Pest control searches are mixed. Some people want a technician today, some want to know how to deal with ants themselves, some are looking for a job in the industry, and some are curious about a pest you do not treat. If your Google Ads keywords are too broad, you pay for all of them. The search terms report shows what people actually typed before they saw your ad, and this guide explains how I use it for a pest control account, what to look for and how to turn it into better targeting.
It supports my page on Google Ads for pest control companies. I am Bharat Rajput, a freelance Google Ads specialist with 6+ years of experience in SEO and Google Ads, working remotely from Bhopal, India. Google’s rules are linked to its Help pages. Steps marked as mine are my working method.
Search terms and keywords are different things
Per Google Ads Help, a search term is the word or words a person types into Google, and a keyword is what an advertiser adds to an ad group to target the right audience. The search terms report shows the searches that triggered your ads and how they performed. Google also says it can help you discover new ideas for ads and landing page content.
Google adds that, depending on your keyword match types, the search terms listed may be different from your keyword list. That is the whole point: your keyword is “pest control”, but the search might be “how to get rid of wasps in loft” or “pest control jobs near me”. The report shows the gap.
Where to find it
In your account, select Campaigns, then Search terms under Insights and reports. The report lists terms used by a significant number of people that triggered impressions and clicks. Google notes some low-volume terms are left out for data privacy reasons, so it is a guide and not a full record.
Google also explains that you can view the same information across the account or for specific campaigns through the Report editor, but that you cannot add keywords or negative keywords directly from the report when viewing it that way. So expect to copy terms into the negative list separately.
Two columns I always add
- Keyword. Shows which of your keywords matched the search. Google’s example is a broad match keyword “flowers” triggering ads for “red roses” and “purple orchids” that the seller does not stock. For pest control, a broad “pest control” keyword may bring searches about pests you do not treat.
- Match type. Shows how closely the search related to your keyword, so you can see which match types work for which searches.
The Keyword column is not shown by default. Google says to open the columns menu, choose Attributes, tick Keyword and apply.
How match types appear in the report
Google’s page uses a “purple flowers” example. A search for “free purple flowers” shows as a phrase match for a keyword that contains the words, and “pink flowers” shows as a broad match because it is a variation. Google also says close variants can include singular and plural forms, acronyms and stem words, such as floor and flooring. It also notes that a match type in the report may not equal the one you chose for the keyword, because broader keywords can match searches in narrower ways. The lesson: judge the search term, not just the label.
What I look for in a pest control account
This is my own method:
- Service intent versus DIY. Searches that show someone wants a company, versus searches about doing it themselves. DIY terms can become negative keywords if the data shows they do not turn into enquiries.
- Pests or property types you do not handle. These should be excluded or kept out of ad text.
- Job and training searches. These are never customers.
- Terms that produce enquiries. Give these their own ad group, matching ad text and a matching section on the landing page.
- Location mismatch. Searches that name a place you do not serve are worth excluding.
A step-by-step review routine
- Open the report for the last few weeks and add the Keyword and Match type columns.
- Sort by cost, so the most expensive terms are checked first.
- Mark each term as keep, exclude or watch. Do not exclude on one click.
- Add the exclusions as negative keywords at the right level, using phrase or exact match where a broad negative could block good searches. Remember that negative keywords do not match close variants, so add plurals and synonyms.
- Copy good converting terms into a tighter ad group.
- Write down what you changed and the date, so the next review can see what moved.
A worked example
This is a made-up example, not a result. Say the report shows a search for “wasp nest removal” with several clicks and two calls, and another for “pest control course” with several clicks and none. The first term deserves its own ad group and a landing page section about wasp nests, if that is a service you offer. The second should be a negative keyword. Neither decision needs a guess, because the report shows both.
How often to review
There is no magic schedule. I review more often in the first weeks of a campaign, when most wasted terms appear, then less often once the list settles. Seasonal pest activity can bring new search terms, so a periodic review still pays off.
Common mistakes
- Never opening the report after launch.
- Excluding a term after one or two clicks.
- Blocking a word that also appears in good searches.
- Forgetting that negatives do not cover plurals or close variants.
- Judging performance from clicks instead of calls and booked jobs.
Turning search terms into landing page content
The report is also a writing guide. If many people search for a specific pest or situation, the page they land on should mention it clearly, with a plain description of what you do about it and how to contact you. If the term is for a pest you do not treat, do not write a page for it. Say what you do offer and exclude the rest. Google itself says the report can give ideas for ad and landing page content, and this is the practical use of that.
Questions to ask before changing the account
- Which pests and property types does the company actually want?
- Which areas does it serve, and are they set correctly in the campaign?
- Does it want one-off call-outs, repeat contracts or both? The search terms for each can be different.
- Who answers the phone and when?
Limits
This work reduces waste and improves targeting. It does not guarantee lead volume or cost, and I do not promise either. If you want me to review your search terms, see my pest control Google Ads page, message me on WhatsApp at +91 7987119702 or email [email protected].
Frequently asked questions
How is a search term different from a keyword?
A keyword is a targeting term you add to the campaign. A search term is what someone actually typed. Review the search term and the service it suggests, rather than judging only the keyword or match-type label.
Should I exclude a pest control search after one click?
Not just because it failed to produce a lead once. Separate clearly irrelevant searches, such as jobs or services you do not offer, from relevant terms that need more evidence. Check cost, genuine enquiries and booked work before blocking useful traffic.
Does the search terms report show every search?
No. Google omits some low-volume searches for privacy. Use the report alongside call logs and conversion data, not as a complete record of every query.
How often should a pest control company review search terms?
Review more often during launch and when seasonal demand changes, then use a steady routine once targeting settles. There is no fixed schedule that fits every account; prioritise expensive or clearly irrelevant terms.