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 AI agents need four things before more budget
A practical four-step roadmap for using Google Ads AI agents with better measurement, guardrails, and revenue-focused testing in B2B SaaS.
Google Ads Audit: The 2026 Checklist
Most Google Ads accounts aren't broken, they're drifting. I've watched the same pattern unfold across dozens of pipeline reviews: the platform says 200 conversions, the sales team logged 47 qualified leads. That 4:1 gap isn't a reporting quirk. It's the algorithm optimizing toward whatever you told it was a conversion.
The 4-Step Roadmap to AI Agents for Google Ads
Everyone's racing to deploy AI agents for Google Ads, but the teams seeing 34% ROAS improvements aren't the ones who built fastest, they're the ones who got the sequencing right. Here's the four-stage roadmap that separates expensive toys from actual ROI.
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.
Google Removes Language Targeting From Search Campaigns: What the CFO Needs to Know
Google just killed manual language targeting in Search campaigns, and your CAC payback math is now at the mercy of an algorithm. If you run multilingual campaigns, here's exactly how to diagnose the damage and adapt before your next pipeline review.
The PPC Clean-Up: How to Audit and Fix 'Value Inflation' in Google Ads
Your tROAS looks incredible on paper, but finance can't find the revenue. That's not a platform bug, it's value inflation, and it's probably your own tracking setup feeding Smart Bidding phantom numbers. Here's the audit protocol to fix it before the CFO starts asking questions.
How to Advertise on LinkedIn: The Complete Cheat Sheet
Most B2B marketers who tell me LinkedIn Ads 'didn't work' made the same mistake: they imported their Google or Meta playbook and expected identical results. Let me walk you through the operating model that actually produces pipeline, not just impressions.
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.