The Industry Is Not Slowing Down, but Demand Is Being Filtered

One of the most common questions pest and lawn business owners are asking right now is, "Why does it feel harder to get leads if demand is still there?"

The benchmark data shows that demand is still strong, but customers are making decisions earlier and faster. In many cases, they are doing this without clicking through to multiple websites.

Search engines now answer questions directly. Google Business Profiles, Local Service Ads, reviews, and AI-generated summaries are doing much of the decision-making before a customer ever visits a site.

What this reveals about the industry is that success is shifting from who gets the most traffic to who earns trust first. Businesses that rely only on rankings or ad visibility, without reinforcing credibility, are being quietly filtered out.

Organic Search Is No Longer About Traffic, It's About Intent

Another common question business owners are asking is why website traffic is down while calls and leads remain steady or even improve. Not only is this the new normal, but it is also becoming the industry standard: organic traffic is trending downward, yet organic leads are increasing for stronger performers. This reflects a major behavioral shift. Customers are clicking less, but when they do take action, they are more ready to convert.

Homeowners are calling directly from AI Overviews, Google Business Profiles, messaging through map listings, relying on reviews and proximity, and skipping informational pages once they trust a provider.

What this reveals is that organic marketing is no longer about attracting everyone. It is about capturing the right people at the right moment. Businesses that optimize for conversion, local relevance, and brand trust are seeing better results even with less traffic.

Paid Advertising Is Exposing Efficiency Gaps

Paid leads are still growing, but not at the same pace as spend. Rising competition, broader targeting, and platform changes are putting pressure on cost per lead across Google Ads and Local Service Ads.

Top-performing companies are not always the biggest spenders. They are the ones planning budgets around seasonality, matching offers to real demand windows, tightening geographic and service targeting, and improving what happens after the lead comes in.

Growth is increasingly determined by how well systems convert demand, not how aggressively budgets are increased.

Local Trust Has Become the Real Competitive Advantage

Another question homeowners are asking search engines and AI tools is, "Which nearby pest control or lawn care companies are most trustworthy?" The benchmark data shows that local trust signals such as reviews, ratings, Google Business Profile strength, online mentions, and overall brand familiarity are doing more work than ever before. Before customers click an ad or visit a website, they are often filtering options based on trust. Businesses with low reviews, weak local presence, or inconsistent branding are eliminated early in the process.

What this reveals is that marketing performance is now tightly connected to reputation management. In a zero-click and AI-assisted search environment, trust is no longer a supporting metric. It is a primary driver of visibility and conversion.

Generative Search Is Already Influencing Buying Decisions

Another emerging search pattern we are seeing is the evolution of how customers find pest control and lawn care companies today. The answer is increasingly through AI-assisted recommendations. Generative search platforms are already influencing which companies get mentioned when homeowners ask questions like "who should I call for pest control?" or "what is the best lawn care company near me?".

Businesses with strong brand signals, consistent visibility, and trusted local presence are better positioned as this trend accelerates.

What this reveals about the industry is that generative search will reward brands, not just websites. Companies that invest early in visibility and credibility are building advantages that will compound over time.

What This Means for Pest and Lawn Business Owners

Taken together, this year’s benchmark data reveals a fundamental shift in trends across the pest and lawn industries.

Traffic is becoming less predictive of success than lead quality. Spend matters less than efficiency. Trust influences decisions before clicks ever happen. Visibility must exist across multiple surfaces, not just one channel. The businesses pulling ahead are not chasing every new tactic. They are aligning their marketing strategy with how customers behave today and how search technology continues to evolve.

If you are planning for growth, the question is no longer how to get more visibility. The real question is how to show up where customers decide.

The full 2026 Marketing Benchmark Report dives deeper into the data behind these shifts. It provides benchmarks to help you understand where your business stands and where the most significant opportunities are hiding.

Questions Pest & Lawn Business Owners Are Asking Right Now

Why is pest control and lawn care website traffic down, but leads are not?

Website traffic is declining across the industry because search engines are answering more questions directly on the results page. Google Business Profiles, Local Service Ads, reviews, and AI-generated summaries allow customers to take action without visiting a website. As a result, businesses may see fewer sessions but higher-intent leads that convert more often.

Is SEO still worth it for pest control and lawn care companies?

Yes, but SEO today looks different from what it did in the past. Organic success is no longer measured by traffic alone. Strong SEO focuses on local visibility, Google Business Profile optimization, service page relevance, reviews, and brand authority. Companies doing this well are generating more qualified leads even as overall traffic declines.

Why are Google Ads and Local Service Ads getting more expensive?

Paid advertising costs are rising due to increased competition, broader platform targeting, and higher demand across local markets. This is especially true in pest control and lawn care, where more companies are competing for the exact high-intent searches. Businesses that manage seasonality, targeting, and lead handling effectively are better positioned to control cost per lead.

Are Local Service Ads still effective for pest control and lawn care?

Local Service Ads remain one of the strongest lead sources for many pest control and lawn care companies, but they are no longer a standalone solution. Rising competition means businesses need strong reviews, fast response times, and complementary channels like organic search and PPC to maximize results and reduce risk.

How important are reviews and Google Business Profiles for lead generation?

Reviews and Google Business Profiles play a significant role in how customers choose a provider. Many homeowners decide who to call before ever clicking a website based on ratings, proximity, and reputation. Strong local trust signals increase visibility, improve conversion rates, and influence both traditional and AI-assisted search results.

What is generative search, and why does it matter for pest and lawn companies?

Generative search refers to AI-driven tools like Google AI Overviews and conversational platforms that recommend businesses directly to users. These tools rely heavily on trust signals, brand authority, and consistent online presence. Pest and lawn companies that prioritize highlighting their credibility and visibility are more likely to be recommended as these platforms continue to grow.

What should pest control and lawn care owners focus on in 2026?

Focus on lead quality over traffic volume, efficiency over raw spend, and trust over simple visibility. The most successful companies are optimizing conversion paths, diversifying lead sources, strengthening local reputation, and aligning marketing strategy with how customers actually search and decide today.