Scaling home inspection leads across Canada.
Creative Scope took charge of MHI's digital marketing — SEO, paid advertising, email marketing, and website maintenance. Within 10 months, we boosted organic traffic, built out a 150-page SEO foundation, and ran a Meta Ads engine that delivered over 2,100 conversions.
Trusted brand, untapped digital potential.
Mike Holmes Inspections offers trusted and thorough home inspection services across Canada. With a team of certified professionals, they provide detailed evaluations covering every essential aspect of a property — foundation, roof, electrical, plumbing, and HVAC systems.
The goal was to improve organic traffic, launch paid advertising and email marketing, and build a digital foundation that would let the business scale efficiently as new franchise markets came online.
Creative Scope took charge of MHI's digital marketing initiatives end-to-end — SEO, paid advertising (Google Ads and Meta Ads), email marketing, and website maintenance. Within the first 10 months of the partnership, we boosted website traffic, conversions, and ranking coverage across the home inspection category in Canada.
Three pillars, one compounding system.
Organic, paid, and email — engineered together rather than run as three separate buckets. Each channel fed the next, and weekly optimization cycles kept every layer improving against the same outcomes.
SEO strategy · Phase 1 — Content & foundations
Phase 1 focused on creating new content to compete for high-volume keywords in the home inspection industry. We ran competitive analysis and keyword research, then shipped over 150 SEO pages mapped to the category's most valuable queries. Monthly blogging kept momentum, while a parallel backlinking strategy and Google Business Profile maintenance built authority across the network.
SEO strategy · Phase 2 — Page-level optimization
With the content foundation in place, Phase 2 focused on optimising the newly-created pages to perform and rank better — specifically the pages targeting the highest-volume keyword phrases. Ongoing website maintenance kept performance and crawlability healthy. Result: top-10 rankings on 55% of the highest-volume keywords in the home inspection industry in Canada.
Meta Ads · Strategy & weekly optimization
Mike Holmes Inspections partnered with us to leverage Meta Ads for lead generation and franchise opportunities across Canada. We developed an ad strategy built around messages and visuals that resonated with specific audiences — both homeowners looking for inspections and prospects interested in franchise opportunities. Performance data was monitored daily, with real-time adjustments to maintain effectiveness. Weekly meetings with the client covered detailed reports, results, and new testing ideas.
Meta Ads · Creative development & data-driven reporting
Collaborating with designers, we produced engaging ad creatives — images and persuasive copy built to capture attention and drive action. Strategic enhancements included optimising creatives to better align with potential franchisees, testing multiple ad formats, and streamlining the lead capture process to reduce friction and boost conversions. Transparent reports tracked impressions, reach, leads, and CPL so the client could always see ROI in real time.
Email marketing — capture, nurture, scale
We added a lead capture form to the homepage linked directly to the email platform, then built automated nurture flows to engage new leads immediately. Past customer data was imported to re-engage previous clients. Continuous performance monitoring shaped subject lines, messaging, and send timing. We started with one send per month; strong engagement pushed us to two per month, where open rates sit significantly above the industry average and unsubscribes remain minimal.
The numbers behind the first 10 months.
From October 1, 2023 to August 31, 2024 — a compounding system of SEO, paid, and email delivered measurable lift across every channel we ran.
Ongoing website maintenance.
Alongside SEO, paid, and email, we've run ongoing website maintenance for MHI — keeping the site fast, crawlable, and credibility-intact as the content layer scales. Performance monitoring and real-time adjustments stay in a weekly rhythm with the client.
01
Technical SEO health
Ongoing crawl monitoring, schema maintenance, and structural fixes — keeping 150+ SEO pages indexable and performing.
02
Google Business Profile
Continuous GBP maintenance — listing optimisation, review monitoring, and consistent NAP data to support local ranking.
03
Weekly optimisation meetings
A standing weekly cadence with the client to review performance data, surface new tests, and align on priorities for the coming week.
04
Performance reporting
Transparent monthly dashboards tying every channel back to impressions, clicks, leads, and cost per conversion — so ROI is always visible.
Built to the Mike Holmes standard.
Performance-driven digital marketing for a network held to one of the most recognised home services brands in Canada. Ten months in, the system keeps compounding.
Scale your home services brand the right way.
If you run a home services brand and your digital marketing isn't pulling its weight — SEO that doesn't rank, paid that doesn't convert, email that doesn't ship — we can fix that. Creative Scope builds compounding systems across organic, paid, and lifecycle for brands that need measurable growth.