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.
Real Estate PPC in 2026: The Math Your CFO Needs to See Before You Spend
A $3.22 click sounds cheap until you trace it through the funnel. Real estate PPC has the lowest conversion rate of any industry WordStream tracks, and if you're running Google Ads without a clear model of what a closed deal actually costs, you're not running a marketing channel, you're running a leak.
What Is a Good CTR for B2B Ads?
Your CFO thinks LinkedIn's 0.67% CTR looks pathetic next to Google's 6.33%. They're comparing apples to airplanes. Here's how to actually benchmark B2B ad performance, and defend the right numbers in your next pipeline review.
LinkedIn Ads Strategy for 2026: What AJ Wilcox Told the MarketingProfs Community
AJ Wilcox just dropped $200M worth of LinkedIn Ads wisdom, and it's the kind of operator-grade guidance that actually survives a CFO conversation. Here's the framework for 2026—from LLM-ready content plays to the funnel discipline that shows pipeline impact fast.
How to Advertise on LinkedIn: The Complete Cheat Sheet
Most B2B marketers who tell me LinkedIn Ads 'didn't work' made the same mistake: they imported their Google or Meta playbook and expected identical results. Let me walk you through the operating model that actually produces pipeline, not just impressions.
LinkedIn Ads for B2B: The CFO-Safe Playbook for Provable ROI
A $24 click converting at 8% to SQLs costs $300 per qualified lead, but whether that's a 25:1 return or a loss depends entirely on your deal size. Here's the math your CFO will actually respect, and the pilot framework that proves LinkedIn belongs in your channel mix before you commit real budget.
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.
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.
Google's August Bidding Change Will Punish Lazy Targets
Your Target CPA has been lying to you, and starting August 17, Google will call the bluff. If you've been quietly over-performing on your stated targets, expect the algorithm to start spending exactly what you told it to, whether you meant it or not.