These radios will operate largely on a line of sight basis with a slight boost from refraction. This is known as the radio line of sight. It is given as:
$$D\approx1.41\sqrt{H} \tag 1$$
where D is the distance in miles and H is the antenna height in feet. Any difference in elevation should be included in H. Note that D is only an approximation since the earth is not perfectly round and the atmospheric conditions affect the refraction.
So if you are holding the radio at a height of 5 feet and there are no obstructions (trees, buildings, hills, etc.) between you and the other radio that is at ground level, the range would be ~3.2 miles assuming both radios locations are at the same earth elevation. If the other radio is also held at 5 feet, the range would nearly double.
To get to your desired 12 mile range, each radio would need to be at a height of a little over 18 feet, for example - provided that there are no obstructions between the radios at this height.
Changing the antenna would not substantially increase the range since the limiting factor is the line of sight. You should also note that FCC regulations prohibit changing the antenna.
Formula 1 also points out the marketing centric nature of the 36 mile distance claim. While this figure is likely based on a link budget, it is not easily attained unless you have the fortuitous situation of having the equivalent of each radio at ~165 feet with no obstructions in-between.
In Amateur Radio and GMRS services, repeaters are used to boost range. The repeater antenna is usually at a significant elevation giving the repeater a large radio horizon. The repeater picks up the signal and retransmits it on another frequency thereby greatly increasing the effective range of individual radios. You can read more about GMRS repeaters at https://www.mygmrs.com.