Rentokil’s path to success with Google Ads

70.5% increase in conversions

53.6% increase in conversion rate

26.9% decrease in cost per conversion

Rentokil is a Danish company that has specialized in pest control since 1964. With a constant focus on innovation and quality, Rentokil has created a niche by offering tailored pest control solutions for businesses. As a result, the company is now one of the world’s leading companies in the industry.

Rentokil is not only focused on eliminating current pest problems but also on preventing future infestations. They do this through a combination of advanced technology, skilled technicians, and an approach that is customized to each customer’s specific needs – all with a strong environmental focus. Therefore, their primary challenge was to fine-tune the segmentation of their two key audiences in B2B and B2C to maximize the effectiveness of their Return on Investment (ROI). A carefully targeted communication strategy with tailored messaging in their campaigns was essential to increase engagement and conversion rates, resulting in more cost-effective marketing efforts.


  • 70.5% increase in conversions on Google
  • 53.6% increase in conversion rate
  • 26.9% decrease in cost per conversion
  • 10.9% increase in clicks

Different industries in the B2B market are challenging

For Rentokil, it was important to strengthen its digital presence, especially with B2B customers. The mission was clear: to boost conversion rates and maximize the effectiveness of every interaction through Google Ads.

However, embarking on this mission was not straightforward. One of Rentokil’s challenges when working on their digital marketing strategy was fine-tuning the targeting of business customers across different industries as well as private consumers. Another challenge was to distinguish between the search intent of these two segments, establish targeted audience lists, and improve ad relevance in their Google marketing efforts. This strategic focus was necessary to increase conversion rates and improve brand exposure for both segments. To tackle these challenges, Rentokil partnered with IIH Nordic.

Full focus on B2B

In the strategic approach to optimizing Rentokil’s PPC campaigns, special attention was paid to refining the choice of keywords. By analyzing search terms, new, relevant keywords were identified, which were then categorized specifically to target the B2B segment. For example, words like ‘municipality’ and ‘company’ were selected to capture B2B-related searches, as opposed to more B2C-oriented terms like ‘home’ and ‘basement’.

With a primary focus on the B2B market, the bidding strategy was adapted to prioritize these searches. In practice, this meant that the target CPA (Cost Per Acquisition) was adjusted to set a higher CPA for B2B ad groups to reflect their higher value, while the CPA for B2C ad groups was lowered.

This approach was necessary, especially considering budget constraints and the seasonal fluctuations that characterize the industry. Over time, the fixed target CPA strategy was abandoned to provide more flexibility and better alignment with market conditions while maintaining efficient resource allocation.

More conversions strengthen the market position

The new B2B strategy has accelerated Rentokil’s business, as evidenced by the following strong results:

  • An impressive 70.5% increase in conversions, reflecting the effective alignment of marketing strategies.
  • A significant 53.6% increase in conversion rate, which is a clear sign of improved targeting and customer engagement.
  • A significant 26.9% reduction in cost per conversion, indicating a more cost-effective approach.
  • A solid 10.9% increase in the number of clicks, emphasizing an increased attraction of the target audience.

These results have not only improved conversion rates, but have also placed Rentokil’s Danish branch as a leading player among their 15 European branches, both in conversion rate and second in cost per conversion. This achievement has significantly strengthened Rentokil’s position in the market and contributed significantly to their growth and success in the industry.

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