Facebook groups have helped me and other pest control companies bring in hundreds of accounts without spending a dime on ads. But there’s a right and a wrong way to post in them. If you’re not getting results, it’s probably not the group—it’s your content.

So let’s break down what to actually post, how to make it work, and how to build trust that turns into leads.

Start With an Introduction Post

This one’s non-negotiable. Any time I join a new Facebook group, I start with a simple introduction post. Even if I’ve been in that group for a long time, I assume most people there don’t know me. The goal is to come off as a real person—not a marketer.

Here’s what I usually include:

• A quick “Hi, I’m Jake” message

• A mention that I run a local pest control company

• An invitation to connect if they ever need help

• A soft disclaimer like, “Even if you’re not interested, I’d love to connect or be a resource”

And here’s the secret: always include a wholesome photo. Something that feels personal and trustworthy. Family pictures, team photos, or even you with a puppy or kitten—those work great. One of my best-performing posts was just me and my golden retriever wearing sunglasses. It exploded with engagement.

The Thank You Post

If you’re doing this right and at scale, some people are going to start reaching out after that intro post. When they do, your next move is to publicly thank them in the group.

This is what I call a social proof post. It’s where you say something like:
“Thanks so much to the group for the support. I’ve had a few people reach out already and I’m really grateful.”

Most people seeing this never saw your original intro. But now they see that others are using your service, which builds credibility. Add another relatable image and keep the tone friendly. Avoid sounding like a pitch.

Deliver Real Value

Now it’s time to go deeper with your content. Start posting real tips and insights—things people can actually use. Jonas does this incredibly well. He’ll take a TikTok video explaining how to get rid of ants and repost it in Facebook groups.

This is how you become the go-to pest control guy in your area. Show people how to solve small problems on their own. Teach them about seasonal pests. Educate without selling. Over time, people will associate your name with expertise and trust. When they need help, you’ll be top of mind.

Can You Ever Pitch Directly?

Most of the time, direct pitching doesn’t work. I’ve tried it. I’ve posted discount offers, special deals, all of that. And in groups, it just falls flat. You’re not running an ad campaign—you’re joining a community.

Instead, try a priming post. Ask a question like:
“Anyone else seeing these bugs around their yard lately?”

Attach a picture of a stink bug or whatever’s relevant. When people comment saying yes, now you have a lead list. Later in the comments or in a follow-up message, you can offer help. Just keep the tone friendly and helpful.

Use the Comments and DMs Wisely

When you do these value-driven or priming posts, let the comments build naturally. Once they do, you can drop your website or phone number toward the bottom of the thread. But don’t comment on every single reply. That looks spammy.

Instead, send private messages to each person who engaged. Keep it soft. Something like:
“Hey, saw your comment on that post—just wanted to say I’d be happy to help if you ever need anything.”

It’s low-pressure and keeps you in good standing with the group admins.

Engagement Still Matters

You can’t just post and bounce. The groups that give me the most leads are the ones I’m active in. I like posts, comment on other people’s stuff, and show up regularly.

If you're tracking performance—and you should be—you’ll notice which groups actually produce leads. We’re in nearly 200 groups, but only about 15 are consistent winners. Those are the ones we double down on. The rest? I either back off or give them time before posting again.

Does ROI Drop Over Time?

Not if the group is active and still growing. The longer you’re visible in a high-performing group, the stronger your brand becomes. But if the group stagnates, your results probably will too. That’s why I always recommend doing this at volume and constantly testing new groups.

If you’re just posting in five groups, you’re not going to see much. We post in ten groups a day. And yes, you can have a virtual assistant help with this. For a few bucks an hour, you can have someone run this whole process for you.

Final Thoughts

Facebook groups are all about trust. Introduce yourself the right way. Thank people when they support you. Post valuable, non-salesy content. And when you do pitch, make sure it’s soft and context-driven.

This strategy works if you work it. Show up, be consistent, and play the long game. You’ll get leads. You’ll make sales. And best of all, you’ll build a brand that people actually remember.