The Outbound-Ads Playbook: How AirOps 10x'd Pipeline With Clay + Ads

​Everyone’s talking about “Clay Ads” right now - syncing outbound lists with ad audiences. Clay just shipped it as a native feature a month ago.

​But the feature isn’t the strategy.

​We’ve been running this motion for over a year using our own workflows. Clay makes the syncing easier - but the results come from the playbook behind it.

​This is ABM (account-based marketing) done properly: pick the right companies, tier them, and run coordinated touches across outbound + LinkedIn Ads + webinars. When it’s executed well, it’s one of the most profitable GTM motions there is.

​In this 1-hour live session (40 min conversation, 20 min Q&A), Eoin Clancy (VP of Growth at AirOps) and Ivan Falco (Head of Growth at ColdIQ) break down exactly how we built a compounding system where ads warmed accounts, outbound activated them, and every channel made the other one work better.

​What we’ll cover:

• ​Where AirOps was a year ago: ~$536K/month pipeline, early channel wins, but scaling past experimentation was the bottleneck

• ​How the partnership started and the bet we made on an integrated motion

• ​How we built and tiered target company lists with Clay (instead of treating everyone the same)

• ​How we synced outbound + LinkedIn Ads to hit the same companies from both sides

• ​The Thought Leader Ad bet: 80% of ad spend behind founder/team content, not product ads

• ​How outbound and ads fed each other: signals triggered plays across channels

• ​The webinar motion: using webinars as an outbound play (input-request invites that drove 112 positive replies)

• ​What worked, what didn’t, and what we’d do differently if starting over

• ​When this motion makes sense (and when it doesn’t): minimum requirements, budget/team/tooling/content, and common mistakes

​Results we’ll break down:

• ​10x ARR growth

• ​Ad spend scaled 20x with positive ROI

• ​$10M+ qualified pipeline

• ​15x pipeline ROI

• ​164 deals, 30 closed-won

• ​1,058 outbound replies

​If you run Demand Gen, Growth, or GTM - and you want a repeatable motion that compounds (not random tactics) - this is the behind-the-scenes: the playbook, not the button.