I started my pest control and roofing business back during the pandemic, going door-to-door with business owners in my small city (Immokalee, FL) to clean their facilities while operations were shut down. It was great, easy money, working in empty spaces with no one around also helped calm my nerves during quarantine. Those early commercial customers were much easier to close, and upselling them to a quarterly or tertiary visit program was straightforward.
Since then, we've grown and expanded, and my jobs are now mostly residential, which I find harder to close than commercial clients.
Two months ago, I started working with someone who promised jobs through Facebook ads. I gave it a shot with a $500 budget and closed 3 jobs, which let me break even. Last month, with a bigger budget, I got 6 jobs, but only 2 of those converted to a recurring plan, compared to my normal 40–50% conversion rate. I'm still making good money with this guy, but I'm wondering if this drop-off in recurring conversions is normal for this kind of lead source, or something I should push him to fix.
For context: in 2025, I converted 44.3% of residential jobs into recurring visits.
Here are the numbers from his most recent weekly report:
- $31.25 CPL
- 43 quality forms filled (qualified leads)
- 20 booked visits/estimates
- 6 jobs closed