When pest control owners ask me about lead generation, paid directories always come up. And while I don’t push them super hard in our agency model, there’s still value in understanding how they work, which ones are best, and how to use them effectively. Here's everything I’ve learned about paid directories from years of testing and talking with other industry pros.

Which Directories Drive the Best Leads?

There are a lot of options: Yelp, Angie, Thumbtack, HomeAdvisor, Porch, Bark, Patch—you name it.

From my experience, Yelp consistently delivers the highest quality leads. It’s seen as a more premium platform, kind of like Google. When someone goes to Yelp, they usually trust what they’re seeing and are ready to book a legit company.

On the flip side, platforms like Thumbtack tend to attract bargain shoppers. These leads are often shopping multiple providers at once, trying to get the cheapest price, and the conversion rate tends to be lower. Still, it depends heavily on your local market.

How Demographics Affect Directory Choice

If you’re targeting higher-income neighborhoods, Yelp is probably going to be your best bet. In contrast, lower-income or more price-sensitive areas often lean toward Thumbtack or HomeAdvisor.

The top four platforms in terms of user base are Yelp, HomeAdvisor, Angie, and Thumbtack. Everything else—like Bark or Porch—drops off pretty fast in terms of volume. I’ve even had people tell me they got great results from obscure ones like Barg, but those are usually outliers.

Pest-Specific vs General Directories

Here’s the honest truth: there basically are no legit pest control-specific directories. I’ve looked.

There are tiny ones like Pest Control Approved or FinePestControl.net, but no one uses them. I even considered building my own because of how little is out there. So the real comparison is between general local directories like Yelp and broader home service platforms like Thumbtack or Angie.

Between those, I often prefer the home service directories. People on those platforms usually know what they want and have used the platform before. Yelp users are sometimes just browsing and less committed, but again—it depends on the area.

Should You Use Local or National Directories?

Local directories specific to your city or region usually won’t rank well or generate much volume. National platforms dominate the SEO game. Yelp, HomeAdvisor, and Thumbtack have massive domain authority, which makes them show up in search results way more often.

That said, if you find a local directory that’s actually ranking or has some visibility, it might be worth setting up as an additional citation for SEO. Just don’t expect it to be a major lead source.

How Many Directories Should You Use?

Start with one.

Pick the platform that looks the most promising in your area. Talk to other pest control owners, or even HVAC and lawn care friends nearby, and see what’s working for them. I’ve seen people crush it on Yelp, Thumbtack, Angie—you name it. It all depends on your local market.

Once you choose, commit to it for three months. Don’t half-ass it. Set up your profile properly, upload photos, collect reviews, and mark projects or services accurately. You might break even at first, and that’s fine. The point is to test it thoroughly and learn.

If it doesn’t work, pivot to another platform. But don’t try five directories at once unless you have the budget and team to manage the leads properly.

Final Thoughts

Paid directories can still work for pest control companies—but only if you choose the right one for your market and actually give it a real shot. Focus on one, go all in for three months, and track your results. The feedback loop from that test will give you more clarity than any guesswork.

And don’t be afraid to ask around. Some of your best insight will come from others in your area who’ve already tried it.