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?
The CRM Doesn't Lie: Why B2B Paid Media Finally Has to Answer for Itself
I've signed off on paid media reports that made me feel great while my sales team wanted to throw things at me. The dashboards showed leads pouring in, the CPLs looked efficient, and yet pipeline meetings felt like funerals. The reckoning for B2B's measurement problem is finally here.
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 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.
ChatGPT Ads: A 7-Step Launch Framework for B2B Marketers
OpenAI's ad platform is live, CPCs are half of Google's, and most B2B teams are still watching from the sidelines. Here's the 7-step framework to launch your first ChatGPT Ads pilot, before the early-mover window closes.
The Best LinkedIn Ads Services in 2026: A CMO’s No-BS Guide to Finding Your Perfect Match
LinkedIn advertising is like dating in your forties—you know what you want, you’ve been burned before, and you’re not wasting time on agencies that don’t get you. Here’s my no-BS breakdown of the best LinkedIn ads services and how to find your perfect match without the sales pitch fluff.
The Global PPC Landscape in 2026: Finding Your Perfect Paid Media Partner (Without Losing Your Mind)
Choosing a PPC partner in 2026 is like ordering coffee in a foreign country—you think you know what you want, but the menu has 47 options and you might end up paying three times what you expected. Here’s how to find the right paid media partner without losing your sanity (or your budget).
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.
The Best White Label Retargeting Solutions: A CMO’s No-BS Guide for 2026
Your agency just landed a client who wants retargeting—branded and delivered yesterday. Here’s your no-BS guide to white label partners that’ll make you look like a genius while you focus on what actually matters: strategy and client relationships.
PPC Marketing Strategies That Actually Move Pipeline
Most PPC conversations focus on the wrong metrics while CFOs watch CAC payback numbers drift from plan. The gap between budget-burning campaigns and pipeline-generating engines comes down to operational disciplines most teams skip—starting with finance-grade forecasting instead of platform vanity me