With 98% of consumers now preferring to shop online, paid media has become one of the most significant drivers of digital growth. As brands enter 2025, the landscape is more competitive, more automated, and more influenced by artificial intelligence than ever before. Paid media is no longer just a tactical channel; it is a strategic investment that shapes visibility, customer acquisition, and long-term e-commerce performance.
According to Neil Kettleborough, Global CEO & Co-Founder of AppIQ, the shift happening today is the biggest since the rise of mobile advertising.
As a paid media expert and recognised programmatic advertising expert, he explains, “Paid media is evolving at a pace we’ve never seen before. The brands that find the right balance between data, automation, and creativity will be the ones measuring consistent success in 2025.”
This review breaks down the future of Google Ads, Facebook Ads, Microsoft Ads, programmatic buying, and in-app advertising - along with insights to help brands adapt with confidence.
Google Ads: The Centre of High-Intent Advertising
Google Ads continues to dominate PPC with over 69% market share and remains the most powerful tool for capturing high-intent customers. With the ability to reach users at the exact moment of decision-making, it delivers unmatched commercial value. Recent industry performance indicators include:
CTR: 3.17%
Conversion Rate: 4.4%
ROI: £2 returned for every £1 spent
Buying Intent Share: 65%
Projected Revenue: Over £340 billion by 2027
As Neil Kettleborough emphasises, “Google’s greatest strength is intent. No other platform can consistently reach people in the moment they are ready to buy.”
AI’s Deepening Role in Search Advertising
Artificial intelligence powers almost every touchpoint within the Google Ads ecosystem in 2025. Key enhancements include:
Real-time Smart Bidding adjustments
AI-generated ad copy, headlines, and images
Better broad match interpretation using semantic intent
Improved shoppable ad formats for e-commerce
Mobile-first automation
However, rising CPCs, reduced data visibility, and less granular control mean advertisers must adopt a smarter approach to maintain efficiency. Still, AI continues to unlock opportunities in predictive targeting, creative automation, and audience modelling - invaluable for any e-commerce growth consultant.
Best Practices for Google Ads in 2025
To maximise performance, brands should:
Combine broad, phrase, and exact match for balance.
Strengthen segmentation using first-party data.
Build highly varied responsive search ads.
Optimise mobile landing page speeds.
Use search term reports to minimise wasted spending.
Leverage Performance Max carefully with strong signal inputs.
Facebook Ads: The Power Engine of Social Commerce
Facebook remains a core part of paid social strategy, delivering some of the strongest conversion rates in the industry.
Notable insights include:
Average Conversion Rate: 9.21%
Top Format: Short-form video
Platforms Leading Growth: Instagram Shops and Facebook Shops
Facebook excels at discovery-based buying - helping customers find products they weren’t actively searching for. This makes it a perfect complement to Google’s intent-driven approach.
Best Practices for Facebook Ads in 2025
Prioritise vertical video, Reels, and mobile-first content.
Use Advantage+ for automated optimisation.
Test diverse creative styles (UGC, demos, lifestyle content).
Build layered retargeting funnels.
Refresh creatives regularly.
Enable Shops placements for immediate checkout.
Microsoft Ads: A High-Value but Underestimated Channel
As brands search for cost-effective alternatives, Microsoft Ads continues to rise in relevance. Known for lower CPCs and strong B2B intent, it offers access to audiences across Bing, Outlook, and MSN. Advantages include:
Lower CPCs than Google
Strong desktop usage
High-performing B2B and professional segments
Integration with LinkedIn data
As Neil Kettleborough notes, “Microsoft Ads consistently deliver value for brands willing to diversify. It’s a channel with untapped potential.”
Best Practices for Microsoft Ads in 2025
Import Google campaigns but adapt bids for Bing behaviour.
Use LinkedIn targeting to reach decision-makers.
Bid more aggressively on desktop inventory.
Monitor automated bidding performance.
Focus on high-intent and long-tail keywords.
Programmatic Advertising: The Growing Giant
Programmatic buying has become foundational to digital advertising. As AI transforms the media buying process, programmatic provides real-time optimisation across display, video, CTV, native, and audio placements.
Top advantages include:
Precise audience targeting
Dynamic creative tailored to segments
Cross-channel visibility
Access to multiple premium formats
Automation at scale
Challenges remain, such as transparency, ad fraud, and data privacy restrictions. Still, opportunities are expanding rapidly - especially for brands working with a programmatic media buying consultant or a global digital advertising strategist.
Emerging opportunities include:
AI-led personalisation
Cookie less solutions
Growth of retail media
Surge in CTV inventory
Programmatic is no longer optional; it is essential for brands aiming to scale efficiently.
In-App Advertising: The Fastest-Growing Channel
Reflecting changing consumer behaviour, in-app advertising has become one of the most powerful performance channels. As an in-app advertising specialist, Neil Kettleborough highlights that “in-app has exploded because mobile users are more engaged, more active, and more purchase-ready.”
Why it is growing fast:
Over 60% of online purchases now happen on mobile
Higher user engagement
Massive inventory across gaming, lifestyle, and shopping apps
Interactive and immersive formats
Innovations shaping in-app advertising:
Gamified ad experiences
AI-powered audience segmentation
Interactive product demos
Seamless in-app purchase paths
For brands targeting younger and mobile-driven audiences, in-app advertising offers unmatched reach and creative freedom.
Final Outlook
The future of paid media in 2025 is intelligent, interconnected, and innovation-led. Google continues to dominate intent, Facebook drives discovery, Microsoft delivers efficiency, programmatic unlocks unparalleled scale, and in-app advertising shapes the next generation of mobile commerce.
Neil Kettleborough, a respected Omni channel marketing expert, summarises the shift perfectly:
“Paid media has become smarter, more intuitive, and more integrated. Brands that evolve with the landscape will not only grow - they will lead.”
As advertisers embrace AI, diversify channels, and focus on creative excellence, they will unlock long-term competitive advantage in a fast-changing digital environment.