Mais da metade das empresas brasileiras planejam aumentar os investimentos em mídia paga em 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.

E os números não mentem: 51,7% das empresas planejam aumentar os investimentos em mídia paga em 2025, segundo uma pesquisa da Conversion. O motivo? O retorno sobre investimento (ROI) que esse canal proporciona. De acordo com um levantamento da HubSpot, empresas que investem em tráfego pago veem um crescimento médio de 40% na geração de leads qualificados. Além disso, o Google Ads, sozinho, gera um ROI médio de 200% para anunciantes, segundo dados da WordStream. Esse crescimento não é à toa. Em um cenário digital saturado, não basta apenas estar presente; é preciso ser visto.

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.

Mas não se engane: não é só sobre gastar mais, é sobre investir melhor. As empresas que saem na frente não são necessariamente as que têm os maiores orçamentos, mas sim aquelas que usam dados, testes A/B e inteligência artificial para refinar campanhas continuamente.

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.

“No fim das contas, o que realmente importa não é apenas quantos cliques foram gerados, mas sim quantas conversões, quantos novos clientes e, acima de tudo, quanto crescimento real foi alcançado”, finaliza.