Google Ads Overview — Pest Control (RMM)
Total Spend
$296.17
March 1–30
Clicks
72
All campaigns
Impressions
2,550
All campaigns
Conversions
0
Zero tracked
CTR
2.82%
Industry avg ~3.5%
Avg CPC
$4.11
Per click
CRITICAL: Zero conversions across all campaigns for the entire month. Either conversion tracking is not set up, or the landing pages are not converting. This is the #1 priority to fix before any optimization.
Campaign Breakdown
| Campaign | Status | Spend | Clicks | Impr | CTR | CPC | Conv |
|---|---|---|---|---|---|---|---|
| Search | Why We're Better | Competitor Comparison | Active | $200.90 | 43 | 1,650 | 2.61% | $4.67 | 0 |
| Search | Pest Specific | Cockroach Bedbug Ant | Calls | Active | $26.35 | 10 | 169 | 5.92% | $2.63 | 0 |
| Search | Other Brands Conquesting | Calls | Active | $26.33 | 8 | 188 | 4.26% | $3.29 | 0 |
| Search | Orkin Conquesting | Calls | Active | $19.78 | 5 | 172 | 2.91% | $3.96 | 0 |
| Search | Trademark Comparison | Why We're Better | Active | $19.24 | 5 | 180 | 2.78% | $3.85 | 0 |
| Search | Terminix Conquesting | Calls | Active | $3.57 | 1 | 12 | 8.33% | $3.57 | 0 |
| Search | Aptive Conquesting | Calls | Active | $0.00 | 0 | 179 | 0.00% | — | 0 |
| TOTAL | $296.17 | 72 | 2,550 | 2.82% | $4.11 | 0 |
Key Findings
1. Conversion Tracking Gap
Zero conversions tracked across all 7 campaigns. For a pest control company with call-based goals, we need to verify:
• Is Google Ads call tracking (call extensions) properly configured?
• Are Google forwarding numbers active on the landing page?
• Is there a website form with conversion tracking?
• Check GA4 events for any goal completions
• Is Google Ads call tracking (call extensions) properly configured?
• Are Google forwarding numbers active on the landing page?
• Is there a website form with conversion tracking?
• Check GA4 events for any goal completions
2. Campaign Structure Analysis
The account runs a 100% competitor conquesting strategy. All 7 campaigns target competitor brand names (Aptive, Orkin, Terminix, Moxie, EcoShield). There are zero non-branded/generic pest control campaigns.
Missing: No campaigns targeting high-intent generic keywords like "pest control near me", "exterminator near me", "bed bug treatment", "cockroach removal service". These keywords represent people actively looking for ANY pest control service — not just shopping competitors.
3. Budget Concentration Risk
68% of total spend ($200.90) goes to the "Why We're Better" campaign alone. The "Pest Specific" campaign targeting actual pest-type searches (cockroach, bed bug, ant) only gets 8.9% of spend ($26.35) despite having the highest CTR at 5.92%.
4. Search Term Waste
| Search Term | Campaign | Spend | Clicks | Conv |
|---|---|---|---|---|
| aptive pest control | Why We're Better | $68.72 | 14 | 0 |
| ecoshield | Why We're Better | $19.61 | 5 | 0 |
| aptive | Why We're Better | $19.30 | 4 | 0 |
| terminix | Why We're Better | $19.20 | 4 | 0 |
| moxie pest control | Other Brands | $15.38 | 5 | 0 |
| orkin pest control | Why We're Better | $14.48 | 3 | 0 |
| orkin termite treatment cost | Why We're Better | $9.66 | 2 | 0 |
Top search terms are all competitor brand names. "orkin termite treatment cost" is a cost-comparison search — the user may be price shopping (good intent) but still no conversions.
5. Ad Group Performance
| Ad Group | Campaign | Spend | Clicks | Conv |
|---|---|---|---|---|
| Aptive Searchers | Why We're Better | $92.97 | 19 | 0 |
| Orkin Searchers | Why We're Better | $38.69 | 8 | 0 |
| Terminix Searchers | Why We're Better | $33.77 | 7 | 0 |
| EcoShield Searchers | Why We're Better | $23.61 | 6 | 0 |
| Moxie - Brand | Other Brands | $19.04 | 6 | 0 |
| Ant Removal | Pest Specific | $9.95 | 4 | 0 |
| Cockroach Removal | Pest Specific | $9.44 | 3 | 0 |
| vs Orkin | Trademark Comparison | $11.71 | 3 | 0 |
Recommendations
- 1Fix Conversion Tracking (URGENT) — Set up call tracking (Google forwarding numbers), website form conversion goals, and/or GA4 event tracking. Without conversion data, we cannot optimize effectively. This is blocking everything.
- 2Launch Generic Pest Control Campaign — Create a new campaign targeting high-intent keywords: "pest control near me", "exterminator [city]", "bed bug removal", "cockroach exterminator", "ant control service". These have higher purchase intent than competitor-brand searches.
- 3Reallocate Budget from "Why We're Better" — Shift 30-40% of the $200/mo from the competitor comparison campaign to the Pest Specific campaign (currently best CTR at 5.92%) and the new generic campaign.
- 4Review Landing Pages — 72 clicks with 0 conversions suggests the landing page may not have a clear CTA, visible phone number, or trust signals. Ensure phone number is click-to-call, form is above the fold, and there are reviews/badges visible.
- 5Add Call Extensions — For a pest control company, calls are the primary conversion. Ensure call extensions are active on all campaigns with the business phone number.
- 6Pause Aptive Conquesting | Calls — This campaign has 179 impressions and 0 clicks ($0 spend) — it's getting no traction. Either the ads need new copy or the keyword match is too narrow.
Google Ads Overview — TMI (Traffic Management Inc)
Total Spend
$10,295
March 1–30
Clicks
3,148
All campaigns
Impressions
59,505
All campaigns
Conversions
571
All tracked
CTR
5.29%
Above avg
CPA
$18.03
Cost per conversion
Google Ads — Campaign Breakdown
| Campaign | Spend | Clicks | Impr | CTR | Conv | CPA |
|---|---|---|---|---|---|---|
| Brand - A | $4,104 | 720 | 17,199 | 4.19% | 166 | $24.72 |
| Leads-Performance Max | $2,230 | 1,305 | 19,503 | 6.69% | 221 | $10.09 |
| General - C | $2,200 | 452 | 7,875 | 5.74% | 116 | $18.96 |
| Brand - A So-Cal | $862 | 171 | 2,783 | 6.14% | 25 | $34.48 |
| DSA | $408 | 270 | 7,341 | 3.68% | 32 | $12.74 |
| Leads-PMax | SoCal | $314 | 120 | 2,126 | 5.64% | 7 | $44.90 |
| Services - B | $119 | 62 | 1,426 | 4.35% | 3 | $39.52 |
| Competitors | $59 | 48 | 1,252 | 3.83% | 1 | $59.00 |
| TOTAL | $10,295 | 3,148 | 59,505 | 5.29% | 571 | $18.03 |
Top Performer: Leads-Performance Max is the best campaign — $10.09 CPA with 221 conversions (39% of all conversions). This campaign delivers the most volume at the lowest cost.
Last 7 Days (Mar 24–30)
| Campaign | Spend | Clicks | Conv | CPA |
|---|---|---|---|---|
| Brand - A | $907 | 185 | 35 | $25.92 |
| Leads-Performance Max | $523 | 328 | 45 | $11.62 |
| General - C | $458 | 95 | 21 | $21.82 |
| Brand - A So-Cal | $231 | 29 | 6 | $38.58 |
| DSA | $84 | 43 | 7 | $12.06 |
| Leads-PMax | SoCal | $58 | 14 | 1 | $58.39 |
| Services - B | $28 | 20 | 2 | $13.99 |
| Competitors | $13 | 13 | 0 | — |
| TOTAL (7d) | $2,303 | 727 | 117 | $19.68 |
Meta Ads Overview — TMI
Data from TMI Ad Account 2 (act_557226825202161). TMI V3 account shows no data for this period.
Total Spend
$645.41
March 1–30
Clicks
1,891
Total clicks
Impressions
63,064
Total reach
Leads
98
Meta lead forms
CTR
3.00%
Above average
CPL
$6.59
Cost per lead
Meta is outperforming Google on CPL: $6.59/lead on Meta vs $18.03 CPA on Google Ads. Meta is generating leads at 63% lower cost, though lead quality needs comparison.
Key Findings — TMI
1. Combined Platform Performance
Combined Spend
$10,941
Google + Meta
Total Conversions/Leads
669
571 Google + 98 Meta
Blended CPA
$16.35
Across platforms
2. Budget Distribution Concern
Brand - A takes 40% of Google budget ($4,104) but delivers a $24.72 CPA — 2.5x more expensive than the Leads-PMax campaign ($10.09). If some of this brand spend could shift to PMax, overall efficiency improves.
Note: Brand campaigns capture people already searching for "TMI" or "Traffic Management" — these would likely convert organically anyway. Consider reducing Brand - A budget by 20% and redirecting to Leads-PMax.
3. SoCal Campaigns Underperforming
Brand - A So-Cal: $34.48 CPA (40% higher than main Brand - A). Leads-PMax SoCal: $44.90 CPA (4.5x more expensive than main PMax). SoCal campaigns are spending $1,176/mo but delivering only 32 conversions at $36.75 CPA vs the main campaigns' $16.60 CPA.
4. Competitors Campaign: Low ROI
$59 spend, 48 clicks, 1 conversion ($59 CPA). Competitor conquesting isn't working for TMI either — consistent with what we see across other accounts.
5. Meta Efficiency
98 leads at $6.59/lead is strong. The 2,336 video views and high engagement (3,234 post engagements) suggest the creative is resonating. Worth increasing Meta budget if lead quality is confirmed.
Recommendations — TMI
- 1Scale Leads-Performance Max — Best performing campaign at $10.09 CPA with 221 conversions. Consider increasing daily budget by 25-30% ($2,230 → $2,900/mo).
- 2Reduce Brand - A Budget — $4,104/mo on brand capture at $24.72 CPA. Try reducing by 15-20% — users searching your brand name will likely still find you organically.
- 3Evaluate SoCal Expansion — Both SoCal campaigns significantly underperform their main counterparts. If SoCal market is still strategic priority, consider lowering bids or tightening geo-targeting. Otherwise, reallocate $1,176/mo to proven campaigns.
- 4Increase Meta Budget — $6.59 CPL on Meta is excellent. If lead quality matches Google, consider scaling to $1,200-1,500/mo (currently $645).
- 5Pause or Restructure Competitors Campaign — $59 CPA on competitor conquesting. Either pause or test a different approach (comparison landing pages, stronger offer differentiation).
- 6Compare Lead Quality Cross-Platform — With 669 combined leads/conversions, the next step is assessing which leads convert to actual hires/placements. This will determine whether to shift more budget toward Meta or keep Google dominant.