Complete campaign architecture for account 740-288-5454. Every campaign, ad group, keyword, negative, and ad — built from proven historical data across $30K+ in spend and 1,356 phone call conversions.
This Google Ads account was built from scratch using data-backed intelligence from two historical accounts that spent a combined $30,447 and generated 1,356 phone call conversions.
People searching for Terminix, Aptive, Orkin, Moxie, Hawx, and EcoShield are intercepted with our ads and redirected to our call-focused landing pages. This proved 3-10x cheaper than generic "pest control near me" keywords across both historical accounts. Generic pest-specific keywords are included as a secondary test at lower budget.
| Campaign | Budget | Ad Groups | Strategy | Status |
|---|---|---|---|---|
| Search | Terminix Conquesting | Calls | $200/day | 4 | Proven best performer ($22 CPA historic) | Paused |
| Search | Aptive Conquesting | Calls | $150/day | 4 | Proven cheapest calls ($8-$17 CPA) | Paused |
| Search | Orkin Conquesting | Calls | $100/day | 4 | Major national brand conquest | Paused |
| Search | Other Brands Conquesting | Calls | $75/day | 6 | Moxie, Hawx, EcoShield, Rentokil, ABC, Turner | Paused |
| Search | Pest Specific | Cockroach Bedbug Ant | Calls | $50/day | 4 | Problem-aware pest searchers | Paused |
| TOTAL | $575/day | 22 | $17,250/month potential |
Terminix campaigns generated $22 CPA in historical data — the most consistent performer. People searching for Terminix are high-intent pest control buyers ready to call.
People searching for a company's phone number have already decided to call. In the Aptive account, "call aptive" converted at $8.23 per call and "aptive phone number" at $12.56. These are the highest-intent, lowest-CPA keywords in pest control.
People actively trying to cancel or leave a competitor are the most motivated callers. They have budget allocated, a verified pest problem, and proven willingness to pay. They just need a better option.
Aptive had the single best performance of any brand in historical data: $16.95 CPA with 1,109 conversions from one ad group alone. The "call aptive" keyword hit $8.23 per call.
Orkin is the largest pest control brand in the US. In historical Terminix data, "orkin" keywords converted at $26 CPA. Massive search volume means massive opportunity.
Six additional regional and national pest control brands. Lower budget for testing — winners get promoted to their own campaigns with higher budgets.
| Ad Group | CPC Bid | Keywords |
|---|---|---|
| Moxie - Brand | $3.00 |
[moxie pest control]
[moxie pest control near me]
[moxie pest control phone number]
[moxie exterminator]
|
| Hawx - Brand | $3.00 |
[hawx pest control]
[hawx pest control near me]
[hawx pest control phone number]
[hawx exterminator]
|
| EcoShield - Brand | $3.00 |
[ecoshield pest control]
[ecoshield pest control near me]
[ecoshield pest control phone number]
[ecoshield exterminator]
|
| Rentokil - Brand | $3.00 |
[rentokil pest control]
[rentokil near me]
[rentokil pest control phone number]
[rentokil exterminator]
|
| ABC Home & Commercial - Brand | $3.00 |
[abc home pest control]
[abc pest control near me]
[abc exterminator]
[abc home commercial pest control phone number]
|
| Turner Pest - Brand | $3.00 |
[turner pest control]
[turner pest control near me]
[turner pest control phone number]
[turner exterminator]
|
Generic pest keywords had ZERO to 2 conversions across $900+ spend in both historical accounts. This campaign is a test at low budget. If results are poor, budget gets reallocated to branded campaigns. If results are good, budget increases.
Every campaign has 40 negative keywords applied at the campaign level. These are based on proven waste patterns from $30K+ in historical spend data. All match types are Broad (maximum blocking coverage).
These terms are only used in the dedicated "Complaints & Alternatives" ad groups within each branded campaign. At the campaign level, they're negated to prevent other ad groups from matching on them. The complaint ad groups use phrase match which overrides the campaign negatives for those specific ad groups.
Two custom-built, call-optimized landing pages. Every element on both pages drives phone calls. Phone numbers appear 7+ times per page. Sticky mobile CTAs ensure the call button is always visible.
Every decision in this build is backed by actual performance data from two historical accounts. Here are the numbers that drove the architecture.
| Metric | Aptive 879 | Terminix 670 | Combined |
|---|---|---|---|
| Total Spend | $21,822 | $8,625 | $30,447 |
| Total Conversions | 1,165 | 191 | 1,356 |
| Average CPA | $18.73 | $45.16 | $22.45 |
| Best CPA | $8.23 | $19.86 | $8.23 |
| Mobile Traffic | 97% | 100% | ~98% |
| Best Branded CPA | $16.95 (aptive) | $22.00 (terminix) | |
| Generic Pest CPA | $0 (0 conv) | $305 (2 conv) | Proven failure |
Across $30K+ in combined spend, branded competitor terms (Terminix, Aptive, Orkin, Moxie) consistently deliver $15-$25 CPA phone calls. Generic pest control terms ("pest control near me", "cockroach exterminator") delivered near-zero conversions in pay-per-call. Our build allocates 90% of budget to proven branded conquesting and 10% to pest-specific testing.