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's August Bidding Change Will Punish Lazy Targets
Your Target CPA has been lying to you, and starting August 17, Google will call the bluff. If you've been quietly over-performing on your stated targets, expect the algorithm to start spending exactly what you told it to, whether you meant it or not.
LinkedIn Ads in 2026: A CFO-Safe Playbook for B2B Pipeline
LinkedIn costs more per click than other platforms, but when you structure campaigns around buyer intent stages and measure what actually matters—CAC payback, influenced pipeline, demo conversion rates—it becomes the most predictable B2B demand engine available. Here’s the CFO-safe playbook operator
PPC Marketing Strategies That Actually Move Pipeline
Most PPC conversations focus on the wrong metrics while CFOs watch CAC payback numbers drift from plan. The gap between budget-burning campaigns and pipeline-generating engines comes down to operational disciplines most teams skip—starting with finance-grade forecasting instead of platform vanity me
Why Retargeting Looks Profitable (and Isn’t): A Board-Grade Memo for Operators
Retargeting Profitability: Risks, Outcomes, and Boardroom MathStakes and OutcomeRetargeting is the darling of digital marketing dashboards. On paper, it delivers conversion rates 2–3x higher than cold prospecting, with CACs that look 30–50% lower. But here’s the risk: what looks like a profit