From Low Local Visibility To Metro Atlanta Search Dominance: All South Pest Control SEO Case Study

All South Pest Control is a full-service pest control company based in McDonough, Georgia, serving homeowners and businesses across Metro Atlanta and the Metro South region. With 16+ years in business, the team handles everything from termite treatments, mosquito control, and ant control to rodent inspections, wildlife control, and crawl space encapsulations and vapor barriers.

They’re a proud member of CPCO, licensed through the GDA, and Sentricon Certified. Their approach is built on integrity, dependability, and consistent communication before, during, and after every service. That is the kind of reputation that earns repeat customers and referrals, but only if local homeowners can find them in the first place.

Why local search decides who gets the job

Pest problems are urgent, local, and searched for at the moment of need. When ants are swarming the kitchen or a homeowner spots termite damage, they search Google for help nearby, and they call whoever shows up first. If your business isn’t visible in the map pack or the top organic results, that call goes to a competitor. For a company like All South that’s built 16 years of trust in Metro Atlanta, the only missing piece was making sure Google knew it.

Four challenges holding back local visibility

1. Limited local search visibility. Google Business Profile views averaged around 150 per week, well below what a 16-year company serving Metro Atlanta should be commanding.

2. The Google Business Profile wasn’t surfacing for relevant searches. The listing wasn’t optimized to appear for the service-and-city queries local homeowners actually type when they have a pest problem.

3. Organic traffic wasn’t converting. Search Console clicks sat near 156 per week and weren’t translating into phone calls or form submissions.

4. No data-driven feedback loop. Without consistent GBP and Search Console monitoring, there was no way to tell which services and service areas were gaining ground and which needed a different approach.

An integrated program, not a checklist

Local pest control is won or lost in the map pack. Our strategy for All South focused on two things working together: making their Google Business Profile the most complete and compelling listing in their service area, and building website content that captured high-intent local searches. We then monitored performance every week, doubling down on what produced calls and adjusting course when a metric flattened out.

GBP Optimization

We optimized All South’s Google Business Profile end to end: accurate service categories, complete service descriptions, clear service area coverage, and consistently refreshed photos and posts. Every element was mapped to the way Metro Atlanta homeowners actually search, from specific pests to specific treatments in specific cities. The result was a listing Google could confidently surface for nearby, ready-to-book searches.

High-Intent Local Content Strategy

Rather than chasing broad traffic, we built and optimized content around the searches that signal someone is ready to book: specific pests, specific treatments, specific service areas. Each page was structured to answer the homeowner’s question directly and make the next step obvious. Search impressions grew from roughly 54,000 a week to a peak of nearly 120,000 as that content earned broader coverage.

Local SEO & Service Area Coverage

McDonough is home base, but All South serves communities across Metro Atlanta and the Metro South. We made sure the website and the Google Business Profile told a consistent story about where they work and what they do in each area, so Google could match them to searches beyond their immediate zip code. Consistency across the profile and the site is what makes a local business eligible for the map pack in more than one city.

Conversion-Focused Optimization

Visibility only matters if it produces calls. We tracked every lead by source and channel, then tuned the pages and profile elements that were actually driving phone calls and form fills. Across the last six months that work produced 649 tracked leads, and 200 of those qualified as genuine opportunities.

Continuous Performance Monitoring

Every week, we reviewed GBP views, GBP interactions, Search Console clicks, and impressions side by side. That cadence is also what let us read the July peak correctly rather than panic about it: clicks spiked to 442 a week as Google re-indexed and rewarded the new content, then settled into a new baseline around 319, still double where All South started. When a service or service area gained traction it got more attention, and when a metric plateaued the strategy shifted, instead of waiting a quarter to find out.

Sustainable SEO doesn’t move in a straight line. An optimization push produces a sharp spike as Google re-indexes and rewards fresh content, then traffic normalizes at a new, significantly higher baseline. That’s exactly the curve All South followed, and their “new normal” is roughly double where they started.

Data sourced from Google Business Profile Insights, Google Search Console, and WolfPack lead tracking.

Organic Search Performance

• Google Search clicks peaked at 442 per week (July 5), now holding steady at ~319, up 104% from a ~156/week baseline
• Search impressions peaked at 119,620 per week (June 14), now holding at ~89,000, up 65% from ~54,000/week
• The July peak marked the initial re-indexing surge; the current numbers are All South’s new normal, not a return to where they began

Data sourced from Google Business Profile Insights, Google Search Console, and WolfPack lead tracking.

Google Business Profile Growth

• GBP views peaked at 416 per week (July 26), now holding steady near 391, a 151% increase over the ~150/week starting point
• GBP interactions peaked at 68 per week (August 2), now holding at ~59, up 74% from ~34/week
• Nine straight months of upward movement rather than a single-month bounce

649

Leads in 6 Months

Tracked calls and form submissions, March to September 2026.

400+

Weekly GBP Views

Up from ~150 at start, a 151% increase, holding near the 416 peak.

+104%

Organic Search Clicks

From ~150/wk to a peak of 442, now holding at double baseline.

“Awesome! 5 stars!!!”

Joe Kelley, CEO at All South Pest Control

Data sourced from Google Business Profile Insights, Google Search Console, and WolfPack lead tracking.

Leads & Qualified Opportunities

• 649 tracked leads over the last six months
• 200 qualified opportunities, a 30.8% quotable rate on every lead search delivered
• 46 closed deals from those search leads