Complete analysis of Google Ads account 670-143-6454 (Terminix Calls) — every campaign, keyword, search term, ad copy, geo target, device split, hourly pattern, conversion action, negative keyword, budget, and landing page URL.
The Terminix Calls account tells the REAL story. This is where $8.6K was spent generating 191 phone call conversions across 17 campaigns — but with massive concentration risk.
Only 1 campaign is currently ENABLED. 16 are paused. The data reveals clear winners and losers.
| Campaign | Status | Strategy | Budget/Day | Spend | Clicks | Impr | CTR | Conv | CPA |
|---|---|---|---|---|---|---|---|---|---|
| Pest Control - Zip 1 - Terminix AUG 2024 | ENABLED | Target Spend | $200 | $5,228 | 1,700 | 20,043 | 8.5% | 110.5 | $47.31 |
| Zip 1 - Terminix - Product Aware - Branded - RSA | PAUSED | Max Conv | $75 | $1,861 | 690 | 10,876 | 6.3% | 63 | $29.54 |
| Zip 2 - Terminix - Product Aware - Branded - RSA | PAUSED | Max Conv | $75 | $729 | 284 | 2,036 | 13.9% | 12.5 | $58.30 |
| Zip 1 - Non Branded - Problem Aware - Animals | PAUSED | Max Conv | $75 | $277 | 97 | 1,065 | 9.1% | 5 | $55.47 |
| HemonX - C2C - Problem Aware - Rodents | PAUSED | Target Spend | $75 | $203 | 25 | 389 | 6.4% | 0 | N/A |
| Zip 2 - Terminix AUG 2024 | PAUSED | Target Spend | $75 | $200 | 64 | 3,670 | 1.7% | 0 | N/A |
| Zip 1 - Ehrlich - Branded - RSA - Phase 2 | PAUSED | Max Conv | $75 | $162 | 38 | 573 | 6.6% | 1 | $161.73 |
| HemonX - RSA - Problem Aware - Termites | PAUSED | Target Spend | $75 | $141 | 82 | 446 | 18.4% | 0 | N/A |
| HemonX - C2C - Termites - Terminix | PAUSED | Target Spend | $75 | $166 | 17 | 426 | 4.0% | 0 | N/A |
| HemonX - RSA - Problem Aware - Rodents | PAUSED | Target Spend | $75 | $100 | 11 | 280 | 3.9% | 0 | N/A |
| AdMediary-Pest-Broad - Zip 1-16k | PAUSED | Max Conv | $75 | $64 | 52 | 405 | 12.8% | 0 | N/A |
| Ad-Mediary-Termites-New (Zip 1-16k) | PAUSED | Max Conv | $75 | $37 | 6 | 25 | 24% | 0 | N/A |
| Ad-mediary-Termites | PAUSED | Max Conv | $75 | $21 | 5 | 17 | 29.4% | 0 | N/A |
| 25/03 - C2C - Broad (Terminix) | PAUSED | Max Conv | $75 | $0 | 0 | 0 | — | 0 | N/A |
| Pest Control - Zip 2 - Ehrlich | PAUSED | Max Conv | $75 | $0 | 0 | 0 | — | 0 | N/A |
| Zip 1 - Non Branded - Problem Aware - Cockroaches | PAUSED | Max Conv | $75 | $0 | 0 | 0 | — | 0 | N/A |
| Zip 1 - Aptive - Branded - RSA | PAUSED | Max Conv | $75 | $0 | 0 | 0 | — | 0 | N/A |
| TOTAL | $8,625 | 2,939 | 39,186 | 7.5% | 191 | $45.16 |
Inside the winning campaign, the ad group structure reveals exactly where conversions come from.
| Ad Group | Campaign | Spend | Clicks | CTR | Conv | CPA |
|---|---|---|---|---|---|---|
| Ad group 1 (Branded Conquesting) | Zip 1 Terminix AUG | $3,557 | 1,370 | 12.1% | 101.5 | $35.04 |
| Broad Campaign | Zip 1 Terminix AUG | $1,350 | 255 | 3.5% | 7 | $192.85 |
| terminix & renokil | Zip 1 Branded RSA | $993 | 280 | 3.7% | 50 | $19.86 |
| CockRoaches | Zip 1 Terminix AUG | $322 | 75 | 4.9% | 2 | $160.87 |
| Animal | Non Branded Animals | $261 | 93 | 9.9% | 4 | $65.31 |
| aptive pest control | Zip 2 Branded RSA | $250 | 100 | 16.7% | 5.5 | $45.53 |
| terminix & renokil | Zip 2 Branded RSA | $224 | 86 | 9.1% | 5 | $44.80 |
| How to get rid of rats | Rodents C2C | $183 | 24 | 6.8% | 0 | N/A |
The actual searches people typed that led to phone calls. This is gold for building our new campaigns.
| Search Term | Campaign | Spend | Clicks | Conv | CPA |
|---|---|---|---|---|---|
| terminix | Zip 1 Branded RSA | $554 | 140 | 25 | $22.16 |
| orkin pest control | Zip 1 Terminix AUG | $362 | 134 | 14 | $25.84 |
| aptive pest control | Zip 1 Terminix AUG | $301 | 95 | 12 | $25.05 |
| orkin | Zip 1 Terminix AUG | $339 | 154 | 12 | $28.26 |
| terminix (Zip 1 AUG) | Zip 1 Terminix AUG | $135 | 44 | 5 | $26.92 |
| terminix pest control (Zip 2) | Zip 2 Branded RSA | $106 | 33 | 5 | $21.22 |
| aptive environmental | Zip 1 Terminix AUG | $251 | 90 | 3 | $83.72 |
| moxie pest control | Zip 1 Terminix AUG | $115 | 58 | 4 | $28.69 |
| ehrlich pest control | Zip 1 Branded RSA | $94 | 34 | 4 | $23.46 |
| aptive pest control | Zip 2 Branded RSA | $74 | 32 | 3 | $24.66 |
| Search Term | Campaign | Spend | Clicks |
|---|---|---|---|
| orkin pest control (Broad Campaign) | Zip 1 Terminix AUG | $78 | 12 |
| aptive pest control (Zip 1 Branded) | Zip 1 Branded RSA | $61 | 41 |
| ehrlich pest control (Ehrlich Phase 2) | Zip 1 Ehrlich RSA | $53 | 17 |
Active keywords, their match types, and performance. The Terminix account uses heavily branded competitor terms.
| Keyword | Match | Ad Group | Spend | Clicks | Conv | CPA |
|---|---|---|---|---|---|---|
| pest control near me | BROAD | Broad Campaign | $610 | 111 | 2 | $305.17 |
| orkin pest control | BROAD | Ad group 1 | $540 | 188 | 17 | $31.77 |
| terminix | BROAD | terminix & renokil | $525 | 133 | 11 | $47.72 |
| orkin | BROAD | Ad group 1 | $494 | 201 | 19 | $26.00 |
| aptive pest control | BROAD | Ad group 1 | $401 | 143 | 8 | $50.17 |
| aptive environmental | BROAD | Ad group 1 | $356 | 117 | 3 | $118.74 |
| moxie pest control | BROAD | Ad group 1 | $281 | 110 | 10 | $28.13 |
What counts as a conversion in this account — critical for understanding what we're optimizing toward.
PRIMARY WEBSITE_CALL
Tracks when someone clicks a phone number on the landing page. This is the main conversion type — people see the ad, land on the page, and tap the phone number.
PRIMARY AD_CALL
Tracks direct calls from the ad itself (call extensions). Users tap the phone icon directly in the search results without visiting the landing page.
PRIMARY WEBPAGE
Page view conversion — tracking website visits. This inflates conversion counts. Should NOT be primary for a pay-per-call model.
Existing negative keywords on the main campaign (Zip 1 Terminix AUG). This is how they're preventing wasted spend.
All final URLs used across ads in this account. Multiple domains and paths in use.
PRIMARY homesavingsgurus.com/pestcontrol/ — Main landing page (described as "subpar" in docs)
PRIMARY homesavingsgurus.com/pest_gmb/ — GMB variant of the landing page
NEW pestawayexperts.com/cockroaches — Cockroach-specific page (new domain)
NEW pestawayexperts.com/bedbugs — Bedbug-specific page (new domain)
NEW pestawayexperts.com/ants — Ant-specific page (new domain)
MISC homesavingsgurus.com/pest-control-c2c/ — C2C variant
MISC homesavingsgurus.com/pest-control-animals/ — Animals variant
MISC homesavingsgurus.com/terminix-pest-control/ — Terminix-branded variant
MISC homesavingsgurus.com/pest-control-termites-c2c/ — Termites variant
247-pest-control.melleka.app and pest-away-experts.melleka.app will replace ALL of these once we're ready to launch.Exact headlines and descriptions used across the winning ads. Performance labels show what Google considers effective.
RSA with 12 headlines and 4 descriptions
GOOD {KeyWord:Phone Number}
GOOD Pest Control Services
GOOD {LOCATION(State)} Pest Control
GOOD 24/7 Pest Control Support
LEARNING Expert pest control
LEARNING Safe pest removal
LEARNING Cheap Pest Control Near You
LEARNING Bug-free home guaranteed
LEARNING Call Now For A Free Inspection
LEARNING Terminix Pest Control Solution
LEARNING Expert Pest Control
PENDING Stop Pests Before They Spread
GOOD Affordable Pest Control in your area. Call now to Speak to a Specialist for Same Day Appointments!
GOOD Expert Pest Removal. Treatments. Swift Response. Budget Friendly. Contact Us for a Free Home Evaluation.
LEARNING Get instant relief from pests with our expert team. Same-day service available. Call now for a free estimate
LEARNING Protect your home with trusted pest control experts. Safe, fast, and effective solutions for every pest.
Where the phone calls are coming from. Geo targets are zip-code-level (16,000+ zip codes in "Zip 1" group).
| State (Geo ID) | Spend | Clicks | Conv | CPA |
|---|---|---|---|---|
| State 21168 | $567 | 198 | 26 | $21.82 |
| State 21147 | $641 | 225 | 15 | $42.71 |
| State 21155 | $426 | 138 | 11 | $38.75 |
| State 21164 | $476 | 170 | 8.5 | $56.03 |
| State 21171 | $401 | 133 | 9 | $44.56 |
| State 21167 | $372 | 79 | 2 | $185.81 |
| State 21137 | $318 | 94 | 1 | $318.07 |
How spending has fluctuated over time. This reveals seasonality and budget patterns.
Spend: $3,247
Clicks: 1,216
Conversions: 107
CPA: $30.35
Spend: $841
Clicks: 326
Conversions: 0
CPA: N/A
When calls happen throughout the day (timezone: America/Phoenix = MST, no daylight saving).
Conversion Distribution by Hour
What we should do with all this intelligence when building campaigns in the new account (740-288-5454).
The data is crystal clear: branded competitor terms (Terminix, Orkin, Aptive, Moxie, Ehrlich, Hawx, Ecoshield, Fox) produce $20-30 CPA. Generic terms produce $150-300+ CPA. Build the new account with competitor conquesting as Campaign 1.
Rodent campaigns: $303 spent, 0 conversions. Termite campaigns: $365 spent, 0 conversions. Animal campaigns: $277 spent, 5 conversions at $55 CPA. Stick to cockroaches, bedbugs, and ants — the proven pest types.
Remove "Website traffic" as a primary conversion goal. Only phone calls should be primary. This will let Google's algorithm actually optimize for what matters — calls, not page views.
50%+ of conversions happen 6-10 AM MST. Set ad scheduling to increase bids 20-30% during 6 AM - 12 PM and decrease bids 30-50% during 3 PM - midnight.
Add jobs, careers, hiring, salary, login, reviews, complaints, cancel, DIY, home remedy, spray, bait, trap, stock, lawsuit, commercial as negatives from day 1. Also negative any pest types we don't service (termites, rodents, snakes, wildlife).
Some states produce $21 CPA, others produce $318 CPA. Use Kaliper data to identify best-performing zip codes and either exclude or bid-adjust the losers. Start tight, expand later.
The Terminix Calls account proves the model works. Branded competitor conquesting at $20-30 CPA for phone calls is excellent for pay-per-call. The key failures were: generic keywords ($300+ CPA), rodent/termite campaigns (0 conversions), and the Broad Campaign ad group ($192 CPA). Everything else is actionable signal.
What we still need:
Pest Control — Terminix Calls Account Deep Dive
Prepared by Melleka Marketing AI Strategist