01 Executive Summary
What We're Working With
A pay-per-call pest control operation managed by XY7 Elite / Kevin, now being handed off to Melleka for management. Entering peak season with massive untapped potential.
Business Model
Pay-Per-Call
Inbound pest control calls via Google Ads
$76,620
Total Historic Spend
Across all campaigns lifetime
1,300
Total Conversions
$58.94 average CPA
16 of 17
Campaigns Paused
Only 1 campaign running (Terminix Zip 1)
91%
Conv from 1 Campaign
Pest Control Zip 1 Terminix dominates
Spring 2026
Peak Season
Highest demand Mar-Sep for pest control
Key Takeaway: This is an existing pay-per-call operation with proven conversion data. 91% of conversions come from a single Terminix-branded campaign at $200/day. There are 16 paused campaigns with untapped potential. We're entering HIGH SEASON — the timing couldn't be better.
02 Google Ads Accounts
Account Landscape
There are 4 Google Ads accounts in play. Only 1 has been added to our MCC so far — the others need access requests.
| Account | ID | Status in Our MCC | Description |
|---|
| Pest Control - Rapid Response |
740-288-5454 |
Connected |
Fresh/empty account — zero campaigns. This is where we build new campaigns. |
| Aptive 879 |
879-893-6793 |
No Access |
Historic Aptive-branded campaigns. 2,146 keywords in data export. |
| Terminix Calls |
670-143-6454 |
No Access |
Terminix-branded campaigns. Contains the top-performing "Zip 1" campaign. |
| Rapid Response MCC |
977-262-2794 |
No Access |
Manager account (MCC) that houses Aptive + Terminix sub-accounts. |
Action Required: We need Kevin/XY7 to grant our MCC access to accounts 879-893-6793 and 670-143-6454 so we can pull full historic performance data, keyword lists, and conversion data directly. The account 740-288-5454 is accessible but completely empty — this is our clean slate to build on.
03 Historic Campaign Performance
17 Campaigns — Only 1 Active
Data extracted from XY7's spreadsheet. One campaign dominates everything. The rest are paused with varying degrees of success.
| Campaign | Status | Spend | Clicks | Impr | CTR | Conv | CPA | Budget/Day |
|---|
| Pest Control Zip 1 Terminix |
ENABLED |
$55,003 |
8,949 |
166,780 |
5.37% |
1,182 |
$46.53 |
$200 |
| Pest Control City Aptive |
PAUSED |
$5,992 |
1,110 |
30,299 |
3.66% |
38 |
$157.68 |
$100 |
| Pest Control Zip 2 Aptive |
PAUSED |
$5,055 |
956 |
15,800 |
6.05% |
23 |
$219.80 |
$100 |
| Pest Control Zip 2 Terminix |
PAUSED |
$3,838 |
537 |
10,501 |
5.11% |
32 |
$119.93 |
$100 |
| Pest Control Zip 1 Aptive |
PAUSED |
$3,432 |
753 |
22,073 |
3.41% |
11 |
$312.00 |
$100 |
| Pest Control State Aptive |
PAUSED |
$1,296 |
297 |
5,688 |
5.22% |
6 |
$216.00 |
$100 |
| Pest Control City Terminix |
PAUSED |
$1,079 |
180 |
3,539 |
5.09% |
3 |
$359.67 |
$100 |
| Pest Control State Terminix |
PAUSED |
$487 |
85 |
1,605 |
5.30% |
1 |
$487.00 |
$100 |
| + 9 more campaigns with minimal or zero spend (all PAUSED) |
✓
What's Working
- Terminix-branded campaigns crush Aptive in CPA ($46 vs $157+)
- Zip-level targeting outperforms city/state targeting
- 5.37% CTR on the winning campaign is strong
- $46.53 CPA on the top campaign is very competitive for pest control pay-per-call
!
Red Flags
- 91% concentration in 1 campaign = massive risk if it breaks
- Aptive campaigns have terrible CPAs ($157-$312) — brand may be weaker
- 16 paused campaigns = neglected optimization opportunities
- Heavy reliance on branded keywords (Aptive, Terminix, Hawx, Ecoshield)
04 Keyword Intelligence
2,146 Keywords Analyzed
Full keyword export from the Aptive 879 account. The data reveals heavy branded keyword dependency and significant generic keyword opportunity.
~70%
Branded Keywords
Aptive, Terminix, Hawx, Ecoshield, Orkin
~30%
Generic/Service Keywords
pest control, exterminator, bug spray, etc.
Top Performing Branded Keywords (from historic data)
aptive pest control60.5K vol$2.98 CPC
terminix246K vol$3.92 CPC
aptive pest control reviews6.6K vol$2.50 CPC
hawx pest control14.8K vol$3.15 CPC
ecoshield pest control22.2K vol$2.87 CPC
moxie pest control33.1K vol$5.66 CPC
High-Value Generic Keywords (SEMrush Research)
pest control near me368K vol$13.08 CPC
exterminator near me110K vol$12.72 CPC
pest control368K vol$13.08 CPC
exterminator110K vol$12.74 CPC
pest control services49.5K vol$12.55 CPC
pest control companies27.1K vol$13.08 CPC
rodent control near me22.2K vol$10.66 CPC
bed bug exterminator27.1K vol$8.89 CPC
mosquito control near me27.1K vol$7.42 CPC
termite control49.5K vol$9.96 CPC
Strategy Insight: The existing campaigns rely heavily on competitor brand keywords (Aptive, Terminix, Hawx). These convert because people searching for those brands are already intent on pest control. BUT there's a massive generic keyword market (pest control near me = 368K searches/mo) that is completely untapped. The new campaigns should target BOTH branded conquesting AND generic high-intent keywords.
05 Briefing Document (Doc 1 - DOCX)
Handoff Package from XY7 Elite
Full briefing document prepared by Kevin / XY7 Elite for Anthony. Key details extracted below.
1
Business Model
Pay-Per-Call — inbound calls generated via Google Ads. We get paid per qualified pest control call. No leads, no forms — calls only.
2
Phase 1 Scope
General Pest Control ONLY — no termite campaigns in Phase 1. Termite requires certified techs and will be Phase 2. Business hours only to start.
3
Kaliper Intelligence
Kevin must pull 30-day Kaliper data — highest bids, call volume, geographic hotspots, day/time patterns, average call duration/quality, competitive landscape. This determines bid strategy.
4
Available Domains
Option A: 24-7pestcontrol.net — implies 24/7 availability, great for expansion
Option B: pestawayexperts.com — positions as expert authority
Both far better than current homesavingsgurus.com subdirectory.
Existing Landing Pages (Reference Only — Labeled "SUBPAR")
homesavingsgurus.com/pestcontrol/
General pest control page. Built on WordPress/Divi. Basic layout, minimal trust signals, generic stock imagery. Kevin labeled it SUBPAR. This is our benchmark to massively improve upon.
homesavingsgurus.com/termite/
Termite-specific page. NOT in Phase 1 scope. Reference only for future termite campaign expansion.
06 Spreadsheet Deep Dive (Doc 2)
6-Tab Intelligence Report
Complete breakdown of all 6 tabs from the XY7 Elite performance spreadsheet.
A
Tab 1: Executive Summary
- MCC: Rapid Response (977-262-2794) with 2 sub-accounts
- Sub-account 1: Aptive 879 (879-893-6793) — Aptive-branded campaigns
- Sub-account 2: Terminix Calls (670-143-6454) — Terminix-branded campaigns
- Total spend: $76,620 | 1,300 conversions | $58.94 avg CPA
- 91% of conversions from "Pest Control Zip 1 Terminix" campaign
- Only 1 of 17 campaigns currently running at $200/day
B
Tab 2: Campaign Performance (17 Campaigns)
Detailed breakdown in Section 03 above. Key insight: Terminix branding converts at 3-7x better CPA than Aptive branding.
C
Tab 3: Keywords — Aptive 879 (2,146 Keywords)
Massive keyword list from the Aptive account. Categories include:
- Branded Conquesting aptive pest control, terminix, hawx pest, ecoshield, orkin
- Generic High-Intent pest control near me, exterminator, bug control
- Pest-Specific ant control, roach exterminator, spider removal, rodent control
- Geo-Modified pest control [city], exterminator [zip], bug spray [state]
- Negative Candidates DIY, home remedies, pest control jobs, reviews
D
Tab 4: Insights and Strategy
- Terminix campaigns outperform Aptive by 3-7x on CPA. Continue Terminix conquesting.
- Zip-code targeting wins over city/state. Precision geo beats broad geo every time in pay-per-call.
- Peak season = NOW. March through September is the highest demand window. Scale aggressively.
- Landing page upgrade critical. Current page suppresses Quality Score and conversions.
- Generic keywords untapped. "Pest control near me" (368K/mo) not being targeted at all.
E
Tab 5: Action Items
Checklist items mapped out in Section 08 below.
F
Tab 6: How to Export Full Data
Instructions for pulling additional data from Google Ads reports. Includes column specifications for search terms, keyword performance, and campaign exports.
07 Market Research (SEMrush)
Pest Control Search Landscape
Live SEMrush data on the pest control keyword market. CPCs range from $3-$13+ depending on brand vs generic.
| Keyword | Monthly Volume | CPC | Competition | Type |
|---|
| pest control | 368,000 | $13.08 | 0.60 | Generic |
| pest control near me | 368,000 | $13.08 | 0.60 | Generic |
| terminix | 246,000 | $3.92 | 0.31 | Brand |
| orkin | 135,000 | $3.67 | 0.39 | Brand |
| exterminator near me | 110,000 | $12.72 | 0.95 | Generic |
| exterminator | 110,000 | $12.74 | 0.53 | Generic |
| aptive pest control | 60,500 | $2.98 | 0.30 | Brand |
| pest control services | 49,500 | $12.55 | 0.06 | Generic |
| termite control | 49,500 | $9.96 | 0.07 | Phase 2 |
| moxie pest control | 33,100 | $5.66 | 0.26 | Brand |
| bed bug exterminator | 27,100 | $8.89 | 0.17 | Pest-Specific |
| rodent control near me | 22,200 | $10.66 | 0.86 | Pest-Specific |
| mosquito control near me | 27,100 | $7.42 | 0.34 | Pest-Specific |
The Opportunity: Brand keywords (Terminix, Aptive, Orkin) have CPCs of $3-5 but lower competition. Generic keywords (pest control near me, exterminator) run $10-13 CPC but have MASSIVE volume. The arbitrage play: start with cheap branded conquesting (proven to work at $46 CPA), then layer in generic keywords as the landing page Quality Score improves.
08 Recommended Campaign Architecture
Build Plan for Account 740-288-5454
Complete campaign structure for the fresh account, based on all historic data and market research.
Phase 1A: Branded Conquesting (Week 1-2)
Replicate the proven Terminix Zip 1 model. Target competitor brand keywords (Terminix, Aptive, Orkin, Hawx, Ecoshield, Moxie, Fox) by zip code clusters. These are the cheapest CPCs ($3-6) with highest proven conversion rates. Budget: $150-200/day.
Phase 1B: Generic High-Intent (Week 2-3)
Launch "pest control near me", "exterminator near me", "pest control services" campaigns. Higher CPCs ($10-13) but massive volume. Zip-code level targeting. Budget: $100-150/day. Requires the new landing page to be live and optimized.
Phase 1C: Pest-Specific (Week 3-4)
Add campaigns for specific pests: ants, roaches, spiders, rodents, mosquitoes, bed bugs. These are mid-volume, mid-CPC keywords with high intent. Budget: $50-100/day per pest type.
Phase 2: Scale and Expand (Month 2+)
Evaluate 24/7 ad scheduling based on Kaliper data. Add termite campaigns once certified techs confirmed. Expand geo-targeting to new zip code clusters. Scale winning campaigns aggressively during peak season.
Proposed Campaign Structure
| Campaign | Type | Targeting | Budget/Day | Priority |
|---|
| Search | Brand Conquesting | Zip Cluster 1 |
Search |
Terminix, Aptive, Orkin brand KWs + zip codes |
$150 |
Launch First |
| Search | Brand Conquesting | Zip Cluster 2 |
Search |
Hawx, Ecoshield, Moxie, Fox brand KWs + zip codes |
$100 |
Launch First |
| Search | Generic Pest Control | Zip Cluster 1 |
Search |
"pest control near me", "exterminator" + zip codes |
$150 |
Week 2 |
| Search | Pest-Specific | Ants/Roaches |
Search |
Ant control, roach exterminator + geo |
$75 |
Week 3 |
| Search | Pest-Specific | Rodents/Spiders |
Search |
Rodent control, spider removal + geo |
$75 |
Week 3 |
| Search | Emergency/Urgent |
Search |
"emergency pest control", "same day exterminator" |
$50 |
Week 2 |
09 Landing Page Strategy
New Page vs Old Page
The existing landing page is labeled SUBPAR by XY7. We need to build a conversion-optimized page on the chosen domain.
Current Page (homesavingsgurus.com/pestcontrol)
- Built on WordPress/Divi
- Generic "Home Savings Gurus" branding — not pest-specific
- Subdirectory URL hurts Quality Score vs dedicated domain
- Minimal trust signals (no reviews, no certifications)
- No click-to-call prominence
- Slow load (NitroPack, heavy WordPress theme)
New Page Requirements
- Dedicated pest control domain (24-7pestcontrol.net recommended)
- Click-to-call CTA above the fold + sticky mobile CTA
- Speed-optimized (static HTML, no WordPress bloat)
- Trust signals: BBB, reviews, "licensed & insured", satisfaction guarantee
- Pest-specific content blocks (ants, roaches, spiders, rodents)
- Geo-relevant content (dynamic city/zip insertion)
- Call tracking number integration (Kaliper)
Domain Recommendation: 24-7pestcontrol.net — stronger keyword signal ("pest control" in the domain), implies 24/7 availability which is aspirational for expansion, and creates a branded identity separate from the generic "Home Savings Gurus" umbrella.
10 Action Items
What Needs to Happen
Waiting on Kevin / XY7 Elite
- !Kaliper 30-day data report — bids, call volume, geo hotspots, day/time patterns, competitive landscape. This determines our entire bid strategy.
- !MCC access to accounts 879-893-6793 and 670-143-6454 so we can pull full historic keyword and campaign data directly.
- ?Domain credentials — access to whichever domain is chosen (24-7pestcontrol.net or pestawayexperts.com)
- ?Kaliper account access — direct login so Melleka can monitor and manage call data
- ?Tracking phone numbers — which numbers are we routing calls to?
- ?Service area confirmation — exact zip codes / metros to target
- ?Monthly budget — what's the total monthly ad spend ceiling?
- ?Target cost-per-call — what CPA makes this profitable?
Melleka (Once We Have the Above)
- 1Choose domain and build high-converting landing page
- 2Set up call tracking integration with Kaliper
- 3Build branded conquesting campaigns (Terminix, Aptive, Orkin zip-level)
- 4Build generic high-intent campaigns (pest control near me, exterminator)
- 5Build pest-specific campaigns (ants, roaches, rodents, spiders)
- 6Set up negative keyword lists (DIY, jobs, reviews, careers, home remedies)
- 7Configure conversion tracking for phone calls
- 8Launch Phase 1 during business hours only
- 9Monitor and optimize daily for first 2 weeks
- 10Evaluate 24/7 expansion and termite Phase 2
11 Open Questions for Anthony
Decisions Needed
?
Domain Choice
24-7pestcontrol.net vs pestawayexperts.com — which direction? My recommendation is 24-7pestcontrol.net for the keyword signal + 24/7 branding.
?
Budget Allocation
What's the total monthly budget? The existing operation ran at $200/day ($6K/mo) for just 1 campaign. To do this right with multiple campaigns, $10K-15K/mo would be ideal for peak season. What does Kevin have in mind?
?
Geographic Targeting
The historic campaigns used zip-code targeting (Zip 1, Zip 2 clusters). Which markets/metros are we targeting? Need the exact zip code lists or at least the metro areas.
?
Branded vs Generic Strategy
The data proves branded conquesting (Terminix, Aptive keywords) converts at 3-7x better CPA than generic. Do we continue that approach on the new domain, or does the pay-per-call partner have restrictions on competitor brand bidding?
?
Relationship Structure
Is this a Melleka direct client, or are we managing under the XY7 Elite umbrella? Who's the billing relationship with? Who approves budget increases?
12 Bottom Line
Assessment
HIGH
Opportunity Rating
Proven model, peak season, untapped potential
MEDIUM
Risk Level
Dependent on Kaliper data + landing page quality
2-3 WEEKS
Time to Launch
Once Kaliper data + domain access received
Final Assessment: This is a strong opportunity. The pay-per-call model is proven with $76K in historic spend and 1,300 conversions at $59 CPA. The fact that 91% of conversions come from ONE campaign means there's massive headroom — proper campaign diversification across branded, generic, and pest-specific keywords should easily 3-5x the volume. Entering peak season is perfect timing. The bottleneck is getting the Kaliper data, domain access, and service area details from Kevin. Once we have those, we can build and launch in under 2 weeks.