Pest Control Marketing that Delivers Measurable Growth.
PCOs know that the right partnership evolves as their business changes. They need an agency that understands ever-changing consumer habits in the pest control space. Pest control companies don’t need more marketing, they need results that drive growth.
That’s why Shane West of West Termite, Pest & Lawn partnered with Rock City Digital back in 2019. What followed was an ongoing partnership that resulted in year-over-year growth for his business. At Rock City Digital, we build proactive, relationship-driven strategies that adapt, scale, and consistently turn marketing into measurable revenue for pest control companies.
33x
ROAS generated for West’s Joplin location increased in 2025 generating $33 in revenue for every $1 spent.
79%
Increase in leads. Year-over-year revenue for 2025 grew 10% with no increase in ad spend.
3,210
About West Termite, Pest & Lawn
West Termite Pest & Lawn is a multigenerational, family-owned and operated pest control company with the mission of providing top-quality pest management services to customers in Arkansas, Oklahoma, and Missouri. They were founded in Northwest Arkansas in 2003 and quickly expanded into the Arkansas River Valley and Central Arkansas. Now, 23 years later, they service Eastern Oklahoma and Southwest Missouri offering their signature customer-focused, transparent, and efficient service always offering a free estimate with a local technician, giving homeowners peace of mind.
Partnership History
When West first started working with Rock City Digital, they wanted a more personalized experience with an agency that truly understood the local market and the pest control industry. Second-generation owner Shane West was looking for a consistent point of contact who would align marketing services to business growth goals. As a pest control operator, it was important for him to partner with an agency that had deep knowledge of pest control seasonality and would market those accordingly. As a family business, West Termite, Pest & Lawn knew it was crucial to find the right agency that understood the legacy weight of multi-generational ownership.
Best of Pest Plan
Marketing Services Included:
- Website design + hosting
- SEO: technical + local
- Google Ads
- Meta Ads
- Full-service organic social media management + content creation
Early Partnership Milestones
2019
- New website launched before spring busy season
- By September, 18% of new customers came from Rock City Digital managed marketing channels
2020
- Mid January showed 140% growth in sales when compared to January 2019
- By May, West hit 5x ROI
- Year closed with Lawn recording a profit for the first time
- Overall 10% growth
2021
- Successful SEO launch of newly-designed website
- Hiring challenges emerged with expansion of locations + influx of new customers
- Year closed with revenue growth of $2 million
Challenges Before Rock City Digital
High CPL
- West saw high CPLs for pest services and an over-reliance on platforms & tools
- Competition with national brands drove up costs in highly competitive areas like Little Rock and Tulsa
Lower Visibility
- newly-acquired locations saw lower visibility in the Map Pack
- expanded markets underperformed as service areas grew
Inconsistent Performance
- Big seasonality swings led to inconsistent results
- Gains and losses were very susceptible to external forces, like staff turnover and weather
- Marketing focused on urgent needs rather than LTV
The Results: More Leads and More Revenue.
Building momentum that matters.
Through an ongoing, expert-led Social Media, SEO, PPC partnership, West saw a 63% increase in conversions, 61% more calls, a 104% lift in organic conversion rate, and rankings climb from the mid-20s to page one—all while lowering ad costs. Additionally, with social media brand and trust support, company cancels dropped which saved them over $1million. At Rock City Digital, we build proactive, relationship-driven strategies that adapt, scale, and consistently turn marketing into measurable revenue for pest control operators.
50% CPL reduction for search ads
Targeting early-intent delivered lower CPL when searchers were ready to buy. To lower the cost-per-lead, we restructured Google Search Ads to capture a larger volume of searchers at various points in their customer journey.
2.5x more leads in high-value locations
More calls coming from the cities and services that drive revenue for your business. We delivered 2.5x more conversions in Bartlesville, OK with a 57% improvement in cost-per-conversion. Lower CPL and improved efficiency at the local level, that’s a win.
3x more leads in high-value services
Identifiying where lawn would be an effective hook to bundled services, PPC generated more leads at a lower cost. Adusting the timing of lawn ads, targeting select markets, and positioning lawn care services as an effective solution to specific pest issues, like army worms, the number of lawn care leads increased +211% in 2025 with only a sllight increase in budget.
+40% increase phone calls from Google Business Profile
Increased visibility in map searches led directly to more inbound calls from homeowners actively looking for pest control. SEO improvements pushed average rankings from page 4–5 into the low 20s, dramatically expanding local visibility across Arkansas, Oklahoma, and Missouri.
“Rock City Digital is a great company. We’ve had 10% growth nearly every year we’ve worked together. This year, we were able to save fuel costs every month and focus on company cancels.”
Shane West
Owner | West Termite, Pest & Lawn
