Case Study: Cape Cod Mosquito Squad
From Local Favorite to the Name to Beat
Nearly double the leads (+83%), 6% more customers, a close rate that climbed from 29% to 58%, and 16x more leads from Meta, all in one season.
Cape Cod Mosquito Squad had a growth goal for the season, and staying at the top in a crowded, seasonal market takes more than a good reputation. Then every channel started working together, and the leads nearly doubled in a single season.
Cape Cod Mosquito Squad grew customers 6% year over year and nearly doubled their leads, up 83%. The close rate climbed all season, from 29% in April to 58% by August, and July alone saw new customers climb 209%.
The plan was simple: get the brand in front of every Cape Cod homeowner already looking for help, and make sure that the second someone showed interest, everything downstream was ready to turn it into a booked job.
+6%
More customers, year over year
+83%
More leads, year over year
58%
Peak close rate
The Industry & The Client
Pest control is a seasonal, intensely local business. Demand spikes in the warm months, when mosquitoes and ticks push homeowners to act fast, and most companies live or die on being the name people already trust in their town. Word of mouth and repeat seasonal customers carry a lot of the weight, which makes it hard to grow past a certain point without showing up everywhere a homeowner looks.
Cape Cod Mosquito Squad is a well-established pest control company serving Cape Cod, Massachusetts, known for barrier sprays, misting systems, and seasonal mosquito and tick control. They had earned a strong local reputation over the years. Their goal was to keep growing customers season over season while staying the clear local leader in a crowded market.
The Challenge
Cape Cod Mosquito Squad is part of a national franchise with an established brand, and we worked within the parent company’s playbook to grow everything around it. Word of mouth had carried them a long way, but in a crowded, seasonal market it could only carry them so far.
To keep growing, they needed to be impossible to miss wherever a Cape Cod homeowner looked for help: searching on Google, checking the map, scrolling the feed, opening the inbox.
The Approach
Freitag Marketing took the whole engine in house. One team built a single strategy around Cape Cod Mosquito Squad’s growth goals and ran every channel that touches a customer, coordinated so each piece set up the next. Six services:
Website
Conversion-first landing and location pages that turn clicks into calls.
Paid Media (Google + Meta)
High-intent search and lead generation that scale the demand.
SEO & Local Search
Rankings and a Google Business Profile that compound for free.
Social Media Management
An organic presence that builds trust and amplifies reach.
Email & Segmentation
The layer that turns leads into repeat, retained customer.
The Work, Channel by Channel
Website
What we did
Paid media and search can drive all the traffic in the world, but it only counts if it lands somewhere built to convert. The main website was managed by the parent company, so instead of waiting on approvals for every change, we built the landing pages on a separate platform we could fully control. That let us tweak copy, swap images, and tune forms in hours, not weeks: conversion-first pages for the ads, location pages for the towns across Cape Cod, wired straight into call tracking.
Better pages meant the same ad budget turned more visitors into booked jobs.
Paid Media
What we did
The challenge was not that people did not know Cape Cod Mosquito Squad. It was staying top of mind for the moment a bite or a bug pushed a homeowner to act. So we split the job. Meta and Performance Max built the awareness, keeping the brand in front of homeowners across Cape Cod so the name felt familiar before a problem hit. Then, when the problem hit and they searched on Google, we were right there ready to convert them.
Meta’s cost per lead dropped sharply while volume climbed, and Search caught the demand at the moment of intent. More of the right people, for less.
The Results, Year Over Year
- +1,556% impressions
- +628% clicks
- +22% Google leads
- 10.17% search conversion rate (+16% year over year)
- 16x more Meta leads year over year (+1,600%)
- 87% lower cost per lead, year over year
SEO
What we did
Every ad and post puts the brand in front of someone, and a lot of those people later head to Google to look it up. SEO and the Google Business Profile make sure they find Cape Cod Mosquito Squad waiting at the top of the map, ready to earn the call.
We moved a long list of local searches up the rankings across the towns the company serves, many onto the first page and into the top three, and tuned the Profile to turn map views into directions, clicks, and calls. It is the cheapest, stickiest growth there is, and it compounds every month.
The Results, Year Over Year
- +106% Google Business Profile interactions
- +134% direction requests
- +114% website clicks from the Profile
- +69% calls from the Profile
Social Media
What we did
Here is what almost every new customer does before booking: they tap over to Facebook or Instagram to make sure you are the real deal. So the presence they find has to look active and feel local. Our job was the content: seasonal tips homeowners actually use, a look at the team behind the truck, posts built to be saved and shared.
Paid distribution then pushed that content out across the Cape, which is why reach climbed so sharply this season, and the organic craft is what made people stop, visit the profile, and click through once it reached them. This is where the leads that search and ads send all land, and where a name becomes a business people trust.
The Results, Year Over Year
- +89% Facebook reach
- +220% Instagram reach
- +131% Instagram link clicks
Email & Segmentation
What we did
A pest control customer comes back every summer, so email is how Cape Cod Mosquito Squad keeps that relationship warm year round. The trick was relevance: we segmented the list by who each customer was and what they needed, then timed the message to the season itself, ticks heating up, mosquitoes peaking, the first cold snap.
A lead who never booked, a loyal customer from last year, someone mid-contract, each one got a message that fit exactly where they were. When new service packages launched, email was also how we cross-sold them to existing customers, turning one-service relationships into multi-service ones.
The Takeaway
The leads nearly doubled this season, but the number is not the point. What made it happen is that no channel was working alone.
Look at what actually moved. Customers up, leads up 83%, and a close rate that climbed from 29% to 58% over the season: more people found Cape Cod Mosquito Squad, and a far higher share of them booked. The peak stretch became the strongest of the year, drawing far more new customers at a lower cost than the season before. That is the signature of a business getting bigger and healthier at the same time.
And a healthy season does not stop when the weather cools. Cape Cod Mosquito Squad heads into next season with a stronger brand, a warmer list, and an audience that already knows the name, so it starts with momentum instead of from scratch.
None of it came from one big swing. It happened because every piece pulled in the same direction and clicked into place: the brand, the pages, the ads, the search presence, the social, the email, one team making them work as a single engine. That is what full service is supposed to do.
If your business is strong locally but seasonal swings or a single-product reputation are holding you back, we can help. Let’s talk.
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