Pest control is well suited to Google Ads. Nobody browses for a pest controller for fun; they search because they have heard scratching in the loft, found a wasp nest by the back door or been bitten in a hotel bed. The intent is high and the need is urgent. The difficulty is that the same searches also attract people who want to deal with it themselves, so a good account spends as much effort filtering as it does attracting.
Demand is real, and growing
Freedom of Information data gathered by Direct Line found UK council pest control teams attended 291,132 properties in 2024, roughly one visit every two minutes, up 3% on 2023 and 9% on 2022. Bed bug cases recorded by councils rose 35%, from 11,028 in 2022 to 14,882 in 2024. Many councils now charge for treatments or have reduced their service, which sends more householders to private firms, and to Google.
What pest control jobs are worth
| Treatment | Typical UK price (2026) |
|---|---|
| Wasp nest removal | £80 to £200 per nest |
| Rats (treatment plan) | £150 to £300 |
| Mice (treatment plan) | £120 to £300 |
| Bed bugs, chemical, per room | £350 to £550 |
| Bed bugs, whole property | £700 to £2,000 |
| Cockroaches | £100 to £280 |
| Bird control and proofing | £150 to £500+ |
Source: Fantastic Services pest control cost guides (updated September 2026). London and the South East typically 20 to 30% higher.
The spread matters for bidding. A wasp nest is a quick, low-value job; a bed bug treatment or a commercial contract is worth many times more. Your campaigns should reflect that.
Campaigns by pest
| Campaign | Example keywords | Season |
|---|---|---|
| Wasps | wasp nest removal [town], wasp exterminator near me | Peaks mid-summer to early autumn |
| Rodents | rat pest control [town], mice removal, rats in loft | Rises in autumn and winter as rodents move indoors |
| Bed bugs | bed bug treatment [town], bed bug exterminator | Year-round; high value |
| Insects | cockroach exterminator, flea treatment, ant control | Varies; fleas often late summer |
| Commercial | commercial pest control, restaurant pest control contract | Year-round; contracts |
Separate campaigns let you move budget with the seasons: lift wasps in July, rodents from October, and keep bed bugs and commercial running all year.
The negatives that save pest control budgets
- DIY products: poison, bait, traps, spray, powder, "how to get rid of", Amazon, B&Q, Screwfix, Wilko.
- Free council services: free, council (unless you want to target people whose council charges).
- Jobs and training: pest control jobs, course, RSPH training, apprenticeship.
- Information only: what does a bed bug look like, are wasps dangerous (move these to a separate, cheap campaign if you want them).
- Animals you do not handle: foxes, badgers, squirrels if not offered.
Ads that set expectations
Example: wasps
Wasp Nest Removal in Leicester | Same-Day Visits | Fixed Price From £85
Qualified technicians. Nest treated in one visit. Call now for today's slots.
Example: bed bugs
Bed Bug Treatment in Leicester | Discreet Unmarked Vans | Survey & Treatment Plan
Chemical and heat options. Hotels, landlords and homes.
Illustrative copy. Use your real prices and services.
Discretion matters in pest control. Many customers, especially with bed bugs or rodents in food businesses, do not want a branded van outside. If you offer unmarked vehicles, say so.
Commercial contracts: the profitable end
Food businesses, care homes, letting agents and warehouses often need regular inspections and documented pest management. A commercial campaign on Google, with a page explaining your contract options, reporting and response times, brings fewer leads but much higher lifetime value. Judge it on contracts won and their annual value, not cost per lead.
Budget and an example month
Illustrative example, not a benchmark.
At an average job value of around £200 for rodents, that leaves a healthy margin, and repeat visits in a treatment plan improve it further.
Local Services Ads for pest control
Pest control is one of the categories Google offers for Local Services Ads in many areas, where you pay per lead and appear above normal ads. See our guide to Local Services Ads for pest control.
See how we run Google Ads for pest control companies.
Frequently asked questions
Do Google Ads work for pest control companies?
Yes. People search when they have a problem, so intent is high. Results depend on separating campaigns by pest, blocking DIY product searches and tracking calls back to keywords.
What negative keywords should pest control companies use?
Block DIY products (poison, traps, spray, Amazon, B&Q), free council services, jobs and training, information-only searches and animals you do not handle.
How much is a pest control job worth?
2026 UK price guides put wasp nest removal at £80 to £200, rat treatment plans at £150 to £300 and bed bug treatments at £350 to £550 per room, rising for whole properties.
When do pest control searches peak?
Wasp searches peak in mid-summer to early autumn; rodent searches rise in autumn and winter. Bed bugs and commercial work run all year.
Related guides
Sources
- Fantastic Services, pest control cost guides (updated September 2026)
- Hello Rayo / Direct Line FOI data: council pest call-outs in 2024 (April 2025)
Want more pest control jobs from Google?
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