The 2025 Paid Media Landscape—Why Efficiency Matters More Than Ever
Paid media in 2025 is different. CPCs are higher. Competition is tighter. Algorithms are smarter.
That means every dollar counts. In this environment, efficiency isn’t just a nice-to-have — it’s the difference between scaling and stalling.
Here’s what I’ve found works right now:
Trim the Fat – Eliminate underperforming campaigns and reallocate budget to proven winners.
Get Granular with Targeting – Broad targeting has its place, but precision audience segments often deliver better ROAS.
Automate the Boring Stuff – Use rules, scripts, or AI tools to handle bid adjustments, budget pacing, and creative testing so you can focus on strategy.
I’ve seen well-run campaigns deliver the same results as competitors spending 30% more. The difference? Discipline, optimization, and an unwillingness to let wasted spend slide.
