From 1-2 enquiries a month to a booked-out schedule.
PestGone is a Brisbane pest control business servicing a 30-50km radius. When they came to LINK Marketing they were winning 1-2 enquiries a month online. Within the engagement, that became 25-30 quality leads a month, with around 80% converting to booked jobs once contacted.
25-30
leads per month, up from 1-2
PestGone Pest Control
25-30
enquiries per month, up from 1-2
~80%
of contacted leads convert to jobs
$180-$500
cost per booked job by service type
Where it started.
Pest control in Brisbane is one of the most contested local service markets in the country. National franchises and aggregators dominate the broad terms, and PestGone's generic campaigns were competing head-on for the most expensive clicks with the least specific intent.
The website compounded the problem: one general services page trying to rank for everything, thin internal linking, and landing pages that gave a ready-to-book visitor no compelling reason to choose PestGone over the four other tabs they had open.
The framework, applied.
Strategy first, conversion second, growth last. The order is the method.
Strategy.
The keyword research surfaced the real opportunity: not the broad 'pest control Brisbane' auction, but the niches with high intent and manageable competition. End-of-lease treatments, cockroaches, silverfish, carpet moths. Each had genuine search volume, clear commercial intent, and competitors ignoring them.
The positioning followed the same logic. Instead of another generalist, PestGone became the specialist for the jobs people search for by name, within a defined 30-50km service radius that kept travel costs commercially sensible.
Conversion.
Site architecture was rebuilt around the niches: a dedicated, fully-written page per treatment type instead of one catch-all list. Internal linking was fixed so authority flowed to the pages that close jobs.
Landing pages were rebuilt for people in problem mode: the pest named up front, the treatment explained, the price anchored, and a call button that follows you down the page. When your kitchen has cockroaches, you call the company that clearly deals with cockroaches.
Growth.
The Google Ads account was restructured from scratch around the niche keyword sets, with campaign-level budgets matched to job value. Refinement ran continuously: search-term audits, negative keywords, ad copy tests.
SEO content creation targeted the same niches, so paid learnings fed organic pages and the cost of a lead kept falling as rankings rose. Organic traction is now compounding on top of the paid foundation.
What changed.
Monthly enquiries grew from 1-2 to 25-30.
Cost per booked job held between $180 and $500 depending on service type.
Around 80% of leads convert once contacted, because the marketing pre-sells the specialism.
Organic rankings continue to climb on the niche terms, reducing reliance on paid spend.
Next: Continued optimisation and deeper organic coverage of the niche treatment terms.
Results follow the framework.
Different industries, same sequence: strategy, conversion, growth. Apply for a strategy session and see what the framework finds in your market.