How Pest Badger Became a $10M Empire: Jonas Olson

From Lawn Care Dream to Multi-Million-Dollar Pest Control

Jonas’s path to pest control wasn’t exactly a childhood dream—at least, not at first. He always wanted to run a lawn care company. After dabbling in college, carpentry, and other jobs, he eventually saved enough money to buy his first lawnmower and launched a small lawn care gig on the side. Fast-forward some years, and he grew that operation into a multi-million-dollar business.

When COVID hit, Jonas pivoted into pest control because it was deemed an “essential service,” and he absolutely crushed it. Door knocking, learning from experts, and hustling paved the way for Jonas to build an enterprise that now boasts multiple branches and over a hundred employees at peak season.

Key Takeaway: Don’t be afraid to pivot when opportunity knocks. Jonas saw potential in pest control and doubled down, even when it meant taking risks.

The Power of Smart Hiring

One major lesson Jonas shared is how essential the right hires are. Early on, he recruited people he already knew—friends, family, and former colleagues. While that can be a double-edged sword, it gave him a starting crew he could trust. Over time, he learned to look for individuals who were hungry, growth-minded, and ready to evolve with the company.

He also brought in experts for specialized roles—like paying a consultant $80,000 to master door-to-door sales. A massive risk? Absolutely. But it quickly paid off in new accounts and revenue.

Key Takeaway: Hire fast, but hire smart. Invest in people who align with your culture, share your vision, and bring in unique skill sets that fill gaps in your operation.

Unlocking Marketing Gold: Social Media for Pest Control

A highlight of our conversation was Jonas’s mind-blowing success on social media. Pest Badger’s YouTube channel ranks #4 among pest control brands, with around 120,000 subscribers. Their TikTok videos have millions (yes, millions) of views. Pest control may not be the “sexiest” niche on the planet, but Jonas proved there’s a massive audience out there craving engaging, educational, and yes—entertaining—content about pests and treatments.

Consistency Is Everything

To Jonas, success on platforms like YouTube, TikTok, and even Instagram boils down to posting consistently—daily if you can. At Pest Badger, they post five times a week on YouTube alone, focusing mostly on shorts (15-20 seconds) and now doubling down on longer-form content to boost watch time.

The Magic Hook

You have a matter of seconds to grab a viewer’s attention. Jonas uses strong, curiosity-driven hooks, like “Will This Mosquito Trap Actually Work?” Then he shows the product in action, running short, easy-to-follow demos. Before you know it, these videos accumulate tens of thousands—sometimes millions—of views.

The In-Field Advantage

Jonas literally brings the camera to his job sites. If a technician is up on a roof for a bat inspection or finding termites in a surprising location, he films it. Real-life scenarios capture curiosity far better than scripted, polished pieces—and they also showcase just how dedicated (and skilled) his team is.

Key Takeaway: Don’t overthink social media. Short clips of your real, day-to-day pest control work can explode online. Just hit record!

Paid Advertising Done Right

While Jonas has mastered organic content, he also invests heavily in paid ads—especially on Facebook and Google. He crafts hyper-local ads targeting specific neighborhoods or cities, often filming videos directly in those areas for authenticity. This strategy keeps ad costs down and conversions high.

Everything funnels through marketing software (he’s a big fan of Go High Level) to ensure every lead is immediately contacted, tracked, and nurtured. The lesson? Don’t rely on guesswork. Put real systems behind your paid campaigns so you can maximize every dollar spent.

Key Takeaway: Combine local targeting, engaging video ads, and solid backend automation. That formula will send qualified leads streaming into your business.

Embracing AI and the Future of Pest Control

Jonas is also leaning into AI—from using ChatGPT daily for quick research, to exploring emerging tech like AI-based answering services. In the next decade or two, we may even see more robotics or drones handling certain aspects of pest control. He believes the industry will continue evolving, especially as the next generation embraces new tools and technologies.

Key Takeaway: Stay curious. As AI and automation advance, early adopters in pest control will stand out in their markets.

The “Pest Control Millionaire” Community

On top of running Pest Badger and hosting the Pest Control Millionaire podcast, Jonas partnered with Jake Sheldon to create a training platform called Pest Control Millionaires. It walks business owners through:

• Social media marketing (organic + paid)

• Content creation and distribution

• Tools, software, and systems to streamline operations

• Strategies for hiring, training, and scaling

If you want a front-row seat to Jonas’s success blueprint—this is it.

Final Thoughts: Building Influence in Your Niche

Before chatting with Jonas, I was already a huge believer in content marketing and SEO. This conversation just reaffirms everything I’ve seen firsthand: when you’re willing to put yourself out there and consistently create valuable content, your business will grow. Jonas is proof that even in a niche some might consider “boring,” you can become a micro-influencer who attracts customers, employees, and big opportunities—simply by staying consistent and authentic.

If you’re serious about standing out in pest control (or any home-service niche), lean into social media, test ads, embrace new tools, and build a team that shares your vision. Then watch as your brand becomes the one everyone’s talking about.

Thanks for reading, and if you need help with your pest control marketing, feel free to reach out to me at dannyleibrandt.com. Let’s keep growing!

P.S. Check out the full episode here: