Mastering Paid Media ROI: Insights from the Mediaworks Masterclass

As part of our ongoing Masterclass Series, Mediaworks recently kicked off a new Paid Media series with a session focused on one of the industry’s most pressing challenges: Maximising Return on Investment.

Hosted by David Norris (Chief Operating Officer), with contributions from James Johnstone (Paid Media Director) and Becca Frend (Strategic Planning), this session dug deep into audience strategy, platform performance, AI, automation - and what it really takes to build effective full-funnel paid campaigns in 2025.

Here are the top insights every marketer needs to know.

1. Audience First Strategy Still Wins

It’s easy to get distracted by trends and channels, but as Becca emphasised: knowing your audience isn’t optional anymore, it’s fundamental.

To drive results, marketers must go deeper than surface level demographics. That means:

• Understanding motivations and pain points

• Knowing where your audience actually spends time

• Using first-party data to build nuanced personas

• Matching messaging to mindset, not just platform

Audience insights should fuel everything, from channel selection to creative execution.

2. The Paid Media Landscape Is Broader and Noisier

With people using nearly 7 social platforms a month and mobile screen time exceeding 6 hours a day, attention is fragmented, and fiercely competitive.

Key takeaways:

• Social platforms aren’t just for engagement, they're essential performance channels

• Search isn’t dying, but its role is evolving

• Brands must align their channel mix with actual user behaviour, not assumptions

• Understanding where your audience is spending their time matters - but so does understanding why they’re there and what they’re doing.

3. Automation & AI Are Changing the Game - But Don’t Surrender Control

AI and machine learning now power the majority of ad platforms, from Google’s Performance Max to Meta’s Advantage+. While these tools can significantly enhance performance, they also reduce visibility and advertiser control.

As James put it, “Automation isn’t the strategy - it’s a lever.”

To maximise success:

• Define clear objectives before letting automation take the wheel

• Set guardrails to protect your budget

• Continually monitor performance and adjust strategy

• Test and refine rather than simply “set and forget”

4. Brand vs Performance? It’s Not Either/Or

The old brand vs performance debate has evolved. Instead of choosing one, smart advertisers are investing in a strategic mix, depending on business maturity and market conditions.

General guidance:

• New market entries = 80–90% brand-focused

• Mature markets = closer to 60/40 or 70/30 (performance/brand)

Most importantly, brand activity drives future performance - and campaigns that combine the two consistently outperform those that don’t.

5. Full-Funnel Thinking Is Now Essential

Today’s customer journey isn’t linear, and platforms have taken note. Google, Meta, TikTok, and others are repositioning themselves as full-funnel solutions, not single-stage tools.

YouTube is a prime example. Once seen as a brand-only channel, it’s now evolving through formats like Demand Gen and carousel ads, offering advertisers upper and mid-funnel reach with direct-response capability.

The best results come from campaigns that:

· Align messaging and creative with funnel stage

· Use channel-specific strengths

· Take users on a cohesive journey from awareness to action

6. Channel Choice Should Be Strategic - Not Habitual

Each platform offers different strengths:

• Google Search = high intent, but competitive and costly in some sectors

• Meta = excellent reach and performance in B2C and some B2B verticals

• LinkedIn = ideal for high-value B2B, despite premium CPMs

• YouTube & TikTok = great for upper-funnel awareness and brand building

Choosing the right mix means understanding where your audience is, what creative formats work best there, and how to blend brand and performance at each stage.

7. Test, Learn, and Optimise - Continuously

One of the biggest myths in 2025? That platforms are “plug and play.” While automation has made setup easier, proactive management and optimisation are more important than ever.

At Mediaworks, we follow a Think → Do → Measure approach:

• Think: Understand your audience and objectives

• Do: Build and activate strategy across the right channels

• Measure: Analyse, iterate, and improve based on performance insights

This isn’t a once-a-month activity. It’s a continuous process of refinement.

What’s Next?

This session was the first in a 3-part series focused on paid media. Up next:

• Creative Excellence (June 11) - How to make creative that cuts through

• Performance Unleashed (June 25) - Automation, AI, and the future of paid media

To register for these Masterclasses simply email mark.robinson@mediaworks.co.uk and we hope to see you there.