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 Are a Tactical Bet, Not a Platform Strategy
ChatGPT ads won't replace your Google budget, at $60 CPM and a $200K minimum, this is velvet-rope advertising for brands with genuine experimental budgets. Here's when the tactical bet makes sense, and when you should keep your money where measurement actually works.
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.
The Demographic Targeting Playbook Is Showing Its Age. Culture Might Be What Comes Next.
Two people walk into a sneaker drop with nothing in common on paper, except everything that actually matters. Joe Ligé's Culture Hive is betting that cultural relevance, not census brackets, is the targeting layer the ad industry has been missing.
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.
Samsung's Programmatic Home Screen Play: What It Means for Your CTV Budget
Samsung's home screen ad inventory is going programmatic in Q3 2026, and the first thing viewers see when they power on their TV is about to become biddable. This isn't just another CTV placement, it's prime real estate that demands a completely different budget conversation.
Programmatic Advertising vs. Digital Advertising: A CFO-Safe Breakdown for the Buying Committee
Stop confusing your CFO with the wrong question about programmatic vs. digital advertising. Here’s the framework that turns media spend into a revenue-predictable engine finance will actually approve.