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ric.camilleri@nrsmedia.com Australia · Mon–Fri 8:30–5:30
Rentokil Australia · Google Ads

Supercharged Google Ads conversions

A national pest control leader, a Google Ads account handed over from a previous top-4 global agency, and a mandate to lift leads while bringing cost per lead down.

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Rentokil pest control technician beside a branded service van

The client

Rentokil is one of Australia's best-known pest control providers, running a national network of technicians across residential, commercial and industrial jobs. With that scale comes a Google Ads account large and complex enough that small inefficiencies compound fast across every campaign.

The challenge

Rentokil's account was moving to Mash Media from a previous global top-4 marketing agency. The brief was straightforward but demanding: grow lead volume, protect service quality across every region the campaigns covered, and do it while bringing cost per lead down rather than up - all without the runway of a bigger budget to lean on.

Our approach

Taking over an account of this size meant working methodically rather than ripping everything up on day one - understanding what was already working before changing anything.

  1. 01

    Data analysis

    A full audit of the historical account data to find where budget was being wasted and where the real opportunity was hiding.

  2. 02

    Present findings

    Clear before-and-after benchmarks and a proposed plan, signed off with the client before a single campaign changed.

  3. 03

    Implement strategies

    Campaign restructuring, sharper targeting and bidding, and ongoing optimisation to keep performance moving.

The results

Within the first year of managing the account, the numbers told the story.

+102.78%Increase in leads
-89.70%Reduction in cost per click
-50.37%Reduction in cost per lead
+54.33%Increase in click-through rate

A clear step up on what the previous agency had delivered - more leads, at a lower cost, from the same market.

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