The top picks globally to counter Rumble include Caitlyn, Aphelios, and Tristana. These picks are all good at countering Rumble with win rates over 59%. Even if these Rumble counter picks are not picked in your lane, it's not a good idea to take him into one of these matchups. They will usually win against Rumble.
Conversely, if the opposite team picks either Heimerdinger or Heimerdinger, you should seriously think about picking him, as he easily crushes these champions with win rates over 53% against both ofthem.