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Let’s face it—paid media can feel like a money pit. You pour budget into campaigns, but the returns are lukewarm, and half the time, you’re left wondering if your audience even saw your ads. Sound familiar? You’re not alone. The digital advertising landscape is crowded, competitive, and constantly changing. But the truth is, paid media still works—when done right.
The problem isn’t paid media itself; it’s using outdated or misaligned tactics. Many businesses stick to the same 2–3 platforms without exploring others that might offer better results for their niche or audience. Meanwhile, smart marketers are tapping into underutilized paid media channels and innovative ad formats that drive real engagement, conversions, and ROI.
This article breaks down 15 paid media examples that actually work. These aren’t theoretical—they’re proven tactics used by top brands, startups, and agencies that deliver measurable results.
Whether you’re just starting or want to optimize your current campaigns, these examples will help you stop wasting ad spend and start seeing real returns.
15 Paid Media Examples That Get Results
1. Google Search Ads
Google Search Ads are still one of the most effective paid media tools available—especially for targeting users who are actively searching for what you offer. When someone types in “emergency plumber near me” or “best CRM for small business,” they’re likely close to making a purchase. That’s the moment you want to appear front and center.
What makes Google Search Ads work is intent. You’re not interrupting someone’s day with your message—you’re helping them solve a problem they’re already focused on. Smart marketers make use of long-tail keywords, negative keywords to filter out irrelevant clicks, and ad extensions to boost visibility and click-through rates.
For example, a small SaaS brand targeting keywords like “invoice automation software for freelancers” can drive high-converting traffic to their site for a fraction of what broader, more competitive terms would cost.
2. Facebook Lead Ads
Facebook Lead Ads make the lead generation process seamless—users never have to leave the platform to give you their information. With just a tap or two, they can submit a form pre-filled with data from their Facebook profile, such as their name, email, or phone number.
This frictionless experience significantly improves conversion rates, especially on mobile. Instead of sending users to a landing page that may or may not load quickly, you capture their interest right where they are.
Lead Ads work particularly well for service businesses, webinars, local events, and even high-ticket product demos. They also allow for robust audience targeting based on behavior, interests, demographics, and lookalike audiences, making them a reliable tool for scalable lead generation.
3. Instagram Story Ads with Polls or Stickers
Instagram Stories are prime real estate for attention—and adding interactive elements like polls, emoji sliders, or quizzes can increase engagement exponentially. These interactive features are not just gimmicks; they create micro-engagements that improve ad relevance and, ultimately, conversion.
Let’s say you’re promoting a new fitness app. An Instagram Story ad that asks, “What’s your goal—Lose Weight or Build Muscle?” with a quick poll draws users in. The simple act of engaging makes them more likely to swipe up and check out the offer.
Marketers have found that interactive Stories can reduce cost-per-click (CPC) and cost-per-action (CPA), while also increasing time spent with the ad. Plus, Instagram’s audience targeting is as sharp as Facebook’s, giving you tons of flexibility.
4. YouTube Skippable Video Ads
YouTube’s TrueView skippable ads might sound like a gamble—you only get five seconds to grab attention before users can hit “skip.” But that’s also where the magic is. If you can nail those five seconds, you’re golden.
The key is front-loading value or curiosity. Start with a bold statement, an intriguing question, or a visual that stands out. Brands that excel with YouTube ads often use a pattern interrupt—something that breaks the viewer’s expectation and hooks them instantly.
For example, a skincare brand might start an ad with a model splashing their face with coffee, not water. The viewer does a double-take, gets curious, and keeps watching. YouTube also gives you the ability to target based on keywords, interests, channel placements, and even specific videos.
It’s cost-effective too—you only pay when someone watches past 30 seconds (or the full ad if it’s shorter), which means you’re only paying for engaged views.
5. LinkedIn Sponsored InMail
LinkedIn Sponsored InMail allows you to deliver personalized messages directly into the inboxes of your ideal prospects. Think of it as email marketing without needing a list—except it lands in a place where professionals are already in a business mindset.
It’s highly effective for B2B products, SaaS demos, recruiting, and events. The key to success is personalization. Avoid generic messages and focus on a clear, valuable offer—like exclusive access to an eBook, a webinar tailored to their industry, or a free consultation.
Unlike traditional email, Sponsored InMail only sends when the recipient is active on LinkedIn, increasing open rates and engagement. Marketers have reported open rates above 50% and click-through rates between 3–10%, which blows most email benchmarks out of the water.
6. TikTok Spark Ads
TikTok Spark Ads let you take an organic post from a creator and boost it as a paid ad while retaining its original metrics—likes, comments, and shares. It’s essentially influencer marketing meets native advertising, and it works because it doesn’t feel like an ad.
Let’s say a creator organically posts about your product and it gains traction. Instead of recreating the wheel, you can use Spark Ads to turn that content into a full-fledged campaign. It appears more authentic, builds trust, and has already been “socially validated” through engagement.
For brands targeting Gen Z and young millennials, Spark Ads offer a non-intrusive way to blend into the feed. When paired with TikTok’s algorithm-based targeting, this format delivers strong performance without feeling overly salesy.
7. Google Shopping Ads
For eCommerce businesses, Google Shopping Ads are a no-brainer. These image-based ads show your product, title, price, and store name right at the top of the search results. That kind of visibility is invaluable—especially when buyers are actively comparing options.
What sets Google Shopping apart is the visual component. Unlike plain text ads, these grab attention instantly and let users compare products side by side. Add in ratings, promotions, and shipping details, and shoppers get a complete snapshot without ever clicking.
Successful brands use a well-structured product feed, with optimized titles, high-quality images, and competitive pricing. Combine that with Smart Shopping campaigns powered by machine learning, and you’ve got a channel that continuously improves performance while you focus on operations.
8. Programmatic Display Ads
Programmatic advertising automates the process of buying and placing display ads, allowing for real-time bidding on ad inventory across millions of websites and apps. It’s not just about scale—it’s about precision.
Using data like browsing behavior, location, and demographic info, programmatic platforms ensure your ads show up in front of the right people at the right time. You can even use dynamic creative optimization (DCO) to tailor ads based on each user’s unique profile.
For instance, a travel brand could show different destinations to different users based on previous searches or booking behavior. Programmatic also allows for advanced retargeting, so if someone visited your product page but didn’t buy, they’ll see your ad again—ideally with a time-sensitive offer.
When done correctly, programmatic ads reduce wasted spend and increase ROAS by serving highly relevant creative in real time.
9. Reddit Promoted Posts
Reddit might not be the first platform that comes to mind for paid media—but that’s exactly why it’s powerful. It’s a goldmine of tight-knit, interest-driven communities where users are deeply engaged in specific topics, from personal finance to gaming to health.
Promoted posts on Reddit appear like regular posts but are marked as “sponsored.” The key to success here is blending in. Ads that are too polished or salesy get downvoted or ignored. But ads that feel native, informative, or entertaining can perform extremely well.
For example, a company selling ergonomic keyboards could target /r/MechanicalKeyboards or /r/Productivity with a helpful post about wrist pain and workspace setup, followed by a natural product mention.
When used correctly, Reddit ads offer low CPC and high engagement—especially for niche products or communities ignored by mainstream platforms.
10. Influencer Whitelisting on Facebook/Instagram
Whitelisting allows brands to run ads through the influencer’s account, rather than the brand’s page. That means the ad appears as though it’s coming from the influencer—complete with likes, comments, and their voice—while still being a paid promotion.
This approach works incredibly well because it combines the power of influencer trust with the precision of paid ad targeting. It’s more authentic than a standard brand ad and often converts better.
Let’s say a skincare brand partners with a beauty influencer who reviews a product. That review can then be turned into a whitelisted ad, reaching a broader, lookalike audience while maintaining the influencer’s credibility and voice.
Marketers report lower cost-per-click and higher engagement rates compared to traditional branded ads, especially when creative looks like regular content rather than polished commercials.
11. Pinterest Promoted Pins
Pinterest is more than a mood board platform—it’s a high-intent search engine, especially for categories like fashion, home decor, DIY, and wellness. Users come to Pinterest looking for inspiration, which makes them far more receptive to product discovery.
Promoted Pins blend seamlessly with organic content and show up in search results or feeds. Since users are already in “planning” mode, they’re more likely to save, click, or purchase. Add in targeting options like keywords, interests, and life events, and it’s a highly underrated paid media channel.
For example, a sustainable furniture brand can target people searching for “eco-friendly home office ideas” and get their products in front of decision-makers early in the buyer’s journey.
What’s more, Pins have longevity. A promoted pin can continue generating engagement long after the campaign has ended, unlike time-sensitive ads on other platforms.
12. Spotify Audio Ads
Spotify audio ads allow brands to reach listeners during moments of focus—whether they’re working out, commuting, or cooking dinner. There are no visuals to compete with, which means the message is front and center.
Spotify also offers rich audience targeting, including age, gender, location, music preferences, and even the device being used. Combine that with a 15–30 second, well-scripted ad and you have a powerful, non-intrusive branding opportunity.
For example, a language learning app might run ads during educational or self-improvement podcasts and playlists, speaking directly to a receptive audience.
Spotify’s self-serve platform makes it accessible even for smaller businesses. And because the ads are often delivered during playlists or podcasts, they benefit from a “leaned-in” listening environment, leading to higher brand recall and conversion.
13. Quora Ads
Quora may fly under the radar, but it’s one of the few platforms where users are actively seeking in-depth answers and solutions. This makes it a fantastic channel for educational or complex products—especially in the B2B, SaaS, and finance spaces.
With Quora Ads, you can target specific questions, topics, or even user behavior. Your ad can show up beneath a relevant question—like “What’s the best CRM for small teams?”—putting your brand in front of warm, information-hungry leads.
The key to success is matching the tone and depth of the platform. Ads that come off as helpful rather than pushy tend to perform best.
Advertisers have reported higher time-on-site and lower bounce rates from Quora traffic compared to broader display campaigns. Plus, CPCs are often lower than on Google or Facebook, giving you more bang for your buck.
14. Podcast Sponsorships
Podcasts have exploded in popularity—and so has their power as a paid media channel. What makes podcast sponsorships so effective is the intimate, trusted relationship between hosts and their listeners. When a host promotes a product mid-episode, it doesn’t feel like an ad. It feels like a recommendation from a friend.
Successful brands understand this and let the host speak in their own voice. Instead of a scripted plug, you get a genuine endorsement, often with a personal story tied in. For example, a financial podcast host might talk about how a budgeting app helped them stay on top of expenses—making the ad relevant and relatable.
You can sponsor by episode, season, or through networks like Midroll or Spotify Ads. Plus, podcasts often include a dedicated promo code or trackable link, so you can measure ROI directly.
Studies show that 54% of podcast listeners are more likely to consider buying a product after hearing it advertised on a podcast. With engagement like that, podcast sponsorships are a no-brainer for brands seeking trust and long-term loyalty.
15. Branded Content on High-Traffic Publisher Sites
Branded content, also known as native advertising, involves working with established publishers like Forbes, BuzzFeed, or Business Insider to create sponsored articles that educate, entertain, or inspire—while subtly promoting your brand.
These aren’t banner ads or popups. They’re full-fledged editorial pieces crafted to look and feel like the publisher’s own content. Think “Top 10 Tools for Remote Teams” with your product listed at #1, complete with quotes, images, and backlinks.
What makes this tactic work is trust by association. When your brand appears on a reputable site, it inherits some of that credibility. Readers engage because it doesn’t feel like an ad, but it still drives awareness, SEO value, and conversions.
Even better, branded content often ranks in search engines, gets shared organically, and lives on longer than most ad formats. You get the power of storytelling combined with reach and authority.
Many publishers now offer self-serve native platforms, making this tactic accessible even to smaller brands. And since these pieces are often backed by display or social promotion, you can extend their impact well beyond the publisher’s site.
How to Choose the Right Paid Media Channels
With so many options, how do you know which paid media tactics to use? It all comes down to alignment—between your audience, your budget, and your marketing funnel.
Top of Funnel (Awareness): Use platforms like YouTube, Instagram Stories, or Spotify ads to build brand recognition with a wide audience.
Middle of Funnel (Consideration): Channels like Facebook Lead Ads, Quora Ads, and Google Search can nurture interest and generate leads.
Bottom of Funnel (Conversion): Use Google Shopping, retargeting, and LinkedIn InMail to close the deal with high-intent audiences.
Also, factor in your budget. Some channels, like TikTok or Quora, offer lower CPCs and entry points than more competitive spaces like Google or Meta.
And don’t be afraid to test. Run small-scale campaigns across multiple platforms, then double down on what’s working. Use A/B testing, track conversions meticulously, and continuously refine your approach.
Final Thoughts
Paid media isn’t dead. In fact, it’s more powerful than ever. But the brands that win are the ones who stop relying on outdated tactics and start exploring smart, targeted, and creative paid strategies that align with their audience and goals.
From TikTok Spark Ads and influencer whitelisting to podcast sponsorships and branded content, the playing field is wide open. You don’t need a Super Bowl-sized budget—you just need to know where your audience is and how to show up in a way that feels natural, helpful, and compelling.
Start with a few of these proven paid media examples. Test them, measure the results, and watch what happens when you shift from “just running ads” to actually building connections.
Because when paid media works—it really works.