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: The CFO-Safe Pilot Plan
OpenAI's ad platform just went from $200K enterprise experiments to self-serve CPC bidding for any US business. I've pulled apart the mechanics, pricing, and measurement infrastructure, here's what the math actually looks like for your pipeline.
Search Still Owns the Biggest Line Item – But the Growth Story Just Changed
Search still owns the biggest slice at $114.2 billion, but its 11% growth is getting lapped by social (32.6%), video (25.4%), and commerce media (18%). The performance marketing stack is diversifying faster than most CMOs are acknowledging in their planning cycles.
Your ROAS Looks Great – But Is It Actually Driving Growth?
I've watched companies celebrate 6x ROAS while their revenue flatlined six months later. Here's the uncomfortable truth: ROAS is a measurement, not a strategy – and if you're treating it like one, you're probably leaving serious money on the table.
The CFO-Safe Guide to PPC in 2026: What the "Ask Me Anything" Column Reveals About Paid Media's Real Challenges
Automation hasn't simplified paid media – it's shifted the burden from tactical execution to strategic clarity. If your organization lacks that clarity, algorithms will happily spend your budget optimizing toward the wrong outcomes.
The SaaS PPC Playbook for 2026: Why Your Agency Choice Is the Real Growth Hack
Here’s the thing about paid advertising in B2B SaaS—it’s a bit like ordering sushi at a steakhouse. I’ve watched too many marketing leaders hand over six-figure ad budgets to generalist agencies, only to receive dashboards full of impressions while their sales team complains about garbage demos.
The Global PPC Agency Hunt: A CMO’s Guide to Finding Your Perfect Match
Choosing a PPC agency in 2026 is like online dating, except the stakes are higher and the ghosting hurts your quarterly numbers. After nearly two decades in this industry, I’ll cut through the noise and share what actually matters when finding your perfect agency match.
Retargeting Ad Costs: The Math Your CFO Actually Needs
Retargeting ads cost 40-60% less than cold acquisition and convert at 2x the rate, but most teams are measuring the wrong metrics. Here’s the CFO-ready math that actually earns budget.
The Best Real Estate PPC Agencies in 2026: A CMO’s No-BS Guide to Finding Your Lead Gen Partner
Real estate PPC is where the gap between burning cash and printing leads is razor-thin. Here’s my no-BS breakdown of which agencies actually know what they’re doing in 2026.
Finding the Best PPC Agency for Healthcare: A CMO’s No-BS Guide
Healthcare PPC is like performing surgery with a scalpel made of dollar bills—one wrong move and you’re hemorrhaging budget. Here’s how to find an agency that actually gets the regulated, expensive, and complex world of healthcare advertising.