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?
Why Retargeting Looks Profitable (and Isn’t): A Board-Grade Memo for Operators
Retargeting Profitability: Risks, Outcomes, and Boardroom MathStakes and OutcomeRetargeting is the darling of digital marketing dashboards. On paper, it delivers conversion rates 2–3x higher than cold prospecting, with CACs that look 30–50% lower. But here’s the risk: what looks like a profit
The B2B Paid Search Playbook: How to Stop Burning Money and Start Building Pipeline
Most B2B paid search campaigns are optimised for the wrong metrics. This playbook shows you how to rebuild your approach around pipeline, not click-through rate.
Three PPC Myths Marketers Need to Ditch Before 2026
PPC Myths and Modern Marketing Strategies for 2026If you’ve ever tried to explain PPC to your in-laws over Thanksgiving dinner, you know it’s a bit like describing cryptocurrency to your dog. There’s a lot of nodding, some polite confusion, and eventually someone asks if you can help them get more
IAB Tech Lab’s New CTV Ad Formats & Programmatic Guidance — What Operators Need to Know (Dec 2025)
IAB Tech Lab CTV Ad Portfolio and Programmatic Guidance: Key Insights for OperatorsStakes and OutcomeCTV (Connected TV) now represents the majority of U.S. TV viewing. However, CTV ad execution remains fragmented, with inconsistent formats, creative errors, and operational inefficiencies. This
If You Give a Mouse a Cookie (Value): Google Ads’ Latest “Helpful” Surprise for Marketers
Google Ads New Customer Value Automation: What Marketers Need to Know Would You Rather: The Google Ads Edition Let’s play a quick game of “Would You Rather.” Would you rather: A) Have your accountant quietly change your revenue numbers because they “felt it would help you optimize your life,” or B)
Why a Lower Click-Through Rate Might Be the Secret to Better PPC Campaigns
Click-Through Rate in PPC: Rethinking the Golden Metric The Myth of High CTR: Chasing the Wrong Numbers Let’s talk about click-through rate — that sacred cow of PPC metrics, the number that’s launched a thousand dashboards and at least as many performance reviews. Marketers have been chasing high CT
How Shared Standards Turn SEO and PPC Rivals Into Revenue Allies
Why SEO and PPC Collaboration Matters More Than Ever If you’ve ever watched a family Thanksgiving devolve into a debate over who gets the last slice of pie, you already understand the relationship between most SEO and PPC teams. Both want a bigger piece of the traffic dessert, both claim their way i
Google Ads’ New Text Guidelines: Finally, a Brand Safety Lever That’s Not Just a Checkbox
Google Ads Text Guidelines and Brand Safety Controls If you’ve ever watched a well-meaning AI turn your brand’s voice into a generic, compliance-risking word salad, you know the feeling: like letting a robot run your earnings call. This week, Google Ads began rolling out its new Text Guidelines feat
If You Blinked, You Missed It: Google Ads Just Made “The One That Got Away” Count
Google Ads View-Through Conversion Optimization: Counting The Ones That Got Away Let’s be honest: in marketing, we’ve all had that moment at a party (or, let’s face it, a quarterly business review) where someone asks, “But how do you really know your ads are working?” You smile, you point to the das