PaidLab
B2B Paid Media & PPC Performance Strategy
Your paid media engine stops working when you stop asking why.
Paid media is the fastest lever in B2B marketing and the easiest to waste. PaidLab covers paid search, programmatic, and performance strategy for teams that need ad spend to turn into qualified pipeline — not impressions.
Every piece is built around the question most platforms train you to stop asking: why is this working, and what happens when it stops?
Zoom Cut CPC by 77% and I Have Questions
A case study landed on my desk that made me actually pay attention, not because the numbers are impressive (they are), but because it tells a story every B2B marketer running paid campaigns at scale needs to hear. Let me break down what's real and what questions remain unanswered.
84% of Google Ads Spend Is Automated. The Real Edge Is What You Feed It.
With 84% of Google Ads spend on Smart Bidding, the 2026 edge isn't strategy selection—it's signal quality, conversion imports, and the August 17 target change.
ChatGPT Ads now bids on conversions — here's what B2B demand gen teams should actually test
ChatGPT Ads shipped conversion bidding, geo exclusions, and bulk API tools — here's how B2B demand gen teams should structure a first experiment.
CPCs Keep Climbing. The Teams Winning in 2025 Are Spending Smarter, Not Less.
B2B SaaS teams cut CPL 44% in 2025 despite rising CPCs by improving conversion rates and adopting offline conversion tracking — here's the playbook.
Google Ads now tells you what you're leaving on the table — treat the number with caution
Google Ads moves missed growth estimates into the Recommendations tab, showing missed clicks, conversions, and revenue — but advertisers should validate before spending.
Google Ads B2B Benchmarks in 2026: Search Still Captures Intent, but Only If You Measure What Matters
B2B Google Ads benchmarks for 2026: Search delivers 51% lower CPA than Performance Max, but only teams measuring pipeline over form fills see the gains.
Your ROAS target is a business decision, not a bidding setting. Here's how to pressure-test it.
A four-step framework to calculate, validate, and pressure-test your target ROAS and CPA against real unit economics and auction dynamics.
B2B Meta Ads Case Study: 129 Leads, 2.09x ROI, What Spilno Agency Got Right
A 2.09x return on ad spend in B2B Meta campaigns isn't a headline number, but in a space where the average return hovers around $1.75 per dollar spent, doubling your money while generating 129 qualified leads is the kind of result most marketing teams would quietly celebrate with a very expensive bottle of wine.
Your Competitors Bought a ChatGPT Ad Slot You Can't See Yet
ChatGPT ads scaled from 0.4% to 26% of responses in three weeks. Here's the manual process to find out which competitors are buying your category's AI attention.