Episode 255
- Marisa Palmieri Shugrue
- Dec 18, 2025
- 2 min read
12/18/25
Topic: AI's Impact on Pest & Lawn Marketing Trends
Guest: Jeff Davis, CEO, Coalmarch Marketing
In this episode we discuss:
Our sponsors Coalmarch by Workwave, PestSure & Voice for Pest
PMP Industry Insiders Peer Groups
The effect of Google's AI overview feature — causing a 60 percent drop in clickthroughs, but a 7 increase in organic leads
What is an AI agent: Software that can perform tasks on your behalf
What's more important, optimizing for AI or for end-users? (Both are important.)
How GSO — Generative Search Optimization — is an evolution of SEO
The question Jeff keeps getting: Is a website event relevant anymore?
How getting into the search answer box is the new Holy Grail of digital marketing
Why EEAT is still important — Experience, Expertise, Authoritativeness & Trustworthiness
Coster per lead data for pest and lawn from Coalmarch's Pest Control & Lawn Care Marketing Benchmark Report
The prospect of using lawn flags for pest control companies
How to transform your marketing mix going forward, in Jeff's view
The ongoing importance of reviews
How AI summaries are left off of most local search queries
How Google might monetize AI features going forward
What Jeff sees will be the biggest impacts over the next few years
Why branding and consistent messaging will be important
How Google is taking video content into consideration now and how TikTok might follow
Resources mentioned:
Coalmarch's Pest Control & Lawn Care Marketing Benchmark Report
PMP Industry Insiders Episode 251: When AI Picks the Pest or Lawn Company: What Businesses Must Know
Ebook co-authored by Coalmarch & Applause: The Growth Pyramid: Build a Growth Engine That Lasts
Notable: "What's happening is all the low-intent buyers are being filtered out ... (AI) is taking that top layer of research off from a consumer behavior standpoint." —Jeff Davis, Coalmarch
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