How a global logistics leader rebuilt a high-volume paid program around supply chain expertise and revenue accountability, turning scattered spend into a measurable, compounding pipeline.
When LeadCoverage took over the account, paid campaigns were built for volume, not vertical fit. The previous agency’s approach produced form fills without freight industry relevance; rejection rates were running at 83%, and there was no closed-loop visibility connecting ad clicks to CRM outcomes. Budget was being allocated without any signal from what was actually progressing to pipeline.
The program needed more than optimization, it needed a strategic overhaul. LeadCoverage restructured campaigns around supply chain verticals, bringing category expertise to targeting, messaging, and qualification criteria. With closed-loop reporting now connecting the ad platform to CRM stage data, every dollar can be measured against pipeline contribution and closed-won revenue, and the feedback loop gets sharper every month.
LeadCoverage rebuilt the paid program around revenue accountability across four moves.
Launched geo-targeted gateway campaigns, overhauled the Final Mile and Healthcare programs, and ran disciplined negative-keyword and search-query cleanup to raise traffic quality.
Standardized conversion reporting between analytics and the ad platform, and built weekly CRM data pulls so bidding optimized toward revenue rather than raw form fills.
Activated YouTube and LinkedIn with tailored content to improve the lead mix and feed the funnel earlier in the buyer journey.
Ran ongoing landing-page A/B testing to steadily lift conversion rates across the program.
Paid media producing form fills, not pipeline: 14 search-sourced leads, an 83% form-fill rejection rate, and no ad-to-CRM reporting loop.
A quarterly business review aligned both teams on rebuilding around pipeline. New campaign architecture was scoped, gateway landing pages built, and an incremental budget-scaling plan agreed. Simultaneously, $672K in closed-won revenue landed, validating the pipeline that existed before the overhaul and setting a revenue baseline to build against.
Gateway geo-campaigns went live, Final Mile was overhauled with new markets, expanded keywords, and fresh creative, and YouTube launched as a top-of-funnel layer. Active leads — MQLs, SQLs, and converted leads combined — grew 8x from February’s total. A further $97K in closed-won revenue closed, bringing cumulative won to $769K.
The rebuilt campaigns produced $3.55M in new pipeline in a single month — the largest pipeline-creation month of the year — including the two largest deals to date. Analytics-to-ad-platform reporting was standardized and LinkedIn was prepped for launch.
Cumulative closed-won reached $779.5K with $5.39M in open pipeline behind it. Sustained optimization drove the form-fill rejection rate from 83% to 77%. The results earned an expanded mandate: a new strategic market-intelligence initiative on top of the paid retainer.
LeadCoverage gave us a paid program we can finally measure against revenue. In one quarter we went from scattered spend to a clear, compounding pipeline, and the partnership has more than paid for itself. It has been an excellent start to the year.
