Rentokil Initial is a global leader in pest control and hygiene services, serving a wide range of industries with innovative solutions designed to protect businesses and enhance public health. Operating in multiple regions, Rentokil Initial’s expertise spans pest control, hygiene, and workplace wellbeing. (rentokil-initial.com)

Challenge

Rentokil Initial entrusted me with managing their Google Ads campaigns across seven key markets, with a focus on driving down acquisition costs and improving conversion volume. In Saudi Arabia, the primary objective was to reduce the Cost Per Acquisition (CPA) to below $10, a critical target given past performance.

Strategy and Execution

Taking over the Saudi account in January, I implemented a data-driven restructuring of the Google Ads account to align more closely with local market dynamics. Key strategies included:

• Account Restructuring: Streamlined campaign structure to enhance targeting efficiency and budget allocation, ensuring high-impact keywords and ad groups were prioritized.
• Targeted Optimizations: Leveraged advanced bidding strategies and refined ad copy to resonate with local audiences and attract high-intent customers.
• Budget Allocation Adjustments: Focused on high-performing regions and services, reallocating budget where it would yield the highest returns.
• Continuous Monitoring and Optimization: Used real-time performance data to make swift adjustments, refining keywords, placements, and bids for optimal results.

Results

Within two to three months, this approach yielded transformative results for Rentokil Initial’s campaigns in Saudi Arabia:

• Cost-Per-Acquisition (CPA): Reduced to approximately $4, a dramatic improvement from the previous year’s $16.04 CPA for the same period.
• Conversion Volume: Increased by 500%, achieved with only a 50% increase in ad spend.

These results contributed to a more efficient and cost-effective digital strategy, enabling Rentokil Initial to meet its acquisition targets and expand its presence in key markets.