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 Ads is making keywords optional: what replaces them
Google Ads is making keywords optional; this playbook shows how to shift from keyword control to revenue-signal control with clear metrics and guardrails.
Semantic programmatic SEO in 2026: build fewer pages, win more intent
A practical 2026 blueprint for semantic programmatic SEO: intent graphs, semantic mesh linking, human QA, and pipeline-first measurement guardrails.
Q1 2026 B2B awareness benchmarks: CTR is low on purpose
Q1 2026 Refine Labs benchmarks show low awareness CTR is normal; use CPM as the KPI and CTR as a fatigue signal with clear guardrails.
Measure paid social’s impact on PPC with a geo holdout test
A practical 2026 framework to measure whether paid social drives incremental PPC lift using a geo holdout test, with metrics, guardrails, and readout steps.
Q1 2026 B2B awareness benchmarks: what CTR, CPM, and CPC really signal
Q1 2026 Refine Labs benchmarks for B2B awareness explain what CTR, CPM, and CPC really signal—and a weekly process to use them without misreading results.
Q1 2026 B2B paid awareness benchmarks: what the CTR, CPM, CPC swings change
Q1 2026 Refine Labs benchmarks for Meta, LinkedIn, and Reddit—plus one operator-ready holdout test to measure awareness via search lift, not CTR.
Google Ads CPL Is Up 69%. Most Teams Fix the Wrong Thing
Google Ads CPL is rising for structural reasons in 2026; this piece shows the one diagnostic that prevents bid tweaks and fixes the real conversion signal.
Search Still Owns the Biggest Line Item – But the Growth Story Just Changed
Search still owns the biggest slice at $114.2 billion, but its 11% growth is getting lapped by social (32.6%), video (25.4%), and commerce media (18%). The performance marketing stack is diversifying faster than most CMOs are acknowledging in their planning cycles.
Your ROAS Looks Great – But Is It Actually Driving Growth?
I've watched companies celebrate 6x ROAS while their revenue flatlined six months later. Here's the uncomfortable truth: ROAS is a measurement, not a strategy – and if you're treating it like one, you're probably leaving serious money on the table.