36%
increase in monthly Google conversions, first half of 2025
White Knight Pest Control serves homeowners across Texas, with its customer base concentrated in Houston and Austin. It is a seasonal business, busiest from late spring through early fall, with 923 customer reviews to manage and a Facebook page of 853 followers that had never been used to sell anything. The company wanted leads, and it wanted to know which channel produced them.
Google Search ran from June 4 to October 7 2019 with two campaigns, a $60 a day lead campaign and a smaller one for the bark style service, sending people to a BusySeed built lead form that asked which pest they were dealing with. Facebook ran lead generation, page likes and website clicks tests in parallel so the two channels could be compared honestly. Snapchat geofilters ran for recruitment, and the team monitored and answered reviews.
Source: White Knight Pest Control 2019 Digital Strategy Review, January 13 2020; Google Ads, Facebook Ads Manager and Typeform exports.
50% higher
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