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Local Service Ads for Wildlife Removal Are GONE (For Now…)

by | Jun 14, 2024

Note: This blog post was originally published as an email on the LeadSquirrel Newsletter. To stay at the forefront of marketing news and updates for Pest Control & Wildlife Removal, click here to subscribe (it’s free, weekly, and we only send pest control & wildlife removal marketing information. Hey there, It’s not often Google gives […]

Note: This blog post was originally published as an email on the LeadSquirrel Newsletter. To stay at the forefront of marketing news and updates for Pest Control & Wildlife Removal, click here to subscribe (it’s free, weekly, and we only send pest control & wildlife removal marketing information.

Hey there,

It’s not often Google gives me a reason to write two newsletter emails in one week, but here we are…

Google kicked “wildlife removal” out of Local Service Ads.

Many of our marketing clients rely on Local Service Ads (also referred to as LSAs or Google Guarantee) to bring leads in via their “Wildlife Removal” job type. Yesterday, a surprise from Google was delivered to the inboxes of everyone who uses that job type.

That surprise?

Google is doing away with the Wildlife Removal job type, effective immediately. LSA users will no long receive wildlife calls.

They say it’s because they’ve recognized a difference in licensing between Pest Control & Wildlife Removal companies. My guess is that pest control companies who were not appropriately trained or licensed to handle sensitive wildlife species (my best guess? Maternal bats or vector species) were causing Google a liability.

So What Now?

Despite this being a short-term blow for wildlife removal companies who use Local Service Ads by way of a pest control license, this is actually great news for the industry as a whole. Better accountability for the big pest control companies. Better predictability from those running LSAs for pest control. And most importantly…

Google is Giving Wildlife Removal Its Own Category!

It’s only taken 15 years.

Google finally is recognizing the difference between Pest Control and Wildlife Services and not just irresponsibly lumping wildlife removal in as a subcategory of pest control.

The two industries couldn’t be more different, despite their close relationships with one another. It’s about time a data platform as large as Google recognizes this.

Our Google rep didn’t give us a timeline, but simply said “this year” for when we can expect the Wildlife Removal subcategory for Local Service Ads.

One Big Thing to Look Out For

With LSA out of the picture for wildlife leads across the board (this change affected EVERYONE), deep-pocketed advertisers are going to flock back to traditional PPC to gather in-market wildlife leads.

If you are running PPC for wildlife removal terms, watch your ad spend over the next 14 days.

There is a strong likelihood that CPCs will rise for wildlife removal related search terms. If you’re running Google Ads and bidding on terms like “wildlife removal company near me” or “bat removal company near me,” your costs will likely go up as the competition as a whole places more priority on PPC to generate leads.

In Conclusion

LSA going away is a short term blow with excellent long-term benefits for the industry. Better accountability. Better reporting. Better licensing. These are all good things. I wish they didn’t have to come at the expense of losing an ad platform entirely (even if it is temporary).

You’ll see an update from me when LSAs for Wildlife Removal companies are back!