We have an in-house, custom taxonomy of keywords, ad copy and extensions that was built from acquiring the best data from all of our previous Pest Control Ads campaigns. We implemented these with an extra emphasis on the South Florida market and locations. Geo-targeting each area with keywords and bids made our ads stand out in places where we could find a gap between the major competitors. Our copy also emphasized the local and family-oriented aspect of the company to reach customers on a more personal level. Once the search ads were running, we decided to incorporate Display and Retargeting Ads to further increase brand awareness and remind previous visitors to the website to reconnect with the business.