Google Ads for pest control companies can be an excellent way to generate leads online. Our article navigates you through all aspects of Google Ads and how to set up a pest control related pay-per-click (PPC) campaign.
Google is a search engine, and it displays websites relevant to the keywords inputted. However, getting ranked organically using Search Engine Optimisation (SEO) can take a lot of time and effort. That is where Google Ads and PPC come in – they allow you to bypass SEO and are incredibly useful in driving relevant traffic to your website.
Therefore, if you’re pest control business is looking to create a Google Ads campaign, you’ve landed on the right page! Don’t worry if you’re not a pest control company; this guide can work with any industry.
Ready to generate more leads for your pest control business?
What is Google Ads for pest control?
Google Ads, which used to be known as Google AdWords, offers a paid method of online advertising. It allows advertisers (pest control companies) the ability to display ads, services, products and video content to anyone who searches on their platform.
Below is an image of a Google search engine results page (SERP). The sponsored ads highlighted with the red box are always at the top of the SERP. The results below are organic and usually achieved with Search Engine Optimisation (SEO).
Google also offers shopping ads, highlighted with the green box. Shopping ads include valuable product information, including an image, price and more. However, for this article, we are only talking about sponsored text ads – highlighted in the red box.
What Is pay per click (PPC)?
Pay-per-click (PPC) is one of the most common advertising models where you pay each time a user clicks on one of your ads.
PPC ads appear on most Google searches – especially when they are performing commercial searches, such as looking for something to buy or to solve a problem. PPC ads could be anything from a mobile search (someone looking for “rat pest control” on their phone) to a local service search (someone looking for “bird proofing in London” or another area). All these keyword searches trigger pay-per-click pest control related ads, which you’ll find at the top of most SERPs.
When using pay per click advertising for your pest control business, you’re charged only when a user clicks on the ad, hence the name “pay-per-click.” Different kinds of PPC advertising involve display advertising and remarketing.
What is the difference between PPC and SEO?
SEO and PPC, although similar, are not the same. Pay-per-click and search engine optimisation are two critical aspects of search engine marketing. Both of them can help dramatically increase traffic to your website and obtain leads.
The first thing to notice when you search on Google is that paid ads appear at the top of the search engine results page (highlighted in red), above any organic listings (highlighted in green). The most significant difference between the two is that the traffic received via SEO is free, whereas traffic from PPC costs.
Usually, the two work best when integrated into one single campaign. PPC data can help identify keywords that you should target via SEO – as targeting high performing PPC keywords organically usually brings high-value traffic.
Learn a few basic Google Ad terms
Before we get started with setting up your pest control PPC campaign, we need to clear up a few terms.
- Pest Control Keywords: keywords are the basis for everything in your PPC campaign. Your ads appear relating to the keywords, so it’s essential to gain a solid understanding of what keywords are and how to use them. Don’t worry; we’ll cover that shortly.
- Bid: Google gives you multiple ways to bid on your pest control ad campaign. For this article, we are focusing on clicks. However, you can choose to use impressions, conversions or views for videos. Google talks more about the different bids here.
- Quality score: the quality score is a measure that Google uses to rate the relevance and quality of your ads. Multiple factors help calculate the score, including CTR, relevance, landing page, ad text and account history.
- Cost per click (CPC): cost per click is a popular term where your pest control company pays every time someone clicks on an ad.
- Click-through rate (CTR): According to Google, CTR is the number of clicks that your ad experiences divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 2 clicks and 100 impressions, then your CTR would be 2%.
- Conversions: Your conversion rate is a method of seeing how many people are converting and from which ads.
Now, let’s get into the nitty-gritty!
Let’s set up your Google Ads for pest control campaign
Once you’ve created your Google Ads account, it’s time to understand the structure of your account. All too often, we see poorly structured ad accounts which have no control over how their ads are triggered and where they appear.
There is no perfect way to structure an account, and there are many different strategies to use. Some of the methods that work well include:
- Based on the Structure of Your Website
- By-Products/Services Offered
- Based on Locations
Create a campaign
Campaigns are usually limited unless your account is substantial. Most accounts only have a few campaigns which surround broader themes. As you can see from the picture above, campaigns contain multiple ad groups, which contain keywords, ads and a landing page that is specifically related to the ad group. For example, you may create a campaign around birds, rodents or insects.
Structure Ad Groups
You create ad groups under each campaign, and this is where you become much more specific with your targeting. We don’t recommend a specific number of ad groups to have under one campaign. However, remember that your campaign budget is spread across ad groups, so if your budget is limited, avoid creating too many ad groups.
Find Pest Control Related Keywords
We can’t stress this enough! Pest control keyword research is the only way to know what you are going to target. While there are many ways of finding keywords – the process is relatively simple. We’re going to take you through a simple guide to researching keywords that fit into your pest control related ad groups.
Now that you have structured your ad campaign and ad groups, it’s time to gather keywords that could fit into an ad group. Google’s Keyword Planner is a fantastic free way to find keywords for each ad group. Start small with your keywords, find around 10-20 for each ad group. You’re going to want to pay attention to some key metrics when choosing your pest control keywords. Such as average monthly searches, competition and top of page bid (high range).
Although Google Keyword Planner is useful, there are more powerful PPC tools released which can help reduce time on keyword research. Luckily, PPC Protect has handpicked some of the best-paid tools for you to choose.
Now that you have 10-20 keywords for each ad group, it’s time to move onto creating some ads.
Time to create some Ads
You should have created your first ad group, and now you need to create some ads for it. We suggest creating two or three ads in each ad group so you can analyse the data and see what converts best. All three ads should be similar, but perhaps you change the headline text or the call to action. Keep in mind that your Ads should be specific to your ad group and keywords.
For example, above we have a campaign created around pest control for insects. In this campaign, we have an ad group called “Wasps”, 10 to 20 keywords relating to wasp pest control and a specific landing page dedicated to wasp nest removal.
Now it’s time to do the same for the rest of your ad groups. You want to spread out all your relevant pest control keywords to the subgroup of the campaign theme.
Set up conversion tracking for your Google Ads campaign
WAIT! Before you switch on your completed Google Ads pest control campaign, you may want to see whether clicks on your ads lead to a customer taking a specific action. Known as conversion tracking. It allows you to identify which ad groups, ads and keywords are leading to purchase on your landing page, calls to your pest control business or contact form submissions.
Note: If you’re new to conversion tracking and want to learn more about how it works, read more about conversion tracking.
Optimise your pest control PPC campaign
Don’t hang your gloves up yet! Once your campaign has run for some time, it’s your chance to optimise your pest control Google Ads campaign. Identify which key performance indicators (KPIs) relate to your goal. For most pest control companies, conversions in the form of phone calls or form submissions are the most critical metric.
With this information, you can identify which ad groups, keywords and ads are performing the best based on multiple KPIs. These KPIs include CTR, CPC, conversion rate, return on ad spend, geolocation and time of day.
Your campaign should have gathered a few keywords that you don’t want your ads to show on. To prevent your ads from displaying on these irrelevant searches, which are wasting clicks and money – add them to your negative keyword list.
There is so much to learn with Google Ads. We’ve not even touched the surface!
I’m glad you made it to the end of this article and found it useful.
Where to go next? I’d recommend reading and researching even more about each step I mentioned throughout this PPC for pest control article. Also, have a read of our article surrounding SEO for pest control companies.
Right Hook has an extensive range of knowledge in search engine marketing for all industries. We’ve helped other pest control businesses across the UK, with digital marketing services such as SEO. However, if you don’t want to spend hours creating a pest control ad campaign, please contact us today.