Get my free audit
Case study · Google Ads

842 pest control leads in 6 months, at about $50 each.

Real numbers from a pest control client's Google Search campaign, straight from the Google Ads dashboard. Six months of data, not a cherry-picked week.

842leads in 6 monthsApril to September 2026
~$50average cost per lead$45.85 in the last 30 days
17–22%of clicks became leadsAbout 1 in every 5 visitors
$42.5Kad spend managedPaid directly to Google by the client

Quarter by quarter

PeriodConv. rateLeadsCost per leadSpend
Q2 2026Apr 1 – Jun 30, 202617.54%410$50.37$20.7K
Q3 2026Jul 1 – Sep 30, 202618.15%432$50.44$21.8K
Last 30 daysSep 2 – Oct 1, 202621.82%192$45.85$8.8K

Steady for six months, and still improving: the latest 30 days are the best yet.

How that compares

Industry figures are the published averages for home services Google Ads campaigns. Pest control isn't tracked as its own category, so this is the closest fair comparison.

Conversion rate

This campaign
18.2%
Industry average
~8%
Home & home improvement average: 8.05% (WordStream, 2026)

Cost per lead (lower is better)

This campaign
$50
Industry average
$91
Home services average: $90.92 (WordStream / LocaliQ)

Straight from the dashboard

Unedited screenshots from the client's Google Ads account. Client name withheld for privacy.

Google Ads dashboard. Last 30 days (Sep 2 – Oct 1, 2026): 21.82% conversion rate, 192 leads at $45.85 each.
Last 30 days (Sep 2 – Oct 1, 2026): 21.82% conversion rate, 192 leads at $45.85 each.
Google Ads dashboard. Q3 2026 (Jul 1 – Sep 30): 18.15% conversion rate, 432 leads at $50.44 each.
Q3 2026 (Jul 1 – Sep 30): 18.15% conversion rate, 432 leads at $50.44 each.
Google Ads dashboard. Q2 2026 (Apr 1 – Jun 30): 17.54% conversion rate, 410 leads at $50.37 each.
Q2 2026 (Apr 1 – Jun 30): 17.54% conversion rate, 410 leads at $50.37 each.

What made the difference

  • A dedicated landing page built for one service, not the client's homepage. See the page blueprint.
  • Ads shown only on searches from people who need help now, with the time-wasting searches filtered out.
  • Every call and every form tracked, so we always knew which ads brought real leads.
  • Constant testing of headlines, offers and page sections. That's our job, not the client's.

What the client gets

A steady flow of homeowners asking for a quote or calling right away, a clear cost per lead every week, and an agency that won't work with their competitors in the same area.

What clients say

Unscripted videos from Google Ads clients, shared with their permission.

Google Ads clientVideo testimonial
Google Ads clientVideo testimonial

Want numbers like these in your area?

Get a free market audit. We'll tell you what leads should cost where you work.

Get my free audit →