Solution Cimex · Pest control — bed bugs · Google Ads — Search · 2026
How Solution Cimex turned emergency searches into 387 calls
Bed bugs are not a considered purchase. The account was rebuilt around that one fact — and calls from ads went from 48 a year to 387.
8×
calls direct from ads
48 → 387 over matched months
The results, up top — every number is in the strip below
8×
calls direct from ads
48 → 387, matched months
+113%
form enquiries
75 → 160 over twelve matched months
414
ad calls, current year
across the full twelve months
CA$25,850
spend managed
up from CA$12,290, into a tighter query set
CA$62
cost per ad call
down from CA$248 the prior year
01 — The challenge
An emergency service being marketed like a scheduled one.
Bed bug work is the most urgent job in pest control. The customer has not slept, wants someone in the apartment tonight, and will call whoever answers first. Nothing about that behaviour rewards a considered, form-led funnel.
The Google Ads account was nonetheless set up like a normal service account: modest call tracking, a form as the primary action, and budget spread across general pest searches where the intent — and the price of the job — is far lower. Eleven matched months earlier the account produced 48 calls straight from its ads.
“In this business the customer is awake at two in the morning and will hire whoever picks up the phone. Once the ads were built around getting that call instead of collecting a form, everything about our week changed.”
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.
Category behaviour has to drive account structure. An urgent service optimised for form fills is a slow service losing to whoever answers.
02 — Our approach
Build for the two a.m. phone call.
First, the call had to be measurable. Call conversions were configured for ads, site numbers and click-to-call, tracked separately so we could see which route the urgent customer actually used — and it was overwhelmingly the ad itself.
Second, the query set was narrowed to bed bugs and the searches that surround a real infestation, and pulled away from general pest terms that carry lower intent and lower job values. That is why growing spend did not dilute results: the extra budget went into a tighter set of searches, not a wider one.
Third, copy and extensions were rewritten to promise the only two things that matter at that moment — speed and discretion — with the phone number as the primary action and forms demoted to a fallback.
Fourth, scheduling and geography were tightened so the account bid hardest when a technician could genuinely be dispatched, and did not pay for calls that would be answered too late to win the job.
03 — What we did
Track the call, narrow the query, promise speed, bid when you can dispatch.
Everything follows from taking the urgency of the category literally.
Call measurement
Tracked ad calls, site calls and click-to-call separately
Splitting the call types showed that urgent customers overwhelmingly call from the ad itself, which changed where the budget and the copy needed to point.
Recreated Google Ads conversion actions view
Query focus
Narrowed to bed bugs and away from general pest terms
Higher-intent, higher-value searches absorbed the additional budget. Growing spend into a tighter query set is why cost per call held while volume multiplied.
Recreated Google Ads search terms view
Urgent copy
Promised speed and discretion, with the phone first
Ads led with response time and discreet service and pushed the call ahead of the form, because in an infestation the form is a slower competitor.
Ad copy and call extensions
Dispatch-aware bidding
Bid hardest when a technician could actually go
Schedule and geography were aligned to real dispatch capacity, so the account stopped buying calls it could not service in time to win.
Calls by hour and region
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
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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