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?
Stop grading LinkedIn ads on clicks. Use cost per qualified lead.
For LinkedIn Ads, cost per qualified lead matters more than clicks because it shows whether premium media spend is turning into real pipeline.
The Demographic Targeting Playbook Is Showing Its Age. Culture Might Be What Comes Next.
Two people walk into a sneaker drop with nothing in common on paper, except everything that actually matters. Joe Ligé's Culture Hive is betting that cultural relevance, not census brackets, is the targeting layer the ad industry has been missing.
Google's Smart Bidding Change Hits August 17: The Math Your CFO Needs to See
Your budget-limited campaigns have been quietly outperforming their targets, and on August 17, that free ride ends. If you haven't audited the gap between your stated Target CPA and actual CPA, your CFO will find the variance before you do.
ChatGPT Ads: A 7-Step Launch Framework for B2B Marketers
OpenAI's ad platform is live, CPCs are half of Google's, and most B2B teams are still watching from the sidelines. Here's the 7-step framework to launch your first ChatGPT Ads pilot, before the early-mover window closes.
The 40% Revenue Drop That Should Haunt Every Marketing Leader
A PPC manager applied every best practice in the book and watched revenue crater 40%. The lesson isn't about Google Ads, it's about what happens when marketing execution ignores the one question that actually matters: can your business survive the learning curve?
How AI Visibility Adds Context to PPC Performance
Your paid search dashboard is lying to you, or at least telling half the story. When AI Overviews tank your CTR by 68%, the problem isn't your campaign structure. It's that you're optimizing a shrinking slice of the pie while ignoring the one that's actually growing.
Paid Search Clicks Kept Climbing in Q2 — but the Engine Behind Them Changed
Q2 2026 paid search grew 14% YoY but CPC rose just 1%, signaling volume-led growth as organic click share declined — shifting the real bottleneck downstream.
Zoom Cut CPC by 77% and I Have Questions
A case study landed on my desk that made me actually pay attention, not because the numbers are impressive (they are), but because it tells a story every B2B marketer running paid campaigns at scale needs to hear. Let me break down what's real and what questions remain unanswered.
LinkedIn Ads for B2B: The CFO-Safe Playbook for Provable ROI
A $24 click converting at 8% to SQLs costs $300 per qualified lead, but whether that's a 25:1 return or a loss depends entirely on your deal size. Here's the math your CFO will actually respect, and the pilot framework that proves LinkedIn belongs in your channel mix before you commit real budget.