach rate.
Percentage of new customers who start on a recurring plan rather than a one-time treatment, the lever that fixes winter.
Annual retention of the plan base.
Renewals held across the year, since churn quietly erases whatever the ad budget adds on the front end.
Revenue per route mile by zip code.
Where density makes a route profitable, which tells paid media which areas to bid up and which to drop.
Rules we respect
State applicator license numbers in ads.
Most states require the business license number on websites, vehicles and advertising. We build it into every page footer, ad extension and print piece.
EPA and product claim rules.
No safe, non-toxic or guaranteed elimination language on pesticide claims. Copy follows the product label and state pesticide advertising rules.
TCPA consent for renewal texting.
Renewal, reminder and marketing texts run only on documented consent with opt-out honored, with consent records kept in the CRM.
Door-to-door and solicitation ordinances.
Canvassing crews and door hangers follow local permit, hours and no-solicitation rules, and lead tracking separates canvass from digital sources.
The pest control playbook.
Audit the season and the leaks.
We pull a year of leads, calls and plan sign-ups by source and month, listen to peak-week calls, and map where inquiries were missed and where one-time jobs should have been plans.
Fix intake first.
Before spending more, we wire call tracking, speed-to-lead and the route software integration, and rewrite the phone script so every inquiry is offered a plan and every lead is captured.
Build the plan-selling site.
We launch the site with plan pages, pest library, service areas and the instant quote flow, with tracking on every call, form and quote so paid media has clean conversion data.
Run the calendar.
LSA, search, profile and retention campaigns run on a seasonal plan, reviewed weekly against cost per booked plan and churn, with budgets shifted to the pests and areas that pay.
- Domains and DNSregistered to you
- Ad accountsyour billing, our access
- Analytics and trackingyour property
- Code and hostingyour repository
- CRM and datayour system of record
- Documentationhow it all runs
Month to month after the initial term. We earn the next engagement rather than lock in this one.
Why pest control companies choose us.
We have designed sites, wired route software and run seasonal campaigns for pest control companies, so we already know the plan economics, the peak-week call problem and the winter gap.
- We do the engineering, not just the adsMost agencies stop at the ad account. We write the PestPac and FieldRoutes integrations, the dialers and the renewal automations ourselves, so the system actually runs every day.
- Recurring revenue is the metricWe report on booked plans, retention and revenue per source, not clicks. Our own brands run on recurring revenue, so we manage the account the way an owner would.
Reading for pest control companies.
- Lead Generation · Takeaway
Home services marketing has to be measured to booked jobs, not clicks or sessions.
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Home Services Marketing Agency: The Complete System for Contractors.
The full system we run for roofing, HVAC, plumbing, electrical, tree care and remodeling companies, from site architecture to per-source call tracking, and how to judge an agency that says it does the same.
Read - Lead Generation · Takeaway
A lead is a depreciating asset: its value drops sharply the longer you wait to make contact, and studies consistently show the steepest drop-off in the first minutes and hours.
Lead Generation · 15 min read
Speed-to-Lead: Why the First Five Minutes Decide Your ROI.
You can win the auction for a lead and still lose the deal in the time it takes to answer an email. Here is the math, the mechanics, and the system that fixes it.
Read - Local SEO · Takeaway
Local SEO is won on three fronts: a fully optimized Google Business Profile, a fast website with real service and city pages, and a steady drip of reviews and local links.
Local SEO · 16 min read
The Local SEO Checklist for Service Businesses.
Everything it takes to show up when someone nearby searches for what you do, your Google Business Profile, your website, getting indexed, reviews, citations, and the numbers that tell you it's working.
Read
Hiring an agency for a pest control business.
- Who is the best marketing agency for a pest control company?
- The right agency understands that a pest company lives on recurring plans, not one-time jobs, and can prove it by showing how it tracks booked plans and retention by source. Ask whether they have wired PestPac or FieldRoutes, how they handle missed calls in peak weeks, and whether they run Local Services Ads with disputes. We do all three and report on plan revenue, not clicks.
- How do we get pest control leads in the off season?
- Winter leads come from three places: rodent and occasional invader searches that peak in cold months, termite inspections tied to real estate transactions, and the existing plan base buying add-ons. We shift search budget to those terms, keep the profile active, and run renewal and add-on campaigns to current customers so the route stays full without chasing summer volume.
- Should we use Local Services Ads or Google search ads?
- Both, in different roles. Local Services Ads deliver calls from homeowners ready to book and charge only for real leads, so they anchor the budget in season. Search ads capture specific pests, commercial accounts and plan research that LSA cannot target. We run both from one tracking setup so the cost per booked plan is comparable across the two.
- Can you integrate our website and ads with PestPac or FieldRoutes?
- Yes. Web forms, quote flows, call tracking and LSA leads write into the route software as customers with source, pest and plan attached. We also read back which leads became active accounts and which cancelled, so ad platforms optimize toward plans that stick and reporting shows revenue per source rather than lead counts.
- What should a pest control website include?
- Plan pages with pricing ranges, a pest library organized by season and region, real service area pages, an instant quote flow, technician and license information, a reviews page fed from the route software, and a careers page for the technician shortage. It should load fast on a phone and put click-to-call above the fold on every page.
Let’s grow your pest control business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.
t@theoryroad.com · (512) 222-7805