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?
Q1 2026 B2B awareness benchmarks: what CTR, CPM, and CPC really signal
Q1 2026 Refine Labs benchmarks for B2B awareness explain what CTR, CPM, and CPC really signal—and a weekly process to use them without misreading results.
Your ROAS Looks Great – But Is It Actually Driving Growth?
I've watched companies celebrate 6x ROAS while their revenue flatlined six months later. Here's the uncomfortable truth: ROAS is a measurement, not a strategy – and if you're treating it like one, you're probably leaving serious money on the table.
The CFO-Safe Guide to PPC in 2026: What the "Ask Me Anything" Column Reveals About Paid Media's Real Challenges
Automation hasn't simplified paid media – it's shifted the burden from tactical execution to strategic clarity. If your organization lacks that clarity, algorithms will happily spend your budget optimizing toward the wrong outcomes.
PPC Pulse: What Q1 2026 Platform Updates Mean for Your Paid Media Forecast
Q1 2026 brought a flood of paid media updates that CMOs need to decode for their forecasts. From Google's new advertiser controls to ChatGPT's first ad tests, here's what actually matters for your budget conversations.
When Your Google Ads Conversion Rate Drops: A CFO-Ready Diagnostic
Your Google Ads conversion rate is down, the CFO wants answers, and "industry trend" won't cut it when defending next quarter's budget. Here's a systematic diagnostic framework to identify which of twelve specific causes is bleeding your budget – and what the fix actually costs.
Why Your Google Ads Results Keep Repeating the Same Outcomes
Your Google Ads account isn't broken – it's doing exactly what you trained it to do. When growth stalls despite hitting ROAS targets, the real culprit is months of reinforced signals that taught the algorithm to avoid uncertainty and prioritize safe, predictable revenue over expansion.
LinkedIn Ads Dwell Time: What It Is, What “Good” Looks Like, and How to Benchmark Without Lying to Yourself
Learn what LinkedIn Ads dwell time measures, the latest benchmarks by format and objective, and a practical method to baseline and test it.
Thought Leader Ads Didn’t Fix LinkedIn Ads—Executives Did
How LinkedIn Thought Leader Ads and Ruby James’ sequencing turn executive posts into measurable demand gen, with benchmarks and pitfalls in 2026.
Touchpoint Inflation Is Real: How Deal Size and Company Size Change the B2B Journey in 2026
HockeyStack’s 2024 data shows B2B deals now take 266 touchpoints and 2,879 impressions, with deal and company size driving stage-specific complexity.