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?
Stop Treating Search and Video as Separate Teams
Fox Sports' World Cup ad generates intense emotions in 56% of viewers, but is their search team ready for the demand spike? When video campaigns create awareness but search teams aren't prepared to capture intent, brands waste millions sending interested customers to competitors.
Customer Match isn’t targeting. It’s your bidding signal.
Customer Match wins when it’s tied to CRM audiences and offline conversion values—here’s a practical system to improve Google Ads lead quality in 2026.
Smart bidding runs 78% of spend. PPC now runs the system.
A practical 2026 PPC shift: use offline conversion tracking to train smart bidding on SQLs and pipeline, with clear guardrails and metrics.
Smart Bidding isn’t broken—your conversion signals are
Fix Google Ads Smart Bidding by training on one primary macro conversion and tracking micro-actions as secondary to protect signal quality and pipeline outcomes.
Google Ads forecasting in 2026: pick the method, not the number
A practical 2026 guide to Google Ads forecasting: when to use Performance Planner, AI scenarios, or spreadsheets—and how to avoid blended baselines.
Your Best-Performing Campaign Might Be Your Biggest Budget Trap
That 8x ROAS campaign you've been celebrating might be the worst place to put your next dollar. High ROAS is often a symptom of constraint, not a signal for expansion, and the math on your dashboard might be lying to your face.
When LinkedIn Ads Make Sense for Early-Stage B2B (And When They Don't)
Netta Kivilis once offered $1,000 to prove LinkedIn ads worked for early-stage B2B startups. Nobody collected. Her updated take reveals exactly when the $100+ CPCs make sense, and when they'll burn your runway before you learn anything useful.
Why Your Best Campaign May Not Deserve More Budget
Your top campaign just posted a 6x ROAS, so naturally you want to pour more money into it. But that instinct is precisely where most marketing teams destroy value, because marketing spend doesn't scale linearly and your best-performing campaign is almost certainly closer to its ceiling than your dashboard suggests.
Data Manager API makes Google Ads signals harder to mess up
Google’s Data Manager API update makes offline and GMP event ingestion operationally critical for B2B SaaS measurement and bidding in 2026.