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?
Use paid to validate a content refresh, not to rescue it
A practical framework for using paid media to validate content refresh impact with lift tests, channel economics, and clear success metrics.
Google Ads for B2B Lead Generation in Australia: Structuring Campaigns That Deliver Qualified Leads
Most B2B Google Ads accounts in Australia are optimising for the wrong thing - chasing form fills from interns instead of qualified leads. The fix requires rethinking what "conversion" means and teaching Google what a good lead actually looks like through offline conversion tracking.
LinkedIn Ads B2B 2026: The Budget Math Your CFO Actually Needs
A $12 click that produces pipeline at $3,000 per opportunity beats a $3 click that produces pipeline at $8,000 per opportunity. Here's the budget math your CFO actually needs to approve LinkedIn ads in 2026.
Your Google Ads budget isn’t too small—it’s too fragmented
A practical 14-day consolidation sprint to stop Google Ads budget leaks by reducing fragmentation, feeding Smart Bidding enough signal, and measuring pipeline quality.
Paid search that proves pipeline: one tracking reset
A practical 2026 paid search playbook: reset conversions to a CRM-qualified stage so smart bidding optimizes for pipeline, not low-intent leads.
Google Ads search terms are getting fuzzier in AI search
Google says some AI-driven searches may show interpreted intent in Search terms reports, forcing advertisers to shift query mining into controlled experiments.
Stop over-segmenting Google Ads: structure for lower CAC
A practical 4-campaign Google Ads structure to cut CAC by improving signal for Smart Bidding, with setup steps, metrics, and guardrails.
Google Ads CPL is rising: fix the conversion signal
Google Ads CPL keeps rising in 2026; the practical fix is importing offline CRM conversions so bidding optimizes to SQLs and qualified pipeline, not form fills.
Google Ads AI in 2026: win by fixing the signal
A practical 2026 playbook for making Google Ads AI work in B2B by improving conversion signals, offline imports, and measurement guardrails.