Ollie Davies's questions to RENTOKIL INITIAL PLC /FI (RTO) leadership • H1 2025
Question
Ollie Davies of Rothschild & Co Redburn asked for a breakdown between digital and organic leads, how these lead types progressed through the quarter, and the reason for a slowdown in one-off job growth.
Answer
CEO Andy Ransom stated that for competitive reasons, the company would not provide a specific split of its marketing spend but confirmed a deliberate migration from paid search to organic and technician-generated leads. He noted that while paid spend is down, cost-per-lead is also improving. CFO Paul Edgecliffe-Johnson added that the primary focus is on growing the contract portfolio, which can lead to some quarter-to-quarter variability in one-off job performance.