How to Maximize Your Lead Flow with PPC & Google Ads

"How to Maximize Your Lead Flow with PPC & Google Ads" webinar presentation, hosted by Dijital Karma and presented by Faye Cebi, reveals proven strategies to generate high-quality leads and maximize ROI through paid search campaigns. Learn how to structure your Google Ads, target the right audience, and optimize your budget to drive consistent growth. Perfect for pest control businesses aiming to boost visibility, attract more customers, and scale efficiently.

1. WHAT WE WILL COVER TODAY

2. House Rules 🎤 Keep Your Mic Muted Please mute your microphone unless invited to speak to minimize background noise. 💬 Use the Chat Respectfully Share thoughts or comments in the chat—but stay professional and on-topic. 🙋‍♀️ Questions? We’ve Got You! Questions will be answered at the end during our dedicated Q&A session. 📹 Recording Notice This session is being recorded. By joining, you consent to being part of it. I f you're a Pest Control or Wildlife Business owner and you're serious about tripping leads that you pull from your website, then the next 40-60 minutes will change your life

3. WHAT WE WILL COVER TODAY Why PPC is key to unlimited scalability in terms of lead flow for your Pest Control or Wildlife removal business Live examples of PPC campaigns generating 5-15X ROI for other Pest control/ Wildlife companies How to set up & structure your Pay-Per-Click marketing campaign for minimum cost per lead & maximum ROI KPIs, Tracking, Landing Pages, Campaign Structure

4. If you stay till the end…

5. Who are we and why you should listen to us? Almost 5 years working with pest control and wildlife removal companies across the U.S. Associate Member of the National Pest Management Association (NPMA) Attend key NPMA events: Women’s Forum, Academy, Eastern Conference Started exhibiting at PestWorld in 2024 — committed to exhibiting every year Deep understanding of the unique challenges pest control and Wildlife removal businesses face Provide data-driven strategies that deliver real, measurable growth Currently managing nearly 60 home service & home development accounts internet marketing nationwide Helped clients go from virtually invisible to dominant local market players The Google Maps Playbook

6. Our Mission: We’re committed to helping 500+ pest control and wildlife removal companies triple their sales Build a strong digital presence Attract high-quality leads Convert clicks into loyal customers Through data-driven strategies, creative branding, and results-focused marketing, we turn your online presence into your most valuable business asset. The Google Maps Playbook

7. Should PPC be part of my overall Internet Marketing Strategy ?

8. Why PPC should be part of your Internet Marketing strategy   Start showing up quickly  Show up as often as possible where your customers are looking  Show up for non-geo-modified terms like “pest control,” “exterminator,” “rodent control,” “wildlife removal,” “termite treatment,” etc.  Unlock unlimited scalability with paid marketing

9. Why most PPC Campaigns FAIL Failing to understand the Google Ads auction process and the complexity of the pest control/wildlife removal industry. Setting up only ONE ad group for all services (e.g., termite control, rodent removal, bed bug treatment, raccoon removal, etc.). Not using specific text ads and landing pages tailored to each group of keywords. Landing pages with no strong call-to-action or offer to drive conversions.

10. Why most PPC Campaigns FAIL General Pest Control Services Emergency Pest Control Termite Treatment / Prevention Rodent Control Bed Bug Removal Wildlife Trapping & Removal Mosquito Control Bird Control & Nest Removal Ant & Cockroach Extermination Attic & Crawl Space Clean-Up / Sanitation YourCompany.com

11. Take Aways What did you learn? What did you notice? What would you like to share?

13. # of Leads - 272 Conversion Rate - 40% 2 72 Leads X 40% = 109 Booked Jobs Average Initial ServiceTicket - $350 109 Jobs X $ 3 50 = $ 38 , 150 Projected ROI - 6 X $3 8 , 1 50 revenue / $ 6 , 395 spend is a 6 X ROI Recurring Customers: 70% conversion Rate: 76 new recurring customers The quarterly plan costs $800 for the first year and $600 for each subsequent year.

14. TAKE AWAYS What did you learn? What did you notice? What would you like to share?

15. How to set up & structure your Pay-Per-Click marketing campaigns for minimum cost per lead & maximum ROI

16. How to structure your PPC Campaign Conversion tracking is a MUST Your campaign must be broken into smaller ad groups targeting the various services that you provide so that your text ads match what the person typed Make sure you have a strong understanding of keyword match types & don’t forget about negative keywords You need to write compelling text ads that resonate with what the customer typed and entice them to click on you vs. the competition Leverage Ad extensions to make your Ad Stand out on the page You must land visitors on solid, well thought out pages on your site that are built to convert Ongoing split testing, tweaking & fine tuning

17. Don’t even think about spending another penny till you have conversion tracking in place…

18. Conversion Tracking Essentials Dynamic number swapping with different phone number for PPC traffic vs. organic or direct traffic A keyword pool with dynamic number swapping so that you can track phone calls back to the keyword & campaign Webform tracking Conversion tracking built into your Ad campaign to determine which ad group generated the lead

19. How to structure your PPC Campaign Brand Campaign General Pest Control Wildlife Removal Exclusion & Prevention Your campaign must be broken to smaller ad groups targeting the various services that you provide so that your text ads match what the person typed. Termite Treatment Rodent Control Bed Bug Treatment Wildlife Removal Bird & Bat Exclusion Preventative Pest Services Emergency Pest Control / After-Hours Services Termite & Rodent Treatment Bed Bug Removal Wildlife Extraction & Relocation Bird & Bat Control Crawl Space & Attic Pest Prevention Ongoing Pest Monitoring & Maintenance Competition Campaign

20. Keyword Types Matter Broad Match Pest Control Exterminator Termite Control Rodent Control Wildlife Removal Animal Control Bed Bug Treatment Dallas Pest Control Wildlife Removal Dallas Phrase Match "Dallas Pest Control" "Pest Control in Dallas" "Wildlife Removal Dallas" "Wildlife Removal in Dallas" "Termite Control Dallas" "Rodent Control Dallas" "Bed Bug Treatment Dallas" Exact Match [ Dallas Pest Control ] [ Pest Control in Dallas ] [ Wildlife Removal Dallas ] [ Wildlife Removal in Dallas ] [ Termite Control Dallas ] [ Rodent Control Dallas ] [ Bed Bug Treatment Dallas ] Pay Attention to NEGATIVE Keywords: Jobs Careers Association DIY etc.

21. You need to write compelling text ads that resonate with what the customer typed and entice them to click on you vs. the competition.   Less is more  Tell them exactly what you want them to do  If you have a special offer for the service that they searched (and reference it in the text ad) all the better  Give them ONE decision (call / web form) and push for it… don’t offer them too many options to stray from your site

22. Best Performing Text Ads

23. Make your ads POP with call out extensions

24. Asset Groups for Pmax Campaigns

25. You have to land visitors on solid well-thought- out pages on your site that are built to convert. https:// www.optimumpestcontrol.com

26. TAKE AWAYS What did you learn? What did you notice? What would you like to share?

27. Questions to ask your PPC Provider How much of my budget will go to Google Ads spend vs. management fees What type of tracking will you be putting in place? Do you do Ad Call & Web Form Conversion tracking? -  If you don’t have web & call conversion tracking that pulls into Ads you will be at a MAJOR disadvantage vs. the competition. - Will you delineate PPC calls vs. Organic Calls? How will we track our Key Performance Indicators (KPIs)? Will I be provided with a live dashboard ? - Key Metric - Average cost per lead generated Will you be setting up specific landing pages for each Ad groups or will the traffic be directed to the home page? - If you are driving traffic to landing pages how will those pages be optimized for conversion? Do you split-test test ads for each Ad group? Will you be leveraging all of the Ad extensions to make my text Ads stand out in the search results? What are our targets in terms of Cost Per Lead & Return On Investment (ROI)?

28. What makes our campaigns better/ different We split the campaign into strategic Ad Groups based on our experience in the pest control & wildlife removal industry to help target your most profitable services. We create conversion-optimized landing pages designed to generate more calls and booked jobs. We implement true CONVERSION OPTIMIZATION so that your conversions (calls & web form submissions) are tracked and tied back to the campaign & keywords in Google Ads.. You’ll know which keywords in your Google Ads campaign drove calls and at what cost. We’ll optimize for the keywords that result in calls and stop wasting money on terms that don’t convert. For each Ad Group, we set up multiple text Ads and rotate them monthly based on performance—improving click-through rates and quality scores over time. We provide a KPI Dashboard so you can track the most important metrics. Complete transparency when it comes to your ad spend and results.

29. FREE: Ranking Report & SEO Review Analysis of Online Visibility Custom Keyword List of most important search terms Ranking Report showing where you rank currently Analysis of Online Directory Listings & Consistency Analysis of Online Reviews and Reputation Analysis of Social Presence Analysis of Website Conversion Effectiveness CALL 646-466-7603

30. THANK YOU!