How a Long-Term Paid Search Strategy Doubled Revenue for this Pest Control Company

Our client is a regional leader in a fiercely competitive industry. To help them cut through the noise, we provided six years of methodical, compounding growth through a stellar paid search program.

The Challenge: A Competitive Market, a Stalled Budget, & a Client Worried About the Future

When Gemini Agency first partnered with this regional pest control company on paid search, the program had a structural problem hiding beneath the surface. CPLs were climbing in an increasingly crowded market, and despite having the budget to spend, the campaigns simply weren’t spending it. Dollars were sitting on the table while competitors ran circles around them in the auction.

The timing made it worse. Coming out of COVID, the client was navigating real uncertainty about whether the surge in home services demand would hold. The question wasn’t just how to grow. It was how to protect what they’d built while laying the groundwork for what came next.

The Solution: Granular Control Over Bidding, Market by Market, Dollar by Dollar

Gemini Agency’s first move was to dismantle the client’s portfolio bidding structure entirely, shifting to individual campaign bidding to establish per-market target CPA control. Meaning, some markets were more competitive and more expensive than others. So, we rebuilt the campaigns market-by-market and invested the budget where it was actually driving growth.

1. Removed Portfolio Bidding for Per-Market Target Cost Per Acquisition (CPA) Control

By shifting to individual campaign bidding, we could see exactly which markets were naturally more expensive to compete in and adjust bids accordingly, rather than letting the algorithm average everything into mediocrity.

2. Identified Expensive Markets & Adjusted Bids to Compete

Some markets required higher bids to be competitive at all. With portfolio bidding, those markets were quietly losing auctions. With granular control, we could invest where it mattered and pull back where it didn’t.

3. Unlocked Full Budget Spend, Then Earned More Budget Year Over Year

Once the structure was in place, the budget started flowing. And as performance proved itself year after year, the client’s confidence grew alongside it. What started as a fixed budget became an expanding one, with the client approving increased investment each successive year based on the results Gemini Agency was delivering.

4. Years of Compounding Search Term Optimization

The bidding structure opened the door. But it was sustained, disciplined search term work—refined over years—that drove non-brand conversion rates to 15%. This isn’t a tactic; it’s a practice.

Target CPA control combined with years of search term discipline is what turned a structurally broken campaign into a 15% non-brand conversion rate. Neither ingredient works without the other.

The Results: Industry-Doubling Growth & Twelve Months of Consecutive Revenue Gains

The results sustained over six years, that difference adds up to something significant:

Ready to Build a Paid Search Program That Compounds Over Time?

Great paid search isn’t a one-time fix. It’s years of smart structure, disciplined refinement, and trust between agency and client. Let’s start building yours.