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's Bidding Update Is a Wake-Up Call for Lazy Target Setting
That free lunch you've been enjoying with your Target CPA campaigns? It's over on August 17, 2026. Google's making their bidding system actually hit your targets, which is only a problem if you've been setting them based on vibes rather than math.
Google's August 17 Bidding Change: The Hidden Cost Increase Your CFO Needs to Know About
Your best-performing Google Ads campaigns may be about to get more expensive, and not because you did anything wrong. Google's August 17 bidding change closes the efficiency gap you've been quietly benefiting from, and the six-week window to act is already ticking.
Google's August Bidding Change Will Punish Lazy Targets
Your Target CPA has been lying to you, and starting August 17, Google will call the bluff. If you've been quietly over-performing on your stated targets, expect the algorithm to start spending exactly what you told it to, whether you meant it or not.
Your Best-Performing Campaign Might Be Your Biggest Budget Trap
That 8x ROAS campaign you've been celebrating might be the worst place to put your next dollar. High ROAS is often a symptom of constraint, not a signal for expansion, and the math on your dashboard might be lying to your face.
LinkedIn Ads B2B 2026: The Budget Math Your CFO Actually Needs
A $12 click that produces pipeline at $3,000 per opportunity beats a $3 click that produces pipeline at $8,000 per opportunity. Here's the budget math your CFO actually needs to approve LinkedIn ads in 2026.