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?
Platform ROAS Says 5x. Your CRM Says 2x. Both Numbers Are Wrong.
Ad platforms inflate ROAS while CRMs under-credit paid media. Learn why incrementality testing through geo holdouts is the only way to know what your ads really did.
Google Ads Is Automating More Decisions. Your Job Is to Become the Algorithm's Best Teacher.
Google just killed language targeting in Search campaigns. Enhanced CPC is gone. Performance Max now drives 45% of all conversions. The question isn't how to fight this automation wave, it's how to win inside the new game by becoming the algorithm's best teacher.
The $1,127 Monthly Leak: What 15,000 Google Ads Accounts Reveal About B2B Waste
The average business wastes $1,127.54 in Google Ads every month, and one in four accounts recorded zero conversions. Before you blame targeting or creative, the data points to something more fundamental: structural failures that no amount of budget can fix.
LinkedIn Bid Agent: What the Math Actually Says About Automated Bidding
LogicMonitor saw a 155% pipeline increase with 25% lower CPC. Zoom's CPC dropped 77% while revenue climbed 177%. The gap between what humans can do with LinkedIn's auction and what software can do is widening fast, here's what the numbers actually mean for your budget.
29% of Google Ads Accounts Track Zero Conversions. Here's the 72-Hour Fix.
29% of Google Ads accounts track zero conversions. Use this 72-hour triage to diagnose broken tracking, fix primary/secondary misconfigurations, and recover lost pipeline signal.
The Google Ads Optimization Checklist Your CFO Will Actually Sign Off On
Most Google Ads checklists tell you to 'review keywords' without connecting anything to CAC payback. This one's built for the operator who needs to walk into a pipeline review with a defensible position on paid spend.
The DSP Question Your CFO Will Actually Ask
Your CFO doesn't care what a DSP does, they care why you're paying platform fees instead of buying direct. Here's how to answer that question with math that survives a holdout test.
Two Creative Recipes That Cut B2B Ad Costs by 50% (Stolen from an HR Software Campaign)
Two proven B2B ad creative frameworks cut HiBob's CPL by 80%. Learn personification and visual analogy recipes, plus how to measure creative to pipeline.
Google's October DV360 API Changes: What Your Programmatic Workflows Need to Survive
Your Structured Data Files will break on October 1 if they reference digital content label exclusions or most sensitive category exclusions. Google dropped this unversioned bombshell with no migration window, and if your brand safety workflows have been stable for years, that stability is about to end.