6× the leads at 40% lower cost per lead
Ratokil provides professional pest-control services to homeowners and businesses across Belgium — from rodents and insects to urgent infestations. The demand is intent-driven and time-sensitive: when people have a pest problem, they search for a fix and want a fast response. That makes Google Ads the right channel to be present at the exact moment of need — as long as every euro of budget chases ready-to-buy searches.
The challenge
Ratokil, a Belgian pest-control company, needed far more qualified leads from Google Ads without inflating cost per lead as it grew. Spend was rising faster than results, wasted clicks were eating budget, and the account wasn't structured around the high-intent, local, emergency searches that actually convert.
- Grow qualified lead volume across Belgium
- Lower cost per lead while scaling spend
- Capture high-intent, emergency pest searches efficiently
- Cut wasted clicks and tighten conversion tracking
Our strategy
Account restructure
Rebuilt campaigns around service- and location-based intent so every euro of budget chased ready-to-buy, high-intent searches instead of broad, generic traffic.
Deliberate scaling
Grew budget in controlled steps as efficiency improved — expanding reach only where the numbers justified it, so volume and cost per lead moved in the right direction together.
Search-term & CPC control
Continuous negative-keyword hygiene and bid discipline stripped out junk clicks and drove cost per click steadily down.
Conversion tracking
Tightened conversion tracking and landing paths so optimization was guided by lead quality, not just raw click or lead counts.
The result
This was a scale story, not only an efficiency one: we grew lead volume roughly 6× (+531%) while cutting cost per lead 40% and cost per click 54% — expanding budget at the same time. All figures are the last 90 days vs the prior 90.
Key takeaways
For emergency services, intent and speed beat broad reach — spend should follow ready-to-buy queries.
Scaling and efficiency aren't opposites: with tight controls you can grow volume and cut cost per lead at once.
Negative-keyword and bid discipline compounds — small, consistent cleanups drove the 54% drop in cost per click.
Optimize for lead quality, not just lead count, to keep scaling profitably.
Tools & stack
Increase sales without wasting ad spend
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