8. Marketing and sales terminology

Impression

Each time a customer sees or hears about Bug Stomp through Google, advertising, social media, Vehicle Signage, a flyer or referal

Reach

Number of different people who saw it

Lead

The customer who makes an Identifiable enquiry by recording their Contact details, address and pest problem.

Qualified Lead

A lead becomes a Qualified lead when:

confirmed the property is within the service area

Bug Stomp Provides the required service

The customer has a genuine need and can purchase it

Enough information has been collected to Quote or inspect

Conversion

A Lead becomes a Paying customer

Conversion Rate

Booking / Leads x 100

Lead Source

Where the enquiry came from example Google, Facebook ads, referral or van

Cost per lead

Advertising cost divided by leads generated

Customer Acquisition Cost

Total sales and marketing cost required to gain one customer

Customer Lifetime Value

Approx total profit earned from a customer over the relationship.

Target Market

The group of customers Bug Stomp most wants to attract such as Homeowners, property managers or commercial business in the service area

ROAS

ROAS = Return on Ad Spend

How much revenue you make for every dollar spent on advertising.

Revenue generated /by advertising spend

ROAS	Meaning
1×	$1 revenue for every $1 ad spend — usually poor
2×	Often still too low once labour/materials are included
3×	Reasonable
4×	Good
5×+	Very good
8–10×+	Excellent, assuming the tracking is accurate

ROI

ROI = Return on Investment

How much profit you make compared with how much you invested. %

Formula:

ROI = (Profit ÷ Investment) × 100

What is SEO

SEO = Search Engine Optimisation

Improving your website so it ranks higher on unpaid Google search results.

What is Local SEO

SEO focused on getting found by customers in your local service area.

What is google business profile

the business listing customers see on Google Search and Maps.

What is Organic Traffic

Unpaid Website Visitors

What is PPC

PPC = pay per Click

Advertising where you pay per click

What is CPC

CPC = Cost Per Click

the average cost of each ad click.

What is CTR

CTR = Click-Through Rate

Percentage of people who click after seeing the advertisement

What is a landing page

the webpage an ad sends people to, designed to turn visitors into leads or customers.

What is CTA

CTA = Call to Action
A prompt that tells a potential customer what action to take next.

Examples:

Book Now
Call Today
Get a Quote
Request an Inspection

What is keyword

a word or phrase people type into Google when searching for something.

What is a backlink

Another website linking to bug Stomp website

What is Retargeting

Advertising again to previous website visitors

What is USP

USP = Unique Selling Proposition
The reason customers should choose Bug Stomp

Examples:

• Fixed pricing

• Fast response

• Longer warranty

• Same-day service

• Specialist expertise

List the 10 main advertising channels

1. Vehicle Wrap & Signage

2. Google Search Ads

3. Google Business Profile / Local SEO

4. Facebook & Instagram Ads (Meta Ads)

5. Referrals & Customer Reviews

6. Flyers & Letterbox Drops

7. Local Business Partnerships

8. Commercial Prospecting

9. Email & SMS Marketing

10. Door Knocking / Management Rights Complexes