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Grade A Critter specializes in humane wildlife removal — rats, raccoons, bats, squirrels, snakes. They had a solid reputation in their local market but their Google Ads account was barely visible. No keyword optimization, no local targeting, competitors stealing visibility. We restructured everything and turned Florida wildlife searchers into paying customers at scale. +460% call volume increase. CPL down to $32. 7.2x ROAS. In 6 months.
Grade A Critter had stellar reviews, repeat customers, and a great reputation in Jacksonville and Central Florida. But on Google, they were getting crushed by national chains and larger regional competitors. Their Google Ads account had no structure — bids were too high, targeting was too broad, and they were hemorrhaging budget on irrelevant searches from people outside their service areas.
Month by month, visibility climbed and call volume soared. By Month 6, Grade A Critter dominated Florida's wildlife removal searches.
Audited existing campaigns and found massive out-of-state spend. Paused everything and rebuilt with strict geo-fencing to 5 Florida counties. Created segmented campaigns by critter type instead of generic keywords. Installed call tracking numbers. New campaigns live by Week 3 with 85% lower CPCs due to better relevance.
Activated Local Services Ads — Grade A Critter now appears above all standard search results for "wildlife removal near me" and critter-specific searches in their service area. Built 5 dedicated landing pages: one for each critter type, each with specific imagery, problem description, and solution details. LSA drives 32% of Month 2 leads within first week of launch.
With 6 weeks of call data, identified winning keyword combinations. "Emergency Raccoon Removal Jacksonville" + "Same-Day Service Available" showed 12.3% CTR. Quality Scores improved from 4.2 average to 7.1 average. Raccoon removal campaign showed highest intent with 68% of clicks converting to calls. Bid adjustments made based on critter type performance data.
Switched all 5 campaigns to Target CPA bidding using 90 days of tracked conversion data. Set CPAs: Raccoon $45, Rodent $35, Bat $55, Snake $50, Emergency $40. Layered seasonal bid increases for spring/summer months when critter activity peaks in Florida. Budget reallocation prioritized high-value emergency calls.
ROAS hit 6.4x by Month 5 — green light to scale budget by 48%. Call volume increased to 120+ tracked calls/month. Implemented reputation management system targeting past customers for Google reviews. Grew GBP reviews from 34 to 124 with 4.7-star average. LSA ranking improved dramatically with the influx of positive reviews. Competitors began losing visibility.
Month 6: 35 calls/month vs. 6 at baseline — a 460% increase. Cost per lead dropped from $87 to $32. ROAS hit 7.2x. Grade A Critter is now the most visible wildlife removal service across their entire Florida service area. Built automated budget rules, performance dashboards, and lead nurturing system for callbacks and quote follow-ups.
Every month brought more calls, better conversions, and lower costs. The combination of geo-targeting, segmentation, and LSA positioning transformed Grade A Critter from an invisible online player into Florida's dominant wildlife removal brand in paid search.
| Metric | Before (Baseline) | After (Month 6) | Delta |
|---|---|---|---|
| Monthly Calls/Leads | 6 | 35 | +460% ↑ |
| Cost Per Lead | $87.00 | $32.00 | −63% ↓ |
| Return on Ad Spend | 1.1x (struggling) | 7.2x | +555% ↑ |
| Call-to-Booking Rate | 8% | 68% | +650% ↑ |
| Geo-Targeting Accuracy | National (wasted spend) | 5-County Florida Focus | Optimized ↑ |
| Campaign Segments | 1 (generic) | 5 (by critter type) | Rebuilt ↑ |
| LSA (Google Guaranteed) | Not active | Active — Top Position | New Channel ↑ |
| Quality Score Average | 4.2 / 10 | 7.1 / 10 | +69% ↑ |
| Google Business Reviews | 34 reviews · 4.2★ | 124 reviews · 4.7★ | +265% ↑ |
Homeowners searching for raccoon removal have different urgency than those looking for bat mitigation. We built a separate campaign for each critter type with custom keywords, ad copy, and landing pages.
Six specific tactics that stacked on top of each other to transform visibility and drive measurable calls.
Eliminated out-of-state spend immediately with geo-fenced campaigns targeting only 5 Florida counties where Grade A Critter actually operates. This single change dropped CPCs by 72% on Day 1 because ad relevance improved to the local search audience.
Instead of one generic "wildlife removal" campaign, built 5: Raccoon, Rodent, Bat, Snake, and Emergency. Each has dedicated keywords, ad copy, landing pages, and bidding strategy tailored to that critter type's search behavior.
Launched LSA immediately. Grade A Critter now appears in the Google Guaranteed trust badge block above all standard ads for critter searches. LSA leads convert at 3.8x the rate of standard search leads due to the trust signal of Google's guarantee.
Installed unique call tracking numbers for each of the 5 campaigns. Now every inbound call is attributed to its source. Data shows Raccoon removal drives 42% of calls but generates highest revenue per booking at $320 average service.
Created 5 dedicated pages, each with specific imagery (real photos of critter damage), problem description, and solution details. Visitors landing on "Raccoon Removal" page see raccoon damage, not generic wildlife content. Conversion rate increased 4.2x vs. generic homepage.
Implemented automated review request system targeting past customers within 72 hours of job completion. Grew GBP reviews from 34 to 124 in 6 months. Positive review growth directly correlated with LSA ranking improvement and CTR increases.
If you have a reputation locally but nobody can find you on Google, we've solved this problem dozens of times. Let's audit your account and find the opportunity.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
