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?
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.
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.
CPRM: The LinkedIn Ads Metric Your Retargeting Funnel Is Missing
CPRM (Cost Per Retargetable Member) measures how efficiently your LinkedIn Ads build warm audiences for retargeting, and it may be the metric your funnel is missing.
LinkedIn Ads charge you by objective, not by attention. Here's how to exploit the gap.
Three LinkedIn Ads objective-format combinations that exploit the gap between billable events and actual engagement to build retargeting audiences at lower cost.
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.
ChatGPT Ads now bids on conversions — here's what B2B demand gen teams should actually test
ChatGPT Ads shipped conversion bidding, geo exclusions, and bulk API tools — here's how B2B demand gen teams should structure a first experiment.
CPCs Keep Climbing. The Teams Winning in 2025 Are Spending Smarter, Not Less.
B2B SaaS teams cut CPL 44% in 2025 despite rising CPCs by improving conversion rates and adopting offline conversion tracking — here's the playbook.
Google Ads now tells you what you're leaving on the table — treat the number with caution
Google Ads moves missed growth estimates into the Recommendations tab, showing missed clicks, conversions, and revenue — but advertisers should validate before spending.