Active Recurring Subscribers
Before
87
→
After
174
New Subscriptions/Month
Before
8
→
After
31
Monthly Recurring Revenue
Before
$7,743
→
After
$15,486
One-Time → Recurring Rate
Before
~4%
→
After
19%
The Problem
Shield Pest Control had great one-time service reviews but struggled to convert customers into quarterly recurring plans — their highest-margin product. Owner Marcus Webb was doing $28K/month in revenue, almost entirely from one-off treatments. He wanted subscriptions.
A one-time customer is great. A recurring customer at $89/quarter is the business. We just couldn't figure out how to sell the subscription online.
— Marcus Webb, Owner, Shield Pest Control
What We Did
Month 1
Redesigned the website with subscription plan front and center (prominent vs. buried in service list)
Built dedicated landing page: 'Protect Your Home Year-Round — $89/quarter, cancel anytime'
Launched Facebook + Instagram ads targeting Pinellas County homeowners, audience: 30–65, homeowners, home improvement interests
A/B tested 3 ad creatives: testimonial video, before/after photo, animated pest-blocking graphic
Month 2
Email automation sequence: one-time customers → subscription upsell series (3 emails, 14-day window)
Scaled winning ad creative (testimonial video) — 3× budget increase
Optimized subscription landing page based on heatmap data
Results
Metric
Before
After
Active recurring subscribers
87
174
New subscriptions/month
8
31
Cost per subscription acquisition
—
$22
Monthly recurring revenue
$7,743
$15,486
One-time to recurring conversion
~4%
19%
We literally doubled our recurring book in two months. The subscription page and the Facebook ads did things I didn't think were possible for pest control.
— Marcus Webb, Owner