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?
Google's August 17 Bidding Update Hits Budget-Limited Campaigns Whether You Opt In or Not
Google's August 17 bidding update changes budget-limited campaign optimization automatically. Here's what demand gen teams should do before it rolls out.
Attention Targeting Comes to Amazon DSP: What the Adelaide Integration Means for Your Media Mix
Amazon DSP's integration with Adelaide's attention targeting promises to solve programmatic's biggest problem: paying for viewable ads that nobody actually sees. The early results show 58% ROAS lifts and 25% lower conversion costs.
Five B2B Ad Campaigns That Prove the Playbook Is Changing
Cindy Dubon spent $8,000 on LinkedIn and generated $700,000 in pipeline. She's not alone, a handful of demand gen practitioners are quietly running circles around traditional B2B advertising with campaigns that look embarrassingly simple on paper. Here's what they're actually doing differently.
The Blind Spot in Your Paid Media Dashboard
Your competitors are running ads on ChatGPT, and you can't see them. Unlike Google Ads, there's no native way to track their prompts, creative, or competitive presence in this binary-placement channel that's processing 2.5 billion daily prompts.
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.
ChatGPT Ads Just Got Competitive: What the Multi-Advertiser Test Means for Your Media Mix
OpenAI just shifted ChatGPT ads from single placements to multi-advertiser auctions, fundamentally changing the economics for B2B marketers. While consumer brands will likely dominate these auctions, the real question is whether B2B can find profitable intent signals in conversational AI.
Google Ads MCP: What the Read-Only Constraint Means for Your Pipeline
Google's official MCP server for Google Ads is strictly read-only by design, no campaign pauses, no bid changes, no budget moves. This isn't a bug; it's the entire point, and it fundamentally changes how you should think about AI-assisted ad management.
Post-Launch Ad Optimization: The Missing Metadata Problem
Your dashboard shows which ads performed, but not why they worked. That gap between performance data and creative insights is where most paid media teams lose millions to creative fatigue and educated guessing.
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.