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?
Smart Bidding's August Reset: What Ginny Marvin's Guidance Reveals About the Real Work Ahead
Google's August Smart Bidding update just went live, and if your targets drifted out of date while you weren't looking, the algorithm is about to get very precise about hitting the wrong number. Here's what Ginny Marvin's guidance reveals about the real work ahead.
PPC's Intent Alibi Just Got Revoked
For years, we PPC marketers hid behind 'capturing intent' like it was a bulletproof vest. Google's Demand Gen campaigns just exposed the uncomfortable truth: intent was always just a proxy for prediction, and now Google doesn't need to wait for it anymore.
The PPC Budget Question Nobody Wants to Answer Honestly
I've watched companies burn through six figures on paid search while celebrating 'impressions' like they were actual revenue. The dashboards looked gorgeous. The results were fiction. Here's what actually separates PPC strategies that pay off from expensive habits dressed up as strategy.
Microsoft Search Ads Grow 12% as Brands Rethink Budgets
Microsoft's search ads just posted 12% growth while Bing hit 1 billion users, and Copilot is driving 73% higher CTRs. If your paid media plan still treats Microsoft as a rounding error, this earnings report should trigger a strategic review.
Google Ads Audit: The 2026 Checklist
Most Google Ads accounts aren't broken, they're drifting. I've watched the same pattern unfold across dozens of pipeline reviews: the platform says 200 conversions, the sales team logged 47 qualified leads. That 4:1 gap isn't a reporting quirk. It's the algorithm optimizing toward whatever you told it was a conversion.
The 4-Step Roadmap to AI Agents for Google Ads
Everyone's racing to deploy AI agents for Google Ads, but the teams seeing 34% ROAS improvements aren't the ones who built fastest, they're the ones who got the sequencing right. Here's the four-stage roadmap that separates expensive toys from actual ROI.
Stop grading LinkedIn ads on clicks. Use cost per qualified lead.
For LinkedIn Ads, cost per qualified lead matters more than clicks because it shows whether premium media spend is turning into real pipeline.
Google Removes Language Targeting From Search Campaigns: What the CFO Needs to Know
Google just killed manual language targeting in Search campaigns, and your CAC payback math is now at the mercy of an algorithm. If you run multilingual campaigns, here's exactly how to diagnose the damage and adapt before your next pipeline review.
The PPC Clean-Up: How to Audit and Fix 'Value Inflation' in Google Ads
Your tROAS looks incredible on paper, but finance can't find the revenue. That's not a platform bug, it's value inflation, and it's probably your own tracking setup feeding Smart Bidding phantom numbers. Here's the audit protocol to fix it before the CFO starts asking questions.