What “Pay for Performance” Actually Means

Some of it is real and some of it is a pricing story. Which channels genuinely charge for outcomes, where the phrase gets stretched, and the questions that tell the two apart.

Pest control has four or five distinct seasons, not one busy period, and each brings a different pest, a different urgency and a different lead price. How to spend against that.

Pest control monetises on contracts, not on the first visit, which means a lead worth rejecting in most trades is worth buying here. The economics, and the job types that behave differently.

It is a limited refund of what the customer paid you, not insurance, and it is not a badge for your website. What the guarantee covers, what it does not, and how it differs from Google Screened.