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?
The Demo Request Trap: Why Your Google Ads Dashboard Is Lying to You
Your Google Ads dashboard shows 250 demo requests and a healthy cost per lead, but your sales team is staging a quiet mutiny because pipeline is flat. Welcome to the demo request trap, where optimizing for form fills instead of revenue turns your ad spend into expensive theater.
Signal IQ's Expansion Gives Publishers What They've Been Missing: Proof
Amazon just gave publishers the ability to A/B test which OpenRTB signals actually drive revenue, ending years of guesswork about whether passing GPIDs or transaction IDs moves CPMs. For the first time, you can prove which signals buyers value and optimize accordingly.
Use paid to validate a content refresh, not to rescue it
A practical framework for using paid media to validate content refresh impact with lift tests, channel economics, and clear success metrics.
Connect Google Ads to ChatGPT: Keyword Insights in Seconds
Your team spends 36% of their week wrestling with Google Ads data instead of optimizing campaigns. Here's how connecting ChatGPT to your ad accounts transforms hours of CSV exports into seconds of natural language queries.
ChatGPT Ads: What the Numbers Mean for Your 2026 Budget
OpenAI's ad pilot hit $100 million in annualized revenue in under two months, with CPCs dropping from $60 CPM to $3-5 per click. The question isn't whether ChatGPT ads matter—it's whether you can afford to wait while competitors figure out the math.
LinkedIn ads are expensive. Defaults make them worse.
Five common LinkedIn Ads defaults inflate cost and dilute targeting; learn the pitfalls and run a measurement-first audit to protect qualified pipeline in 2026.
Google Ads for B2B Lead Generation in Australia: Structuring Campaigns That Deliver Qualified Leads
Most B2B Google Ads accounts in Australia are optimising for the wrong thing - chasing form fills from interns instead of qualified leads. The fix requires rethinking what "conversion" means and teaching Google what a good lead actually looks like through offline conversion tracking.
LinkedIn Ads B2B 2026: The Budget Math Your CFO Actually Needs
A $12 click that produces pipeline at $3,000 per opportunity beats a $3 click that produces pipeline at $8,000 per opportunity. Here's the budget math your CFO actually needs to approve LinkedIn ads in 2026.
Your Google Ads budget isn’t too small—it’s too fragmented
A practical 14-day consolidation sprint to stop Google Ads budget leaks by reducing fragmentation, feeding Smart Bidding enough signal, and measuring pipeline quality.