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 Arbitrage Window Your 2027 Budget Shouldn't Miss
CPMs dropped from $60 to $25 in three months. The minimum spend fell from $200K to $50K. If you've been in B2B marketing long enough, you recognize this pattern, a platform scrambling to fill inventory before the auction gets crowded. The question isn't whether ChatGPT Ads will matter. It's whether the arbitrage window will still be open by the time you get budget approval.
Google Ads Is Automating More Decisions. Your Job Is to Become the Algorithm's Best Teacher.
Google just killed language targeting in Search campaigns. Enhanced CPC is gone. Performance Max now drives 45% of all conversions. The question isn't how to fight this automation wave, it's how to win inside the new game by becoming the algorithm's best teacher.
The $1,127 Monthly Leak: What 15,000 Google Ads Accounts Reveal About B2B Waste
The average business wastes $1,127.54 in Google Ads every month, and one in four accounts recorded zero conversions. Before you blame targeting or creative, the data points to something more fundamental: structural failures that no amount of budget can fix.
LinkedIn Bid Agent: What the Math Actually Says About Automated Bidding
LogicMonitor saw a 155% pipeline increase with 25% lower CPC. Zoom's CPC dropped 77% while revenue climbed 177%. The gap between what humans can do with LinkedIn's auction and what software can do is widening fast, here's what the numbers actually mean for your budget.
When Your Best Customers Are Already Selling for You (And You Don't Know It)
A B2B platform spent $2,500 and got 12,500 impressions with a 21% engagement rate. The secret? They stopped trying to manufacture trust and started activating the advocates already hiding in their customer base.
LinkedIn Ads Strategy for 2026: What AJ Wilcox Told the MarketingProfs Community
AJ Wilcox just dropped $200M worth of LinkedIn Ads wisdom, and it's the kind of operator-grade guidance that actually survives a CFO conversation. Here's the framework for 2026—from LLM-ready content plays to the funnel discipline that shows pipeline impact fast.
The 20% CAC Drop Hiding in Your Channel Silos
Most B2B marketing teams run SEO and paid search as separate line items, separate teams, separate dashboards. The result is a 20% CAC penalty they never see because no one owns the gap between the two, and closing it could free up $100,000 in annual spend.
We Tested Ads in ChatGPT: What the Channel Actually Does
ChatGPT ads work, but not the way Google or Meta ads work. The math is different, the audience is different, and the failure modes are different. If you're allocating test budget, you need to understand what you're actually buying before you write the check.
The PPC Budget Question Nobody Wants to Answer Honestly
I've watched companies burn through six figures on paid search while celebrating 'impressions' like they were actual revenue. The dashboards looked gorgeous. The results were fiction. Here's what actually separates PPC strategies that pay off from expensive habits dressed up as strategy.