The Challenge
Rentokil Initial was established in Thailand in 1984. It is a leading provider of commercial pest control and hygiene services, and it protects homes and businesses from pests.
The company wanted more leads in a highly competitive Thai market. Clicks on its ads were expensive, and its earlier methods of finding leads brought a high rejection rate. Its social media work had not delivered the number or the quality of leads it expected.
It also had many lead sources to manage, from website enquiries to chats, calls and messaging apps such as LINE.
Our Approach
Primal widened lead capture beyond website forms, so Rentokil Initial could receive leads through chats, calls and messaging apps as well. Google Search ads and Performance Max gave the campaigns a wider reach.
We introduced Smart Bidding 2.0 to manage the budget better. It uses automated bidding to spend the ad budget more effectively, and the campaigns used target return on ad spend (ROAS) bidding.
A close analysis of past results showed the best ways to target Rentokil Initial’s audience, write its messages and design its ads. The new campaigns were based on these findings and the brand’s own needs.
Outcomes Achieved
Using what past campaigns had shown, Primal ran focused experiments to improve the ads. Google Search ads and Performance Max together reached a wider range of potential customers, and Smart Bidding 2.0 with target ROAS bidding kept the ad budget cost-effective and raised the value of each lead. Leads from every source were brought together under a common aim, more high-quality leads for more revenue.
Compared with the year before, conversions rose 70% and the cost per acquisition fell 33%. Incremental revenue rose 22%.
- 70%Increase in Conversions
- 22%Increase in Incremental Revenue
- 33%Lower Cost Per Acquisition (CPA)
Key Insights
- Leads came from website forms, chats, calls and messaging apps such as LINE, so the campaigns captured leads from all of them.
- Smart Bidding 2.0 with target ROAS bidding kept the ad budget cost-effective and raised the value of each lead.
- Conversions rose 70% year on year while the cost per acquisition fell 33%.
