The brief


Rentokil is a professional pest control service with over 90 years of experience delivering market-leading solutions. After recognising their YOY data was down for digital in the EU, Search Laboratory was tasked with discovering the reasons for this, whether their current strategy is working and how best to approach the future.

We were chosen to help set them up for future growth due to our intricate knowledge of data-driven strategies. The client had confidence in our ability to unlock a deeper understanding of their data which would ripple through their wider EU teams and improve their performance in an increasingly competitive market.



We were tasked with identifying and explaining why digital was down and putting a strategy in place that would increase qualified visitors to the site and improve audience targeting.

This included:

• Unlocking challenges and demands in each territory

• Identifying domestic and commercial personas

• Tying up online and offline leads

• Providing recommendations on strategy moving forward.

The solution


As a member of Google’s International Growth Programme, we were able to conduct detailed market-by-market analysis identifying strengths and weaknesses in Rentokil’s current strategy and advise how to create measurement actions for future growth.

From in-depth analysis across their European sites, we began to unlock the varying demands for pest control and where the best priorities lie in each market. This informed the delivery of educational sessions and recommendations to inform the wider EU team on these insights, boosting performance and understanding of the wider world of search.

Identifying personas


Our research into each market revealed the various personas and who they should be trying to target. We then revived GA4 as the main search console, building bespoke dashboards for each individual market and heightening perspectives over the client’s data.

These insights highlighted that much of Rentokil’s informative content was attracting frequent domestic leads when they are trying to target larger, more commercial traffic. To identify the two, we tied up both on and offline leads by creating trackable events in GA4.



After our research started to unlock the truths within Rentokil’s data, we began delivering recommendations on how to best optimise and activate their audience.

Breaking down individual sectors, we curated a series of materials and documentation for Marketing Managers in each country to begin implementing into their strategies. Looking at the likes of individual location’s performance and Google’s MyBusiness (GMB) profiles, we were able to streamline their strategy towards more targeted audiences in order to give them the best chance of digital success in the future.

Our recommendations included:

  • Maintaining consistency throughout channels
  • Ensuring GMB profiles allocated a single registered address, multiple locations were added, and duplicate locations avoided
  • Producing informational content is still valuable and will bring in relevant leads
  • Creating and updating content to focus on more commercial terms will attract larger businesses
  • Using the heat map data, areas with big opportunities were identified as those to raise local brand awareness and visibility
  • Integrating GA4 with CRM data to gain a deeper understanding of campaigns that lead to sales.

These strategic changes became a catalyst for Rentokil’s future strategy.

Strategy implementation support


After explaining the amends to their strategy and setting up individual dashboards, we arranged frequent follow-ups with the Rentokil team to provide further support and recommendations on the strategy moving forward.

Meetings with the Marketing Managers in each country allowed everyone to remain informed and review the materials and documentation we had provided. This created the opportunity for Rentokil to provide feedback on how this will change their way of working and implement the strategy company-wide.


We asked Search Laboratory to assess our strategy and make recommendations on how to improve our performance in an increasingly competitive world. The team were easy to work with and very responsive.

They carried out in-depth analyses of our sites across Europe in a short period of time and presented their findings back in a clear and concise way. Our local marketing teams really appreciated the insights and recommendations made by the Search Laboratory team and were able to make proper action plans as a result.”

Randolph Carter, Marketing Director Europe, Rentokil Initial plc

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