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?
Real Estate PPC in 2026: The Math Your CFO Needs to See Before You Spend
A $3.22 click sounds cheap until you trace it through the funnel. Real estate PPC has the lowest conversion rate of any industry WordStream tracks, and if you're running Google Ads without a clear model of what a closed deal actually costs, you're not running a marketing channel, you're running a leak.
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 Isn't Just Top-of-Funnel Anymore: What Dreamdata's Data Means for Your Budget
Thirty percent of your SQL sessions are now influenced by LinkedIn, not awareness impressions, actual sales-qualified leads. If you've been treating LinkedIn as a brand-building playground and shutting off campaigns after the form fill, the data says you're leaving money on the table.
The One Google Ads Setting That's Bleeding Your Budget
Your paid search campaigns are probably serving ads to people who will never become customers, not because your targeting is wrong, but because Google's default location setting is designed to maximize reach, not relevance. Changing a single dropdown can cut invalid clicks by half.
Political Advertising's Spreadsheet Problem Just Got an AI Fix
IQM just launched a tool that lets political advertisers build voter segments by typing plain English instead of clicking through thousands of checkboxes. With $10.8 billion in political ad spend projected for 2026, this workflow compression could be the difference between hitting targets and burning budget.
Your Best-Performing Campaign Might Be Your Biggest Budget Trap
That 8x ROAS campaign you've been celebrating might be the worst place to put your next dollar. High ROAS is often a symptom of constraint, not a signal for expansion, and the math on your dashboard might be lying to your face.
Google Ads for B2B: The Math Your CFO Actually Wants to See
Most B2B Google Ads accounts optimize for the wrong outcome—celebrating low cost-per-lead while pipeline stagnates and Finance watches budget evaporate into clicks that never become customers. Here’s the CFO-safe framework that connects ad spend to actual revenue.
Facebook Retargeting in 2026: The Math Your CFO Actually Wants to See
Stop treating Facebook retargeting like a “set it and forget it” tactic and start building the mathematical framework your CFO actually wants to see. Here’s how to segment ruthlessly, allocate budget based on conversion probability, and prove ROI with precision.
The Best Fintech PPC Agencies in 2026: A CMO’s No-BS Guide to Finding Your Perfect Match
Fintech PPC isn’t just expensive—it’s expensively complicated. Here’s my no-BS guide to finding agencies that actually understand compliance, lead quality, and the art of asking people to trust you with their money.