Full Google Ads architecture, 7 pest-specific landing pages, keyword strategy, ad copy, negative keywords, and launch plan — backed by $30K+ in historic performance data.
7
Campaigns
30
Ad Groups
180+
Keywords
350+
Negatives
9
Landing Pages
Section 1
Executive Overview
A branded competitor conquesting operation built on $30,447 in historic performance data from two proven accounts. Every keyword, every negative, every ad structure is data-backed.
$850
Daily Budget
$25.5K
Monthly Potential
$15-25
Target CPA
97%+
Mobile Traffic
The Proven Playbook: Branded competitor conquesting (Terminix, Aptive, Orkin) accounts for 97% of all historic conversions at $15-25 per phone call. Generic pest control keywords produced ZERO conversions in both accounts. This build goes all-in on what works.
Kevin's Trademark Rule (Applied): Competitor brand names are used in KEYWORDS (Google allows this). Competitor brand names are NEVER used in AD COPY (trademark risk). Two new campaigns built specifically for trademark-safe comparison messaging.
Section 2
Account Architecture
Google Ads account 740-288-5454. Seven campaigns organized by competitor brand priority and pest type, all Search network only.
Campaign
Daily Budget
Ad Groups
Strategy
Status
Terminix Conquesting
$200/day
4 (1 paused)
Top brand — $22 CPA historic
Paused
Aptive Conquesting
$150/day
4 (1 paused)
BEST performer — $8-17 CPA
Paused
Trademark Comparison
$150/day
8
"Why We're Better" — NO trademarks in ads
NEW
Why We're Better
$125/day
6
Trademark-safe competitor targeting
NEW
Orkin Conquesting
$100/day
4 (1 paused)
National brand conquest
Paused
Other Brands
$75/day
6
Moxie, Hawx, EcoShield, Rentokil, ABC, Turner
Paused
Pest Specific
$50/day
4
Cockroach, Bedbug, Ant, Emergency
Paused
TOTAL
$850/day
36
$25,500/mo maximum potential
Bidding Strategy: Manual CPC to start (account has no conversion history). After 50+ phone call conversions are tracked, we switch to Maximize Conversions with tCPA targets. Mobile bid adjustment: +25% (97-100% of historic conversions are mobile).
Section 3
Search | Terminix Conquesting | Calls
$200/day budget. Targets people searching for Terminix — the biggest national pest brand. Historic data: $22 CPA from the Terminix Calls account.
Terminix Conquesting
$200/day4 ad groups25 keywords
+
Terminix - Brand Exact
[terminix][terminix pest control][terminix exterminator][terminix near me][terminix pest control near me][terminix reviews][terminix pest control reviews]
Terminix - Phone Number & Call PAUSED — Dead clicks per Kevin
These are existing Terminix customers trying to reach their provider — not new prospects. PAUSED on Kevin's recommendation.
Terminix - Pest Control Combo
[terminix cockroach][terminix bed bugs][terminix ant control][terminix roach treatment][terminix bedbug treatment]
Terminix - Complaints & Alternatives
[cancel terminix][terminix complaints][terminix alternative]"unhappy with terminix""terminix not working""leave terminix""switch from terminix""terminix problems"
Ad Preview
Ad247-pest-control.melleka.app
Need Better Pest Control? H1 Call Now - Same Day Service H2
Unhappy with your current pest control? We guarantee elimination. Same-day service, no contracts. Call for free inspection.
ALL 15 HEADLINES:
H1: Need Better Pest Control? (pinned)
H2: Call Now - Same Day Service (pinned)
Trusted Pest Experts
Licensed & Insured Pros
Free Inspection Available
No Contracts Required
24/7 Emergency Service
Get a Free Quote Today
Cockroach & Bed Bug Pros
Fast Response Guaranteed
Top Rated Exterminators
Affordable Pest Control
Satisfaction Guaranteed
Local Pest Control Experts
We Eliminate Pests Fast
Section 4
Search | Aptive Conquesting | Calls
$150/day budget. Targets Aptive customers — THE historic best performer. Data shows $8.23-$16.95 CPA from 1,165 phone calls.
Aptive Conquesting — Click to Expand
$150/day4 ad groups25 keywords
+
Aptive - Brand Exact
[aptive][aptive pest control][aptive environmental][aptive exterminator][aptive pest][aptive pest control near me][aptive pest control reviews]
Historic Gold: "aptive pest control" generated 1,109 calls at $16.78 CPA. "call aptive" was $8.23 per call — the cheapest in either account.
Aptive - Phone Number & Call PAUSED
Aptive - Pest Control Combo
[aptive cockroach][aptive bed bugs][aptive ant control][aptive roach treatment][aptive bedbug treatment]
Aptive - Complaints & Alternatives
[cancel aptive][aptive complaints][aptive alternative]"unhappy with aptive""aptive not working""leave aptive""switch from aptive"
Section 5
Search | Orkin Conquesting | Calls
$100/day. Same structure as Terminix/Aptive — Brand Exact, Pest Combo, Complaints & Alternatives. Phone Number ad group PAUSED.
Orkin Conquesting — Click to Expand
$100/day4 ad groups22 keywords
+
Orkin - Brand Exact
[orkin][orkin pest control][orkin exterminator][orkin near me][orkin pest control near me][orkin reviews]
Orkin - Phone Number & Call PAUSED
Orkin - Pest Control Combo
[orkin cockroach][orkin bed bugs][orkin ant control][orkin roach treatment]
Orkin - Complaints & Alternatives
[cancel orkin][orkin complaints][orkin alternative]"unhappy with orkin""switch from orkin"
Section 6
Search | Other Brands Conquesting | Calls
$75/day. Six ad groups targeting secondary national and regional pest control brands.
Other Brands — Click to Expand
$75/day6 ad groups28 keywords
+
Moxie - Brand
[moxie pest control][moxie pest][moxie exterminator]"cancel moxie""moxie alternative"
Hawx - Brand
[hawx pest control][hawx pest][hawx exterminator]"cancel hawx""hawx alternative"
EcoShield - Brand
[ecoshield pest control][ecoshield pest]"cancel ecoshield""ecoshield alternative"
Rentokil - Brand
[rentokil pest control][rentokil]"cancel rentokil""rentokil alternative"
ABC Home - Brand
[abc home pest control][abc pest control]"cancel abc pest"
Turner Pest - Brand
[turner pest control][turner pest]"cancel turner pest"
Section 7
Search | Pest Specific | Cockroach Bedbug Ant | Calls
$50/day. Generic pest-type targeting. Historic data shows MUCH higher CPA than branded — this is supplemental volume, not the core strategy.
Pest Specific — Click to Expand
$50/day4 ad groups40 keywords
+
Cockroach Extermination
[cockroach exterminator][cockroach exterminator near me][roach exterminator][roach exterminator near me][german cockroach exterminator]"cockroach pest control""roach pest control""cockroach treatment""get rid of cockroaches""cockroach infestation help"
Bedbug Extermination
[bed bug exterminator][bed bug exterminator near me][bedbug treatment][bed bug heat treatment]"bed bug pest control""get rid of bed bugs""bed bug infestation""bed bug removal"
Ant Extermination
[ant exterminator][ant exterminator near me][carpenter ant exterminator][fire ant treatment]"ant pest control""get rid of ants""ant infestation""ant colony removal"
Emergency Pest Control
[emergency pest control][emergency exterminator][same day pest control][24 hour pest control]"emergency pest control near me""same day exterminator""pest control today""urgent pest control"
NEW Section 8
Search | Trademark Comparison | Why We're Better
$150/day. Built per Kevin's feedback. Targets "alternative to [brand]", "better than [brand]", "switch from [brand]" keywords. Ad copy is 100% trademark-safe — ZERO competitor names mentioned.
The Rule: Competitor names in KEYWORDS = perfectly fine (Google policy allows it). Competitor names in AD COPY = trademark risk (Google can pull ads, competitors can file complaints). This campaign uses competitor keywords but the ads only say "Why We're Better" — never naming the competitor.
Trademark Comparison — Click to Expand
NEW$150/day8 ad groups57 keywords
+
vs Terminix
[terminix alternative][better than terminix][terminix vs]"switch from terminix""unhappy with terminix""terminix not working""terminix problems""terminix complaints"
vs Aptive
[aptive alternative][better than aptive][aptive vs]"switch from aptive""unhappy with aptive""aptive not working""aptive problems"
vs Orkin
[orkin alternative][better than orkin][orkin vs]"switch from orkin""unhappy with orkin""orkin not working"
vs Moxie / Hawx / EcoShield / Rentokil
[moxie alternative][hawx alternative][ecoshield alternative][rentokil alternative]"better than moxie""better than hawx""switch from ecoshield"
Competitor Dissatisfaction General
"pest control company complaints""worst pest control companies""pest control rip off""bad pest control experience""need new pest control company"
Trademark-Safe Ad Preview
Ad247-pest-control.melleka.app
Not Happy With Your Service? H1 Call Now - Free Inspection H2
Unhappy with your current pest control? We guarantee results. Same-day service, no contracts. Switch to experts who actually eliminate pests.
Notice: ZERO competitor names in any headline or description. The keywords target competitor searchers, but the ads speak to dissatisfaction generically. This is the trademark-safe approach Kevin recommended.
NEW Section 9
Search | Why We're Better | Competitor Comparison
$125/day. Same trademark-safe approach — 6 ad groups targeting searchers of each major competitor brand.
Why We're Better — Click to Expand
NEW$125/day6 ad groups36 keywords
+
Terminix Searchers
[terminix][terminix pest control][terminix near me][terminix exterminator][terminix reviews][terminix pest control reviews]
Aptive Searchers
[aptive][aptive pest control][aptive environmental][aptive near me][aptive exterminator][aptive reviews]
Orkin / Moxie / Hawx / EcoShield Searchers
[orkin][orkin pest control][moxie pest control][hawx pest control][ecoshield pest control]
Ad247-pest-control.melleka.app
Why Customers Are Switching H1 Call Now - We Fix It Today H2
Still seeing pests after treatment? We guarantee elimination or your money back. No contracts, same-day service. See why customers switch to us.
Section 10
Negative Keywords — 350+ Across All Campaigns
Comprehensive negative keyword coverage to prevent wasted spend. Every category was identified from real wasted search terms in the Aptive and Terminix accounts.
💼 Job Seekers
jobscareershiringsalaryemploymentwork forapply
🛠 DIY / Home Remedies
diyhome remedyspraybaittrapnaturalessential oil
🛒 Retail / Shopping
amazonwalmarthome depotlowesbuy online
🐛 Wrong Pest Types
rodenttermitemosquitowildliferaccoonsnakeratmousefleatickwaspbee removalscorpionspiderfly control
💰 Non-Service / Financial
stock priceipoinvestorfranchisecouponfreelawn careweed control
