Until the mid-20th century, pest insect control in agriculture relied on largely inorganic and botanical insecticides, which were inadequate. Then, the remarkable insecticidal properties of several organochlorines, organophosphates, methylcarbamates, and pyrethroids were discovered, leading to an arsenal of synthetic organics. The effectiveness of these insecticides, however, diminished over time due to the emergence of resistant insect strains with less sensitive molecular targets in their nervous systems. This created a critical need for a new type of neuroactive insecticide with a different yet highly sensitive target. Nicotine in tobacco extract was for centuries the best available agent to prevent sucking insects from damaging crops, although this alkaloid was hazardous to people and not very effective. The search for unusual structures and optimization revealed a new class of potent insecticides, known as neonicotinoids, which are similar to nicotine in their structure and action as agonists of the nicotinic acetylcholine receptor (nAChR). Fortunately, neonicotinoids are much more toxic to insects than mammals due in large part to differences in their binding site interactions at the corresponding nAChRs. This Account discusses the progress that has been made in defining the structural basis of neonicotinoid and nicotinoid potency and selectivity. The findings are based on comparisons of two acetylcholine binding proteins (AChBPs) with distinct pharmacological profiles that serve as structural surrogates for the extracellular ligand-binding domain of the nAChRs. Saltwater mollusk (Aplysia californica) AChBP has high neonicotinoid sensitivity, whereas freshwater snail (Lymnaea stagnalis) AChBP has low neonicotinoid and high nicotinoid sensitivities, pharmacologies reminiscent of insect and vertebrate nAChR subtypes, respectively. The ligand-receptor interactions for these AChBPs were established by photoaffinity labeling and X-ray crystallography. Both azidopyridinyl neonicotinoid and nicotinoid photoprobes bind in a single conformation with Aplysia AChBP; this is consistent with high-resolution crystal structures. Surprisingly, though, the electronegative nitro or cyano moiety of the neonicotinoid faced in a reversed orientation relative to the cationic nicotinoid functionality. For the Lymnaea AChBP, the azidoneonicotinoid probes modified two distinct and distant sites, while the azidonicotinoid probes, surprisingly, derivatized only one point. This meant that the neonicotinoids have two bound conformations in the vertebrate receptor model, which are completely inverted relative to each other, whereas nicotinoids appear buried in only one conserved conformation. Therefore, the unique binding conformations of nicotinic agonists in these insect and vertebrate receptor homologues define the basis for molecular recognition of neonicotinoid insecticides as the determinants of life or death.