CASE STUDY:
Direct Pest
How SME Growth Helped Direct Pest Control Achieve Remarkable Growth Through Google Search Advertising
Industry: Pest Control Services
Campaign Type: Google Search Advertising
Case Study Timeframe: 5 Years (June 2020 - May 2025)
The Challenge
Direct Pest Control approached SME Growth with a clear objective: drive more business enquiries through digital channels. While their initial search advertising campaign was performing adequately, they faced several challenges:
Limited website content that didn't address specific pest control services
Inadequate enquiry tracking capabilities
Generic advertising approach that wasn't targeting specific customer needs
Inefficient conversion of clicks to actual business enquiries
Our Approach
We implemented a comprehensive digital strategy:
Website Redevelopment: Created a new website with dedicated content for each pest control service, launching in March 2020
Enhanced Tracking: Implemented robust enquiry tracking to measure true campaign performance
Targeted Campaign Structure: Aligned search campaigns with specific pest control services
Continuous Optimisation: Refined targeting, ad copy, and landing pages based on performance data
Long-term Partnership: Established an ongoing optimisation process to continuously improve results
The Results
Over five years of partnership, our strategic approach delivered exceptional improvements across all key performance metrics:
Performance Evolution
Our partnership with Direct Pest Control demonstrates the power of strategic digital advertising combined with purpose-built website content:
Year 1 (2020-2021): Established baseline performance with the newly launched website. Anecdotal performance was dramatically improved in this year over the previous, but we didn’t have the reliable data to compare to for this case study.
Year 2 (2021-2022): Achieved dramatic improvements with 283% more conversions and 77% lower cost per conversion over the prior year.
Year 3 (2022-2023): Continued optimisation delivered further gains with a further 8% increase in conversion rate and 2% improvement in cost per conversion compared to Year 2.
Year 4 (2023-2024): Refined targeting led to a 61% improvement in conversion rate compared to Year 3, despite facing increased cost per click challenges in the market.
Year 5 (2024-2025): Achieved peak efficiency with a further 7% conversion rate improvement and 15% reduction in cost per conversion compared to Year 4.
Strategic Insights
The remarkable improvements were driven by several key factors:
Content-Campaign Alignment: By creating specific website content for each pest type and aligning ad campaigns accordingly, we connected searchers with exactly the information they needed.
Conversion Rate Optimisation: Through continuous testing and refinement, we transformed the site's ability to convert visitors into leads, improving from 2.22% to 19.00%.
Efficient Budget Allocation: Despite a 31% increase in advertising spend over five years, we were able to deliver a 548% increase in conversions, demonstrating exceptional return on investment.
Long-term Partnership Benefits: The consistent year-over-year improvements showcase the value of ongoing optimisation rather than a "set and forget" approach to digital advertising.
Client Testimonial
When I first approached SME I was aware that our digital marketing was not generating the needed enquiries, neither was it satisfying our business needs. There was room for improvement. Their team spent time looking into our issues and suggested a complete website redevelopment that would better represent our pest control services, and our unique place in the industry.
The results have been remarkable, over the past five years we have seen a vast improvement in our digital performance. Most impressive wasn’t just the improvements but also the SME team continued monitor, refine and optimise our campaigns year after year, gaining better results.
Our enquiries have increased dramatically, while the cost per each new customer has decreased. Making it easier to confidently develop the business knowing our marketing strategy is working efficiently. The detailed reporting making it easy to see where our marketing budget is being spent.
I don’t hesitate to recommend SME Growth to any business looking for a digital marketing partner that will effectively market and develop their business. Apart from their effective marketing of our business, they are also really easy to do business with.
Doug Morris, Director
Direct Pest Control
Ready to transform your digital advertising results?
Could your business benefit from our strategic approach to marketing and advertising? If you’re looking for a company that focuses on measurable business outcomes, not just traffic, book a discovery session with Chris Moore, one of our Growth Specialists.
