Pest Control PPC — Complete Campaign Architecture Report

01 Account Overview

The Architecture

6 active campaigns built from $30K in historic data across Aptive and Terminix accounts. Strategy: branded competitor conquesting first, pest-specific second.

Campaign	Budget	Ad Groups	Keywords	Bid Strategy	Status
Terminix Conquesting	$200/day	3 active, 1 paused	25	Manual CPC	Paused
Aptive Conquesting	$150/day	3 active, 1 paused	25	Manual CPC	Paused
Orkin Conquesting	$100/day	3 active, 1 paused	22	Manual CPC	Paused
Other Brands	$75/day	6 active	22	Manual CPC	Paused
Pest Specific	$50/day	4 active	40	Manual CPC	Paused
Trademark Comparison	$150/day	8 active	57	Manual CPC	Paused
Total	$725/day	27 active + 3 paused	191

⚠

Campaign 7 ("Why We're Better | Competitor Comparison") was PAUSED during audit — it duplicated brand keywords from Campaigns 1-3, causing self-competition in Google's auction. The Trademark Comparison campaign (Campaign 6) handles comparison keywords with different, unique terms.

02 Campaign Breakdown

Every Campaign, Every Keyword

Click any campaign to expand and see every ad group, keyword, and ad preview.

🔴

Search | Terminix Conquesting | Calls

$200

/day

25

Keywords

Paused ▼

💡

Why Terminix gets the highest budget: In the Terminix 670 account, branded conquesting on "terminix" keywords delivered $22 CPA — the best performing brand in historic data. The "terminix & renokil" ad group hit $19.86 per phone call.

Terminix - Brand Exact CPC: $3.50

Keyword	Match
terminix	Exact
terminix pest control	Exact
terminix pest control near me	Exact
terminix exterminator	Exact
terminix pest control reviews	Exact
terminix near me	Exact
terminix reviews	Exact

Responsive Search Ad

Not Happy With Service? | Call Now - Same Day | Pest Experts Near You

247-pest-control.melleka.app

Unhappy with your current pest control? Same-day service, no contracts. Licensed pros ready now.

All Headlines (15)

Not Happy With Service? PIN 1 Call Now - Same Day PIN 2 Pest Experts Near You Licensed & Insured Pros Free Inspection Today No Contracts Required 100% Satisfaction Guarantee Trusted Local Experts Fast Response Time Family-Owned Service Get Pest-Free Today We Eliminate Pests Fast Top-Rated Pest Service Book Your Free Quote Same-Day Appointments

All Descriptions (4)

Unhappy with your current pest control? Same-day service, no contracts. Licensed pros ready now. Free inspection. Licensed pros available today. We guarantee complete elimination or we come back free. Pest problems solved fast. No contracts, no hidden fees. Trusted by thousands of homeowners. Call now for a free quote. Same-day response. 100% satisfaction guaranteed or your money back.

Terminix - Phone Number & Call Paused — Dead Clicks CPC: $4.00

❌

Paused per client feedback. People searching "terminix phone number" or "call terminix" are existing Terminix customers trying to reach their provider — not new prospects. These are dead clicks that waste budget.

Terminix - Pest Control Combo CPC: $3.00

Keyword	Match
terminix cockroach treatment	Exact
terminix bed bug treatment	Exact
terminix ant control	Exact
terminix cockroach	Phrase
terminix bed bugs	Phrase
terminix ants	Phrase

Terminix - Complaints & Alternatives CPC: $4.50 🔥

Keyword	Match
cancel terminix	Exact
terminix alternative	Exact
unhappy with terminix	Phrase
terminix complaints	Exact
switch from terminix	Phrase
terminix not working	Phrase

💪

Highest intent = highest bid ($4.50). People actively trying to leave a competitor are the most likely to convert. In the Aptive 879 account, "cancel aptive" keywords converted at $8-$15 per call.

🔵

Search | Aptive Conquesting | Calls

$150

/day

25

Keywords

Paused ▼

💡

The PROVEN best performer. In the Aptive 879 account, one campaign generated 1,165 calls at $16.95 CPA. "call aptive" hit $8.23 per call — the cheapest phone calls in the entire dataset.

Aptive - Brand Exact CPC: $3.50

Keyword	Match
aptive pest control	Exact
aptive	Exact
aptive environmental	Exact
aptive pest	Exact
aptive exterminator	Exact
aptive pest control near me	Exact
aptive pest control reviews	Exact

Responsive Search Ad — Trademark Safe

Looking For Better Service? | Call Now - Same Day | Pest Experts Near You

247-pest-control.melleka.app

Unhappy with your current pest control? Same-day service, no contracts. Licensed pros ready now.

Aptive - Phone Number & Call Paused CPC: $4.00

Aptive - Pest Control Combo CPC: $3.00

Keyword	Match
aptive cockroach treatment	Exact
aptive bed bug treatment	Exact
aptive ant control	Exact
aptive cockroach	Phrase
aptive bed bugs	Phrase
aptive ants	Phrase

Aptive - Complaints & Alternatives CPC: $4.50 🔥

Keyword	Match
cancel aptive	Exact
aptive alternative	Exact
unhappy with aptive	Phrase
aptive complaints	Exact
switch from aptive	Phrase
aptive not working	Phrase

🔶

Search | Orkin Conquesting | Calls

$100

/day

22

Keywords

Paused ▼

Orkin - Brand Exact CPC: $3.50

Keyword	Match
orkin	Exact
orkin pest control	Exact
orkin pest control near me	Exact
orkin exterminator	Exact
orkin reviews	Exact
orkin near me	Exact

Orkin - Phone Number & Call Paused

Orkin - Pest Control Combo CPC: $3.00

Keyword	Match
orkin cockroach treatment	Exact
orkin bed bug treatment	Exact
orkin ant control	Exact
orkin cockroach	Phrase
orkin bed bugs	Phrase
orkin ants	Phrase

Orkin - Complaints & Alternatives CPC: $4.50 🔥

Keyword	Match
cancel orkin	Exact
orkin alternative	Exact
unhappy with orkin	Phrase
orkin complaints	Exact
switch from orkin	Phrase
orkin not working	Phrase

🟣

Search | Other Brands Conquesting | Calls

$75

/day

22

Keywords

Paused ▼

Moxie - BrandCPC: $3.00

Keyword	Match
moxie pest control	Exact
moxie pest control near me	Exact
moxie exterminator	Exact
moxie pest control cost	Exact

Hawx - BrandCPC: $3.00

Keyword	Match
hawx pest control	Exact
hawx pest control near me	Exact
hawx pest control cost	Exact

EcoShield - BrandCPC: $3.00

Keyword	Match
ecoshield pest control	Exact
ecoshield pest control near me	Exact
ecoshield pest control cost	Exact

Rentokil - BrandCPC: $3.00

Keyword	Match
rentokil pest control	Exact
rentokil pest control near me	Exact
rentokil pest control cost	Exact

ABC Home & Commercial - BrandCPC: $3.00

Keyword	Match
abc home pest control	Exact
abc pest control near me	Exact
abc exterminator	Exact

Turner Pest - BrandCPC: $3.00

Keyword	Match
turner pest control	Exact
turner pest control near me	Exact
turner exterminator	Exact

🐞

Search | Pest Specific | Cockroach Bedbug Ant | Calls

$50

/day

40

Keywords

Paused ▼

⚠

Lower bids on generic pest terms ($2.00-$2.50). Historic data across both Aptive and Terminix accounts shows generic pest keywords (not branded) produced zero to near-zero conversions. These are test groups at low bids.

Cockroach ExterminationCPC: $2.00

Keyword	Match
cockroach exterminator	Exact
cockroach exterminator near me	Exact
cockroach pest control	Exact
roach exterminator	Exact
roach exterminator near me	Exact
get rid of cockroaches	Phrase
cockroach treatment	Phrase
roach control service	Phrase
cockroach infestation help	Phrase
professional cockroach removal	Phrase

Responsive Search Ad

Cockroach Problem? Call Now | Same-Day Extermination | Licensed Pros Near You

pest-away-experts.melleka.app/cockroaches

Cockroaches multiply fast. 1 becomes 400 in weeks. Same-day professional extermination. Licensed, insured, guaranteed.

Bedbug ExterminationCPC: $2.50

Keyword	Match
bed bug exterminator	Exact
bed bug exterminator near me	Exact
bed bug treatment	Exact
bed bug pest control	Exact
bed bug removal	Exact
get rid of bed bugs	Phrase
bed bug inspection	Phrase
bed bug heat treatment	Phrase
bed bug infestation help	Phrase
professional bed bug removal	Phrase

Ant ExterminationCPC: $2.00

Keyword	Match
ant exterminator	Exact
ant exterminator near me	Exact
ant pest control	Exact
ant control service	Exact
ant infestation	Exact
get rid of ants	Phrase
ant treatment	Phrase
carpenter ant removal	Phrase
fire ant treatment	Phrase
professional ant control	Phrase

Emergency PestCPC: $5.00 🔥

Keyword	Match
emergency pest control	Exact
emergency exterminator	Exact
emergency pest control near me	Exact
24 hour pest control	Exact
pest control today	Exact
same day pest control	Exact
urgent pest control	Phrase
pest emergency	Phrase
need exterminator now	Phrase
pest control open now	Phrase

⚖

Search | Trademark Comparison | Why We're Better

$150

/day

57

Keywords

Paused ▼

⚖

Trademark Rule: Competitor names in keywords = OK (Google allows this). Competitor names in ad copy = NOT OK (trademark violation risk). Every ad in this campaign uses generic comparison language like "Not Happy?", "Why Customers Switch", "We Fix What They Miss" — zero competitor names in any headline or description.

vs TerminixCPC: $3.50

Keyword	Match
terminix alternative	Exact
better than terminix	Exact
terminix vs	Phrase
switch from terminix	Exact
unhappy with terminix	Exact
terminix not working	Exact
terminix didn't work	Phrase
terminix problems	Exact

Trademark-Safe RSA

Not Happy With Service? | Ready to Switch? Call Now | We Fix What Others Miss

Unhappy with pest control? We eliminate what other companies can't. Same-day service, no contracts, guaranteed results.

vs AptiveCPC: $3.50

Keyword	Match
aptive alternative	Exact
better than aptive	Exact
aptive vs	Phrase
switch from aptive	Exact
unhappy with aptive	Exact
aptive not working	Exact
aptive didn't work	Phrase
aptive problems	Exact

vs OrkinCPC: $3.50

Keyword	Match
orkin alternative	Exact
better than orkin	Exact
switch from orkin	Exact
unhappy with orkin	Exact
orkin not working	Exact

vs MoxieCPC: $3.00

Keyword	Match
moxie alternative	Exact
better than moxie	Exact
switch from moxie	Exact
unhappy with moxie	Exact

vs HawxCPC: $3.00

Keyword	Match
hawx alternative	Exact
better than hawx	Exact
switch from hawx	Exact

vs EcoShieldCPC: $3.00

Keyword	Match
ecoshield alternative	Exact
better than ecoshield	Exact
switch from ecoshield	Exact

vs RentokilCPC: $3.00

Keyword	Match
rentokil alternative	Exact
better than rentokil	Exact

Competitor Dissatisfaction GeneralCPC: $3.50

Keyword	Match
pest control company complaints	Exact
worst pest control companies	Exact
pest control rip off	Phrase
bad pest control experience	Phrase
need new pest control company	Phrase

03 Negative Keywords

386 Negatives Across 6 Campaigns

Every negative keyword organized by category. These prevent wasted spend on irrelevant searches.

Job Seekers 6

jobscareershiring salaryglassdoorindeed

DIY / Home Remedies 6

diyhome remedyspray baittrapnatural repellent

Retail / Shopping 5

amazonwalmarthome depot lowescoupon

Wrong Pest Types 14

rodenttermitemosquito wildliferaccoonsnake ratmouseflea tickwaspbee removal scorpionspider

Customer Service Intent 15

phone numbercustomer servicecontact number call centercustomer supporthelp desk tech supportcustomer portalmy account loginpay billschedule service cancel servicerescheduleexisting customer

Non-Service Queries 7

stock priceipoinvestor franchiselawn careweed control fly control

Reputation / Legal 8

lawsuitclass actionrefund redditbbbyelp complaintsreviews

Miscellaneous Waste 5

freesalary rangerating 1 800toll free

✅

Cross-campaign brand negatives also in place. Terminix campaign negatives "aptive", "orkin", "moxie", "hawx", "ecoshield" (and vice versa). This prevents any campaign from accidentally triggering on another campaign's branded terms — eliminating internal auction competition.

04 Geo Bid Strategy

State-Level Payout Optimization

Bid adjustments based on 30-day payout data across 5,241 ZIP codes and 51 states. Higher payout states get higher bids.

Gold Tier +40%

Avg payout: $50+ per call

DERIKY WVSC

Silver Tier +20%

Avg payout: $38-50 per call

CATXNY PACOCT DCINMA NHNJOH WAOKKS MDMONC AZME

Bronze Tier 0%

Avg payout: $28-38 per call

FLGAID ILMINM ORUTVA WIWYAL ARMSIA LAMNNE TNNVVT HI

Caution Tier -20%

Avg payout: $20-28 per call

MTSDAK ND

05 Landing Pages

9 Conversion-Optimized Landing Pages

2 hub pages + 7 pest-specific pages. Every element designed to trigger a phone call.

24/7 Pest Control

Hub Page (Primary)

Dark emerald theme. Pulsing CTAs, glass stats cards, floating mobile call bar. All pests covered.

247-pest-control.melleka.app →

Pest Away Experts

Hub Page (Secondary)

Orange flame theme. Interactive pest tabs, shimmer urgency bar. Pest-specific sub-pages linked below.

pest-away-experts.melleka.app →

🐞 Cockroaches

Cockroach Experts

4 species breakdown, disease stats, "1 becomes 400" urgency messaging. Dedicated conversion page.

/cockroaches →

🐛 Bedbugs

Bedbug Experts

Heat treatment focus, "200+ bites per night" fear factor, inspection CTA.

/bedbugs →

🦛 Ants

Ant Experts

Colony size stats, carpenter ant damage warning, species-specific messaging.

/ants →

🦗 Pantry Pests

Pantry Pest Experts

Moths, weevils, beetles. Food contamination angle, inspection CTA.

/pantry →

🐀 Rodents

Rodent Experts

Rats and mice. Property damage stats, disease vector messaging.

/rodents →

🦂 Scorpions

Scorpion Experts

Sting danger stats, desert/warm climate targeting, child safety angle.

Everything checked off is live in the account. Pending items require action from Kevin / XY7.

✓

6 campaigns built & structured

✓

27 ad groups with segmented keywords

✓

191 keywords (Exact + Phrase match)

✓

386 negative keywords across all campaigns

✓

30 RSA ads — all trademark-safe

✓

4-tier geo bid strategy (51 states)

✓

+25% mobile bid adjustment (all campaigns)

✓

9 landing pages built (2 hubs + 7 pest-specific)

✓

Phone number (844) 457-6328 on all pages

✓

Cross-campaign brand negatives set

!

Point 24-7pestcontrol.net to landing page

!

Point pestawayexperts.com to landing page

!

Update ad final URLs to real domains

!

Configure Kaliper conversion tracking

08 Historic Data Backing

Built From $30K in Real Data

Every strategic decision is backed by actual performance data from the Aptive 879 and Terminix 670 accounts.

Metric	Aptive 879	Terminix 670	Combined
Total Spend	$21,822	$8,625	$30,447
Total Conversions	1,165	191	1,356
Average CPA	$18.73	$45.16	$22.45
Best CPA (branded)	$8.23	$19.86	$8.23
Mobile Traffic	97%	100%	98%
Peak Hours	7-9 AM	7-9 AM	5-10 AM
Generic Pest Conv	0	2	~0 (proven fail)

📈

Key insight confirmed by both accounts: Branded competitor conquesting delivers $8-$25 phone calls. Generic pest terms (cockroach, bedbug, ant) delivered near-zero conversions across $30K+ in spend. That's why branded campaigns get 80% of the budget and generic pest gets only 7%.

09 Related Research

Deep Dive Reports

Complete research reports built during the analysis phase.

Original Deep Dive

Doc Analysis + Market Research

Full spreadsheet extraction, XY7 briefing doc, SEMrush keyword data, campaign architecture plan.

View Report →

Terminix 670 Deep Dive

Full Account Extraction

17 campaigns, 191 conversions, $45 CPA. Branded conquesting = THE strategy. 100% mobile.

View Report →

Aptive 879 Deep Dive

Full Account Extraction

13 campaigns, 1,165 conversions, $18.73 CPA. "call aptive" = $8.23 per call. 97% mobile.

View Report →

Pest Control PPCComplete Campaign Architecture

The Architecture

Every Campaign, Every Keyword

All Headlines (15)

All Descriptions (4)

386 Negatives Across 6 Campaigns

State-Level Payout Optimization

9 Conversion-Optimized Landing Pages

Hub Page (Primary)

Hub Page (Secondary)

Cockroach Experts

Bedbug Experts

Ant Experts

Pantry Pest Experts

Rodent Experts

Scorpion Experts

Flea & Tick Experts

11 Issues Found, All Fixed

Self-Competition Eliminated

Bid Hierarchy Corrected

Trademark Violations Removed

Phone Number Policy Fix

72 New Negatives Added

Cross-Campaign Brand Negatives

Dead Click Ad Groups Paused

Customer Service Negatives Added

Ad Disapprovals (Pending)

No Conversion Tracking Yet

Manual CPC (Temporary)

What's Done, What's Needed

Built From $30K in Real Data

Deep Dive Reports

Doc Analysis + Market Research

Full Account Extraction

Full Account Extraction

Pest Control PPC
Complete Campaign Architecture