Key highlights:
- 83% of homeowners start their search for a pest control provider online, and AI tools like ChatGPT now shape which operations they find.
- 69% of homeowners expect a response within 24 hours. Missing that window often means losing the booking.
- 87% of homeowners won't consider a pest control operation with a rating below 4 stars, up from 64% in late 2024.
- 66% of homeowners visit a website with the intention of booking a service. What they find determines whether they follow through.
- 81% of pest control operators don't know which marketing channels are driving results.
- The biggest growth opportunity in pest control right now: closing the gap between what homeowners expect online and how your business actually shows up.
The way homeowners find, evaluate, and hire pest control operators has changed. Scorpion surveyed 2,000 homeowners and nearly 1,000 pest control operators, marketers, and executives to identify where expectations and reality diverge and how to bridge the gap to maximize revenue. The result is Scorpion’s 2026 State of Pest Control Marketing Report.
Where Are Homeowners Searching For Pest Control In 2026?
83% of homeowners start their search for a pest control provider online, but where they search and what they trust is changing quickly. AI tools like ChatGPT now influence search visibility just as much, if not more, than traditional search platforms that PCOs have relied on for years.
The challenge is that most operators are not prepared. 80% are unsure how to show up in AI-driven search, and many struggle to stand out even on platforms they already use.
If your business is not visible across AI search, review platforms, and traditional search results, you are missing out on potential customers.
The 2026 State of Pest Control Marketing Report breaks down:
Where homeowners are searching (it’s not just Google anymore)
Which search platforms homeowners trust most
How to improve search visibility for your business
How Fast Do Homeowners Expect A Pest Control Response?
Response speed directly impacts whether you win or lose the customer. 69% of homeowners expect a response within 24 hours. And, 83% of pest control operators say after-hours communication is a challenge.
This gap leads to lost revenue. Every missed call or delayed response is a missed treatment and missed revenue.
How Many Reviews Does A Pest Control Company Need To Win Bookings?
Today, 87% of homeowners will not consider a pest control operation with a rating below 4 stars, up significantly from 64% in late 2024. That kind of dramatic increase in just over a year should get every PCO's attention.
Collecting reviews consistently remains one of the top challenges operators report, with 43% calling it a major struggle. Yet the operations that solve this problem consistently win more bookings. The report details exactly what a consistent review strategy looks like and what it delivers in return.
What Makes a Pest Control Website Convert?
66% of homeowners visit a website with the intention of booking a service, making your website a key driver of booked treatments.
But what they see determines whether they move forward. Authentic content builds trust and helps homeowners choose you with confidence. Pest control operations investing in real photos and video content are seeing stronger year-over-year lead growth.
The report includes the specific numbers behind these findings, so you can benchmark your own website experience against what homeowners say actually influences them to book.
Why Are Pest Control Operators Losing Leads They Don't Know About?
One of the clearest findings is the disconnect between what operators focus on and what homeowners actually care about. That gap shows up in:
- Missed leads
- Lower booking rates
- Wasted marketing spend
81% of PCOs do not know which marketing channels are driving results. The operations that are pulling ahead have found a way to connect their marketing data and act on it consistently. The full report provides benchmarks across key marketing performance categories, generational breakdowns, and channel-level insights to help you allocate your budget effectively.
How Do The Top-Performing Pest Control Operators Win More Bookings?
Homeowners are making faster decisions, checking more sources, and choosing the pest control operation that is easiest to reach and appears most trustworthy online.
If your business isn't showing up everywhere homeowners are searching, responding quickly, and building credibility through online reviews and authentic content, you’re missing out on customers and revenue.
The PCOs that will see the most success are those who align their marketing with how homeowners actually choose who to hire. If you want more booked treatments, stronger recurring services, and fuller routes, you need clear insight into what homeowners expect and how your business can meet and exceed those expectations.
FAQ
How do homeowners find pest control operations in 2026?
83% start their search online. AI tools like ChatGPT now influence which businesses appear alongside traditional search results, meaning your operation needs visibility beyond Google.
What response time do homeowners expect from pest control operations?
69% of homeowners expect a response within 24 hours. Businesses that can't meet that threshold consistently lose bookings to competitors who can.
How many stars does a pest control operation need to win new customers?
87% of homeowners won't consider a company with a rating below 4 stars. That number was 64% just over a year ago.
Why do pest control operations struggle to grow revenue from marketing?
81% of operators don't know which marketing channels are actually driving results. Without that data, marketing spend goes to the wrong places and growth stalls.
Download The 2026 State of Pest Control Marketing Report to get the data, insights, and practical steps you can take to grow your revenue in 2026.
