Scaling qualified lead generation in a highly regulated, niche financial category.
Client Background
Farber is one of Canada’s leading Licensed Insolvency Trustees (LITs). Their mission is to empower Canadians to break free from debt and rebuild their lives through solutions such as Consumer Proposals and Bankruptcy. With a highly specific market opportunity, Farber set out to significantly scale qualified lead generation.
The Challenge
Farber needed to achieve double-digit growth year over year in a highly regulated and hyper-targeted category. Their audience was niche, Canadians aged 25 to 49 with household income under $32K, requiring precise targeting and strict compliance. Beyond lead volume, Farber needed to improve lead quality to drive actual Consumer Proposal filings, while addressing stigma and low awareness around insolvency solutions.
Goals & Objectives
- Deliver qualified leads at scale (double-digit growth YoY)
- Improve lead-to-conversion quality, driving CP filings
- Educate consumers to reduce stigma and increase awareness
- Maximize efficiency in a constrained regulatory environment
Our Approach
We applied Nav™ to the integrated planning process, ensuring Farber’s business goals were directly connected to a full-funnel media plan. Nav™ established clear priorities for channel mix, audience targeting, and budget allocation, creating the right balance between upper-funnel awareness and lower-funnel lead generation and conversion.
From there, we activated Flow™ to manage performance media. Flow™ allowed the program to evolve continuously, with budgets and tactics shifting in real time based on performance data. This ensured efficiency and scale while driving higher-quality results.
Execution highlights included:
- Upper Funnel: Always-on Meta, programmatic display, OLV/CTV, digital audio, and OOH placements mapped by commuting patterns.
- Lower Funnel: SEM, Meta, and remarketing with custom audiences via Switch Growth, paired with offline conversion integration through 1st Party Funnel Data.
- Key Innovations: Integration of Switch Growth and 1st Party Funnel Data for offline conversion optimization, a 79% improvement in display efficiency, and digital audio campaigns delivering 3.36x CTR benchmark.
ResultsKey Drivers of Success
- Nav™ providing integrated planning to align media mix with business goals
- Flow™ driving continuous optimization and adaptability across performance media
- Precision targeting in a regulated environment
- Offline conversion integration with Switch Growth and 1st Party Funnel Data
- Transparent and collaborative approach between client and agency teams
- Qualified leads exceeded target by 26%
- 50% lower CPL versus earlier baseline
- New client growth exceeded target by 10%
Other. has played a critical role in accelerating our business, applying deep performance marketing expertise to maximize media efficiency and ROI. What truly sets them apart is their partnership mindset - they go above and beyond, operate as a true extension of our team, and focus on shared outcomes.
It truly does feel like they're part of my marketing department. That’s the best compliment I could pay an agency.
They are setting the new standard for agencies.
Other. operates as a true strategic partner to our team. They understand how to reach our niche audiences and pivot quickly as conditions change, translating strategy into scalable execution across our portfolio.
Other. has delivered the agility, rigour, and expertise that has allowed us to unlock the potential of our digital revenue channels and accelerate at an important time in our business. They have become a critical partner that we rely on.
I've always really valued that relationship. I think that they get our business. They always try to do it right. They're proactive.
Let’s raise the bar together.
