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 Automation: How to Scale B2B Campaigns Without Losing Your Mind (or Your Budget)
A CMO friend texted me at 11 PM about spending three hours manually adjusting LinkedIn bids. There is a better way, but it's not about replacing human judgment with robots. It's about knowing which levers to automate and which ones still need your fingerprints.
The 11x ROAS Account That Lost Money on Every Order
An account I reviewed last quarter had an 11x blended ROAS. Everyone was thrilled. And the business was bleeding cash on the average order. Here's why your dashboard might be lying to you about profitability.
Scaling Google Ads Affiliate Funnels Past $500K/Month: The Math Your CFO Needs to See
Most affiliate marketers hit a wall between $50K and $100K in monthly spend. The operators who push past $500K/month share one trait: they stopped optimizing for platform metrics and started optimizing for cash flow. Here's the math that changes everything.
The Google Ads Optimization Checklist Your CFO Will Actually Sign Off On
Most Google Ads checklists tell you to 'review keywords' without connecting anything to CAC payback. This one's built for the operator who needs to walk into a pipeline review with a defensible position on paid spend.
Zoom Cut CPC by 77% and I Have Questions
A case study landed on my desk that made me actually pay attention, not because the numbers are impressive (they are), but because it tells a story every B2B marketer running paid campaigns at scale needs to hear. Let me break down what's real and what questions remain unanswered.
LinkedIn Isn't Just Top-of-Funnel Anymore: What Dreamdata's Data Means for Your Budget
Thirty percent of your SQL sessions are now influenced by LinkedIn, not awareness impressions, actual sales-qualified leads. If you've been treating LinkedIn as a brand-building playground and shutting off campaigns after the form fill, the data says you're leaving money on the table.
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.
Political Advertising's Spreadsheet Problem Just Got an AI Fix
IQM just launched a tool that lets political advertisers build voter segments by typing plain English instead of clicking through thousands of checkboxes. With $10.8 billion in political ad spend projected for 2026, this workflow compression could be the difference between hitting targets and burning budget.
Your Best-Performing Campaign Might Be Your Biggest Budget Trap
That 8x ROAS campaign you've been celebrating might be the worst place to put your next dollar. High ROAS is often a symptom of constraint, not a signal for expansion, and the math on your dashboard might be lying to your face.