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?
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.
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.
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.