I embed in your pest control business as your marketing leader, own SEO, paid, LSAs, Google Business Profile, attribution, and intake, and stay accountable to one number: booked jobs and recurring revenue.
As your fractional CMO, I'm the senior marketing leader your pest control company gets without paying $200K+ for a full-time hire. I set the growth strategy, lead the vendors and CSRs who touch marketing, and own the result the way a full-time CMO would. The difference is that I'm not just advising from the sidelines, I'm in the account doing the work and reporting on it.
The first thing I build is real attribution. I set up call tracking with CallRail or CallTrackingMetrics and connect it to your CRM, whether that's FieldRoutes, PestPac, or something else, so we can see which leads actually turn into revenue. That tells me where to scale spend and where to cut it, instead of guessing from lead counts. For pest control specifically, I treat the business for what it really is, a recurring-revenue engine. One-time bed bug and termite jobs are great cash, but the money is in recurring general pest, so I grow the number of profitable plans and use one-time work as a doorway onto them.
The role is strategic, not just tactical. I run competitive and market analysis to understand what other pest control companies in your markets are doing, then use that to inform your strategy and your business direction from a marketing lens: where to push, which markets to enter, and how to position. And I stay close. I'm in your inbox most days, send a weekly performance report, and keep you current on exactly what got done and what's next. Most pest control owners get strategy from a consultant, execution from an agency, and accountability from no one. I bring all of that into one person who owns the number.
Senior marketing leadership and hands-on execution for pest control operators who need a CMO but aren't ready to hire one full-time.
10 years embedded in home services across HVAC, plumbing, pest, electrical, and roofing. I'm not a generalist consultant learning your industry on your dime.
I've generated $100M+ in revenue and 2M+ leads. I measure CAC, LTV, and booked jobs, not impressions or click-through rates.
No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.
I wire up CallRail and CallTrackingMetrics and connect them to your CRM so we know exactly which leads turn into revenue, then scale the spend that's actually working.
Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.
I start by auditing your market with tools most operators don't have access to, so I can see who's winning, who's losing, and why. That tells us where the real opportunity is before we spend a dollar.
Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where leads and revenue are actually coming from today. No generic playbook gets applied until I understand your numbers.
I build a plan to hit and exceed your revenue goals, with clear milestones, realistic timelines, and a budget mapped to the goal. You know what we're doing, when, and what it should return before we start.
Part of onboarding is getting your positioning right. Most pest companies go to market like everyone else, so they get commoditized and forced to compete on price. I tease out what you actually do that no one else does and make that the center of your message.
We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, then A/B and split-URL test with tools like Visual Website Optimizer to keep lifting conversion rate over time.
I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your sales and CSR team is actually handling calls. Then I report spend, CPL, CAC, and ROAS by channel every week or two, so we always know where to put dollars to scale.
This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how pest control actually grows.
One-time bed bug and termite jobs are great cash, but the real value in pest is recurring general pest service. So I market to the lifetime value of a quarterly or bi-monthly plan, not the ticket on a single treatment. The offer, the landing pages, and the intake all push toward an ongoing agreement, and I treat one-time jobs as a doorway to convert that customer onto a plan.
I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect that data to your CRM, whether it's FieldRoutes, PestPac, or something else. In pest that matters even more, because a 'cheap' bed bug lead and a recurring general pest customer are worth completely different amounts. Once I know what each turns into, I scale the spend that produces recurring revenue and cut what just produces one-and-done calls.
Pest demand swings hard by season: ants and mosquitos in spring and summer, rodents and overwintering pests in fall, termite swarms on their own clock. I push budget and offers toward each surge before it hits, use the high-demand months to load up recurring plans, and keep acquisition efficient in the slow months instead of going dark.
Most pest searches are 'exterminator near me' plus pest-specific intent like 'bed bug', 'termite inspection', 'wasp nest removal', and 'mosquito control'. I tighten your Google Business Profile, build service and city pages for both the recurring and the high-ticket one-time intents, and push review velocity so you win the Map Pack, where the high-intent calls actually live.
A termite or WDO job and a $40/month general pest plan need different bids and different pages. I structure Local Services Ads and search by pest type and intent, route high-ticket termite and bed bug demand to pages built to convert it, and send the revenue data from your CRM back to Google so it optimizes toward plans and profitable jobs, not cheap clicks.
I track what the other pest companies in your markets are doing across SEO, paid, reviews, and plan pricing, and fold that into the strategy. Marketing is a lens on the whole business, so I bring you the competitive picture and help you decide where to push, which markets and routes to grow, and how to position against the national brands and the local guys.
Speed-to-lead, a CSR script that sells the plan instead of quoting a one-time price, and missed-call text-back. In pest, the difference between a 30% and a 55% booking rate, and between a one-time job and a recurring customer, is almost always intake, not more spend. It's usually the fastest win in the first 60 days.
An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for pest control.
Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.
