How Lean Solutions Group, a logistics workforce and technology provider, rebalanced paid media toward measurable pipeline, shifting from only capturing demand to creating it.
Lean's paid media was doing one thing: finding buyers who were already looking. LinkedIn campaigns targeted in-market accounts, but costs per click were high and the contact database was growing stale. There was no shared attribution model to connect marketing activity to revenue, and no systematic way to reach logistics operators who didn't yet know they had a problem Lean could solve. The program was capturing demand, it wasn't creating it.
A smarter channel mix could lower cost per lead while a demand-creation layer reached operations leaders who weren't yet searching for Lean by name. Lean's expansion into AI-enabled logistics technology opened a fresh pool of buyers, ones searching for ways to do more with smaller teams, not for "nearshore logistics staffing."
LeadCoverage restructured Lean's paid program around a staged campaign matrix, rebalanced the channel mix, and added a demand-creation layer, all running in cohesion with RollWorks ABM.
A three-stage campaign matrix, cold, warm, and hot, ran in cohesion with RollWorks ABM. Each stage mapped to a specific buyer behavior with distinct creative, targeting, and bidding. LinkedIn ran by funnel stage rather than as one always-on campaign, so TOFU, MOFU, and BOFU ads reached the right audience without cannibalizing each other.
Intent from HubSpot, LinkedIn, and RollWorks was layered to build high-intent audiences. When a prospect showed signals across multiple sources, site engagement, ad clicks, Bombora topic surges, they moved into a tighter retargeting pool with messaging calibrated to their decision stage, for a cleaner handoff to sales.
A deliberate rebalancing away from LinkedIn toward Google. LinkedIn stayed essential for audience-specific targeting and mid-funnel nurture, but its cost-per-lead economics made it a poor primary conversion driver. Google search reached buyers in active research mode, at a fraction of the cost.
New ad-group clusters targeted operational intent, workforce productivity, track-and-trace automation, freight execution efficiency, and cost reduction, for buyers searching "how to scale logistics without hiring." Landing pages routed to relevant case studies, while RollWorks warm campaigns ran in parallel to accelerate hand-raises, not just capture them.
Paid media works best when each channel does what it does best: Google search to capture buyers in active research at low cost, LinkedIn and RollWorks to nurture and create demand among operators who don't yet know to look. By structuring the program around buyer behavior and adding a demand-creation layer, Lean turned a high-cost, capture-only program into an efficient engine that both finds and makes its next customers.
