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.
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.
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.
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.
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.
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.
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.
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.
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.
