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.
The CFO Question Your PPC Dashboard Can't Answer
Your dashboard shows 847 leads and green metrics, but only 23 became sales conversations. The gap between lead-volume PPC and revenue-predictable PPC isn't philosophical, it's architectural, and closing it changes what your budget actually buys.
The $3 Million Settings Problem: What the GrowthSpree LinkedIn Ads Waste Report Means for Your Next Board Deck
A new report found 32% of LinkedIn Ads spend, $3 million across 56 accounts, reaches people who can never become customers. The fix isn't more budget. It's better exclusions.
LinkedIn Isn't Just Top-of-Funnel Anymore: What Dreamdata's Data Means for Your Budget
Thirty percent of your SQL sessions are now influenced by LinkedIn, not awareness impressions, actual sales-qualified leads. If you've been treating LinkedIn as a brand-building playground and shutting off campaigns after the form fill, the data says you're leaving money on the table.
Google's "Strongest Match" Label Test: What B2B Marketers Should Actually Measure
Google just handed advertisers a new variable they cannot control, cannot predict, and cannot yet model. The label exists, the criteria remain opaque, and the downstream effects on your paid search economics are unknowable, here's how to instrument your measurement stack before it matters.
Smart Bidding in 2026: The CFO-Safe Playbook for B2B Marketers
Your CFO just asked why paid media spend is up 18% while pipeline stayed flat, and 'learning phase volatility' isn't cutting it as an answer anymore. Here's the accountability playbook that turns Smart Bidding from a black box into a boardroom-ready strategy.
Microsoft Advertising's Automated Bidding Overhaul: A CFO-Safe Setup Guide for 2026
Microsoft just killed four bidding strategies and replaced them with two questions. If you've ever second-guessed your campaign setup or watched budget evaporate during the 'learning phase,' this structural change is designed for you, and it's the kind of simplification that actually survives a CFO review.
AI Max After GML: What Ginny Marvin's Clarifications Mean for Your Paid Search Budget
Google's forcing everyone into AI Max by September 2026, but Ginny Marvin's post-GML clarifications reveal the controls that actually matter for protecting your lead quality. Here's how to pilot AI Max without wrecking your cost per qualified lead.
ChatGPT Ads Just Got Competitive: What the Multi-Advertiser Test Means for Your Media Mix
OpenAI just shifted ChatGPT ads from single placements to multi-advertiser auctions, fundamentally changing the economics for B2B marketers. While consumer brands will likely dominate these auctions, the real question is whether B2B can find profitable intent signals in conversational AI.