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 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.
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.
Your ad budget is not a performance metric
B2B SaaS audits show 32–34% of paid media budgets go to waste. CTR barely correlates with pipeline. Here's what to measure instead of ad spend.
The PPC Metrics Your CFO Actually Cares About (And How to Report Them)
You walk into the quarterly review with green arrows everywhere, CTR up, quality scores climbing, A/B tests crushing it. Then your CFO asks how much money you actually made, and suddenly those beautiful charts feel like you brought a kazoo to a symphony. Here's how to speak their language.
The CFO Question Your PPC Dashboard Can't Answer
Your dashboard shows 847 leads and green metrics, but only 23 became sales conversations. The gap between lead-volume PPC and revenue-predictable PPC isn't philosophical, it's architectural, and closing it changes what your budget actually buys.
The $3 Million Settings Problem: What the GrowthSpree LinkedIn Ads Waste Report Means for Your Next Board Deck
A new report found 32% of LinkedIn Ads spend, $3 million across 56 accounts, reaches people who can never become customers. The fix isn't more budget. It's better exclusions.
Video Campaign Groups Are Live in Google Ads: How to Set Frequency Targets That Actually Lift ROI
Google Ads Video Campaign Groups let you set one frequency target across multiple YouTube campaigns. Here's how to use the 2.7 views/week benchmark to cut wasted impressions.
PPC optimization when Google won't show you the search terms
With search term visibility shrinking across Google Ads, demand gen teams need new levers: conversion integrity, segment analysis, value rules, and cross-platform triangulation.