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 by 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 your partner in turning AI Search into your next growth advantage. We help marketing leaders build the strategy, systems, and channel presence to win AI search, powering companies like Carta, Ramp, Chime, and Klaviyo.

Challenge

AirOps came at CTV from two angles: Christy Roach, CMO, who decides where marketing budget goes, and Jim Tan, Head of Growth Marketing, who has to prove each channel earns it.

“With connected TV, we could start small, measure, and actually understand the impact — which is exactly what made it worth the bet.”

Christy Roach, CMO, AirOps

AirOps had 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: Mid-funnel (MOF) traffic campaigns build reach and brand awareness among marketing and growth leaders, efficiently and without heavy spend. Bottom-of-funnel (BOF) retargeting 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.
Rapid creative testing: AirOps could test new creative quickly, reusing hero concepts in fresh formats each quarter rather than producing from scratch - keeping the account 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, AirOps