Pest Control — Rapid Response Marketing

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Executive Summary

Total Spend

$163.02

3 days (Mar 23–25)

Clicks

35

All from Campaign 1

Impressions

1,312

1,257 from C1 + 55 from C2

Avg CTR

2.67%

Industry avg: 3-5%

Avg CPC

$4.66

Target: $2-3 CPC

Conversions

0

No tracking configured

Impression Share

10%

Losing 90% of auctions

Quality Score

1/10

Every keyword

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Campaign Breakdown (All 7)

Campaign	Status	Budget	Spend	Clicks	Impr	CTR	CPC	IS	Lost (Rank)	Lost (Budget)
Why We're Better \| Competitor Comparison	Enabled	$100/day	$163.02	35	1,257	2.78%	$4.66	10%	83.3%	11.4%
Trademark Comparison \| Why We're Better	Enabled	$100/day	$0.00	0	55	0.00%	—	20.6%	67.0%	12.4%
Terminix Conquesting \| Calls	Paused	$5/day	— Paused, no data —
Aptive Conquesting \| Calls	Paused	$5/day	— Paused, no data —
Orkin Conquesting \| Calls	Paused	$5/day	— Paused, no data —
Other Brands Conquesting \| Calls	Paused	$5/day	— Paused, no data —
Pest Specific \| Cockroach Bedbug Ant \| Calls	Paused	$5/day	— Paused, no data —

Campaign Notes

Only 2 of 7 campaigns are ENABLED — the original 5 branded conquesting campaigns remain PAUSED
Campaign 2 (Trademark Comparison) has 55 impressions and ZERO clicks in 3 days — dead weight
Budgets on ENABLED campaigns are $100/day each ($200/day total), but actual spend is only ~$54/day — budget is NOT the constraint
All campaigns use Manual CPC bidding — no automated bidding
Ad schedule: 6 AM – 6 PM MST (9 AM – 9 PM Eastern), 7 days/week

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Ad Group Performance — Campaign 1 (Why We're Better)

Ad Group	Max CPC	Spend	Clicks	Impr	CTR	Avg CPC	IS
Aptive Searchers	$5.00	$78.31	16	469	3.41%	$4.89	10.3%
Orkin Searchers	$5.00	$33.89	7	254	2.76%	$4.84	10.0%
EcoShield Searchers	$4.00	$19.64	5	72	6.94%	$3.93	10.0%
Terminix Searchers	$5.00	$19.32	4	365	1.10%	$4.83	10.0%
Moxie Searchers	$4.00	$11.86	3	85	3.53%	$3.95	10.0%
Hawx Searchers	$4.00	$0.00	0	12	0.00%	—	10.0%

Key Insights

EcoShield has the best CTR at 6.94% — people searching EcoShield are more likely to click our "better option" messaging
Aptive drives the most volume — 16 clicks, 48% of total spend. Historic data from old Aptive account showed $16.95 CPA, so the audience is proven
Terminix has the WORST CTR at 1.10% despite the most impressions (365). Terminix searchers are brand-loyal and not clicking alternatives
Hawx has only 12 impressions and 0 clicks — too early to judge but low volume brand

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Ad Group Performance — Campaign 2 (Trademark Comparison)

Ad Group	Max CPC	Spend	Impr	CTR
vs Terminix - Why We're Better	$4.00	$0.00	48	0.00%
vs Aptive - Why We're Better	$4.00	$0.00	5	0.00%
vs Orkin - Why We're Better	$4.00	$0.00	1	0.00%
Competitor Dissatisfaction General	$4.00	$0.00	1	0.00%
vs Moxie / vs Hawx / vs EcoShield / vs Rentokil	$4.00	$0.00	0	—

Verdict

55 impressions, 0 clicks, $0 spend in 3 days — this campaign is DOA
Keywords like "terminix alternatives", "unhappy with terminix", "switch from aptive" have almost zero search volume
Recommendation: PAUSE this campaign and consolidate budget into Campaign 1 which is actually getting clicks

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Search Terms — What People Actually Typed

Search Term	Ad Group	Spend	Clicks	Impr	CTR	Status
aptive pest control	Aptive Searchers	$54.06	11	311	3.54%	Added
aptive	Aptive Searchers	$19.30	4	114	3.51%	Added
ecoshield	EcoShield Searchers	$15.64	4	38	10.53%	None
orkin pest control	Orkin Searchers	$14.48	3	82	3.66%	Added
moxie pest control	Moxie Searchers	$11.86	3	81	3.70%	Added
terminix	Terminix Searchers	$9.50	2	320	0.63%	Added
orkin reviews	Orkin Searchers	$9.60	2	31	6.45%	Waste
aptive pest control phone number	Aptive Searchers	$4.95	1	34	2.94%	Waste
ecoshield pest control	EcoShield Searchers	$4.00	1	28	3.57%	Added
orkin	Orkin Searchers	$0.00	0	128	0.00%	Added
orkin exterminator	Orkin Searchers	$4.81	1	8	12.50%	None
orkin pest	Orkin Searchers	$4.97	1	7	14.29%	None
terminix pest control	Terminix Searchers	$4.82	1	42	2.38%	Added
terminix near me	Terminix Searchers	$5.00	1	3	33.33%	None

Search Term Analysis

Search terms are CLEAN — all branded competitor terms, exactly as intended. No random junk slipping through.
"orkin reviews" ($9.60) — person comparing reviews, not looking for a new provider. Should negative "reviews" across campaigns.
"aptive pest control phone number" ($4.95) — existing Aptive customer trying to reach Aptive. Customer service negative already exists but "phone number" variant slipped through.
"ecoshield" has 10.53% CTR — highest click-through of any search term. EcoShield dissatisfaction is a real opportunity.
"terminix" bare brand — 320 impressions, 0.63% CTR. People searching just "terminix" are mostly brand-loyal. Very low conversion potential.
Total wasted on non-prospect terms: ~$14.55 (8.9% of total spend)

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Quality Score Analysis — The Core Problem

Every single keyword in this account has a Quality Score of 1 out of 10. Here's the breakdown:

Keyword	QS	Ad Relevance	Expected CTR	Landing Page	Spend	Clicks
[aptive pest control]	1/10	Below Avg	Below Avg	Below Avg	$54.06	11
[ecoshield pest control]	1/10	Below Avg	Below Avg	Below Avg	$19.64	5
[aptive]	1/10	Below Avg	Below Avg	Below Avg	$19.30	4
[orkin pest control]	1/10	Below Avg	Below Avg	Below Avg	$19.24	4
[moxie pest control]	1/10	Below Avg	Below Avg	Below Avg	$11.86	3
[terminix]	1/10	Below Avg	Below Avg	Below Avg	$9.82	2

Why Every Score is 1/10

Ad Relevance = Below Average: We bid on "aptive pest control" but our ads say "Looking For a Better Option?" — Google sees zero keyword-to-ad relevance because the ad doesn't mention the searched brand
Expected CTR = Below Average: 2.78% CTR on branded conquesting is low — competitors bidding on their OWN brand get 30%+ CTR, making us look terrible by comparison
Landing Page = Below Average: 24-7pestcontrol.net is a generic pest control page with no mention of competitor brands, no comparison content, and no clear "we're the better choice" messaging
The QS Penalty Tax: With QS 1/10, Google charges us 2-3x the normal CPC. Old accounts with history paid $2-3/click for these same keywords. We're paying $4.66.
This is inherent to branded conquesting: You will ALWAYS have low QS on competitor keywords because you can't put their brand name in your ad copy (trademark). The old Terminix/Aptive accounts had the same issue but had years of history to partially offset it.

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Device Breakdown

Device	Clicks	Spend	Impr	CTR	% of Spend
Mobile	32	$149.19	1,081	2.96%	91.5%
Desktop	3	$13.83	184	1.63%	8.5%
Tablet	0	$0.00	47	0.00%	0.0%

Device Intelligence

91.5% mobile — exactly matches historic Terminix (100%) and Aptive (97%) patterns
Mobile CTR (2.96%) beats Desktop (1.63%) — mobile users more likely to click
+25% mobile bid modifier already applied across all campaigns
Desktop gets impressions (184) but barely clicks (3) — consider excluding desktop or lowering bids

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Hourly Performance (MST — Account Timezone)

Ad schedule: 6 AM – 6 PM MST. Hours outside this window show zero activity as expected.

Hour (MST)	Clicks	Spend	Impr	% of Clicks
6 AM	0	$0.00	41	0%
7 AM	2	$9.74	61	5.7%
8 AM	1	$3.93	50	2.9%
9 AM	0	$0.00	66	0%
10 AM	2	$9.86	61	5.7%
11 AM	1	$4.85	76	2.9%
12 PM	1	$4.00	83	2.9%
1 PM ★	8	$37.16	151	22.9%
2 PM ★	7	$34.31	131	20.0%
3 PM ★	6	$26.47	134	17.1%
4 PM	4	$19.32	197	11.4%
5 PM	3	$13.37	162	8.6%

Peak Hours

1 PM – 3 PM MST (4 PM – 6 PM Eastern) = 60% of all clicks. This is the golden window.
6 AM and 9 AM MST get impressions but ZERO clicks — wasted visibility
Historic data from old accounts showed 7-9 AM MST as peak — our data shows a shift to afternoon. Could be seasonal or landing page dependent.

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Daily Trend (3 Days)

Date	Day	Spend	Clicks	Impr	CTR	CPC
Mar 23	Monday	$9.78	2	74	2.70%	$4.89
Mar 24	Tuesday	$44.58	10	468	2.14%	$4.46
Mar 25	Wednesday	$108.66	23	770	2.99%	$4.72

Trend Analysis

Volume is ramping UP — Day 1: 2 clicks → Day 2: 10 clicks → Day 3: 23 clicks. Google is giving us more auctions as the account warms up.
Spend is accelerating — Day 3 was $108.66. At this rate, daily spend will hit budget cap ($100) consistently by Day 4-5.
CTR improving slightly: 2.70% → 2.14% → 2.99%. CTR dipped on Day 2 as new search terms entered, recovered on Day 3.

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Ad Copy Performance

All ads are Responsive Search Ads (RSAs). All approved. All pointing to https://24-7pestcontrol.net/

Ad (by Ad Group)	Clicks	Impr	CTR	Spend	Status
Aptive Searchers RSA	16	469	3.41%	$78.31	Approved
Orkin Searchers RSA	7	254	2.76%	$33.89	Approved
EcoShield Searchers RSA	5	72	6.94%	$19.64	Approved
Terminix Searchers RSA	4	365	1.10%	$19.32	Approved
Moxie Searchers RSA	3	85	3.53%	$11.86	Approved
Hawx Searchers RSA	0	12	0.00%	$0.00	Approved

Headline Strategy (Trademark-Safe)

Pinned H1: "Looking For a Better Option?" — generic but legally safe
Pinned H2: "Call Us - Same Day Service" — clear CTA
Rotating: "Customers Are Leaving Them", "We Fix What They Couldn't", "Half the Price. Better Work.", "No Contracts Required", "Cockroach Removal Experts", "Bed Bug Treatment Pros", "Free Inspection Today", "Results Guaranteed or Free"
All asset performance labels show "PENDING" — Google hasn't collected enough data to grade individual headlines yet (need 5,000+ impressions)

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Negative Keyword Coverage

~400 total negatives across all campaigns. Here are the key categories:

Employment / Jobs

DIY / Products

Customer Service

Non-Target Pests

Corporate / Investor

Reviews / Complaints (Brand Protection)

Cross-Campaign Brand Negatives

Terminix campaign negatives: aptive, orkin, moxie, hawx, ecoshield
Aptive campaign negatives: terminix, orkin, moxie, hawx, ecoshield
Orkin campaign negatives: terminix, aptive, moxie, hawx, ecoshield
Cross-campaign negatives prevent self-competition between ad groups targeting different brands
MISSING: "reviews" is NOT negated — "orkin reviews" slipped through and cost $9.60. Need to add.

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Account Configuration

Account ID

740-288-5454

Account Name

Pest Control - Rapid Response Marketing

Timezone

America/Phoenix (MST, no DST)

Bidding

Manual CPC (all campaigns)

Total Campaigns

7 (2 enabled, 5 paused)

Active Budget / Day

$200/day (C1: $100 + C2: $100)

Geo Targeting

USA Only (all 50 states)

Ad Schedule

6 AM – 6 PM MST, 7 days/week

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Historical Benchmark vs Current Performance

Metric	Old Terminix Acct (670)	Old Aptive Acct (879)	Current Acct (740)	Gap
Total Spend	$8,625	$21,822	$163	Too early
Total Conversions	191	1,165	0	No tracking
CPA	$45.16	$18.73	N/A	Can't measure
CPC	$2.94	$2.75	$4.66	+68% higher
CTR	6.50%	14.71%	2.78%	-57% to -81%
Mobile %	100%	97%	91.5%	Consistent
Best Brand CPA	$19.86 (Terminix)	$16.95 (Aptive)	N/A	No data

Why We're Underperforming vs Old Accounts

Brand new account with zero history — Google gives new accounts worse ad positions and higher CPCs until trust is established (typically 2-4 weeks)
Old accounts had "Terminix" and "Aptive" in their account/campaign names — Google's algorithm likely gave them slight relevance boosts for brand-name campaigns
Different landing pages — Old Aptive account used offer.homesavingsgurus.com/pest-control-home-2024 which was a dedicated call-focused squeeze page. Our page is more generic.
No conversion signal — Without conversion data, Google can't optimize for who is likely to convert. Old accounts had months of conversion data.
Seasonal note: Old Aptive peak was April 2024 ($19.17 CPA, 526 conv). We're entering prime pest season NOW — performance should improve if we fix the fundamentals.

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Strategic Recommendations

URGENT — Fix Before Spending Another Dollar

Conversion tracking must be wired into Google Ads. Kaliper is tracking calls on Kevin's end, but Google Ads has ZERO conversion actions. We need to either: (A) import Kaliper call conversions into Google Ads via offline conversion upload, or (B) set up Google Ads call tracking as a conversion action. Without this, every dollar is blind.

Phase 1 — Immediate (This Week)

PAUSE Campaign 2 (Trademark Comparison) — 55 impressions, 0 clicks, 0 spend. "Alternative to terminix" keywords have near-zero search volume. Waste of an enabled campaign slot.
Add "reviews" as negative across all campaigns — "orkin reviews" cost $9.60 for 2 useless clicks
Lower Terminix ad group CPC from $5.00 to $3.50 — Terminix has the worst CTR (1.10%) and 320 impressions with only 2 clicks. We're overpaying for a brand whose searchers aren't clicking.
Raise EcoShield CPC from $4.00 to $5.00 — Best CTR (6.94%), highest engagement. Give it more budget to win more auctions.
Consider tightening ad schedule to 11 AM – 6 PM MST — 60% of clicks happen between 1-3 PM MST. Morning hours (6-10 AM) get impressions but barely any clicks.

Phase 2 — Landing Page (Next 1-2 Weeks)

The landing page is the biggest problem. 35 clicks, 0 calls. The page doesn't convince competitor-brand searchers to pick up the phone. Options:
Option A: Create comparison-specific landing pages — "Not Happy With Your Pest Control? We're Different." with competitor pain points addressed (without naming brands)
Option B: Simplify to a pure click-to-call squeeze page — massive phone number, "Call Now for Same-Day Service", minimal scrolling, big trust badges
Option C: Add social proof aggressively — Google reviews, before/after photos, "Why customers switched to us" testimonials
The old Aptive account's best-performing page was a dedicated squeeze page (offer.homesavingsgurus.com) focused exclusively on getting a phone call. Our page tries to do too much.

Phase 3 — Scale (Weeks 3-4+)

Once we have 30+ conversions, switch from Manual CPC to Maximize Conversions — let Google's algorithm find the callers
Re-enable the 5 paused branded conquesting campaigns one at a time, starting with the brand that has the best CPA
Test generic pest keywords (cockroach, bedbug, ant) ONLY after branded conquesting is profitable — historic data shows generic terms have near-zero conversion rates in this vertical
Implement state-level bid adjustments based on Kevin's payout data (Gold states +40%, Caution states -20%)

The Bottom Line

$163 spent with zero measurable return. The account is warming up and search terms are clean, but we have two critical failures: (1) no conversion tracking in Google Ads, and (2) the landing page doesn't convert clicks to calls.
The strategy is sound. Branded conquesting WORKS — the old accounts proved $15-45 CPA is achievable. But we need the fundamentals (tracking + landing page) fixed before this account can perform.
Positive signal: Volume is ramping (2 → 10 → 23 clicks per day), search terms are on-target, mobile dominance matches historical patterns, and we're entering peak pest season. The foundation is there.