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?
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 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.
Google's August Bidding Change Will Punish Lazy Targets
Your Target CPA has been lying to you, and starting August 17, Google will call the bluff. If you've been quietly over-performing on your stated targets, expect the algorithm to start spending exactly what you told it to, whether you meant it or not.
B2B Google Ads: The Math Behind Why Most SaaS Campaigns Bleed Budget
Your $45K monthly Google Ads spend is generating 200 leads, but only 18 qualify. The problem isn't the channel, it's that you're optimizing for form fills instead of buying committees. Here's the math on why 40-60% of your budget is pure waste.
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.
How A B2B SaaS Company Cut CPL While Keeping Strategic Control With Done-With-You Google Ads
A B2B SaaS company spending $30K-$80K monthly on Google Ads discovered their paid search contributed almost nothing to closed revenue. Here's how they rebuilt around pipeline metrics and cut cost per qualified lead by 36% without losing strategic control.
Google Ads for B2B Lead Generation in Australia: Structuring Campaigns That Deliver Qualified Leads
Most B2B Google Ads accounts in Australia are optimising for the wrong thing - chasing form fills from interns instead of qualified leads. The fix requires rethinking what "conversion" means and teaching Google what a good lead actually looks like through offline conversion tracking.
The Best LinkedIn Ads Services in 2026: A CMO’s No-BS Guide to Finding Your Perfect Match
LinkedIn advertising is like dating in your forties—you know what you want, you’ve been burned before, and you’re not wasting time on agencies that don’t get you. Here’s my no-BS breakdown of the best LinkedIn ads services and how to find your perfect match without the sales pitch fluff.
Google Ads for B2B: The Math Your CFO Actually Wants to See
Most B2B Google Ads accounts optimize for the wrong outcome—celebrating low cost-per-lead while pipeline stagnates and Finance watches budget evaporate into clicks that never become customers. Here’s the CFO-safe framework that connects ad spend to actual revenue.