Performance Max Campaign Strategy for Pest Control Franchise

This document is a case study detailing the implementation of a Performance Max (PMax) campaign strategy by Ignite Visibility for a multi-location pest control franchise. The primary objective was to enhance paid media performance while addressing seasonal demand fluctuations. The strategy focused on full-funnel engagement, precise geo-targeting, and demand capture. Key campaign goals included demonstrating measurable year-over-year performance improvement, outperforming similar locations, and improving lead volume and cost per lead. The results indicated a 150% increase in click-through rate and a 21% decrease in cost per lead, showcasing significant efficiency gains. Additionally, the use of various tools such as call tracking and geo-mapping contributed to improved lead attribution and audience analysis. The case study emphasizes the effectiveness of combining native Google features with external tools to achieve scalable growth across multiple service areas.