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?
LinkedIn Ads Reporting That Your CFO Will Actually Read
Most LinkedIn Ads dashboards answer the wrong question, they show impressions and clicks when your CFO wants to know if the money came back. Here's how to build reports that survive a forecast meeting and actually get budget approved.
Five Budget Questions That Separate a ChatGPT Ads Test from a Write-Off
Five diagnostic questions B2B SaaS teams should answer before moving paid media budget into ChatGPT ads, with benchmarks, stop-loss thresholds, and measurement setup.
ChatGPT Ads: The Arbitrage Window Your 2027 Budget Shouldn't Miss
CPMs dropped from $60 to $25 in three months. The minimum spend fell from $200K to $50K. If you've been in B2B marketing long enough, you recognize this pattern, a platform scrambling to fill inventory before the auction gets crowded. The question isn't whether ChatGPT Ads will matter. It's whether the arbitrage window will still be open by the time you get budget approval.
The CRM Doesn't Lie: Why B2B Paid Media Finally Has to Answer for Itself
I've signed off on paid media reports that made me feel great while my sales team wanted to throw things at me. The dashboards showed leads pouring in, the CPLs looked efficient, and yet pipeline meetings felt like funerals. The reckoning for B2B's measurement problem is finally here.
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.
The Budget Experiment Your CFO Will Actually Approve
Stop treating budget increases like coin flips. Here's the controlled experiment framework that turns your next Google Ads budget request into a risk-managed learning investment Finance can actually model.
Google's Bidding Update Is a Wake-Up Call for Lazy Target Setting
That free lunch you've been enjoying with your Target CPA campaigns? It's over on August 17, 2026. Google's making their bidding system actually hit your targets, which is only a problem if you've been setting them based on vibes rather than math.
Conversion Share for Short Google Ads Queries Dropped 35 Points. The Budget Math Changed With It.
Google Ads data from January 2025 to August 2026 shows conversion share shifting from short queries to 3-4 word searches, requiring B2B advertisers to restructure budgets.
The Availability Heuristic Inside Google Ads: 7 Places the Platform Decides What You Remember
The Availability Heuristic Inside Google Ads: 7 Places the Platform Decides What You Remember