The Best of Pest Marketing Podcast

3 Things To Know About Google's AI Max Update with Johnathan Cleghorn

UPDATE: Since recording, Google has announced Ads will transition to AI Max campaigns in February 2027. Google Ads is about to undergo one of its biggest changes yet, and pest control companies need to be ready. In this episode of The Best of Pest, Kelli Campbell [https://rockcitydigital.com/about/digital-marketing-geeks/kelli/] sits down with Rock City Digital' [rockcitydigital.com]s Google Ads Specialist, Johnathan Cleghorn [https://rockcitydigital.com/about/digital-marketing-geeks/johnathan/], to break down Google's upcoming AI Max campaign transition and what it means for pest control owners and operators. Johnathan shares 3 practical steps you can take now to prepare your account, along with insights on campaign structure, budget allocation, multi-location advertising, and how AI is changing the way Google Ads campaigns are managed and optimized. Whether you're running ads in one market or managing multiple locations across several states, this episode will help you understand what's changing, what opportunities exist, and how to position your campaigns for success as Google continues to lean into automation and AI. In this episode, we discuss: * What Google's AI Max campaigns are and why they matter * How AI is changing Google Ads management * Campaign structure recommendations for multi-location pest control companies * Budget allocation strategies and common mistakes * 3 things you can do today to prepare for the AI Max transition If Google Ads is part of your growth strategy, this is an episode you won't want to miss. The companies that prepare now will be in the best position to adapt, compete, and win as AI continues to reshape search advertising. 🐜🎯

The Next Generation of Pest Control: Data, Retention, and the Future with Ethan West

In this episode, Kelli sits down with Ethan West, a third-generation leader stepping into his family’s growing pest control business West Termite, Pest, and Lawn [westtermite.com], to talk about what the next generation of pest control looks like and why data, technology, and customer relationships are becoming the biggest competitive advantages in the industry. Ethan shares how their company operates across three states while maintaining an impressive customer retention rate, and how they dramatically reduced cancellations from 6% to just 1.2% by leveraging real-time customer feedback, automated communication, and smarter operational systems. Shoutout to Applause [https://www.applausehq.com/]! The conversation dives into how modern pest control companies can use technology to strengthen customer relationships, improve retention, identify upsell opportunities, and make better business decisions through data. Ethan also discusses the balance between honoring a family legacy while bringing fresh ideas, AI tools, and new communication strategies into a multi-generational business. This episode is full with insight for pest control owners and operators who want improve customer experience and build a business positioned for long-term growth.

Building a Mosquito Control Business That Homeowners Trust with Anna Young

Building a Mosquito Control Business That Homeowners Trust In this episode of The Best of Pest, Kelli sits down with Anna Young, Head of Internal Operations at Torpedo Mosquito [http://torpedomosquito.com/] and Co-Owner of Torpedo Mosquito Virginia Beach, to talk about what it really takes to grow a successful mosquito control company in a competitive market. Anna shares her journey from horticulture and home cleaning into the pest control industry, along with the lessons she’s learned building and operating a fast-growing business. The conversation covers everything from: * entering a new market and generating early momentum with yard signs and door knocking * hiring during peak season * building strong systems internally * creating customer trust through guarantees and personalized service This episode is FULL of practical insight for pest control owners and operators looking to grow intentionally, improve operations, and stand out in their market.

Google Ads, Termites, and Marketing that Fits with Sarah Hamel

In this episode, Kelli sits down with Account Executive, Sarah Hamel, to talk through the marketing strategies pest control companies should actually be prioritizing right now. From entering a new market and building local visibility to understanding the difference between Google Ads and Meta Ads, this episode is packed with practical insights for owners and operators looking to grow intentionally. Sarah also shares: * what she’s seeing work across the pest control industry * common mistakes companies are making * where businesses should focus first to generate better leads and long-term growth If you’re trying to make smarter marketing decisions for your pest control company, this episode is full of actionable takeaways.

Local Service Ads: Who Gets The Lead?

Throwing more money at Local Service Ads will not fix your lead problem. In this episode, I explain how Google Local Service Ads work, and why the companies winning are not always the ones spending the most. Topics include: * The ranking factors behind LSAs * How Google measures your ability to convert leads * Why your operations team impacts marketing performance * The mistakes that cost pest control companies leads If your LSA performance has been inconsistent, this episode will help you understand why!