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?
84% of Google Ads Spend Is Automated. The Real Edge Is What You Feed It.
With 84% of Google Ads spend on Smart Bidding, the 2026 edge isn't strategy selection—it's signal quality, conversion imports, and the August 17 target change.
Google Ads B2B Benchmarks in 2026: Search Still Captures Intent, but Only If You Measure What Matters
B2B Google Ads benchmarks for 2026: Search delivers 51% lower CPA than Performance Max, but only teams measuring pipeline over form fills see the gains.
Your ROAS target is a business decision, not a bidding setting. Here's how to pressure-test it.
A four-step framework to calculate, validate, and pressure-test your target ROAS and CPA against real unit economics and auction dynamics.
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.
Your Competitors Bought a ChatGPT Ad Slot You Can't See Yet
ChatGPT ads scaled from 0.4% to 26% of responses in three weeks. Here's the manual process to find out which competitors are buying your category's AI attention.
The Sales Feedback Loop That Turns PPC Leads Into Pipeline
Your Google Ads account is probably optimizing for the wrong thing. The keyword that produces the most form fills is rarely the keyword that produces the most pipeline, and that gap is where marketing budgets go to die.
The Post-Click Paradox: Why Marketers Keep Starving Their Highest-ROI Surface
Forty percent of paid media pros say landing pages are the most effective way to maximize spend, yet only 31% actually invested in them. The math on conversion lift is brutal, and the teams closing this gap are compounding their advantage every quarter.
Your ad budget is not a performance metric
B2B SaaS audits show 32–34% of paid media budgets go to waste. CTR barely correlates with pipeline. Here's what to measure instead of ad spend.
The PPC Metrics Your CFO Actually Cares About (And How to Report Them)
You walk into the quarterly review with green arrows everywhere, CTR up, quality scores climbing, A/B tests crushing it. Then your CFO asks how much money you actually made, and suddenly those beautiful charts feel like you brought a kazoo to a symphony. Here's how to speak their language.