Last week, I had the opportunity to host a Knowledge Session with the team here at LimeLight, and it sparked some great conversations—around strategy, momentum, and what it really takes to make paid media meaningful in 2025.
I want to share some of the highlights from our discussion—not just the stats and tactics, but the bigger shifts we’re seeing, and where I believe the most exciting opportunities are unfolding for our clients.
What’s Working Now
Let’s start with what’s delivering real impact right now. We’ve seen some amazing traction across platforms lately, especially with smart automation and strategic channel mixing.
- An Education Client (Google Ads): In March, we drove 74 purchases with a $22+ ROAS. That’s a campaign that’s not just performing—it’s paying off.
- A Retail Client (Performance Max): We’re seeing the lowest cost per conversion to date, plus we’re tracking in-store visits, which adds a whole new layer of value.
- A Luxury Ecommerce Brand (Meta + Google): The final week of March ranked as the 3rd best week ever—right behind Black Friday 2023 and 2024.
On Google Ads, we invested over $14,000 and saw a near $14 return on ad spend. On Meta, we spent just under $11,000 and saw a return above $15 ROAS. The cross-channel synergy here proved just how powerful coordinated strategy and full-funnel coverage can be.
Behind the scenes, we’ve been leveraging automation to do the heavy lifting—like pausing low-performers, flagging costly keywords, and even scanning for broken links. These optimizations save time and protect ROI.
Where We See the Biggest Growth Opportunities
As much as I love celebrating wins, I’m even more interested in what’s next.
One of the biggest levers we haven’t fully pulled yet? Programmatic. I see great results for our clients on Programmatic and I see massive potential here..
- It’s ideal for top-of-funnel awareness and reach.
- The targeting is next-level—combining intent, interest, and behavioral data.
And it gives us access to high-end placements across native content, CTV, and even digital out-of-home.
We’re recommending it now for select clients like—each of whom can benefit from tailored tactics like geo-targeting, seasonal visibility, or DOOH inventory.
Another big focus for us: improving attribution. Especially in B2B, understanding the full funnel is key to scaling spend with confidence. We’ve made strides, but there’s more to unlock here.
– More of our clients are asking for CRM integration support, which is key for closing the loop and qualifying leads faster.
Smarter Workflows with Automation + AI
We’ve also been leaning into automation tools—especially inside Google Ads. A few examples of what’s running behind the curtain:
- Scripts that flag keywords with abnormally high CPCs
- Automated alerts for disapproved ads
- Real-time link scanning and performance deviation checks
We’re also starting to use AI for optimizing ad copywriting, keyword clustering, and building audience lookalikes. I truly believe we’re just scratching the surface here.
– AI is helping us A/B test creative concepts faster than ever—writing 10x variations in seconds and getting real performance data.
– We’re piloting chat-based audience segmentation that allow clients to describe their ideal customer in plain language—and generate targeting parameters in real time.
Looking Ahead: What’s Next for Paid Media at LimeLight
As I look forward, here’s where I’m directing my focus:
- Scaling programmatic campaigns for brand awareness
- Reallocating budget from underperformers in real time
- Closing attribution gaps to boost clarity and confidence
- Leaning into AI tools to speed up strategy and execution
– Launching micro-campaigns tailored to buyer personas rather than general audiences– Enhancing cross-platform retargeting flows using first-party data from Shopify, HubSpot, and CRM tools
Final Thought
Paid media is evolving fast—but that doesn’t mean it has to be chaotic. With the right mix of creative fire, data discipline, and automation, we can make every dollar work smarter, reach wider, and convert better.
If your paid media feels more like a cost center than a growth engine, now’s the time to rethink it. I’d love to talk more about what that transformation could look like for your brand.
Let’s make it meaningful.
