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?
RSA Optimization for B2B: The Math Your CFO Actually Wants to See
Your Ad Strength score is a setup checklist, not a performance metric, and chasing that green checkmark is costing you pipeline. Here's how to actually optimize RSAs for B2B: better conversion signals, smarter asset strategy, and the new headline-level data your CFO will finally understand.
LinkedIn Ads Reporting That Your CFO Will Actually Read
Most LinkedIn Ads dashboards answer the wrong question, they show impressions and clicks when your CFO wants to know if the money came back. Here's how to build reports that survive a forecast meeting and actually get budget approved.
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.
The CRM Doesn't Lie: Why B2B Paid Media Finally Has to Answer for Itself
I've signed off on paid media reports that made me feel great while my sales team wanted to throw things at me. The dashboards showed leads pouring in, the CPLs looked efficient, and yet pipeline meetings felt like funerals. The reckoning for B2B's measurement problem is finally here.
The Operator Building CTV for B2B Buying Committees
Sean Nowlin spent sixteen years watching programmatic evolve before spotting the gap nobody wanted to fix: CTV measurement was built for banner ads, not B2B buying committees. His bet? The measurement problem, not the media problem, is what's holding B2B CTV back.
Google Ads Automated Promotions: What the New Feature Means for Your Forecast
Google Ads now scrapes your landing pages for promotional offers and surfaces them in search results, no approval workflow required. For marketing leaders who've built governance around promotional messaging, this isn't a convenience feature. It's a control question you need to answer this week.
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.