01
The Mouse Subscription
“If your pest control company keeps killing mice but never closes the door they came through… you don’t have a mouse solution. You have a mouse subscription.”
Humor + competitive contrast
Campaign 3 · Creative Strategy
Protect the home. Not just from pests—from what pests become.
The first campaigns proved we can earn attention with blunt, funny, credible creative. Campaign 3 keeps that voice and gives it a bigger job: positioning ProSite as the team that protects the homeowner’s investment by finding small problems before they become expensive ones.
Central Washington · Local expertise
“We’re not just looking for the pest. We’re looking for the reason it got there in the first place.”The campaign thesis
The strategic shift
From pest control to home protection.
Old conversation
- “You probably have pests.”
- “Here’s how we treat them.”
New conversation
- “Your home has vulnerable entry points.”
- “Here’s how we protect the investment.”
Campaigns 1 and 2 established a winning voice: honest, funny, unexpected, slightly uncomfortable, and educational without feeling like a lecture. They generated 108 leads at an average of $53.71, and the strongest ads still had runway before creative fatigue.
Campaign 3 builds on what worked instead of replacing it. The hooks still stop the scroll with humor and curiosity. The body expands the value of the conversation—from quarterly treatment to exclusion, crawlspace and attic remediation, insulation, sanitation, and long-term whole-home health.
Most companies kill pests. ProSite protects homes.
108 leads generated
$53.71 average cost per lead
Winning creative still had runway
Creative principles
Blunt
Say the quiet part out loud.
Funny
Earn attention before asking for it.
Credible
Sound like someone who has crawled under thousands of homes.
Proof-led
Show the entry point, damage, cleanup, and repair.
What you're looking at
Two campaigns. One decision.
SiteCare and SmartGuard are separate products, so they run as separate campaigns. The only thing you have to decide is which SiteCare concept we build.
For SiteCare: the body is the argument, and the body you choose decides the four hooks we shoot. Read both, then pick one.
Campaign 01 · SiteCare
SiteCare: pick one of two concepts.
Both concepts sell the same service in the same voice, but they argue for it in completely different ways. Only one goes into production—the body you pick decides which four hooks we shoot.
Concept A
Protect the Home
The pest isn’t the problem. The hole it came through is.
Reframes pest control as home protection, so exclusion, crawlspace work, insulation, and remediation all belong in the same conversation.
CTA · Tap Learn More
Best when
You want to grow average ticket and open the door to higher-value services without listing them.
Trade-off
Educational and slower to the point. It sells the category before it sells ProSite.
The openers · four hooks, one shared body
02
The Pencil
Visual direction: Talent holds up a pencil.
“A mouse can fit through a hole about the size of the end of this pencil. And I’d be willing to bet your house has more than one.”
Visual proof + curiosity
03
The Haunted House
“Your house isn’t haunted. That scratching inside the wall has a front door. You just haven’t found it yet.”
Pattern interrupt + seasonal relevance
04
The Real Problem
“The pest usually isn’t the real problem. The real problem is the hole, the gap, or the crawlspace nobody checked before it moved in.”
High intent + root-cause positioning
The shared body
Most people think we’re in the pest control business.
And sure…
We kill bugs.
We get rid of rodents.
We knock down wasp nests.
But honestly…
That’s only part of what we do.
What we’re really doing is helping people protect one of the biggest investments they’ll ever make.
Because here’s what we’ve learned after years of crawling through attics, crawlspaces, and around foundations…
Big problems almost never start as big problems.
They start as tiny ones.
A gap around a pipe.
A damaged crawlspace vent.
A loose piece of siding.
A wasp nest nobody noticed.
A mouse that found one little way inside.
Left alone…
That tiny problem becomes contaminated insulation.
Damaged ductwork.
Odors.
Droppings.
Thousands of dollars in repairs.
That’s why when we come to your home, we’re not just looking for the pest.
We’re looking for the reason it got there in the first place.
Sometimes that’s as simple as routine pest control.
Sometimes it’s sealing entry points before rodents ever move in.
Sometimes it’s cleaning up damage that’s already been done.
Every house is different.
But the goal is always the same:
Find small problems while they’re still small.
Because protecting your home is a whole lot cheaper than repairing it later.
If you’ve been hearing scratching…
Seeing droppings…
Finding ants…
Or honestly, if you just want to know your home is protected…
Tap Learn More.
We’ll ask a few questions, take a look, and help you figure out what’s actually going on.
Worst case…
You get a little peace of mind.
Best case…
You catch a problem before it becomes an expensive one.
Want to change the copy?
All three scripts live in a shared Google Doc. Comment or edit directly; no need to send changes back to us.
Campaign 02 · SmartGuard
SmartGuard: one concept, one campaign.
SmartGuard is the premium product, so it gets its own campaign rather than sharing airtime with SiteCare. There is nothing to choose here—one angle, one body, one set of hooks.
Product
SmartGuard — higher-tier protection plan
Concepts
One direction, no decision required
Delivery
Separate ad set, separate budget and reporting
Campaign 02 · SmartGuard
The Part You Never See
SmartGuard isn’t pest control. It’s a complete home protection system.
Sells inspection and prevention on the places homeowners never look—attic, crawlspace, roofline, foundation—before small problems turn into five-figure repairs.
CTA · Click below · We’ll cover the cost of your Home Protection Assessment
Best when
You want a premium, higher-ticket offer that stands apart from routine pest service.
Trade-off
Longer sales conversation. The assessment does the selling, so the ad has to earn the appointment.
The openers · six hooks, one shared body
01
This House Looks Fine
Visual direction: Micah standing in front of a perfectly nice house, then walks toward it.
“This house looks completely fine. It isn’t.”
Favorite · curiosity, no oversell
02
Ruining HGTV
“Can I ruin HGTV for you for about 60 seconds? Everybody loves new kitchens. Quartz countertops. Paint colors. Nobody wants to talk about the stuff behind the walls. That’s usually the expensive part.”
Very Micah · humor + reframe
03
The Part You Never See
“The most expensive part of your house… is the part you never see.”
Short + high curiosity
04
Without Walking Through The Door
“I can usually tell how healthy a house is… without ever walking through the front door. Because I’m not looking at your countertops. I’m looking at your soffits. Your vents. Your roofline. Your grading. The places pests look first.”
Authority + expertise proof
05
Mice Don’t Use The Front Door
“Your house has a front door. Mice don’t use it. Neither do squirrels. Nor birds. Or bats. They use the holes you don’t know exist.”
Funny + entry-point proof
06
I Wish Somebody Would’ve Caught This Sooner
Visual direction: Micah holding a flashlight.
“Every week I crawl under someone’s house… and say the same sentence. “I wish somebody would’ve caught this sooner.””
Sleeper pick · emotion + authority
The shared body
One of the biggest myths homeowners believe…
Is that if something is wrong with their house…
they’ll notice it.
You won’t.
Not at first.
Rodents don’t kick your front door in.
They find a gap the size of your thumb.
Moisture doesn’t announce itself.
Birds don’t send you an invoice.
By the time most homeowners notice the problem…
they’re already paying for it.
That’s why we built SmartGuard.
It isn’t pest control.
It’s a complete home protection system.
We inspect the places you never look.
The attic.
The crawlspace.
The roofline.
The foundation.
We show you exactly what’s happening…
before it becomes a five-figure repair.
Sometimes your house is in great shape.
We’ll tell you.
Sometimes it’s not.
We’ll show you.
Either way…
you leave knowing the truth.
If you’d rather know now than find out later…
Click below.
We’ll cover the cost of your Home Protection Assessment.
Want to change the copy?
All three scripts live in a shared Google Doc. Comment or edit directly; no need to send changes back to us.
How we’ll show it
More proof. Less promise.
Micah delivers the body as one continuous talking-head performance. The edit earns credibility by covering the middle with real evidence from real Central Washington homes.
- 01
Technician identifies an entry point
- 02
Pencil-sized gap at a utility penetration
- 03
Crawlspace and attic inspection
- 04
Rodent evidence and damaged insulation
- 05
SmartGuard exclusion installation
- 06
Insulation vacuum in action
- 07
Before-and-after seal-up work
- 08
Technician shows inspection photos to homeowner
Every visual should reinforce one message: We don’t just kill pests. We figure out why they’re there.
The closing argument
Campaign 1 proved ProSite can earn attention. Campaign 3 turns that attention into a bigger, more valuable story.
The service is pest control. The outcome is a protected home. That shift lets ProSite introduce higher-value services naturally—without turning the ad into a list of things the company sells.
Protecting the homeowner’s investment by doing things differently.
Want to change the copy?
All three scripts live in a shared Google Doc. Comment or edit directly; no need to send changes back to us.