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LICVIDATORCOMPANY

LICVIDATORCOMPANY

Initial Data

Company age:

9 years

Business Type:

Service provider — professional disinfestation (insect control), deratization (rodent control), disinfection, and fumigation.

Target region:

Ukraine (B2C and B2B segments)

Direction:

Meta Ads Advertising (Facebook, Instagram)

At the project’s start:

the company's social media presence was primarily informational and failed to generate a sufficient volume of direct inquiries. The specific nature of this niche is that the service is needed "here and now." Therefore, the main challenge was to become the first company a client recalls in a stressful situation and to build trust regarding the safety of the chemicals used.

Objectives

/01 Increase the number of direct inquiries for technician visits via Messenger, Direct, and lead forms.
/02 Establish an expert brand image as a market leader using safe and certified pest control methods.
/03 Attract B2B clients (restaurants, warehouses, HOAs/OSBBs) for long-term regular maintenance contracts.
/04 Enhance brand awareness through helpful content regarding the prevention of insect and rodent infestations.
/05 Configure local targeting in cities where the company’s branches operate.

Implementation Strategy

The strategy focused on “expert pain resolution.” We moved away from using repulsive visuals of pests, opting instead for themes of cleanliness, professional expertise, and safety for children and pets. Advertising campaigns were divided into “Emergency” (addressing current problems) and “Preventative” (seasonal disinfection and business protection) categories.

Work Performed

Audit and Professional Page Design

Profiles were designed in a corporate style: Highlights were organized by service lines: “Cockroaches/Bedbugs,” “Rodents,” “For Business,” “Reviews,” and “Our Methods.”
Quick-contact buttons were optimized, and an auto-responder was configured for 24/7 instant lead registration.

Content Marketing and Reliability Demonstration

Produced a “Technician at Work” Reels series demonstrating the use of modern equipment (cold/hot fogging).
Prepared content regarding chemical certification to alleviate client concerns about odor and toxicity.
Developed promotional offers: “Guaranteed Results,” “Discounted Retreatment,” and “Anonymous Technician Visit.”

Targeted Advertising Setup and Launch

Launched campaigns with “Messages” and “Lead Generation” objectives for rapid contact collection.
Segmented the audience into B2C (apartment and private house owners) and B2B (owners of cafes, shops, and hotels).
Configured geo-targeting for key Ukrainian cities, specifically accounting for high-density residential areas.

Retargeting and Seasonality Management

Configured retargeting for users who visited specific website sections (e.g., “warehouse fumigation”).
Launched seasonal campaigns (tick control in spring, deratization in autumn).

Optimization and Analytics

Performed daily monitoring of Cost Per Lead (CPL) and inquiry quality.
Continuously tested new offers to reduce customer acquisition costs in highly competitive cities.

Results


Successfully established a sales funnel from social media, ensuring a consistent workload for technicians across regions.
Increased the volume of inquiries from the B2B sector, allowing the company to expand its portfolio of permanent contracts.
Enhanced brand loyalty and trust through transparent demonstrations of work processes and real video testimonials.
Optimized the advertising budget by identifying the most high-converting service types and audiences.
Created a digital asset that allows "Likvidator" to rapidly scale its presence in new cities.

Successfully established a sales funnel from social media, ensuring a consistent workload for technicians across regions.

Increased the volume of inquiries from the B2B sector, allowing the company to expand its portfolio of permanent contracts.

Enhanced brand loyalty and trust through transparent demonstrations of work processes and real video testimonials.

Optimized the advertising budget by identifying the most high-converting service types and audiences.

Created a digital asset that allows "Likvidator" to rapidly scale its presence in new cities.

Analysis and validation of results

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