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?
AI Overviews and Paid Search: When to Fight, Influence, or Generate Demand
Your paid search CTR dropped 53% on AI Overview queries while your CFO watches CAC climb 18%. The old playbook is dead, here's the three-zone framework that tells you when to fight, when to influence, and when to take your budget elsewhere entirely.
The PPC Metrics Your CFO Actually Cares About (And How to Report Them)
You walk into the quarterly review with green arrows everywhere, CTR up, quality scores climbing, A/B tests crushing it. Then your CFO asks how much money you actually made, and suddenly those beautiful charts feel like you brought a kazoo to a symphony. Here's how to speak their language.