The challenge

Mid year of 2025, BlueSky Pest Control approached us for a deep dive into their Google Ads account. Their campaigns had performed well for years, which is exactly why they kept investing more and more budget without challenging the setup.

The audit revealed several pain points:

• rising CPCs of over $200 per click
• Performance Max cannibalizing existing campaigns
• dozens of micro-campaigns with only 2 to 3 conversions each

Google’s algorithm simply didn’t have enough data to work with.

The challenge was clear. More conversions at a lower CPA through a smarter and more efficient campaign structure.

BlueSky Pest Control is a leading pest control company in the U.S., known for its high-quality services and strong regional presence. Their marketing team came to us with one goal: make their ad spend work harder.

The situation before

How we shifted budget from ‘safe’ to top campaigns

The main pest control campaigns received most of the budget, even though other campaigns showed stronger performance. High CPCs of over $200 per click were common, while Performance Max was cannibalizing traffic from Search.

The account structure consisted of dozens of micro-campaigns with only a few conversions each. This made it difficult for the algorithm to learn and optimize effectively.

For BlueSky Pest Control, generating qualified leads at a healthy CPA is essential. Because of the fragmented structure and unreliable data, it was unclear how efficiently the ad spend was being used and where the real opportunities for growth were.

Our approach

1. Simplified and restructured the campaigns
   We merged smaller campaigns to give Google’s algorithm more data to work with. This helped improve targeting, increase conversions, and lower the cost per action.
2. Paused Performance Max for better control
   We noticed that Performance Max was reducing the visibility of strong search campaigns. By pausing it, we gained full control over ads, pages, and bids: leading to better conversion rates and lower costs.
3. Set a max CPC using portfolio bidding
   To stop overpaying for clicks that didn’t convert, we added a max cost-per-click within a shared bid strategy. Combined with ‘Maximize conversions’, this made the budget work harder.
4. Reallocated budget to what worked best
   The pest control campaign had the biggest budget, but the termite campaign was clearly performing better. After discussing this with the company, we shifted the spend and quickly saw better results.
5. Tried broad match keywords, with success
   By testing broad match for the pest control campaign, we saw a 114% increase in conversions and a 32% boost in ROAS.

The results

1. Since restructuring the campaigns and improving data quality, conversions increased by 114%.
2. By focusing on efficiency and smarter budget allocation, CPA dropped by 47%.
3. With better targeting and a clearer strategy, ROAS grew by 32%.

The pest control campaign remains profitable, but it’s no longer the star of the account. The budget now works where it delivers the most impact.