Making the most of paid media

Every year, businesses pour millions into ineffective paid media. New research shows that up to 60% of marketing budgets are wasted – largely due to lack of quality, relevance, or placement of ad campaigns. As costs rise and competition grows, wasting money on ineffective ads is becoming an expensive mistake.

Paid media: a guide to get better outcomes

Here are the steps to make your ad spend work harder for you.

1. Start with a clear strategy

Before starting on Google Ads or boosting a LinkedIn post, take a step back and think strategically. What’s your goal? Are you driving traffic, boosting brand awareness, or converting leads? Defining this upfront is crucial, as it will shape everything that follows. Don’t try to conquer everything at once. Focus on one objective per campaign and keep your messaging targeted.

2. Targeting the right people

Paid media offers advanced targeting capabilities. And the more specific you get, the better the results. Whether you’re using LinkedIn’s job title filters, Google’s search intent signals, or Meta’s interest-based targeting, fine-tune your audience to ensure your ads are shown to people who are most likely to convert.

3. Create high-quality, relevant ads

The key to standing out is creating visually appealing, engaging content that speaks directly to your audience’s pain points or desires. For Meta Ads, this means eye-catching visuals with a clear call to action (CTA). On Google Ads, focus on relevance. Your ad copy should match the search query and offer a solution that feels natural to the user’s needs. Aim for a clear, compelling message that doesn’t overwhelm your audience with too much information.

4. A/B testing: trial and error to perfection

You’ll never know what works best unless you try. Test variations of your headlines, visuals, CTAs, and even targeting options. For Google Ads, try different ad copy for each keyword group. For LinkedIn, test different job titles and industries. Meta? Don’t be shy about testing image vs. video ads, or carousel ads vs. single-image ads. Consistent A/B testing ads can increase conversion rates by 300%.

5. Set realistic budgets

It's tempting to go all-in with a massive budget, especially when you're feeling confident. But you should set a budget that allows for testing while still being mindful of your overall spend. So, start small, see what works, and then scale. Paid media is all about experimentation, so don’t burn through your budget too quickly.

6. Use remarketing to your advantage

Not everyone will convert the first time they see your ad – and that’s fine. Remarketing is your secret weapon for staying top of mind. Remarketing ads tend to have a higher conversion rate because you’re targeting an audience that has already shown interest in your product.

With Google Ads, you can target users who’ve visited your site but didn’t convert. On Meta, retarget website visitors and those who’ve interacted with your previous content. LinkedIn offers similar features through LinkedIn’s Website Retargeting.

7. Leverage the power of video

Video is the most engaging ad format across nearly all platforms, and it’s not going away anytime soon. On Meta and LinkedIn, short-form video ads can increase engagement significantly, while Google Ads allows for video ads on YouTube.

8. Monitor and adjust your campaigns regularly

Don’t let your campaigns go into autopilot. Paid media requires ongoing attention. Keep an eye on performance metrics like CTR (click-through rate), CPC (cost per click), and conversion rates. If something’s not working, pivot quickly.

Set up automated alerts for key metrics, so you don’t have to constantly monitor your campaigns manually. You can use each platform’s built-in analytics tools to track performance and make real-time adjustments. The beauty of paid media is that you can tweak your campaigns continuously to get better results.

9. Be ready to scale – but know when to stop

Once you’ve found the right formula, it’s time to scale. Don’t be afraid to pour more money into your winning campaigns, but also, don’t oversaturate your audience. Sometimes, pulling the plug on an underperforming campaign is the best thing you can do for your ROI. If an ad isn’t working, don’t spend more money at it. Rethink your strategy and refine your approach.

Platform-specific data: CPC and conversion rates

Now that we’ve covered the strategy and execution, what does the average CPC and conversion rate look like across platforms? Here’s a breakdown, so you can make more informed decisions.

Google Ads

Google Ads is often the go-to platform for direct conversions, especially for search intent-driven campaigns. An average conversion rate of 3-4% is good, whereas values above 5% are considered exceptional for most industries, including ecommerce, technology or healthcare.

Meta Ads

For Facebook, the average CPC across all industries is between $1 - $2, with sectors like Animals & Pets ($0.58) and Apparel/Fashion & Jewelry ($1.07) performing well, while Real Estate stands at a higher $2.12. The overall average conversion rate is 9 %. Instagram Ads generally have a lower CPC, ranging from $0.40 to $0.70. The top-performing sectors for CPC on Instagram include Apparel ($0.45), Beauty ($0.60), and E-commerce ($0.55). However, Instagram's average conversion rate is lower at 1.08%, with Beauty leading the way at 2.1%, followed by Apparel at 1.7% and E-commerce at 1.4%.

LinkedIn Ads

LinkedIn is a key platform for professional networking and B2B targeting, offering valuable opportunities for lead generation and long-term business growth. The average CPC across all industries on LinkedIn is $5-$6.

The average conversion rate on LinkedIn is 3%, with Technology leading the way at 5.0%, followed by Education at 4.5% and Healthcare at 4.2%. These figures highlight LinkedIn’s effectiveness for business-related marketing, especially in sectors focused on professional services and long-term development.

Get the most out of your paid media with Articulate

Paid media is a powerful tool, but you need a solid strategy, constant testing, and the willingness to pivot when things aren’t working. By staying on top of the latest trends and adjusting your campaigns accordingly, you’ll get the best possible ROI.

If you're looking for a partner who understands the ins and outs of ad optimization, we’re here to help. Reach out today, and let’s turn your investment into tangible results.