Bug Man Exterminating
Bug Man Exterminating is a service-based business located in Roanoke, VA that specializes in pest control and exterminating. Since 1994, Bug Man has provided commercial and residential services across Southwest Virginia, including the Roanoke Valley, New River Valley, and Lynchburg.
The Problem
Bug Man’s core challenge was adapting to seasonal demand swings while maintaining steady revenue. They wanted to increase Google Ads leads year-over-year, optimize advertising for seasonal shifts, and reduce both total ad spend and cost-per-lead. Bug Man had no existing SEO foundation, so we built one from the ground up.
The Solution
To market smarter around weather and seasonality, we developed a search advertising campaign and Local Service Ads campaign to increase pest inspections, pest control revenue, termite inspections, and termite control revenue.
1 ,179
Leads Generated
14.4 %
In Pest Control Sales Growth
21 %
Increase in Termite Inspections
How We Got There
LeadPoint held multiple meetings with Bug Man Exterminating since 2022 to understand their sales process and the pain points consumers face with pest control. We performed extensive keyword research across more than 300 keywords, analyzing search volume, intent, and geographic distribution. Key planning and implementation included:
- Wrote dedicated responsive ads targeting our keyword groups
- Connected their Google Business Profile with the responsive search ads
- Added a click-to-call phone number for mobile searchers
- Revised the landing page to have a form at the top for lead generation
- Adjusted bids continuously toward the demographics and interests producing the strongest results, increasing exposure to high-intent audiences
- Published one keyword-focused article per month
The Results
Seasonal advertising is a moving target. By shifting budget and bids ahead of those swings rather than reacting to them, we kept lead flow steady through the slow months and captured full volume in the peak ones. The campaign far exceeded Bug Man Exterminating’s expectations:
- Average cost-per-lead decreased by 5%
- Pest control sales grew by 14.4% compared to the previous year
- Termite inspections grew by 21% compared to the previous year
- 2022 PRSA Blue Ridge Summit Award — Bug Man Exterminating Google Ads
- 81% Increase in leads generated compared to the previous year
“In our first month with LeadPoint Digital, we had the highest-grossing revenue month and shattered every record in the 25+ years we have been in business.” — Derek Keith, Bug Man Exterminating
