Is Paid Media Still Worth It in 2025? Only If You’ve Evolved
- oslezovic
- Jun 23
- 2 min read
Paid media isn’t dead—but the old playbook is.
In 2025, third-party cookies are basically gone, AI filters are reshaping user journeys, and customer acquisition costs have never been higher. If you're still relying on the same retargeting tactics and lookalike audiences from five years ago, you're probably seeing diminishing returns.
Customer acquisition costs are up across the board. Brands are paying more to get in front of people, but getting fewer clicks in return. AI-driven platforms like Google are answering questions directly in search, which means fewer people are clicking on ads or even landing on websites. And with tracking limited, it’s harder to know what’s actually driving conversions.
So is it still worth it? That depends on whether you've adapted.
Brands that collect and use first-party data are in a much stronger position. They know their audience, they can target more precisely, and they aren’t at the mercy of disappearing cookies. Contextual targeting is also making a quiet comeback—placing ads based on page content or predicted intent instead of tracking user behavior. It’s old school, but it works in today’s environment.
Creative is now one of the most important levers. With less targeting precision, your message needs to work harder. It has to grab attention, communicate real value, and stand out in a sea of sameness. If your ad feels generic, it’s going to get filtered out; by both AI and the humans you’re trying to reach.
Paid media still works. But only for marketers who are willing to play by the new rules.
If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.
Comments