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?
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.
The $3 Million Settings Problem: What the GrowthSpree LinkedIn Ads Waste Report Means for Your Next Board Deck
A new report found 32% of LinkedIn Ads spend, $3 million across 56 accounts, reaches people who can never become customers. The fix isn't more budget. It's better exclusions.
Video Campaign Groups Are Live in Google Ads: How to Set Frequency Targets That Actually Lift ROI
Google Ads Video Campaign Groups let you set one frequency target across multiple YouTube campaigns. Here's how to use the 2.7 views/week benchmark to cut wasted impressions.
PPC optimization when Google won't show you the search terms
With search term visibility shrinking across Google Ads, demand gen teams need new levers: conversion integrity, segment analysis, value rules, and cross-platform triangulation.
Facebook Ad Optimization: The Revenue-First Playbook
Most teams optimize Meta ads for platform metrics while their CFO is already wondering about actual revenue impact. Here's the revenue-first playbook that starts with incrementality testing and ends with answers you can actually defend.
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.
Paid Search Isn't Dying. It's Being Demoted. Here's How to Use It.
Paid search's share of B2B pipeline is declining, but its value isn't — if you feed it revenue data and treat it as demand capture, not demand creation.
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.