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?
Negative Signals, Positive Intent: PPC Leads Hiding in 'Cancel' Searches
That 'cancel' keyword you've been blocking? It's a buyer in motion, actively dissatisfied and ready to switch. Stop treating competitor cancellation searches as negative keywords and start treating them as your highest-intent acquisition channel.
The Post-Click Paradox: Why Marketers Keep Starving Their Highest-ROI Surface
Forty percent of paid media pros say landing pages are the most effective way to maximize spend, yet only 31% actually invested in them. The math on conversion lift is brutal, and the teams closing this gap are compounding their advantage every quarter.
Smart Bidding in 2026: The CFO-Safe Playbook for B2B Marketers
Your CFO just asked why paid media spend is up 18% while pipeline stayed flat, and 'learning phase volatility' isn't cutting it as an answer anymore. Here's the accountability playbook that turns Smart Bidding from a black box into a boardroom-ready strategy.
AI Max After GML: What Ginny Marvin's Clarifications Mean for Your Paid Search Budget
Google's forcing everyone into AI Max by September 2026, but Ginny Marvin's post-GML clarifications reveal the controls that actually matter for protecting your lead quality. Here's how to pilot AI Max without wrecking your cost per qualified lead.
The Demo Request Trap: Why Your Google Ads Dashboard Is Lying to You
Your Google Ads dashboard shows 250 demo requests and a healthy cost per lead, but your sales team is staging a quiet mutiny because pipeline is flat. Welcome to the demo request trap, where optimizing for form fills instead of revenue turns your ad spend into expensive theater.