22% less fuel per appointment after route optimizations
Up to four extra stops each day per driver with route optimizations
50 hours of contact center labor saved daily with Gemini
50% less time spent building daily routes
Proforce built a Google Cloud foundation from day one to operate smarter, serve more customers, and scale across 13 markets.
Proforce built a Google Cloud foundation from day one to operate smarter, serve more customers, and scale across 13 markets.
Building the right foundation from day one
Headquartered in Boca Raton, Florida, Proforce Pest Control provides residential pest control across 13 branches in five Southeastern and Mid-Atlantic states. The business grew out of a series of acquisitions, inheriting a team of 80 field employees and thousands of customers. But, crucially, it was without an established technology infrastructure needed to run the business effectively.
There wasn't even a question of which platform to work with. I’d already had such a positive experience with BigQuery, Looker, and every other aspect of Google Cloud in my previous role, that it was a no-brainer.
Mark Shorr
CEO, Proforce Pest Control
To navigate this without disrupting daily service, Chief Executive Officer Mark Shorr looked to a data architecture he knew well. Having used BigQuery and Looker extensively in a previous senior industry role, he had seen firsthand what Google Cloud could do for a pest control business. Building on it again was an easy decision.
"The choice of which platform to use was obvious," says Shorr. "I’d already had such a positive experience working with BigQuery, Looker, and several other Google Cloud tools in my prior role."
Proforce had its data infrastructure up and running in just a few months. Charles Fox, Proforce's Chief Strategy Officer, describes BigQuery as "the central nervous system of everything we do." The company built custom Python pipelines running on Cloud Run to pull customer data straight into BigQuery. Looker connects directly to the same dataset, meaning every dashboard and report across the business—from dispatcher screens to executive reporting—draws on the same live data. That live connection enables Proforce to automatically remove past-due accounts from service lists before daily routes are built, eliminating wasted visits and unpaid work. "It sounds basic," says Shorr, "but it's incredibly impactful."
Optimizing every route to increase capacity and reduce costs
Route planning has always combined dispatcher expertise, local market knowledge, and service scheduling to ensure timely, reliable service. As Proforce expanded, it looked for ways to further support its team in making more informed routing decisions and improving operational efficiency. “Our dispatch team has always done an exceptional job balancing customer needs, technician schedules, and territory logistics,” Shorr says. “As we grew, we wanted to equip them with technology that could help optimize those decisions even further.”
Two homes might be near each other on a map, but the roadways in Florida to get between them could be miles and miles. Routes Optimization API knows all of that.
Mark Shorr
CEO, Proforce Pest Control
FieldRoutes provided routing capabilities to help organize service stops efficiently. “Two homes might be near each other on a map, but the roadways in Florida to get between them could be miles and miles,” says Shorr. “Routes Optimization API accounts for all of that.” The system reflects real-world driving conditions and improves accuracy across different markets.
After following Afi Labs, a Google Maps Platform specialist, on LinkedIn, Shorr reached out, explained the problem, and together they built the Proforce Route Planner on top of the Route Optimization API.
It pulls stop data from FieldRoutes using BigQuery and returns an optimized route accounting for real-time traffic, road layouts, and the time each service type requires. The integration has cut the time it takes to build routes by 50%.
The design kept humans in the loop. Afi Labs built an interface that lets dispatchers preview the optimized route, see the projected time savings, and approve it or adjust. “AI is powerful, but there just needs to be a human override,” says Fox.
The precision extends to individual technicians: “If a truck rolls off the driveway at 9:06 AM, the planner will say you should be home by 5:14 PM. That finishing time used to be a guess. Now it’s right,” says Shorr.
Real results, and a roadmap built for scale
Replacing hand-drawn plans with optimized routes had an immediate impact. Between Q3 and Q4 2025, Proforce recorded a 22% reduction in fuel consumed per completed appointment. Technicians averaging 10 to 11 completed stops per day now reach 13 or 14. Across more than 200 technicians, the number of 2.3 to 2.5 additional stops compound into a substantial revenue impact.
“It’s what we describe internally as a quadruple win,” says Shorr. “Cost savings, employee experience, customer experience, and revenue capacity are all improving.”
More stops mean increased earning opportunities through the tip-and-rating system built into each service recap, and because fewer routes overrun, calls from disappointed customers have dropped sharply.
We’re trying to be the tip of the spear. Using technology to provide a better experience for employees, for customers, and for stakeholders.
Mark Shorr
CEO, Proforce Pest Control
Proforce also runs its day-to-day operations on Google Workspace, including Gmail, Drive, Meet. For the contact center team, Gemini in Google Workspace has removed one of the most time-consuming parts of the job. Agents previously had three minutes to write up notes from one of the more than 1,000 customer calls made every day.
By deploying AI-powered transcription and summarization through Gemini in Google Workspace, Proforce eliminated that step in almost all cases, saving roughly 50 hours of agent time every day. The accuracy of those summaries draws directly on the clean, governed data foundation built in BigQuery and surfaced through Looker.
The same transcripts inform the field, with service professionals reading an AI-generated customer summary before each visit.
Proforce also doubled its revenue to $30 million in a year, targeting $55 to $60 million by the end of 2026. His ambition is for Proforce to become a top-10 pest control company by doing what the industry has been slow to tackle. “We’re trying to be the tip of the spear,” says Shorr. “Using technology to provide a better experience for employees, for customers, and for stakeholders.”
Proforce Pest Control is one of the fastest-growing pest management companies in the Southeast and Mid-Atlantic, serving customers across 13 markets and five states.
Industry: Other (Field Services)
Location: United States
Products: Google Cloud, BigQuery, Cloud Run, Gemini, Looker, Routes Optimization
About Google Cloud partner – Afi Labs
Afi Labs is a Google Maps Platform specialist focused on using Google Maps Platform and AI to optimize logistics, mapping, and location-based services for businesses.
