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?
RSA Optimization for B2B: The Math Your CFO Actually Wants to See
Your Ad Strength score is a setup checklist, not a performance metric, and chasing that green checkmark is costing you pipeline. Here's how to actually optimize RSAs for B2B: better conversion signals, smarter asset strategy, and the new headline-level data your CFO will finally understand.
Budget-Limited Campaigns Lost Their Discount. The Auction Math Changed Overnight.
Google's Aug. 17 Smart Bidding update ended bid suppression for budget-limited campaigns. Here's the early data, what it means for B2B SaaS pipeline, and the diagnostic to run.
iOS 27 and the Forecast You Didn't Model
Your Safari inventory just became a variable you can't control. If you're running programmatic spend through The Trade Desk or any vendor Apple quietly blocked in iOS 27, your reach and frequency numbers are wrong right now, not 'slightly off,' wrong.
Programmatic SEO Scaled Your Pages. Here's the Governance System That Makes AI Search Actually Cite Them.
A governance-first playbook for B2B SaaS programmatic SEO: evidence gates, uniqueness checks, and AI Overview measurement that turns scaled pages into citable assets.
AI Overviews Displaced 25% of Your Ads. Here's a Budget Allocation Framework Built on the Data That Remains.
AI Overviews cut paid CTR 68% on informational queries. Use this fight-influence-generate framework to reallocate B2B paid search budget by query type.
Five Things Google Ads Calls a Control — and the Diagnostic That Separates Real Constraints from UI Decoration
Google Ads labels five things as controls, but they behave differently. Here's a diagnostic taxonomy to identify which settings actually constrain delivery.
LinkedIn Ads Automation: How to Scale B2B Campaigns Without Losing Your Mind (or Your Budget)
A CMO friend texted me at 11 PM about spending three hours manually adjusting LinkedIn bids. There is a better way, but it's not about replacing human judgment with robots. It's about knowing which levers to automate and which ones still need your fingerprints.
The $57.6 Million Reality Check: What Metadata's 2026 Benchmark Actually Says About Your Paid Media Strategy
Creating demand from cold audiences costs $187 per lead. Retargeting costs $196. That nine-dollar difference just blew up every budget assumption you've been defending in quarterly reviews, and the real gap worth acting on isn't where you think it is.
AI Runs Your Bids. Who Runs Your Strategy?
Performance Max handles 45% of Google Ads conversions, but most B2B teams can't tell you which AI workflow is actually driving revenue. The question isn't whether to automate, it's which decisions you hand to the model and which you keep.