Aptive 879 Account

The "aptive pest control" ad group alone generated 1,109 conversions at $16.78 per call. That's 95% of all account conversions from a single ad group targeting one competitor brand. Hawx in the "Branded" campaign also performed decently at $33.74 CPA (6 conv). EcoShield and Massey were marginal to worthless.

Three Aptive-branded keywords ("aptive pest control" Broad, "aptive environmental" Broad, "aptive" Exact) generated 1,035 of the 1,165 total conversions (89%) at an average CPA of $16.93. The Exact match "aptive" at $15.15 CPA was the most efficient keyword in the entire account.

"aptive pest control phone number" at $15.12 CPA, "aptive phone number" at $12.56, and "call aptive" at $8.23 — these are the cheapest conversions in the entire account. People literally searching for how to call a pest company = guaranteed calls. This pattern applies across ALL competitor brands.

The Terminix account was 100% mobile. Aptive is 97.3%. Desktop produced 9 conversions at $50.33 CPA — not terrible but not worth targeting. This confirms: pest control pay-per-call is a MOBILE-ONLY play. All campaigns we build should use mobile bid adjustments of +20% and desktop adjustments of -50% minimum.

7-9 AM MST is the golden window — 440 conversions (38% of total) in just 3 hours. The pattern matches Terminix perfectly: people wake up, see bugs, panic-call. By 4 PM, conversion volume drops 80%. Ad scheduling should front-load budget 5 AM - 12 PM with bid adjustments of +30% for 7-9 AM.

Unlike the Terminix account (which had "Website traffic" as PRIMARY, inflating numbers), this account correctly has "Website traffic" set to NOT primary. All 3 primary goals are phone call actions — "Calls from ads", "Website Calls (Admediary)", and "10 Min - Call From Ads". The 10-minute qualifier is smart — it filters out accidental dials.

The top-performing headline uses {KeyWord:Phone Number} — dynamically inserting the search term. Combined with {LOCATION(State)} for geo relevance, this creates hyper-specific ads for every search. The "GOOD" labeled headlines are all action-oriented ("Contact Us", "24/7 Support", "Residential Pest Control") while the "LEARNING" ones are more salesy/promotional. The data shows Google prefers direct, informational headlines over aggressive sales copy.

They've correctly excluded "cancellation", "customer service", "customer portal", "customer support", and "bug spray" — these are existing-customer service queries that waste budget. However, there are MISSING negatives that should be added: jobs, careers, hiring, salary, login, pay bill, reviews, complaints, bbb, reddit, diy, home remedy, spray, bait, trap, near me free.

Aptive CPA: $18.73 vs Terminix CPA: $45.16 — BUT the Terminix numbers are inflated because "Website traffic" page views were set as a primary conversion. If we strip those out, Terminix's real phone-call CPA is probably closer to $60-80. Aptive's conversion tracking is clean, so $18.73 is the real number. Both accounts confirm the same truth: branded competitor conquesting dominates, generic fails, and mobile is everything.

1. Branded competitor conquesting = THE strategy. Aptive, Terminix, Orkin, Hawx, EcoShield, Moxie — target them all by name.

2. "Phone number" and "call" terms = cheapest calls. $8-$15 CPA on terms like "call aptive", "terminix phone number", etc.

3. Generic pest terms = money pit. "Pest control near me", "cockroach exterminator" — zero to 2 conversions across both accounts. Do NOT invest here until branded is maxed out.

4. Mobile only. 97-100% of all conversions. Desktop is noise.

5. Morning scheduling. 5-10 AM = 60%+ of all calls. Front-load budget here.

6. April-August = money season. We're entering it RIGHT NOW.

7. Clean conversion tracking is critical. Aptive's clean setup showed real $18.73 CPA. Terminix's inflated setup makes data unreliable. Our new campaigns MUST have clean phone-call-only conversions.