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 11x ROAS Account That Lost Money on Every Order
An account I reviewed last quarter had an 11x blended ROAS. Everyone was thrilled. And the business was bleeding cash on the average order. Here's why your dashboard might be lying to you about profitability.
Programmatic Spend Hit $725B. The B2B Teams Winning Are the Ones Optimizing to Pipeline, Not Clicks
B2B programmatic hit $725B in 2026 but most campaigns still optimize to clicks. Here's the ops playbook for connecting CRM to DSP and measuring pipeline.
The Negative Keyword Layer Most B2B SaaS Teams Get Wrong Costs More Than the Waste It Prevents
B2B SaaS teams waste thousands monthly on junk clicks. This layered negative keyword system cuts wasted spend and protects pipeline quality on a defined cadence.
Landing Page Conversion Lifts Compound Paid Media ROI. Here's the Measurement Plan Most Teams Skip.
Unbounce's 2026 report finds landing page confidence predicts paid media ROI. Here's how to benchmark, test message match, and measure conversion lifts against pipeline.
Google's Programmatic Proxy Ban: What the New API Policy Means for Your Paid Media Stack
Your agency's reporting dashboard might be six weeks away from going dark. Google's new API policy bans programmatic proxies, and if your tools route through shared intermediaries, those integrations are now non-compliant, with enforcement already underway.
Limited Ad Serving: Why Your Google Ads Suddenly Show Less Often
Your ads are approved, your budget is intact, and your bids are competitive, yet impressions have cratered. Welcome to Google's new trust layer, where 'approved' and 'serving' are no longer synonyms, and your post-click experience now determines your pre-click reach.
Four Clicks at 2 AM Is Not a Dayparting Decision
Google Ads hour-of-day reports show when clicks convert but hide lead quality, conversion lag, and time zone mismatches that distort dayparting decisions.
Google Approved Your Ads but Throttled Delivery. Here's the Account-Trust Problem Nobody Diagnosed.
Google's Limited Ad Serving throttles impressions without disapproving ads. Learn how to diagnose account-level delivery restrictions and fix trust signals.
Paid Social Feeds Paid Search. Three Tests That Prove the Handoff.
Three structured tests to prove paid social drives paid search demand: branded search lift, latency-window analysis, and geo holdout incrementality testing.