Pest control demand follows the calendar. A marketing plan that moves with it spends more when calls are easy to win and uses quiet months to build contracts. Here is a plan for a UK pest control business.
Spring: prepare and warm up
Pests: ants, the first wasps, moths, birds nesting, moles.
- Refresh every pest page and add this year's prices.
- Check call tracking and forms.
- Launch ant and moth ad groups.
- Email and text past customers before wasp season.
- Ask for reviews from winter rodent jobs while they are recent.
Summer: wasps and volume
Pests: wasps, hornets, ants, flies, fleas, bed bugs after travel.
- Highest domestic ad budget of the year, mostly on wasp nest removal.
- Advertise a fixed price for a wasp nest if you have one.
- Run call-only ads on mobile.
- Extend hours if you can. Wasp calls come in the evening when people are in the garden.
- Add Local Services Ads if you have not already.
Autumn: rodents move in
Pests: rats, mice, squirrels, cluster flies, spiders.
- Move budget from wasps to rats and mice.
- Promote proofing as well as treatment.
- Contact letting agents and landlords before winter.
- Start commercial outreach: restaurants and food businesses plan contracts for the new year.
Winter: rodents and contracts
Pests: rats, mice, squirrels in lofts, bed bugs.
- Keep rodent ads strong.
- Put time into commercial sales: quotes, site surveys, follow-ups.
- Update your commercial page with new sectors and reviews.
- Plan next year's budget from this year's numbers.
All year
- Bed bugs and cockroaches are not seasonal. Keep those ad groups on.
- Commercial search ads at a steady budget.
- A Google Business Profile post each month about the pest in season.
- A review request after every job.
Setting the budget
Take last year's jobs by month. Put ad spend where calls were highest and where you had capacity. Hold back a small reserve for a busy wasp year.
What to measure each month
- Calls and forms by pest
- Cost per lead by pest
- Jobs booked and average value
- Contracts won and their yearly value
- Missed calls
Common questions
When should I start wasp advertising? Have campaigns ready in late spring and raise budgets as calls arrive.
How do I fill quiet months? Commercial contracts, proofing work and annual plans for households.
Related guides
- Best Advertising for Pest Control: Five Channels Compared
- Local Services Ads for Pest Control
- How to Get More Pest Control Customers
- Google Ads vs Meta Ads: Which Is Better for a Local Service Business?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on Google Ads for pest control companies for how we work.