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?
Meridian Gives PPC Marketers a CFO-Ready Answer to the Attribution Question
Last-click attribution has been lying to your CFO for years, and Google's open-source Meridian framework finally gives PPC teams a defensible way to prove what their ads actually caused. Here's how to build a measurement capability that Finance can audit, and actually trust.
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.
The PPC Budget Question Nobody Wants to Answer Honestly
I've watched companies burn through six figures on paid search while celebrating 'impressions' like they were actual revenue. The dashboards looked gorgeous. The results were fiction. Here's what actually separates PPC strategies that pay off from expensive habits dressed up as strategy.
How AI Visibility Adds Context to PPC Performance
Your paid search dashboard is lying to you, or at least telling half the story. When AI Overviews tank your CTR by 68%, the problem isn't your campaign structure. It's that you're optimizing a shrinking slice of the pie while ignoring the one that's actually growing.
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.
Microsoft Advertising's Automated Bidding Overhaul: A CFO-Safe Setup Guide for 2026
Microsoft just killed four bidding strategies and replaced them with two questions. If you've ever second-guessed your campaign setup or watched budget evaporate during the 'learning phase,' this structural change is designed for you, and it's the kind of simplification that actually survives a CFO review.
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.
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.