Challenge: Reach new audiences with a well-​rounded pest control ad campaign

Jacob Flaten, a media consultant from Sparklight Advertising, is a multiple-​time Sell Smarter! award winner. Since 2021, Flaten has closed more than $230,000 in ad sales using AdMall. For this story, Flaten needed to create a well-​rounded pest control ad campaign for a local business that wanted to get the word out about their company.

“[The company] is a pest control service for both residential and commercial properties,” said Flaten. “[Their new owner] is a second-​generation business owner looking to expand on his father’s legacy by increasing the reach of [the company] within this market and other outlying markets.”

“Their two main challenges have been to expand [awareness of their presence] to new customers outside of word-​of-​mouth referral as well as expand into the MN Lakes region to reach lake homeowners.”

Solution: Turn to AdMall’s Sales Tools

Being a veteran of closing sales with AdMall, Flaten knew that he could craft a well-​rounded pest-​control ad campaign using the tools he had at hand.

“Admall was able to provide demographic data on the specific regions we were looking to target as well as provide insights on which ad platforms we should use,” said Flaten.

“[I used] data from the [demographic, AudienceSCAN, and Digital Audit reports…to create a well-​rounded pest control ad campaign consisting of] addressable targeted display ads, ads on social media and local cable TV ads.”

Result: A new client already seeing positive results

According to Flaten, after creating his well-​rounded pest-​control ad campaign, the client agreed to a $10,000 seasonal campaign and plans to transition to becoming a year-​round client in the future. Additionally, they have already seen three times as much website traffic since agreeing to his deal.

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 15th year, this in-​depth analysis of over 17,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Pest Control Services

Pest control services help clients remove insects, animals and other pests from buildings and outdoor areas. Service arrangements vary from a single call to ongoing monthly visits. Types of pests commonly eradicated include termites, cockroaches, squirrels, rats, mice, or bats. Outdoors, pest control companies may spray for mosquito control. Pest control professionals use a combination of pesticides and programs called pest control management to rid areas of undesirable insects and animals. Most pest control professionals have limited technical school education or other training to certify their expertise in pesticide application.

Some franchising has occurred in the industry. Large and small companies must also compete with do-​it-​yourself homeowners who may purchase insecticides and manage their own pest control problems.

Demand for pest control is expected to grow faster than average as consumers continue to shift household growth to the southern and western regions. There is also projected high demand for professionals who can manage pests without using harmful pesticides.

The pest control industry generates approximately $24.2 billion in total revenue and includes approximately 33,400 businesses.