More than half of Brazilian companies plan to increase investments in paid media by 2025

Visualize a fierce competition in an automobile circuit, where each car is a company vying for consumer attention. At the center of this race, paid traffic is like a turbo that propels vehicles forward, providing the necessary speed to outperform competitors. Without this energy injection, the chances of prominence decrease, and the goal of conquering the target audience becomes a more challenging task.In the universe of digital marketing, those who use, strategically, paid media not only accelerate their presence in the market, but also position themselves as leaders, quickly reaching the ideal customers.

And the numbers do not lie: 51.7% of companies plan to increase investments in paid media in 2025, according to a Conversion survey.The reason? The return on investment (ROI) that this channel provides. According to a HubSpot survey, companies investing in paid traffic see an average growth of 40% in the generation of qualified leads. In addition, Google Ads alone generates an average ROI of 200% for advertisers, according to data from Word is not for nothing. In a saturated digital scenario, it is enough to be present; it is enough to be present.

For Joao Paulo Sebben de Jesus, owner of PeakX, digital marketing consultancy specialized in customized solutions, the time has gone when it was enough to publish a post and hope that it reached the right audience organically. “Today, paid traffic is the compass that directs the message to the ideal user, at the perfect time and with the most relevant offer. Whether in Google Ads, where we capture the purchase intention, or on Instagram and TikTok, where content generates desire, each platform has its strategic role”.

Joao Paulo explains that Google Ads is ideal for direct conversions, capturing consumers who are already seeking a specific product or service, usually of need, since the level of awareness is high about the solution they seek.“O Meta Ads (Facebook and Instagram) is excellent for brand building, engagement and to work products that arouse desire, giving us the opportunity to segment our audience to awaken this desire. Even for products of need is interesting, since we can work persuasive content, highlighting a problem, its implication and the need for solution. TikTok Ads is powerful to reach a segmented audience that is best suited to generate the AdB and sales option.

Thus, the choice of the platform is decisive for the results of the campaigns. “We always seek a balance between reach and engagement to strengthen the brand, cost-benefit and return on investment. Unite the platforms strategically like Meta Ads (Facebook and Instagram), TikTok Ads and Google Ads is ideal to create an ecosystem that feeds, surrounding the potential customer in various ways, respecting the characteristics of these fronts and creating complementary communications to take the person from the top to the bottom of the funnel, transforming it into an extremely qualified lead.”

Each of these tools allows businesses to target their ads extremely accurately, considering age, location, interests, purchase intent, and even online behavior.

A practical example: imagine a sportswear store that wants to sell more running shoes. With paid traffic, it can target ads to: people who search for “best running shoes on Google; impact Instagram users who have shown interest in the type of product; and people who have recently interacted with content about sports on TikTok.

This accuracy dramatically increases the chances of conversion, ensuring that every dollar invested generates real return.

With the digital advertising market projected to reach US$ 870 billion by 2027, pressure on businesses to adapt and adopt paid traffic strategies is only likely to increase.

But make no mistake: it's not just about spending more, it's about investing better. The companies that come out ahead are not necessarily the ones with the largest budgets, but rather those that use data, A/B testing and artificial intelligence to refine campaigns continuously.

Well-applied segmentation allows companies to better understand their target audience by identifying their pains, desires and decision triggers. This results in more effective and persuasive communication, increasing customer conversion. According to a survey by Ebit/Nielsen, 70% of online stores already use AI for data analysis and process automation.

Using AI enables advanced optimizations such as intelligent A/B testing, dynamic budget adjustment and audience recognition. “We apply technology in a variety of steps, from creating optimized landing pages to predictive behavior analysis. This ensures that every message is delivered to the right audience at the right time”.

PeakX sees this technology as a great opportunity to optimize campaigns.“The future of paid traffic lies in the fusion of data and creativity. On the one hand, algorithms analyze behaviors, optimize bids and adjust ads in real time.On the other, creative strategies ensure that every look, every copy and every call to action are irresistible”, explains Joao Paulo.

“In the end, what really matters is not just how many clicks were generated, but how many conversions, how many new customers and, above all, how much real growth was achieved”.