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AI tools like ChatGPT are changing how your customers search—and that means you need to change how you market. If you’re still running your Google Ads campaigns based on call volume alone or relying on a site that hasn’t been touched in years, this is your wake-up call. Here's how to get ahead in 2025 using smarter ad strategy and a digital foundation that works with AI instead of fighting against it.
Stop Paying for Junk Leads: Track Revenue, Not Just Calls
Let’s say you’re getting 100 calls a month from Google Ads. Great, right? But then you listen to those calls and realize only 30 are from potential new customers. The rest? Solicitors, billing questions, repeat clients… all paid for with your ad budget.
If you’re only tracking call volume, your ad campaigns might look like they’re working when in reality, they’re draining money. You’re not trying to get more calls—you’re trying to get more jobs.
The solution: Optimize for actual revenue. Tools like Google’s Target ROAS (Return on Ad Spend) let you tell Google which calls turn into money, and then it can work smarter to send you more of those.
And yeah—setting this up takes the right system. That’s where tools like SearchKings’ Call Intelligence platform come in. It scores your calls so your ads are optimized for quality, not just quantity. The result? More of the calls that pay you, and less budget wasted on tire-kickers.
AI Is Now Your Front Desk: Be the Answer, Not Just a Link
Customers aren’t just Googling anymore. They’re asking ChatGPT, Bing Copilot, Gemini—tools that don’t show a list of websites, but give direct answers. So if someone searches “how to get rid of carpenter ants,” they might never even see the search results—unless you are the answer.
That means your online presence needs to be readable by machines, not just humans. Here’s what to focus on:
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Clear, structured service pages
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Helpful FAQs with real keywords and answers
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Strong calls to action (not just “contact us” buttons)
Google’s latest ad format, AI Max for Search, now pulls content directly from your website to create smarter ads. If your site’s weak, unclear, or outdated, Google’s AI can’t do much with it. But if your content is tight, structured, and service-focused? You’re miles ahead of your competitors.
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Your Google Business Profile Still Matters (A Lot)
Don’t sleep on your Google Business Profile (formerly Google My Business). This is how you show up in Maps, local packs, and voice searches.
To stay visible, make sure your profile:
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Has the right business hours, categories, and service areas
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Gets consistent, real reviews
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Matches your info across Bing, Yelp, Facebook, Apple Maps, and everywhere else your customers might search
In a world where AI is doing the searching for your customers, these signals matter more than ever.
Final Word: Be Smarter Than the Algorithm
Here’s the bottom line: Pest control companies that are growing in 2025 aren’t the ones shouting the loudest—they’re the ones being the most relevant.
They’re not just chasing leads. They’re chasing quality leads. They’re investing in better websites, tracking real revenue, and positioning their business as the clear answer for both people and AI tools.
If your ads aren’t dialed in, your website still says “Welcome to our homepage,” or you’re hoping AI won’t affect you—now’s the time to rethink that. Because your next customer might not be searching Google anymore.
They might be asking AI. And your business needs to be the one it recommends.
Ready to Go All In?
If you’re not already trained and certified, enroll in the Avitrol Certification Program Master Class to learn exactly how to sell, quote, and execute school jobs with complete confidence.
