Pest control · Google Ads management · Lead record from Google Ads

Pest control: 74 reported leads at $13.35 on $988.00 of spend

After a full rebuild, the account reported 272 clicks and 74 leads at $13.35 each on $988.00 of spend in a 30-day window.

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Reported leads74Tracked calls and forms, GA4 and GTM measured.

Reported cost per lead$13.35Not a cost per booked job.

Search impression share96.7%How often the ads showed when they could show.

Client and starting point

What needed to change.

A local pest control business had hired an agency whose reports were full of clicks and impressions while the phone stayed quiet. Nobody knew which search terms brought customers, and they were ready to shut the campaigns down. An audit found large budget leaks, and they hired me for a full rebuild.

Starting point: An agency-run account reporting clicks and impressions while the phone stayed quiet

When the numbers come from: A reported 30-day window

The problem

What the campaign needed.

The account had no reliable conversion tracking, so nobody could say what a lead cost. High volume can also hide poor lead quality. The rebuild had to start with measurement, not more spend.

The approach

Work applied to the record.

Set up GA4 and Google Tag Manager first, so every reported lead was a tracked call or form
Rebuilt campaigns around high-intent local searches and wrote ad copy for people asking for service now
Cut the queries that can never become jobs, such as job-seeker and pest-identification searches, and reviewed the search-term report weekly

Timeline

How the work happened.

The audit

The agency-run account showed activity metrics and budget leaks. The findings led to the full rebuild.

Rebuild

Tracking first, then structure: local service intent, immediate-request ad copy, and weekly query control.

30-day record

The dashboard reports 272 clicks and 74 leads at $13.35 each on $988.00 of spend, with the ads showing 96.7% of the times they could have shown.

Source screenshots

The screens behind the numbers.

Screens are shown in their original size. Each caption says what the screen shows, and what it does not prove.

Pest control Google Ads dashboard over a 30-day window showing 272 clicks, $988.00 cost, 74 conversions, and $13.35 cost per conversion — **The 30-day dashboard**272 clicks, $988.00 of spend, 74 reported leads at $13.35 each. This screen sits behind every number in this record.

Ledger position

The honest conclusion from this record.

The Profit Ledger

A monthly answer, not an activity report.

Monthly format

Money out$988.00 in the 30-day windowCampaign spend, recorded to the dollar.

Money inNot claimedLead record from Google Ads

VerdictThe record shows 74 tracked leads at $13.35 on $988.00 of spend. It does not show booked jobs or their values. The previous agency reported activity; this record stops one honest step further, at the tracked lead.The decision is written before the next dollar is committed.

Each case study keeps the proof level of its source screens. If a record stops at a lead, this page says so.

Every attribution claim on this page was counted under the attribution standard.

Google Ads for pest control Start with a number

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Where this work applies.

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Cleaning · Lead record from Google Ads

3 to 51 reported leads, $149.00 to $27.89 per lead

The account went from 3 reported leads at $149.00 each to 51 reported leads at $27.89 each. That is an 81% drop in cost per lead, across two rebuild months.

Every number here comes from the Google Ads screens. They show clicks, reported leads, and cost per lead. The client did not confirm which leads became booked jobs or what those jobs were worth, so I claim no revenue and no return. A lead is not a deposit.

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Cleaning · Lead record from Google Ads

72 reported leads at $12.03 CPA, target was $15.00

The account reported 72 leads at $12.03 each in a 31-day window. That is 20% under the $15.00 target the client set as the most a lead could cost.

This is a lead-stage record, not a revenue claim. The $15.00 target came from the client's own margin math. The screens do not show which leads became booked cleans.

Read the full record

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