--- title: From Broken Ads to $50M in Pipeline | LeadCoverage Case Study --- [ Back to Case Studies ](https://leadcoverage.com/case-studies/) Case Study  ·  Paid Media # From Broken Ads to $50M in Pipeline How a $3B supply chain automation leader rebuilt a misfiring paid program into an intent-driven machine, integrating paid media with 6sense to influence eight figures of identified pipeline. 8,117% paid media ROAS in the strongest quarter $50.46M identified pipeline across the target account list 92% of MQLs and SQLs had 6sense ABM influence 321% increase in form fills, with 75% more MQLs quarter over quarter 46% lead-to-opportunity conversion on target accounts vs. 17% standard The Challenge ## A paid account burning spend without leads When LeadCoverage stepped in, the paid media account had significant structural problems. The prior vendor had let CPC drift 195% above industry averages and conversion rates fall 402% below benchmarks. The brand name was spelled three different ways across live ads, "micro-fulfillment" appeared two different ways in the same account, and dynamic search ads were competing against the brand's own campaigns, suppressing ad rank and inflating cost. Keywords like "ASRS" were even returning traffic for the Arizona State Retirement System. The account was burning spend without producing leads. The Opportunity ## Turn dormant intent data into pipeline At the same time, the client had invested in 6sense but was not getting measurable return. Intent data was surfacing buying signals across target accounts with no downstream process to act on them. Paid, ABM, and sales operated in separate lanes with no shared signal or handoff. The goal was to connect these systems, turn intent into pipeline, and prove it. The Solution ## A closed loop between intent, ABM, and sales LeadCoverage rebuilt the paid account from the ground up and integrated it directly into the ABM and 6sense workflow, creating a closed loop between search intent, programmatic ABM, and sales outreach. 01 · Rebuild ### Audit and Rebuild A full teardown of the inherited account: restructured campaigns, eliminated wasteful keywords, resolved brand inconsistencies, introduced negative keyword lists, and aligned ad copy to the brand voice and ICP. Traffic increased 23% with no additional spend, simply by removing irrelevant keywords. 02 · Connect ### Connect Paid to 6sense When a contact from a target account clicked a paid ad or submitted a form, that activity fed directly into 6sense scoring. High-intent behavior triggered orchestrations, programmatic display, automated email, and BD alert sequences, reinforcing the brand across the account before a rep ever made contact. Paid became the on-ramp to a full account-based motion. 03 · Prioritize ### Target Account Prioritization Together we built a list of 75 Fortune 1000 target accounts (the "Target 75") and four ICP segments. Paid drove traffic from these accounts while 6sense tracked anonymous and known engagement. Accounts surging on intent keywords moved into active orchestrations, with programmatic ads reinforcing paid at purchase-stage accounts. 04 · Optimize ### Continuous Optimization Campaigns ran through a 50-point optimization process with bi-weekly reporting: keyword analysis, ad copy testing, landing page alignment, and negative keyword updates on a rolling basis. As the best-converting campaigns gained budget, conversion rates climbed and cost per acquisition fell, compounding performance. The Results ## Eight figures of influenced pipeline - **$50.46M in identified pipeline** across the Target 75 account list, with 3.2M+ impressions and 88,000+ clicks across Google, Bing, and LinkedIn. - **ABM influence on paid pipeline grew from 72% in Q2 to 92% in Q3,** with 92% of MQLs and SQLs carrying documented 6sense ABM influence. - **11 Target 75 accounts submitted forms directly from paid spend;** 28 engaged through combined paid + programmatic. - **57 accounts opened leads,** producing 130 MQLs and 213 SQLs with ABM influence, the client's highest MQL year on record. - **466 paid form fills and 70 MQLs/SQLs in 8 months,** with 46% lead-to-opportunity conversion on target accounts versus 17% on standard leads. Why It Matters ## Paid is the on-ramp, not the destination A misfiring paid account is not just wasted spend, it is a missed signal. By rebuilding paid from the ground up and wiring it directly into 6sense and the account-based motion, LeadCoverage turned a leaking channel into the on-ramp for a full intent-driven engine, where search behavior, programmatic ABM, and sales outreach reinforce one another across every target account. The result was eight figures of identified pipeline from accounts the client most wanted to win. Learn More ## Explore more from LeadCoverage [LeadCoverage: Leader in GTM in Supply Chain at-a-Glance Deck ](https://the-gtm-operating-layer--i42jb7h.gamma.site/) [LeadCoverage | HubSpot Implementation Partner ](https://leadcoverage-6tcko58.gamma.site/) [Lead the Market with an Index ](https://lead-the-market-rn7rgxv.gamma.site/) [Three Strategies Working in Supply Chain Marketing ](https://three-proven-strategies--aopdmjj.gamma.site/) [Why PR Matters in Supply Chain ](https://leadcoverage-pr-tu7p524.gamma.site/) [Understanding Intent Data ](https://understanding-intent-dat-zr7h1wq.gamma.site/) [Analyst Relations: Where Market Leadership is Earned ](https://analystrelations-where-m-14eomi8.gamma.site/) [The Revenue Engine Workshop with CEO, Kara Smith Brown ](https://the-revenue-engine-works-1ng6coj.gamma.site/) ## Ready to build your revenue engine? We make market leaders. [Visit LeadCoverage](https://www.leadcoverage.com) [The Revenue Engine](https://www.therevenueengine.com)