2026 Season State of the Union: Digital Marketing Trends for Pest Control & Lawn Care.

The digital marketing landscape for pest control and lawn care is shifting fast — and peak season is exactly the wrong time to be behind.

In this session, Coalmarch's Director of Search Experience Tess Howard and Director of Digital Advertising Alanna Young sit down with Marketing Director Katie McCaskill for a candid look at what the data is actually showing heading into the 2026 critical season.

They cover:

• Cost per lead (CPL) trends — what's going up, what's coming down, and why
• Paid advertising performance — what's working across platforms and what's changed
• Organic search and visibility — where businesses are gaining ground and where they're losing it
• Generative Search Optimization (GSO) — what AI-driven search means for your business and what to do about it
• How to pivot your strategy now to maximize performance before the season peaks

Whether you're a current client who wants to understand what's being done on your behalf, or an owner evaluating whether your marketing is keeping pace with the market, this conversation is for you.