A 90-day marketing plan for a pest control company

A homeowner who spots termites, bed bugs, or a wasp nest searches in a panic, exterminator near me or something close to it, and books whoever answers the phone or replies to the form first. Reviews and a clearly stated guarantee usually settle which of the top few results actually gets the call.

That urgent, one-time job is only the front door. The real money in this business is the recurring quarterly or monthly service plan that a well-run company converts that first visit into, since a single treatment rarely matches the value of a customer who stays on a plan for years.

Speed matters at every stage of this. A missed call during the initial panic search almost always becomes a competitor's booked job, and a customer who's never asked to renew or upgrade to a plan quietly lapses instead of sticking around.

The two goals sit side by side: enough urgent jobs booked to keep the route full this month, and enough of those one-time customers actually converted into the recurring plan subscribers who make the business durable.

Google Ads targeting urgent, pest-specific searches come first, paired with fast call and text response from day one, since the company that answers first usually wins the job regardless of ad quality.

Local SEO and a strong Google Business Profile follow closely, since near-me decisions run heavily on reviews and guarantees that build over time rather than overnight. Review generation runs alongside that build, feeding directly into the trust signals homeowners check before calling.

A plan-conversion follow-up sequence, aimed specifically at customers who just booked a one-time job, matters as much as any acquisition channel, since this is where a single treatment turns into years of recurring revenue.

Renewal and reactivation outreach to existing plan customers should start immediately, in parallel with everything else, since that list already exists and protecting it from lapsing costs far less than acquiring a replacement customer from scratch.

Weeks 1 to 4: put Google Ads live for urgent, pest-specific searches with fast call and text response built in, tighten the Google Business Profile with guarantees and current photos, request reviews from recent jobs, and start renewal outreach to any lapsed plan customers already on file.

Weeks 5 to 8: build a follow-up sequence that specifically offers a recurring plan to customers who just finished a one-time job, add local SEO content by pest type and neighborhood, and connect lead and job data to whatever field software the company already runs, PestPac, FieldRoutes, Jobber, or ServiceTitan among them.

Weeks 9 to 12: with reviews and content now established, fold AI search optimization into the mix, time a push around the season when pest pressure is heaviest in the company's area, and review cost per booked job alongside the one-time-to-plan conversion rate to guide next quarter's spend.

A company without a trust-building site or clear guarantees usually needs a rebuild first, scaled to however many service and pest-type pages it needs and priced between $1,500 and $20,000-plus. SEO is $50 a page, with ten pages as small as that gets, and ad management costs a tenth of what reaches Google, with $600 as the floor.

A company with a decent site in place already can skip the rebuild and take on just SEO and Ads. No charge attaches to getting started, the arrangement stays month to month throughout, and the first 30 days are guaranteed.

Cost per booked job is the starting point, but the one-time-to-plan conversion rate matters just as much, since it shows whether urgent jobs are actually building the recurring base or just filling this month's route.

Track plan renewal rate separately from new bookings. A rising number of new customers alongside a falling renewal rate usually means the business is refilling a leaky bucket instead of actually growing it.

Watch recurring subscriber count over the full quarter, not just month to month, since this is the number that ultimately decides how stable the business is regardless of how any single month's ad spend performs.

A new site, where the company needs one, is the single upfront cost, scaled to however many service and pest-type pages it needs and priced between $1,500 and $20,000-plus. SEO recurs after that at $50 a page, ten pages as small as that gets, and ad management runs a tenth of whatever the company spends with Google, $600 the least it goes.

If the company's site already works fine, only those two recurring costs apply. Send over the company's routes and plan offerings, and a proposal with real numbers follows within 48 hours.