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?
When Your Best Customers Are Already Selling for You (And You Don't Know It)
A B2B platform spent $2,500 and got 12,500 impressions with a 21% engagement rate. The secret? They stopped trying to manufacture trust and started activating the advocates already hiding in their customer base.
The PPC Budget Question Nobody Wants to Answer Honestly
I've watched companies burn through six figures on paid search while celebrating 'impressions' like they were actual revenue. The dashboards looked gorgeous. The results were fiction. Here's what actually separates PPC strategies that pay off from expensive habits dressed up as strategy.
Microsoft Search Ads Grow 12% as Brands Rethink Budgets
Microsoft's search ads just posted 12% growth while Bing hit 1 billion users, and Copilot is driving 73% higher CTRs. If your paid media plan still treats Microsoft as a rounding error, this earnings report should trigger a strategic review.
Google Ads Audit: The 2026 Checklist
Most Google Ads accounts aren't broken, they're drifting. I've watched the same pattern unfold across dozens of pipeline reviews: the platform says 200 conversions, the sales team logged 47 qualified leads. That 4:1 gap isn't a reporting quirk. It's the algorithm optimizing toward whatever you told it was a conversion.
How to Advertise on LinkedIn: The Complete Cheat Sheet
Most B2B marketers who tell me LinkedIn Ads 'didn't work' made the same mistake: they imported their Google or Meta playbook and expected identical results. Let me walk you through the operating model that actually produces pipeline, not just impressions.
ChatGPT Ads: A 7-Step Launch Framework for B2B Marketers
OpenAI's ad platform is live, CPCs are half of Google's, and most B2B teams are still watching from the sidelines. Here's the 7-step framework to launch your first ChatGPT Ads pilot, before the early-mover window closes.
Zoom Cut CPC by 77% and I Have Questions
A case study landed on my desk that made me actually pay attention, not because the numbers are impressive (they are), but because it tells a story every B2B marketer running paid campaigns at scale needs to hear. Let me break down what's real and what questions remain unanswered.
LinkedIn Ads for B2B: The CFO-Safe Playbook for Provable ROI
A $24 click converting at 8% to SQLs costs $300 per qualified lead, but whether that's a 25:1 return or a loss depends entirely on your deal size. Here's the math your CFO will actually respect, and the pilot framework that proves LinkedIn belongs in your channel mix before you commit real budget.
B2B Meta Ads Case Study: 129 Leads, 2.09x ROI, What Spilno Agency Got Right
A 2.09x return on ad spend in B2B Meta campaigns isn't a headline number, but in a space where the average return hovers around $1.75 per dollar spent, doubling your money while generating 129 qualified leads is the kind of result most marketing teams would quietly celebrate with a very expensive bottle of wine.