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?
Google Ads Automated Promotions: What the New Feature Means for Your Forecast
Google Ads now scrapes your landing pages for promotional offers and surfaces them in search results, no approval workflow required. For marketing leaders who've built governance around promotional messaging, this isn't a convenience feature. It's a control question you need to answer this week.
Google's Programmatic Proxy Ban: What the New API Policy Means for Your Paid Media Stack
Your agency's reporting dashboard might be six weeks away from going dark. Google's new API policy bans programmatic proxies, and if your tools route through shared intermediaries, those integrations are now non-compliant, with enforcement already underway.
Limited Ad Serving: Why Your Google Ads Suddenly Show Less Often
Your ads are approved, your budget is intact, and your bids are competitive, yet impressions have cratered. Welcome to Google's new trust layer, where 'approved' and 'serving' are no longer synonyms, and your post-click experience now determines your pre-click reach.
Four Clicks at 2 AM Is Not a Dayparting Decision
Google Ads hour-of-day reports show when clicks convert but hide lead quality, conversion lag, and time zone mismatches that distort dayparting decisions.
Google Approved Your Ads but Throttled Delivery. Here's the Account-Trust Problem Nobody Diagnosed.
Google's Limited Ad Serving throttles impressions without disapproving ads. Learn how to diagnose account-level delivery restrictions and fix trust signals.
Paid Social Feeds Paid Search. Three Tests That Prove the Handoff.
Three structured tests to prove paid social drives paid search demand: branded search lift, latency-window analysis, and geo holdout incrementality testing.
Platform ROAS Says 5x. Your CRM Says 2x. Both Numbers Are Wrong.
Ad platforms inflate ROAS while CRMs under-credit paid media. Learn why incrementality testing through geo holdouts is the only way to know what your ads really did.
What Happens to PPC When You Stop Managing Google Ads
A SaaS company paused Google Ads management for six weeks. When they returned, CAC had climbed 34% and Quality Score had tanked. The rebuild took longer than the drift, and cost more than continuous management ever would have.
The Principal-Agent Problem Google Just Made Impossible to Ignore
Google's August 2026 bidding change exposes the principal-agent problem in agentic advertising and why governance, not automation, is the real gap.