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 Operator Building CTV for B2B Buying Committees
Sean Nowlin spent sixteen years watching programmatic evolve before spotting the gap nobody wanted to fix: CTV measurement was built for banner ads, not B2B buying committees. His bet? The measurement problem, not the media problem, is what's holding B2B CTV back.
Meta Ad Campaign Planning in 2026: What the CFO Actually Needs to See
Your Meta Ads dashboard shows a 4.2x ROAS on Tuesday. By Friday, it's 1.6x. Same creative, same budget, no settings changed. If your planning process doesn't account for this volatility, you're building forecasts on sand, and your CFO knows it.
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.
Your Paid Media ROAS Is a Fiction. Both Numbers Are Wrong.
Your platform says 5x ROAS. Your backend says 2x. Averaging them gives you a number that describes nobody. The only metric that matters is incrementality, and most marketing orgs don't have the discipline to measure it.
ChatGPT Ads: What Brainlabs' Testing Reveals About the Channel's Real Economics
Ben Kahan's team ran the numbers on ChatGPT advertising before most agencies had even logged into the Ads Manager. The verdict? The channel works, but not the way the pitch deck suggests, and the operators who build measurement discipline now will be the ones who can defend the spend.
We Tested Ads in ChatGPT: What the Channel Actually Does
ChatGPT ads work, but not the way Google or Meta ads work. The math is different, the audience is different, and the failure modes are different. If you're allocating test budget, you need to understand what you're actually buying before you write the check.
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.