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    Proof
    Aussie Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessI-ELEC — a 231-page electrician website for Inner SydneyWhat a plumbing lead costs on Google AdsWhat a lead costs on Google Ads, industry by industrySLS Solicitors — cost per recorded Google Ads conversion down 58.48%Wilco Plumbing — a drains-first website, Sydney and NewcastleHow much should a trade business spend on marketing?State Choice Plumbing — a drains, hot water and gas websiteAussie Drains — a 600-page drain website for SydneyWhat an electrician lead costs on Google AdsAussie Electrical — a 650-page electrical website for SydneyThe most efficient ways for a trade business to get leadsEOL Melbourne — click-to-enquiry rate up from 28% to 33.4%What a cleaning lead costs on Google AdsAlliance Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessImpress Blinds — cost per recorded Google Ads conversion down 62.63%FixCare Property — cost per enquiry down 56.36%Rubbish Removal WA — cost per enquiry down 53.18%Floral Cakery — cost per enquiry down 49.82%ILLUMINATE Laser Emporium — cost per enquiry down 48.54%Sydney Fence Painting — cost per enquiry down 33.68%Alliance Plumbing — cost per enquiry down 29.6%Gridless Build Solutions — cost per enquiry down 29.16%FacilityWorx — cost per enquiry down 23.62%Cornerstone Roofing — cost per enquiry down 20.47%Council finance — budgeting and workforce designCouncil planning — clearer approvals and reportingCultural audiences — media strategy and creative conceptsCommunity participation — surveys, maps and project pagesPublic-sector research — survey design and analysisPublic art — site studies and visual conceptsRegional identity — visitor guides and wayfinding conceptsCouncil systems — integration and migration planningA pressure washing business — service-led search campaignsA pressure washing business — a clear enquiry journeyA carpet cleaner — Google Ads built around cleaning servicesA roofing company — campaigns for repairs and restorationA CCTV installer — campaigns for security enquiriesA fence painter — search campaigns for specific surfacesA maintenance business — live in 8 weeks, 3 stacks gone5.0 across every Google review$120M+ in media under management250+ active engagements across five countries
    SoudCoh

    Pest Control

    Bugs Patrol

    Bugs Patrol: the website and Google Ads work give termites, spiders, wasps and other pest enquiries distinct messages and service pages.

    Services
    Pest Control · Google Ads · Landing Page Design · Lead Generation
    Talk to us about your account

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    The case study

    A visual guide to the project.

    Follow the brief and explore the work in the story below.

    1. The starting point

      The project brief

      Bugs Patrol provides pest-control services in Canberra. The website and Google Ads work give termites, spiders, wasps and other pest enquiries distinct messages and service pages.

      Pest Control

    In this case study

    White paper · PDF

    Marketing for home services in Australia

    58 pages · 2.3 MB

    Download this PDFRead it on the page

    About Bugs Patrol

    Bugs Patrol provides pest-control services in Canberra. The website and Google Ads work give termites, spiders, wasps and other pest enquiries distinct messages and service pages.

    Services Delivered

    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
    Enquiry measurement and reporting
    Weekly reporting and optimisation sprints

    Pest-specific enquiries in Canberra

    The historical Bugs Patrol brief names termites, spiders and wasps as distinct service categories. The Canberra context and the pest being reported give the enquiry a clearer subject than a general pest-control message. These categories explain the campaign scope without turning advertising wording about speed or guarantees into a claim about the outcome at every property.

    To make your own service easier to find and understand, see our Google Ads management.

    Tags

    • Pest Control
    • Google Ads
    • Landing Page Design
    • Lead Generation

    That is one account. Yours is a different one.

    We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.

    Book the auditSee more accounts
    SoudCoh Compound™

    Where this sits in SoudCoh Compound.

    SoudCoh Compound is how we run ad accounts, from the search you pay for to the job you win. A published result rests on two parts of it: the footing that decides what counts, and the engine that carries each lesson forward.

    • Footing

      Real-Enquiry Signal

      The number it moves: True cost per lead

      We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.

    • Engine

      The Carry

      The number it moves: Waste blocked before the first click

      Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.

    See the whole ladder
    If you want one of these

    What actually happens after the first call.

    Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.

    1. The call

      Thirty to forty-five minutes, free

      What you sell, who buys it, and what one customer is worth to you. No deck. You leave with a real number for your situation rather than a range.

    2. Week 0

      The audit

      We open your account — or your competitors' ground, if you do not have one yet — and write down every leak we can find. That list is yours whether or not you work with us.

    3. Week 1

      The build

      Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.

    4. Day one

      You press go

      Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.

    5. Days 1–14

      The clean

      The busiest fortnight your account will ever have. Search terms read daily, waste negated, early winners promoted, ad copy iterated against what is actually being served.

    6. From there

      Rhythm

      Weekly optimisation, reporting on a fixed cadence whether the news is good or bad, and a proper conversation each quarter about where the next block of budget should go.

    Before you ask us anything

    Here is what everybody asks first.

    FAQ

    The questions this raises.

    How the results were measured and how the approach could apply to pest control businesses.

    The first call is free and there is no deck.

    Book a call
    What do the results in this case study measure?

    Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.

    Which records support these results?

    Each figure identifies what it measures. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.

    Would this work for pest control businesses like mine?

    We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.

    Why does this study show a result but not a starting point?

    Where a comparable earlier result is available, the study shows both values. New accounts report their launch result, with the tracking basis explained alongside it.

    How would you plan this for my business?

    We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.

    How much would this cost to run?

    Two separate numbers. Your ad spend goes to the platform, and what it needs to be depends on how competitive your market is and how many jobs you want — we recommend a minimum of A$5,000 a month for most businesses, and the largest companies we work with currently invest up to A$30,000 a day in advertising, with enterprise programmes above that. Our management fee is separate, isn't published and is custom-built around the work — contact us for packages. The first call is free and you leave it with a real figure for your situation.

    How quickly could we start seeing enquiries?

    It depends on the channel. Paid search meets demand that already exists, so calls and forms can arrive within hours of launch, and the first two to four weeks are an optimisation period where waste is cut daily. Most accounts settle into their best rhythm around 60 to 90 days. SEO, content and brand work run on a much longer clock — months rather than weeks — and we will tell you which one your situation actually needs.

    Am I locked into a long contract?

    No long-term lock-in. We would rather keep the work because it is producing than because a contract says you have to stay. What we do ask for is enough runway to be fair to the account — a campaign judged on its first ten days is being judged during the part where we are still cutting waste out of it. Terms are put in front of you in plain English before anything is signed.

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    Hear from our clients.

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    Want results like this?

    Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.

    Get the same read on yoursSee the whole library

    A real conversation and a written list of opportunities.