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 Change Already Happened. Here's the Math on What You Lost and How to Recover It.
Your campaigns that were 'beating' Target CPA by 30%? That wasn't optimization, it was a budget constraint artifact Google just eliminated. Here's the three-move recovery playbook before your CFO asks why August's numbers look like a dumpster fire.
ChatGPT Ads at Six Months: The Benchmark Gap That's Burning Budget
CPCs ranging from $3 to $22 on the same platform with zero published benchmarks? That's not a pricing model, it's a forecasting nightmare. Here's the pilot framework that'll actually survive your next pipeline review.
The Amazon Ads Lawsuit Raises Questions About Auction Disclosure DSP Buyers Need to Ask
Amazon's $20 billion advertising lawsuit just exposed a disclosure gap that exists across every auction-based platform you buy from. The questions aren't hard to ask, the only thing missing is the decision to ask them.
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.
748 Programmatic Pages, 13 Clicks: Why Your pSEO Pilot Needs a Kill Switch
Programmatic SEO fails when teams scale unproven templates. A 50-100 page pilot with four validation gates prevents index bloat and wasted budget.
Meta Ad Campaign Planning in 2026: What the CFO Actually Needs to See
Your Meta Ads dashboard shows a 4.2x ROAS on Tuesday. By Friday, it's 1.6x. Same creative, same budget, no settings changed. If your planning process doesn't account for this volatility, you're building forecasts on sand, and your CFO knows it.
Google Ads Automated Promotions: What the New Feature Means for Your Forecast
Google Ads now scrapes your landing pages for promotional offers and surfaces them in search results, no approval workflow required. For marketing leaders who've built governance around promotional messaging, this isn't a convenience feature. It's a control question you need to answer this week.
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.