L'Exterminateur en Ligne · Pest control · Paid search · 2026
How L'Exterminateur en Ligne grew revenue 2.4× and made every dollar work harder
Pest control is an emergency category: demand spikes, competitors bid hard, and the customer buys within minutes. Over twelve months this account went from 3.27× to 5.51× return while more than doubling its conversions.
5.51×
return on ad spend
up from 3.27× year over year
The results, up top — every number is in the strip below
5.51×
return on ad spend
up from 3.27×
+116%
tracked conversions
1,089 → 2,357
CA$265k
tracked revenue
up from CA$110,583
+42%
budget
CA$33,799 → CA$48,143
−36%
cost per conversion
efficiency, not just volume
01 — The challenge
An emergency category with no room for wasted clicks.
L'Exterminateur en Ligne sells pest-control treatment across Quebec, where the buying decision is made under stress and usually resolved the same day. The account was already profitable at 3.27× return, which is often where growth stalls: good enough that nobody wants to touch it.
The problem was mix. Seasonal pest demand swings violently by species and by month, and a single flat account structure spends the same way in a bed-bug panic as it does in an off-season week of idle research traffic.
“Our business is people panicking at ten at night. I never needed clever marketing, I needed to be there at the exact second someone decides they cannot live with this any longer — and to stop paying for everyone who was just curious.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
Urgency cuts both ways in a paid account. It makes the good clicks extremely valuable and the merely curious ones extremely expensive, so the discipline is in what you refuse to bid on.
02 — Our approach
Bid on urgency, not on interest.
We rebuilt the account around intent rather than around services. Emergency, same-day and named-pest searches were separated from research and price-comparison traffic, so the urgent segment could be bid aggressively while the curious segment was capped or excluded entirely.
Then we followed the season. Pest demand is not one curve, it is several overlapping ones, and budget was moved between species and regions weekly as the volume actually arrived instead of on a plan written in January.
Finally we made the conversion path match the panic. Copy answered the question the searcher was actually asking — can you come today, what does it cost — and the fastest route to a booked treatment was the most prominent thing on the page. That is where most of the ROAS lift came from, not from bids.
03 — What we did
Segment by urgency, follow the season, shorten the path.
Three moves, all of them about matching money to the moment demand appears.
Intent segmentation
Emergency traffic and research traffic stopped sharing a budget
Same-day and named-pest searches were separated from advice and price-comparison queries, so urgency could be bid hard while curiosity was capped. In this category that single split does more than any bid adjustment.
Drop Google Ads campaign table
Seasonality management
Budget moved weekly, with the pests
Pest demand is several overlapping seasonal curves, not one. Budget followed the volume as it arrived — by species and by region — instead of following a plan written months earlier.
Drop monthly spend vs revenue chart
Conversion path
Answered the two questions a panicking customer asks
Can you come today, and what will it cost. Copy and landing experience were rewritten around those two, with the shortest possible route to a booked treatment. Most of the return lift came from here.
Drop landing page / ad copy view
Waste control
Aggressive negatives in a high-CPC auction
Continuous search-term review with negative lists for DIY, identification and job-seeker queries. When clicks are expensive, what you refuse to buy matters as much as what you bid.
Drop search terms report
The stack we ran it on
Google Ads
Paid search
GA4
Analytics
Google Tag Manager
Tracking
Call tracking
Tracking
Meta Ads Manager
Paid social
Google Business Profile
Local
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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