The Mission
For more than 90 years, Rentokil has served as global experts in pest control. Through an integrated pest management approach, the Rentokil network of experts offer a superior level of protection and trusted solutions, pushing the boundaries of innovation and harnessing new technology, to create pest-free environments.
In addition, Rentokil North America operates business services companies including Ambius, specializing in creating smarter, healthier spaces through air hygiene, interior landscaping, and scenting services; Steritech, offering food safety and operational assessments; SOLitude Lake Management, providing lake and pond solutions; and Vector Disease Control International, which serves governments and municipalities with mosquito control services.
The Challenge
When consumers have a pest issue at their home or business, they typically call a pest control company directly so they can get immediate help for their urgent issue. This is why a scalable, enterprise-level call tracking solution, like Invoca, drives successful outcomes for Rentokil.
The Resolution
Leveling Up to Enterprise-Grade Call Tracking
With Invoca, Rentokil is now able to track and get attribution for calls for brands under its umbrella. This allows it to accurately track how many phone calls its marketing campaigns are driving. The Rentokil team also uses Invoca’s Signals to understand the quality and outcomes of those calls, allowing them to make smarter optimizations to their media mix, so they can drive more high-intent phone leads.
Invoca is a significant driver of how we measure the performance of our marketing campaigns. It gives us a single source of truth about how many call conversions we’re driving for the brands under our umbrella. This allows us to double down on our best campaigns and spend our budget smarter.
James McGinn, Head of paid media at Rentokil
The Rentokil marketing team pushes Invoca’s call tracking data into Google Ads, Google Analytics, Google Campaign Manager, and Microsoft Advertising. Invoca’s seamless integrations ensure that there are no changes or interruptions in its existing workflows.
“Invoca integrates seamlessly with our martech tools. This allows us to make real-time bidding optimizations, and ensure that campaign performance is in line with expectations,” said McGinn.
Auditing Calls with Recordings and Transcriptions
Invoca automatically records and transcribes calls to Rentokil’s locations.
Invoca has made it easy for us to access our phone conversations. We can now do quality audits to ensure our pay-per-call vendors are sending us high-quality phone leads. We’ve also improved how we coach and train our sales agents. This has given us an additional ROI lift and helped us drive better results in the long term.
James McGinn, Head of paid media at Rentokil
Detecting and Correcting Customer Service Issues at Locations
The brands in Rentokil’s portfolio each have an acquisition marketing manager who is in charge of coordinating with their local branch. Invoca has given the acquisition marketing managers complete visibility into what’s happening on the phones at their assigned locations. This allows them to quickly identify issues and pivot to correct them.
“Invoca helps us detect issues in real time. For example, when Invoca showed a spike in phone calls one day, we quickly realized there was a problem with our website,” said McGinn.
The Results
- Scalable call tracking solution across multiple brands
- Improved call outcomes that drive business results
The Invoca team is fantastic. Everybody has been very responsive and very quick, especially as we imported over 3,500 phone numbers from the old system to the new system. The migration went through smoothly, and I’m very satisfied with the results.
