This case study breaks down a recent campaign for a pest control company in the Midlands. The numbers are real. The client has approved us sharing them.
The situation
The business had been running for eight years. They had a good reputation and plenty of referrals, but wanted to grow beyond word of mouth. They'd tried boosting posts on Facebook with limited results.
When they came to us, they were booking around 15-20 jobs per month, mostly from existing relationships and Google organic search.
What we built
Week 1-2: Foundation - Installed proper tracking (Meta pixel, conversion API, call tracking) - Built a simple landing page focused on their emergency response capability - Created an automated response sequence for new leads - Set up a CRM to track every lead from click to closed job
Week 3-4: Launch and optimise - Launched Meta Ads targeting homeowners in their service area - Tested three different angles: emergency response, prevention packages, seasonal offers - Monitored cost per lead and cost per booked job daily - Cut underperforming ads, scaled winners
The results
- Total ad spend: €1,240
- Total leads generated: 89
- Jobs booked: 47
- Average job value: €185
- Total revenue from campaign: €8,695
- Return on ad spend: 7x
Key lessons
1. The automated follow-up made the difference. Leads got an SMS within 30 seconds. This alone dramatically improved contact rates.
2. Emergency angle outperformed everything. People searching for pest control often have an urgent problem. Speaking to that urgency converted better than prevention messaging.
3. Tracking everything revealed truth. We knew exactly which ads generated revenue and which generated tyre kickers. Without tracking, you're guessing.
This is the kind of outcome that's possible when the full system is in place. Not just ads, but everything that happens after someone clicks.