Paid media marketing leverages advertising platforms like social media, search engines, and display networks to reach a targeted audience. It drives brand awareness, website traffic, and conversions through strategic investment in sponsored content and ads.

Search Engine Journal contributor Brooke Osmundson has published an article highlighting seven changes in paid media marketing.

She says, “These aren’t theoretical tweaks – they’re practical, actionable strategies you can implement today to drive better results tomorrow. Let’s dive in.

1. Embrace The Shift To Conversational AI In Ad Creation

Conversational AI tools like Google’s Gemini and Microsoft’s Copilot enable ad creation and optimization in a more fluid, interactive way.

They’re becoming essential for marketers who want to scale ad variations without exhausting creative resources.

If you’re looking to test and scale how this can work for you, start small with AI-generated ad copy tests. Use the conversational AI tools within the Google Ads platform to create a few new ad variations that differ from your standard copy.

For instance, if your current ads are heavily CTA-focused, let the AI suggest more storytelling or benefits-driven language and test these versions in a limited campaign to gauge performance.”

Paid Media Marketing In 2025: 7 Changes Marketers Should Make

Search Engine Journal

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