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?
iOS 27 and the Forecast You Didn't Model
Your Safari inventory just became a variable you can't control. If you're running programmatic spend through The Trade Desk or any vendor Apple quietly blocked in iOS 27, your reach and frequency numbers are wrong right now, not 'slightly off,' wrong.
What Is a Good CTR for B2B Ads?
Your CFO thinks LinkedIn's 0.67% CTR looks pathetic next to Google's 6.33%. They're comparing apples to airplanes. Here's how to actually benchmark B2B ad performance, and defend the right numbers in your next pipeline review.
Black Friday 2026: Four Compounding Risks Your Q4 Forecast Isn't Pricing In
ChatGPT Ads didn't exist last November. Google's August 17 bidding change hadn't landed. And the margin squeeze between what retailers can discount and what consumers expect hadn't reached its current tension. Here's why your Q4 forecast needs a serious reality check.
The $113,000 Paid Search Test: When Your Budget Is Buying Clicks You Already Own
One company paused $113K in monthly paid search and 65% of that revenue came back through organic anyway. The real question isn't whether paid works, it's whether you're buying customers or just buying your own clicks.
Microsoft Search Ads Grow 12% as Brands Rethink Budgets
Microsoft's search ads just posted 12% growth while Bing hit 1 billion users, and Copilot is driving 73% higher CTRs. If your paid media plan still treats Microsoft as a rounding error, this earnings report should trigger a strategic review.
B2B Meta Ads Case Study: 129 Leads, 2.09x ROI, What Spilno Agency Got Right
A 2.09x return on ad spend in B2B Meta campaigns isn't a headline number, but in a space where the average return hovers around $1.75 per dollar spent, doubling your money while generating 129 qualified leads is the kind of result most marketing teams would quietly celebrate with a very expensive bottle of wine.
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.
Apple's Second Ad Slot Changes the Math on App Store Spend
Your Apple Search Ads budget just became eligible for a placement you never asked for, and the teams that modeled this correctly are already seeing different outcomes than those who treated it as a simple volume increase. Here's why the second slot math is more complicated than the headline suggests.
The Blind Spot in Your Paid Media Dashboard
Your competitors are running ads on ChatGPT, and you can't see them. Unlike Google Ads, there's no native way to track their prompts, creative, or competitive presence in this binary-placement channel that's processing 2.5 billion daily prompts.