ROR Partners, known for performance marketing built on data and AI, has announced its acquisition of Incline Marketing, a Florida-based agency focused on SEO and organic growth strategies for home service companies.
The deal brings together two very different—but highly compatible—marketing models. ROR has deep roots in paid media optimization and data identity graphs. Incline excels at owned and earned media, especially for businesses like HVAC repair, pool cleaning, pest control, and roofing. Bringing the two together opens up new capabilities for clients in highly competitive local markets.
Two Teams, One Focus: Measurable Growth
Incline Marketing was founded in 2018 in St. Petersburg, Florida, with additional operations in Idaho and the Philippines. The agency helps service-based businesses rank higher on Google through SEO, LSAs (Local Services Ads), and content-driven brand building. They also support operations with CRM platform work and customer call centers.
CJ Krainock, Incline’s CEO, called the merger a strategic move. “We’re joining a team that shares our priorities—clear results, collaborative work, and long-term client success,” Krainock said. “Their technology stack plus our local-first approach is going to be a strong combination.”
On ROR’s side, leadership pointed to the expansion as a smart next step. Tom Lapcevic, Executive Chairman at ROR, said Incline adds an important layer to ROR’s marketing ecosystem—organic visibility. “We’re improving how our clients reach and keep customers across the entire cycle, not just through paid media,” he said.
New Markets, New Tools
With Incline onboard, ROR plans to move deeper into home services. The sector—often made up of regional businesses—has grown more sophisticated in its digital strategy over the past five years. That shift, along with ROR’s AI-powered platform, creates room for real growth.
Greg Dowd, CEO of ROR, emphasized the potential for integrated offerings. “This isn’t just about adding headcount or capability. It’s about giving our clients a single, scalable solution that’s grounded in results—especially in sectors where local visibility matters more than ever,” Dowd said.
Incline also brings a growing specialty: LLMO, or Large Language Model Optimization. This signals a forward-facing approach to content, aligning digital messaging with AI systems that are now influencing search results and customer behavior.
Who’s Advising Whom?
Several firms guided the deal. Incline Marketing used FL Patel Law for legal counsel. ROR worked with Pharus Advisors Holdings for financial advice and McDermott Will & Emery for legal matters.
What the Companies Do
Incline Marketing
Incline is a digital marketing agency for location-based businesses, with a focus on local SEO and Google LSAs. It offers CRM support, call center management, and digital content strategy, all backed by analytics. Based in Florida, the company also has teams in Idaho and the Philippines.
ROR Partners
ROR Partners builds performance marketing strategies that rely on proprietary data, analytics, and AI systems. The company helps businesses run paid campaigns, manage identities across digital platforms, and optimize conversions at every step.
Gemspring Capital
ROR is backed by Gemspring Capital, a private equity firm based in Connecticut. Gemspring invests in middle-market companies across tech, healthcare, financial services, and industrial sectors. The firm has over $3.8 billion in assets under management.
The Takeaway
This acquisition is about scale, but it’s also about alignment. ROR’s paid media systems and data infrastructure now sit alongside Incline’s grassroots SEO model for home services. The result is a full-spectrum offering for local businesses that want real leads—not just impressions. For an industry where phone calls still close deals, that matters.
This move signals that local service marketing isn’t stuck in the past—it’s evolving, data-first, and ready to compete.
