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?
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.
Creator Native & Programmatic Boost Campaign Guide
Most B2B buyers have trained themselves to ignore display ads, but they'll spend real time with credible content that helps them solve problems. Here's how to build native campaigns that earn trust while you sleep, and the CFO-safe math to prove they work.
Audience Gating in Google Ads Cut Invalid Clicks by Half — Here's the Setup
Setting Google Ads predefined audiences to Targeting instead of Observation has cut invalid clicks by 50% in documented cases — here's the full setup and measurement plan.
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.
LinkedIn Ads Cost Too Much? Seven Operational Fixes That Protect Pipeline
Most LinkedIn ad spend is preventable waste. Seven operational fixes that cut cost-per-SQL without reducing qualified pipeline for B2B SaaS teams.
LinkedIn CPCs rose 11% this year. Here's where B2B SaaS teams are bleeding budget.
LinkedIn CPCs rose 11% for B2B SaaS in 2026. Four systemic mistakes explain why most accounts underperform, and each one is fixable without increasing budget.
Google's "Strongest Match" Label Test: What B2B Marketers Should Actually Measure
Google just handed advertisers a new variable they cannot control, cannot predict, and cannot yet model. The label exists, the criteria remain opaque, and the downstream effects on your paid search economics are unknowable, here's how to instrument your measurement stack before it matters.
Apple's Second Ad Slot Changes the Math on App Store Spend
Your Apple Search Ads budget just became eligible for a placement you never asked for, and the teams that modeled this correctly are already seeing different outcomes than those who treated it as a simple volume increase. Here's why the second slot math is more complicated than the headline suggests.
Google's EU Financial Ad Verification: What the 30-Day Clock Means for Your Paid Budget
Google just gave EU financial advertisers a 30-day ultimatum: prove you're regulator-authorized or watch your ads go dark. Here's the compliance math your CFO needs to see, and the 14-day action plan to avoid a Q3 pipeline disaster.