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 27% CTR Cliff: What Ad Fatigue Actually Costs Your Pipeline
Your best-performing ad is dying right now, and by week eight, you're looking at a 27.1% CTR decline that compounds into every downstream metric your board cares about. The data shows most B2B teams refresh creatives three times too slowly, turning healthy unit economics into board-room explanations.
ChatGPT Ads: What the Numbers Mean for Your 2026 Budget
OpenAI's ad pilot hit $100 million in annualized revenue in under two months, with CPCs dropping from $60 CPM to $3-5 per click. The question isn't whether ChatGPT ads matter—it's whether you can afford to wait while competitors figure out the math.
LinkedIn ads are expensive. Defaults make them worse.
Five common LinkedIn Ads defaults inflate cost and dilute targeting; learn the pitfalls and run a measurement-first audit to protect qualified pipeline in 2026.
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.
LinkedIn Ads B2B 2026: The Budget Math Your CFO Actually Needs
A $12 click that produces pipeline at $3,000 per opportunity beats a $3 click that produces pipeline at $8,000 per opportunity. Here's the budget math your CFO actually needs to approve LinkedIn ads in 2026.
Your Google Ads budget isn’t too small—it’s too fragmented
A practical 14-day consolidation sprint to stop Google Ads budget leaks by reducing fragmentation, feeding Smart Bidding enough signal, and measuring pipeline quality.
Paid search that proves pipeline: one tracking reset
A practical 2026 paid search playbook: reset conversions to a CRM-qualified stage so smart bidding optimizes for pipeline, not low-intent leads.
Google Ads search terms are getting fuzzier in AI search
Google says some AI-driven searches may show interpreted intent in Search terms reports, forcing advertisers to shift query mining into controlled experiments.
Stop over-segmenting Google Ads: structure for lower CAC
A practical 4-campaign Google Ads structure to cut CAC by improving signal for Smart Bidding, with setup steps, metrics, and guardrails.