Key Results and Impact
impressions from local search
click growth month-on-month
AboutBugs Patrol
Bugs Patrol is Canberra’s go to for fast, guaranteed pest control. They wanted more high intent leads without wasting spend. We built a punchy website, rewired their Google Ads, and tightened their messaging around trust, speed, and local ownership. The result was a cleaner funnel, stronger clickthrough, and conversions that actually rang the phone.
The Challenge
Together, these issues blocked qualified traffic from becoming booked inspections and kept costs higher than they needed to be.
Scattergun Services
Multiple pest types diluted messaging and budgets. We needed focus without losing breadth.
Weak Local Proof
Canberra owned was a strength, but it was buried in copy and creatives.
Generic Headlines
Ads sounded like everyone else, hurting quality score and ad relevance.
Thin Landing Experience
Old pages lacked social proof, pricing cues, and visible guarantees.
Patchy Tracking
Leads were tracked loosely, making real optimisation guesswork.
No Clear Offer
Guarantees existed, but there was no sharp call to action or urgency.
Our Strategic Approach
Strategy
We rebuilt the growth engine from click to call. A fresh website anchored trust, while tightly structured search campaigns captured ready to book locals. Every touchpoint emphasised speed, safety, and guaranteed outcomes, backed by crisp tracking and weekly optimisation rhythms.
Service Focus
We organised services by high intent categories like termites, spiders, and wasps, then aligned ad groups and landing sections to each. Clear pathways meant faster decisions and stronger relevance across the funnel.
The Ad Strategy
We launched responsive search ads with headline stacks featuring pest control Canberra, guaranteed results, and one visit messaging. Exact and phrase match built control, with negative lists trimming waste and improving quality score.
Premium Positioning
We led with 100 percent Canberra owned, same day options, and licensed techs. Trust icons, warranties, and testimonials sat above the fold. This framed Bugs Patrol as the safe premium choice, not the cheapest.
Who We Targeted
Geo fenced Canberra suburbs, layered with urgent intent queries like pest removal today and termite inspection now. Ad schedules prioritised peak home search hours, while mobile bids pushed calls and form starts.
Conversion First Website
We designed a swift, modern site with sticky call buttons, short forms, plan cards, and process explainer. Proof blocks and FAQs reduced objections. Page speed and Core Web Vitals got the green tick.
Measure, Learn, Scale
GA4 and Ads conversion actions captured quotes, calls, and form submits. Weekly reports highlighted CPA, search terms, and winners, guiding budget shifts toward the best performing services.
Services
We delivered a practical growth stack that turned clicks into booked jobs, without bloat or jargon. Every service was built to support speed, trust, and measurable outcomes for a local home services brand.
Google Ads account rebuild and structure
Keyword research with suburb layering
Responsive search ad copywriting
Negative keyword and match tuning
High speed website design and build
Conversion focused landing templates
GA4 and call tracking setup
Weekly reporting and optimisation sprints
Traffic quality lifted, forms felt effortless, and the phones started moving. With tighter targeting and a site that sells, every advertising dollar pulled more weight. Here are the headline wins from the initial ramp period.
impressions from qualified searches
percent conversion rate delivered
dollars cost per conversion
Why This Matters
Local service brands win when trust meets speed. By pairing Canberra first messaging with precise search intent and a conversion led website, Bugs Patrol turned ad spend into real bookings. The system is simple to scale across suburbs and services, setting them up for steady, profitable growth.
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