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INSTA-LICVIDATOR

Initial Data

Account age:
8 years
Business Type:
Service Provider — disinfestation (insects), deratization (rodents), disinfection, and fumigation.
Target region:
Ukraine (B2C — apartments/houses, B2B — restaurants, warehouses, production facilities).
Direction:
Instagram (SMM & Targeting)
At the project’s start:
Instagram was used as a secondary channel but was not a systematic source of leads. The main challenge in this niche is the "unpleasant" visual aspect; therefore, the primary goal was to create content that does not repel but instead convinces the audience of the company's professionalism, safety, and effectiveness.

Objectives

  • /01 Establish a stable flow of inquiries for technician visits via Direct messages and website traffic.
  • /02 Build brand trust through expertise: explain the safety of the treatments for children and pets.
  • /03 Increase brand awareness as a reliable partner for the B2B sector (HoReCa, food industry).
  • /04 Improve Engagement Rate (ER) through helpful content regarding pest prevention.
  • /05 Set up local targeting in cities where the service branches operate (Kyiv, Kharkiv, Odesa, Dnipro, and others).

Implementation Strategy

The strategy was based on the “Cleanliness and Peace of Mind” concept. We shifted the focus from “insects” to “results and safety.” The core emphasis was placed on Reels, featuring technicians in professional gear using modern equipment (fog generators). Advertising campaigns were divided into “Emergency Help” (insects/rodents) and seasonal services (tick control for yards, grain fumigation).

Work Performed

Audit and Professional Profile “Packaging”

  • Created a strict and concise profile style that evokes associations with medical-grade cleanliness.

  • Organized Highlights by category: “Cockroaches/Bedbugs,” “For Business,” “Our Methods,” “Before/After,” “Reviews,” and “Prices.”

  • Optimized the profile bio: added links for quick messaging and a hotline number.

Content Marketing and Production

  • Launched a “Likvidator Weekdays” Reels series: demonstrating the treatment process without showing repulsive frames.

  • Created educational content: “How to prepare an apartment for treatment?”, “Why do household aerosols fail?”.

  • Implemented an “Expert Answer” segment: myths about bedbugs and cockroaches, explanations regarding chemical certification.

Targeted Advertising

  • Configured ad campaigns with the “Direct Messages” objective for rapid consultation and cost estimation.

  • Segmented the audience: B2C (parents, homeowners, renters) and B2B (hotel owners, cafes, HOAs/OSBBs).

  • Implemented local targeting for urban districts with a high concentration of apartment buildings or industrial zones.

Loyalty and Retargeting

  • Set up retargeting for users who visited the website or interacted with the profile within the last 30 days.

  • Implemented quick-reply scripts for managers to minimize customer wait times in Direct.

Results
Successfully established an active lead generation channel that delivers daily orders for pest control services.
Significantly increased the level of trust in the company through the transparent demonstration of technicians and equipment.
Increased the number of inquiries from commercial facilities for regular maintenance services.
Optimized the advertising budget through precise targeting and the use of high-performance video creatives.
Established an image as a market leader that does not simply "poison bugs" but ensures the sanitary safety and comfort of its clients.
Successfully established an active lead generation channel that delivers daily orders for pest control services.
Significantly increased the level of trust in the company through the transparent demonstration of technicians and equipment.
Increased the number of inquiries from commercial facilities for regular maintenance services.
Optimized the advertising budget through precise targeting and the use of high-performance video creatives.
Established an image as a market leader that does not simply "poison bugs" but ensures the sanitary safety and comfort of its clients.

Analysis and validation of results

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