The Situation
Rollins, Inc. is a holding company which wholly owns many well-known national and regional pest control brands such as Orkin, Northwest Exterminating, Western Pest, and others. An uptick in competition had made it increasingly difficult for the Western Pest to drive new customer leads at the company’s CPL target. The need was immediate, as peak season was quickly approaching, and Western Pest was behind its lead volume target for the year
The Solution
In order for Western Pest to drive Fusion75 proposed a solution that included the following:
An audit of the paid search account
A complete restructure of the paid search account
Implementation of keyword-level call tracking
The Outcomes
Western Pest’s lead volume increased 140% year-over-year while CPL decreased by 3%.
Rollins is now better-equipped to control Western Pest’s paid search spend in different geographic markets
