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?
Smart Bidding's August Reset: What Ginny Marvin's Guidance Reveals About the Real Work Ahead
Google's August Smart Bidding update just went live, and if your targets drifted out of date while you weren't looking, the algorithm is about to get very precise about hitting the wrong number. Here's what Ginny Marvin's guidance reveals about the real work ahead.
Google Removes Language Targeting From Search Campaigns: What the CFO Needs to Know
Google just killed manual language targeting in Search campaigns, and your CAC payback math is now at the mercy of an algorithm. If you run multilingual campaigns, here's exactly how to diagnose the damage and adapt before your next pipeline review.
The PPC Clean-Up: How to Audit and Fix 'Value Inflation' in Google Ads
Your tROAS looks incredible on paper, but finance can't find the revenue. That's not a platform bug, it's value inflation, and it's probably your own tracking setup feeding Smart Bidding phantom numbers. Here's the audit protocol to fix it before the CFO starts asking questions.
The Sales Feedback Loop That Turns PPC Leads Into Pipeline
Your Google Ads account is probably optimizing for the wrong thing. The keyword that produces the most form fills is rarely the keyword that produces the most pipeline, and that gap is where marketing budgets go to die.
The CFO Question Your PPC Dashboard Can't Answer
Your dashboard shows 847 leads and green metrics, but only 23 became sales conversations. The gap between lead-volume PPC and revenue-predictable PPC isn't philosophical, it's architectural, and closing it changes what your budget actually buys.
Target CPA Change August 17: Google Ads Playbook
Your Target CPA field is about to become a binding contract. If your budget-limited campaigns have been quietly crushing their stated targets, Google's pulling them back to whatever number you typed in, and you've got 35 days to decide if that number reflects intent or neglect.
Google's August 17 Bidding Change: The Hidden Cost Increase Your CFO Needs to Know About
Your best-performing Google Ads campaigns may be about to get more expensive, and not because you did anything wrong. Google's August 17 bidding change closes the efficiency gap you've been quietly benefiting from, and the six-week window to act is already ticking.
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.
Google's "Strongest Match" Label Test: What B2B Marketers Should Actually Measure
Google just handed advertisers a new variable they cannot control, cannot predict, and cannot yet model. The label exists, the criteria remain opaque, and the downstream effects on your paid search economics are unknowable, here's how to instrument your measurement stack before it matters.