Summary

We implemented a seasonally adjusted paid search program for a pest control business, aligning coverage and messaging to the highest-demand services throughout the year. Campaigns were structured to prioritize high-intent searches and reduce wasted spend by tightly controlling targeting and query relevance. As performance stabilized, we expanded into additional Google campaign types while maintaining strong lead quality through ongoing search-term governance and optimization. This approach improved efficiency over time and helped capture more qualified demand at scale.