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 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.
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.
Google Ads CPL is rising: fix the conversion signal
Google Ads CPL keeps rising in 2026; the practical fix is importing offline CRM conversions so bidding optimizes to SQLs and qualified pipeline, not form fills.
Google Ads AI in 2026: win by fixing the signal
A practical 2026 playbook for making Google Ads AI work in B2B by improving conversion signals, offline imports, and measurement guardrails.
Google Ads is making keywords optional: what replaces them
Google Ads is making keywords optional; this playbook shows how to shift from keyword control to revenue-signal control with clear metrics and guardrails.
Google Ads’ 37-month limit: the reporting break you can prevent
Google Ads will cap granular reporting to a 37-month window from June 1, 2026; here’s how to archive data so dashboards don’t break.
A practical first test for ChatGPT Ads: migrate, then measure lift
Adthena’s free AdBridge migrates Google Ads into ChatGPT Ads fast; here’s a practical, holdout-minded test plan to measure incremental pipeline.
AI bidding moved to budgets. That’s the real change.
A practical 2026 playbook to use Google’s new AI bidding and period budgets in Search and Shopping without losing efficiency or governance.