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?
Scaling Google Ads Affiliate Funnels Past $500K/Month: The Math Your CFO Needs to See
Most affiliate marketers hit a wall between $50K and $100K in monthly spend. The operators who push past $500K/month share one trait: they stopped optimizing for platform metrics and started optimizing for cash flow. Here's the math that changes everything.
29% of Google Ads Accounts Track Zero Conversions. Here's the 72-Hour Fix.
29% of Google Ads accounts track zero conversions. Use this 72-hour triage to diagnose broken tracking, fix primary/secondary misconfigurations, and recover lost pipeline signal.
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.
The DSP Question Your CFO Will Actually Ask
Your CFO doesn't care what a DSP does, they care why you're paying platform fees instead of buying direct. Here's how to answer that question with math that survives a holdout test.
Two Creative Recipes That Cut B2B Ad Costs by 50% (Stolen from an HR Software Campaign)
Two proven B2B ad creative frameworks cut HiBob's CPL by 80%. Learn personification and visual analogy recipes, plus how to measure creative to pipeline.
Google's October DV360 API Changes: What Your Programmatic Workflows Need to Survive
Your Structured Data Files will break on October 1 if they reference digital content label exclusions or most sensitive category exclusions. Google dropped this unversioned bombshell with no migration window, and if your brand safety workflows have been stable for years, that stability is about to end.
When Your Best Customers Are Already Selling for You (And You Don't Know It)
A B2B platform spent $2,500 and got 12,500 impressions with a 21% engagement rate. The secret? They stopped trying to manufacture trust and started activating the advocates already hiding in their customer base.
What Is a Good CTR for B2B Ads?
Your CFO thinks LinkedIn's 0.67% CTR looks pathetic next to Google's 6.33%. They're comparing apples to airplanes. Here's how to actually benchmark B2B ad performance, and defend the right numbers in your next pipeline review.
Black Friday 2026: Four Compounding Risks Your Q4 Forecast Isn't Pricing In
ChatGPT Ads didn't exist last November. Google's August 17 bidding change hadn't landed. And the margin squeeze between what retailers can discount and what consumers expect hadn't reached its current tension. Here's why your Q4 forecast needs a serious reality check.