Case studies

3.4x Lead Growth in 90 Days: AirOps Turns CTV Into a B2B Performance Channel with Vibe.co

3.4x

Lead Volume Growth in 90 Days

47%

CPL Reduction, Q1 to Q2

12.9x

Pipeline-to-Spend Ratio on Q2 Spend

“We scaled spend 77% in a quarter and dropped CPL 47%. Once we could see it in HubSpot, we started managing CTV like every other channel.”

Jim Tan, Head of Growth Marketing, AirOps

About AirOps

AirOps is the content engineering platform powering AI search visibility for companies like Carta, Ramp, Chime, Webflow, Klaviyo, and Wiz. Backed by Greylock, AirOps helps marketing teams build and deploy AI agents to scale content operations for the AI-search era.

Challenge

Jim Tan, Head of Growth Marketing at AirOps, had built a working paid engine across SEM, LinkedIn, and Meta - but there was a gap at the top of the funnel. SEM captured demand and paid social converted retargeting audiences, but nothing was efficiently filling the funnel with qualified B2B audiences. AirOps needed to build trust before enterprise buyers would take a call.

CTV had come up before, but without a way to measure attribution to pipeline, it never felt worth the bet.

“CTV was the only paid channel we couldn't track to pipeline. That was the whole blocker,”

Jim Tan, Head of Growth Marketing, AirOps

Solution

Vibe's pitch was built around solving exactly that problem: wiring the Vibe Pixel into HubSpot before anything was spent on ads. AirOps launched on Vibe in Q1 2026 with a funnel built from day one to feed HubSpot pipeline reporting.

Here’s the AirOps strategy with Vibe:

Closed-loop pipeline measurement: The Vibe team wired the Pixel into HubSpot alongside AirOps' RevOps team, and AirOps built a "Vibe Matched" deal property to flag any opportunity that had touched a CTV campaign. Now, CTV shows up in the same pipeline view as SEM and paid social, tracked to qualified pipeline dollars, in addition to leads.
Full funnel structure: Upper-funnel campaigns build reach against marketing and growth leaders, while retargetting converts the highest-intent segment, people who had already engaged with AirOps content. The retargeting layer has become the most efficient spend in the account at $55.32 CPL.
Quarterly creative refresh: AirOps reused hero creative concepts in new formats each quarter instead of producing from scratch, keeping things fresh while protecting production budget.

“Most B2B marketers can't run CTV because they can't measure it. Once it showed up in HubSpot next to everything else, it stopped being a guessing game and we were able to invest confidently and measure the impact.”

Jim Tan, Head of Growth Marketing, AirOps

Results

CTV moved from a new-channel test to one of the most efficient sources of qualified pipeline in AirOps' stack within 90 days:

Spend scaled 77%, from $15.7K in Q1 to $27.8K in Q2
Leads grew 3.4x, from 102 to 343
Blended CPL dropped 47%, from $154.10 to $80.96
$580.6K in qualified pipeline from March to May, with $358K of that in Q2 alone

“Seeing qualified pipeline on a monthly curve, not just lead counts, is what changed how we manage CTV. We can catch creative fatigue in the pipeline data before it ever touches CPL.”

Jim Tan, Head of Growth Marketing, AirOps

Aug 18, 2026