Paid Media Masterclass: Performance Unleashed - AI’s Role in the Future of Advertising

As the final episode in our Paid Media Masterclass series, ‘Performance Unleashed’ focused on one of the most critical and fast evolving areas of digital marketing… The role of AI in paid media.

Hosted by Chief Operating Officer David Norris alongside Paid Media Director James Johnstone and Paid Search Consultant Claudia Charlwood, the session dove into how AI is reshaping targeting, optimisation, data usage, and strategic campaign structuring.

Here are the 5 key takeaways for marketers looking to stay ahead:

1. AI in Paid Media Isn’t New – But It's Evolving Fast

AI and automation have been part of paid media for a decade, but recent developments have pushed the boundaries:

• Tools like Google’s Performance Max, Meta’s Advantage+, TikTok Smart Plus, and LinkedIn’s Predictive Audiences have taken automation from task-led optimisation to full campaign orchestration.

• These tools promise simplicity - but without the right inputs, structure, and oversight, they can lead to underwhelming or even misguided results.

Key Point: AI isn’t plug-and-play. The platforms may sell simplicity, but performance relies on proactive, strategic management.

2. Smarter Targeting = Broader Targeting

With third-party cookies disappearing and privacy standards increasing, platforms are leaning into broader, algorithm-driven targeting. That means:

• Keywords aren’t what they used to be, “exact match” now acts more like “broad match” with contextual understanding.

• Audience-first strategies matter more than ever. Feeding platforms strong audience signals is key to performance.

• First-party data is the foundation of effective AI-led advertising, without it, results suffer.

Key Point: The more quality data you give the machine, the better it performs. No shortcuts.

3. AI is Reshaping Search Behaviour (and Ads Need to Keep Up)

AI tools like ChatGPT and Google’s AI Overviews are changing how people search, and how ads appear:

• Consumers now expect more conversational, intuitive responses.

• Platforms are already testing new ad formats that integrate directly into these AI-driven experiences.

• Product data quality is crucial, especially for shopping campaigns adapting to AI-powered search.

Key Point: Keep your feed, tracking, and creative assets sharp. Future visibility depends on it.

4. Guardrails Over Guesswork

One of the most important themes of the session was the need to create structure around AI:

• AI needs a framework - clear goals, optimised feeds, offline conversions, value-based bidding.

• Left unchecked, AI can prioritise quantity over quality (e.g. low-value conversions).

• Regular auditing, refinement, and campaign iteration are non-negotiable.

Key Point: Think of AI as a self-driving car, it can handle the journey, but only you know where it’s meant to go.

5. What’s Next for PPC?

PPC isn’t being replaced - it’s evolving:

• AI makes PPC managers more effective, not obsolete.

• Strategic input, creative oversight, and data interpretation remain human responsibilities.

• AI can supercharge performance, but only with the right guide at the wheel.

Key Point: It’s not artificial intelligence vs. marketers, it’s augmented intelligence with marketers in control.

Final Thoughts

Whether you’re a digital marketing leader or a hands-on PPC manager, AI is no longer a future consideration, it’s a present-day priority. But automation doesn’t equal optimisation. Strategy, structure, and a test-and-learn mindset are what unlock true performance.

Interested in understanding how AI could enhance your performance strategy? Mediaworks is offering a FREE AI performance audit, sign up here: https://forms.office.com/e/k7jVsfXwPm or email mark.robinson@mediaworks.co.uk for more details.