Our Story
We built the agency we wished existed.
Most SMBs get handed a junior account manager, a templated campaign, and a monthly PDF. We built Pipeline Theory to fix that.
Pipeline Theory started with a simple observation: small and mid-sized businesses were being underserved by the agencies they trusted with their ad budgets. Campaigns were set up once and left to run. Reporting was opaque. Strategy was an afterthought.
We set out to build something different — an agency that treats every client's ad account like it's the only one. One where strategy is documented, tracking is airtight, and every dollar spent is accountable to a real business outcome.
Today, Pipeline Theory manages campaigns across Google and Meta for businesses in services, e-commerce, and B2B. Our clients don't just get better ROAS — they get a system they can rely on.
How We Work
Principles we don't compromise on.
Transparency first
You own your accounts, your data, and your results. We never hold your assets hostage or obscure what's working.
Strategy before tactics
We don't launch campaigns until we understand your offer, your market, and your unit economics. Tactics without strategy is just burning money.
Measurement that matters
Vanity metrics don't pay salaries. We track what moves the needle — qualified leads, cost-per-acquisition, and pipeline value.
Systematic improvement
Every week we test, learn, and optimize. Compounding marginal gains is how cost-per-lead drops over time — not luck.
Meet the Team
Leo Baker
Leo Baker
Founder & Lead Strategist
Leo Baker founded Pipeline Theory after years on the client side of paid advertising. As Chief Marketing & Strategy Officer for a multi-location Texas law firm, he oversees marketing and growth strategy across five offices, and helped grow the firm more than 30% year over year while cutting its marketing spend in half. He built that growth on data, not guesswork: tracking every call and lead back to its source, measuring profitability case by case, and holding ad campaigns accountable for real clients instead of clicks. Pipeline Theory brings that same owner-level, ROI-first discipline to businesses that depend on leads.
- Chief Marketing & Strategy Officer, multi-location Texas law firm
- 30%+ year-over-year growth while cutting marketing spend in half
- Lead-source attribution and call tracking across Google, Meta, and intake systems
- Case-level ROI and profitability analysis that ties ad spend to revenue
The People Behind the Work
The rest of the team
Alex Rivera
Senior Paid Search Strategist
Alex specializes in Google Ads campaign architecture and conversion rate optimization. With a background in direct-response marketing, he builds search campaigns that prioritize qualified leads over raw click volume.
Jordan Kim
Paid Social Lead
Jordan manages Meta ad strategy for Pipeline Theory's clients, with deep expertise in audience segmentation, creative testing, and full-funnel campaign structures that move prospects from awareness to action.
Sam Torres
Analytics & Tracking Specialist
Sam owns measurement infrastructure across every client account — GA4, GTM, call tracking, and CRM integrations. If a conversion isn't being tracked, Sam finds it and fixes it.
Ready to build your pipeline?
Start with a free audit — we'll show you exactly where your current setup is leaking revenue.