From a home office in Nampa to $1M in revenue — and a clear path to $3M.
The Company
Scott Godin founded Affinity Pest Control on January 1, 2020 — the first day of what would become one of the most disruptive years in recent memory. Starting from a home office in Nampa, Idaho with a commitment to three core values — honesty, integrity, and hard work — Scott built a residential pest control operation from the ground up in the middle of a global pandemic.
Six years in, Affinity serves the entire Boise metro / Treasure Valley region, employs a full management team, and crossed the $1 million revenue milestone in 2024. With a target of $3 million on the horizon, the trajectory is clear — and accelerating.
Getting there wasn't a straight line.
The Challenge:
Like a lot of owner-operators, Scott's early marketing setup was lean. He was managing his own Google LSAs, using Podium for reviews, and working with a basic website. As the business grew, he brought on an outside marketing agency — but it was a generalist firm without pest control industry knowledge.
The results reflected that gap.
In Scott's own words:
"The challenge was not having the specific industry knowledge that Coalmarch uniquely offers. Which helped bring our cost down and make marketing more efficient."
Cost per lead was high. Rankings were weak across key Boise markets. The phone wasn't ringing the way it should. Scott knew what kind of growth he was building toward — he just needed a partner who understood how to get there in this industry specifically.
He found Coalmarch. And after a brief detour with another agency mid-engagement, he came back — because the difference was impossible to ignore.
The Coalmarch Approach:
When Affinity returned to Coalmarch after their brief departure, the strategy centered on building a durable inbound engine — not just running ads, but creating the organic and local visibility infrastructure that would compound over time.
That meant:
- GBP dominance — optimizing and managing Google Business Profiles to drive direct calls and organic conversions across the Treasure Valley
- Local SEO built for pest control — city-specific pages, high-intent keyword targeting, and link building tailored to how homeowners actually search for pest control services
- Paid media precision — Google Ads and LSAs structured around Scott's CPL ceiling, with regular bid strategy adjustments, negative keyword refinement, and mobile-specific landing page optimization
- Transparent reporting — real-time performance dashboard access so Scott could monitor CPL and YoY trends himself, without waiting on monthly summaries
The goal was never to throw extra money at the problem. It was to build the right foundation first, then scale what was working.
The Results:
The inbound engine Coalmarch built tells the full story:
- ~7.5x revenue growth from founding to 2025 — driven by consistent inbound lead flow year over year
- Organic leads up 15% year-over-year — with the Garden City Google Business Profile serving as the single highest-converting organic source
- Organic sessions (excluding blog) up 37% year-over-year
- Google Ads CTR up 83% year-over-year; impression share at 30.9% — highest of any competitor in the market, with Terminix and others below 10%
- 1,477 Google reviews at a perfect 5.0 rating on the primary GBP — an exceptional benchmark at that review volume
What’s Next
Affinity's story is a reminder that the best marketing partnerships aren't transactional — they're built to grow with you. Coalmarch takes the time to understand a client's short-term goals and long-term vision before executing, then continuously tests, optimizes, and adapts. The mission is to be a full-scale growth partner — combining industry knowledge, marketing innovation, and data-driven strategy to help clients scale with confidence. For Scott, that means a team that already knows pest control inside and out, thinks like an owner, and fights for his goals like they're their own.
That's what a long-term partnership actually looks like. Not a vendor relationship — a growth system that compounds the longer it runs.
For Scott, the goal isn't to find marketing that works this year. It's to build something that keeps working as the business scales toward $3M and beyond. Coalmarch is built for exactly that.