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?
Google's August 17 Bidding Change Already Happened. Here's the Math on What You Lost and How to Recover It.
Your campaigns that were 'beating' Target CPA by 30%? That wasn't optimization, it was a budget constraint artifact Google just eliminated. Here's the three-move recovery playbook before your CFO asks why August's numbers look like a dumpster fire.
Google Ads Audit: The 2026 Checklist
Most Google Ads accounts aren't broken, they're drifting. I've watched the same pattern unfold across dozens of pipeline reviews: the platform says 200 conversions, the sales team logged 47 qualified leads. That 4:1 gap isn't a reporting quirk. It's the algorithm optimizing toward whatever you told it was a conversion.
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 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.
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.
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.
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.
PPC Pulse: What Q1 2026 Platform Updates Mean for Your Paid Media Forecast
Q1 2026 brought a flood of paid media updates that CMOs need to decode for their forecasts. From Google's new advertiser controls to ChatGPT's first ad tests, here's what actually matters for your budget conversations.