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?
Black Friday 2026: Four Compounding Risks Your Q4 Forecast Isn't Pricing In
ChatGPT Ads didn't exist last November. Google's August 17 bidding change hadn't landed. And the margin squeeze between what retailers can discount and what consumers expect hadn't reached its current tension. Here's why your Q4 forecast needs a serious reality check.
LinkedIn Doesn't Publish a Universal Frequency Cap. Here's What Practitioners Actually Observe.
LinkedIn lacks a universal frequency cap. Here's what practitioners observe by format, plus stage-based thresholds and API controls to protect pipeline efficiency.
The 20% CAC Drop Hiding in Your Channel Silos
Most B2B marketing teams run SEO and paid search as separate line items, separate teams, separate dashboards. The result is a 20% CAC penalty they never see because no one owns the gap between the two, and closing it could free up $100,000 in annual spend.
The Conversion Setup Errors That Break Smart Bidding
Your Smart Bidding campaigns look healthy with conversions climbing, but the CFO sees a different story when the forecast doesn't match the bank balance. The algorithm isn't broken, your data architecture is feeding it noise instead of signal.
Customer Match got a new reach lever. Measure pipeline, not clicks.
Google Ads is testing Enhanced matching for Customer Match. Here’s how B2B teams should measure pipeline impact before trusting the lift.
Google Ads for B2B in 2026: fix the signal before you trust the machine
Google Ads in 2026 gives B2B teams better tools to optimize for qualified pipeline, but only if tracking, CRM imports, and bidding targets are fixed.
ChatGPT Ads: What Brainlabs' Testing Reveals About the Channel's Real Economics
Ben Kahan's team ran the numbers on ChatGPT advertising before most agencies had even logged into the Ads Manager. The verdict? The channel works, but not the way the pitch deck suggests, and the operators who build measurement discipline now will be the ones who can defend the spend.
We Tested Ads in ChatGPT: What the Channel Actually Does
ChatGPT ads work, but not the way Google or Meta ads work. The math is different, the audience is different, and the failure modes are different. If you're allocating test budget, you need to understand what you're actually buying before you write the check.
Noa Amit and the Operator's Case for Predictable UA
Google's August 17 bidding change just handed performance marketers a gift most of them don't recognize yet. The question isn't whether your UA team understands bidding mechanics, it's whether they can translate this shift into predictable scaling before the window closes.