west termite case study

Pest Control Marketing that Delivers Measurable Growth.

PCOs know that the right partnership evolves as their business changes. They need an agency that understands ever-changing consumer habits in the pest control space. Pest control companies don’t need more marketing, they need results that drive growth.

That’s why Shane West of West Termite, Pest & Lawn partnered with us in 2019. What followed was an ongoing partnership that resulted in year-over-year growth for his business. We build proactive, relationship-driven strategies that adapt, scale, and consistently turn marketing into measurable revenue for pest control companies.

A person in a blue shirt and cap prepares pest control equipment from a truck bed, wearing gloves and a backpack sprayer, with grass and trees in the background.

33x

ROAS generated for West’s Joplin location increased in 2025 generating $33 in revenue for every $1 spent.

79%

Increase in leads. Year-over-year revenue for 2025 grew 10% with no increase in ad spend.

3,210

Calls from local search brought in over 3,000 calls. This was driven by a 41% increase in local visibility in the map pack and increase in average position across all markets.

About West Termite, Pest & Lawn

West Termite Pest & Lawn is a multigenerational, family-owned and operated pest control company with the mission of providing top-quality pest management services to customers in Arkansas, Oklahoma, and Missouri. They were founded in Northwest Arkansas in 2003 and quickly expanded into the Arkansas River Valley and Central Arkansas. Now, 23 years later, they service Eastern Oklahoma and Southwest Missouri offering their signature customer-focused, transparent, and efficient service always offering a free estimate with a local technician, giving homeowners peace of mind.

Partnership History

When West first started working with us, they wanted a more personalized experience with an agency that truly understood the local market and the pest control industry. Second-generation owner Shane West was looking for a consistent point of contact who would align marketing services to business growth goals. As a pest control operator, it was important for him to partner with an agency that had deep knowledge of pest control seasonality and would market those accordingly. As a family business, West Termite, Pest & Lawn knew it was crucial to find the right agency that understood the legacy weight of multi-generational ownership.

A person in blue uniform and gloves stands beside a white truck with Protecting Your Home on the door, holding pest control equipment, outside on a sunny day.

Best of Pest Plan

Marketing Services Included:

Website design + hosting
SEO: technical + local
Google Ads
Meta Ads
Full-service organic social media management + content creation

Early Partnership Milestones

2019

New website launched before spring busy season
By September, 18% of new customers came from Best of Pest managed marketing channels

2020

Mid January showed 140% growth in sales when compared to January 2019
By May, West hit 5x ROI
Year closed with Lawn recording a profit for the first time
Overall 10% growth

2021

Successful SEO launch of newly-designed website
Hiring challenges emerged with expansion of locations + influx of new customers
Year closed with revenue growth of $2 million

Challenges before The Best of Pest Marketing

High CPL

newly-acquired locations saw lower visibility in the Map Pack
expanded markets underperformed as service areas grew

Lower Visibility

newly-acquired locations saw lower visibility in the Map Pack
expanded markets underperformed as service areas grew

Inconsistent Performance

Big seasonality swings led to inconsistent results
Gains and losses were very susceptible to external forces, like staff turnover and weather
Marketing focused on urgent needs rather than LTV

The Results: More Leads and More Revenue.

Building momentum that matters.

Through an ongoing, expert-led Social Media, SEO, PPC partnership, West saw a 63% increase in conversions, 61% more calls, a 104% lift in organic conversion rate, and rankings climb from the mid-20s to page one—all while lowering ad costs. Additionally, with social media brand and trust support, company cancels dropped which saved them over $1million. At The Best of Pest Marketing, we build proactive, relationship-driven strategies that adapt, scale, and consistently turn marketing into measurable revenue for pest control operators.

50% CPL reduction for search ads

Targeting early-intent delivered lower CPL when searchers were ready to buy. To lower the cost-per-lead, we restructured Google Search Ads to capture a larger volume of searchers at various points in their customer journey.

2.5x more leads in high-value locations

More calls coming from the cities and services that drive revenue for your business. We delivered 2.5x more conversions in Bartlesville, OK with a 57% improvement in cost-per-conversion. Lower CPL and improved efficiency at the local level, that’s a win.

3x more leads in high-value services

Identifiying where lawn would be an effective hook to bundled services, PPC generated more leads at a lower cost. Adusting the timing of lawn ads, targeting select markets, and positioning lawn care services as an effective solution to specific pest issues, like army worms, the number of lawn care leads increased +211% in 2025 with only a sllight increase in budget.

+40% increase phone calls from Google Business Profile

Increased visibility in map searches led directly to more inbound calls from homeowners actively looking for pest control. SEO improvements pushed average rankings from page 4–5 into the low 20s, dramatically expanding local visibility across Arkansas, Oklahoma, and Missouri.

“The Best of Pest is a great company. We’ve had 10% growth nearly every year we’ve worked together. This year, we were able to save fuel costs every month and focus on company cancels.”

Shane West

Owner | West Termite, Pest & Lawn

Two women smiling and standing together, both wearing black t-shirts and jeans, with one holding an open MacBook laptop. The background is plain white.

Schedule a call with the Best in Pest today

Let us show you what we can do for your business. Call/text at 501-500-5154.

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