If your Google Ads aren’t getting clicked, it’s almost always a copy issue. In pest control, we’re bidding on high-intent keywords that cost real money. So every headline, description, and landing page needs to pull its weight.

Here’s how I write high-performing ad copy for pest control clients—whether they’re a small local outfit or a multi-state operation.

Start With the Keyword

Every ad group should be built around one core keyword. That keyword needs to appear directly in the headline. If someone searches “termite control in Austin” and your headline says “Top-Rated Termite Control in Austin,” you’re already halfway to a click.

People want to see their search mirrored in the ad. It builds trust instantly. I always recommend writing at least one headline that includes the exact keyword, ideally at the beginning of the line.

Lead With a Strong Offer

The most important thing you can do in ad copy is present a clear, no-brainer offer. That could be:

• $79 Initial Service

• Free Inspection

• Next-Day Service

• No Contract Options

Whatever it is, it needs to be compelling and specific. “Affordable Pest Control” is weak. “$79 Mosquito Treatment – Book Today” is better. Think about what would get someone to stop scrolling and click.

Include a Clear Call to Action

A good ad tells people what to do next. Don’t assume they’ll know. You should have a CTA like:

• Call Now

• Schedule Online

• Get Your Free Quote

• Book Your Inspection

Make it easy. Be direct. You don’t want them to think—you want them to act.

Write Multiple Headlines and Descriptions

Google lets you write multiple variations for both headlines and descriptions. Take advantage of that. I typically write 5–10 headlines and 3–5 descriptions per ad. That gives Google enough options to test and figure out what performs best over time.

Some headlines focus on the service. Others highlight the offer. Some build trust by including years in business, licensed & insured, or family-owned. I like to give Google a mix to work with.

Match the Landing Page

This is where most pest control companies lose the lead. If your ad says “Free Termite Inspection” but the landing page is your generic homepage with no mention of the offer, you’re going to lose the click.

Make sure your landing page has:

• The same headline or offer that was in the ad

• A clear call to action above the fold

• Trust elements (reviews, certifications, guarantees)

• Mobile responsiveness

Ideally, every major campaign has its own dedicated landing page. You don’t want all your traffic going to the homepage.

Bonus Tip: Test Seasonal Variations

During peak seasons, swap in seasonal headlines. For example:

• “Got Mosquitoes? Book Your Summer Treatment Today”

• “Rodent Problems This Winter? We Can Help”

It’s a small touch, but it makes your ads feel more relevant and timely.

Final Thoughts

Good Google Ads copy is simple, clear, and direct. It uses the keyword, highlights a strong offer, includes a CTA, and sends people to a matching landing page.

You’re not writing poetry—you’re trying to get someone to click and convert. The best copy speaks to the searcher’s need and shows them why your company is the obvious choice.