Revitalizing performance media to unlock new growth in the home services category.
The brief
The client
Reliance Home Comfort is Canada’s leading home services provider, offering heating, cooling, plumbing, and related solutions to households nationwide. With a large customer base and strong market penetration, Reliance partnered with Other. to reinvigorate performance marketing after hitting a growth ceiling.
The challenge
Despite category leadership, Reliance’s paid search program had reached a performance plateau. Legacy automation frameworks, reporting blind spots, and inefficient keyword segmentation prevented further gains. To break through the ceiling, Reliance needed a modernized approach to improve both lead volume and cost efficiency, supported by transparent performance measurement and adaptable optimization.
The goal
- Break through a performance plateau in paid search
- Increase lead volume across generic and branded queries
- Improve efficiency by lowering cost per lead (CPL)
- Build a scalable and transparent performance media foundation
What we discovered & implemented
01 | Foundation
We applied Ramp™ to reset the paid media investment framework and rapidly reallocate budgets toward higher-performing opportunities. Findings included dependency on dated automation, gaps in reporting, and inefficient keyword structures. Nav™-aligned diagnostic work ensured transparency and a direct link between media activity and business outcomes.
02 | Growth
To sustain momentum, we introduced Flow™, enabling continuous testing, optimization, and evolution of tactics.
Execution highlights included:
- Localized ad copy to engage users at the community level
- AI-powered call tracking for optimization toward booked appointments
- Custom budget management tool allowing rapid performance-based reallocations
- Refined keyword segmentation and geographic targeting to improve precision
03 | Innovation
We incorporated advanced strategies to drive channel growth and unlock new efficiencies:
- Adoption of Smart Bidding (AI) for scalable efficiency
- Weather-responsive tactics tied to real-time demand signals
- Full account restructuring for long-term control, quality, and cost efficiency
Results
- +89% increase in generic lead volume
- 37% reduction in generic CPL, improving volume and efficiency in tandem
- +22% increase in branded leads achieved with 55% less spend
- Established a scalable, transparent performance foundation built for sustainable growth
Key drivers of success
- Ramp™ delivering immediate performance turnaround
- Flow™ driving continuous testing and evolution
- Integration of localized messaging and AI-powered tools
- Strategic innovation tied to market dynamics, including weather responsiveness
They are setting the new standard for agencies.
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.
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.
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.
It truly does feel like they're part of my marketing department. That’s the best compliment I could pay an agency.
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.
