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.
LinkedIn Ads Strategy for 2026: What AJ Wilcox Told the MarketingProfs Community
AJ Wilcox just dropped $200M worth of LinkedIn Ads wisdom, and it's the kind of operator-grade guidance that actually survives a CFO conversation. Here's the framework for 2026—from LLM-ready content plays to the funnel discipline that shows pipeline impact fast.
Platform ROAS Says 5x. Your CRM Says 2x. Both Numbers Describe Nobody.
Platform ROAS overstates by 30-60%. CRM understates. Neither tells the truth. Here's how to measure what paid media actually caused.
LinkedIn Doesn't Publish a Universal Frequency Cap. Here's What Practitioners Actually Observe.
LinkedIn lacks a universal frequency cap. Here's what practitioners observe by format, plus stage-based thresholds and API controls to protect pipeline efficiency.
The 20% CAC Drop Hiding in Your Channel Silos
Most B2B marketing teams run SEO and paid search as separate line items, separate teams, separate dashboards. The result is a 20% CAC penalty they never see because no one owns the gap between the two, and closing it could free up $100,000 in annual spend.
The Conversion Setup Errors That Break Smart Bidding
Your Smart Bidding campaigns look healthy with conversions climbing, but the CFO sees a different story when the forecast doesn't match the bank balance. The algorithm isn't broken, your data architecture is feeding it noise instead of signal.
Customer Match got a new reach lever. Measure pipeline, not clicks.
Google Ads is testing Enhanced matching for Customer Match. Here’s how B2B teams should measure pipeline impact before trusting the lift.
Google Ads for B2B in 2026: fix the signal before you trust the machine
Google Ads in 2026 gives B2B teams better tools to optimize for qualified pipeline, but only if tracking, CRM imports, and bidding targets are fixed.
ChatGPT Ads: What Brainlabs' Testing Reveals About the Channel's Real Economics
Ben Kahan's team ran the numbers on ChatGPT advertising before most agencies had even logged into the Ads Manager. The verdict? The channel works, but not the way the pitch deck suggests, and the operators who build measurement discipline now will be the ones who can defend the spend.