Quarterly plan signups up 71% in eight months
A local pest company outranked two national franchises for the searches that fill quarterly-plan routes.
The situation
Shield's one-time treatments were profitable but the business model needed recurring quarterly plans, and every plan-intent search in Knox County went to national franchises.
The problem
Franchise competitors dominated both ads and organic with domain authority Shield couldn't match head-on. But their content was national boilerplate — nothing local, nothing specific.
The work
Local-specific content
Pest pressure content by season and neighborhood — the local specificity franchises can't produce.
LSA + Ads split
LSA for emergency intent, search ads for plan intent, budget rebalanced monthly.
Plan-first site
Rebuilt offers around quarterly protection, not one-off sprays.
The results
Quarterly plan signups rose 71% comparing the first eight months to the prior eight, per CRM records. Blended cost per lead came in 52% under the franchise benchmark and the core keyword holds #1 in the map pack.
The franchises outspend us ten to one. They don't outrank us anymore.
