Lineage
Rebuilding paid acquisition around the leads that buy
Pipeline up 2.6x in 90 days
The problem
Lineage sells income property to individual investors, and one sale is worth tens of thousands of dollars. Paid media was optimizing for form fills, so the sales team spent its week calling people who were never going to buy.
Results
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2.6x Pipeline in 90 days, to $3.89M
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13% → 33% High-quality lead rate in one month
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20 → 45 New deals per month
What I did and what it moved
- As Head of Marketing, I manage a four-person paid media agency team and partner with the CEO, president and sales team on channel partnerships and the sales funnel.
- Relaunched paid acquisition on Meta’s Conversions API with a phone-verified lead flow, which lifted the high-quality lead rate from 13% to 33% in one month.
- Consolidated sales and marketing into one HubSpot funnel and fixed a tracking gap that showed 25 discovery calls when nearly 6x that many had been held.
- Rebuilt the path from lead to deal, which lifted direct-to-consumer lead-to-deal conversion from 3.8% to 13.2%.
- Launched Reddit as a new paid channel with server-side tracking, which closed a customer on about $1,400 in spend, about a tenth of the $14K CAC on existing paid channels.
- Built a creative system of three message routes and designed the Meta ads myself. The days with the highest-quality leads traced back to the persona-led creative.
- Directed founder video for paid and organic, writing the shoot guides for co-founders Ron Phillips and Thad.
- Grew pipeline 2.6x in 90 days, which the CEO credited to marketing-sourced leads. Q2 2026 closed with 1,088 MQLs, 109 SQLs and 86 deals.
The work
Each route had one job. The Mirror let the right investors recognize themselves and everyone else scroll past, which did the qualifying before the lead form had to. The days with the highest-quality leads traced back to this creative.