In this episode of E-Quips with NuMedia, Scott and Rosie explore the fundamentals of paid advertising, including the main ad types, key platforms, and pricing models. They discuss how businesses can strategically select the right channels, craft effective ad creatives, and measure performance for maximum return on investment. Listeners will gain practical insights into building and optimizing paid ad campaigns that drive meaningful business results.
Recorded: November 6, 2025
Hosts: Scott Shearin & Rosie Mitchell
Read Transcript:
Scott: Welcome to E-Quips with NuMedia, the show where we explore smarter online strategies for your business.
Rosie: I’m Rosie, and with me is Scott. Today, we’re diving into the world of paid ads—breaking down the key types, platforms, and marketing tips you can start using to grow your business.
Scott: Whether you’re new to paid advertising or looking to sharpen your approach, by the end of this episode you’ll have clear insights on how to make paid ads work for you.
Rosie: Let’s start with the big picture. Paid ads come in several common formats including search ads, display ads, social media ads, video ads, and native ads. Search ads are text-based ads that appear when users enter keywords on search engines like Google or Bing. They are designed to capture intent-driven traffic, meaning they reach people actively searching for specific products or services. Display ads, on the other hand, are visual ads such as banners or images shown on websites or apps to build brand awareness. Social media ads appear inside platforms like Facebook, TikTok, or LinkedIn and can target users based on interests and behavior. Video ads use engaging video content on platforms like YouTube to tell your brand’s story or demonstrate products. Native ads blend seamlessly with the website or app content, making them less disruptive because they match the look and feel of the platform they appear on.
Scott: Next up, choosing where to advertise is crucial. Google Ads is the dominant platform for search and display advertising, allowing advertisers to reach users based on what they are searching for online. Facebook and Instagram provide powerful social media advertising with precise targeting options. TikTok specializes in short, catchy video ads that appeal to younger audiences. LinkedIn focuses mostly on business-to-business (B2B) marketing and professionals. Regarding pricing models, pay-per-click (PPC) means advertisers pay each time someone clicks their ad. Cost-per-impression (CPM) charges advertisers based on how many times their ad is shown (per 1,000 impressions). Cost-per-view (CPV) applies mostly for video ads and charges advertisers when a video is watched for a specific duration. These platforms generally use auction systems that balance your bid with the quality and relevance of your ad to decide when and where it’s shown.
Rosie: Finally, let’s cover some marketing tips. Start by setting clear, measurable goals that align with your business objectives. Understanding your audience is essential to tailor your ads effectively. Choose platforms that fit your goals and budget to maximize ROI. Create ads with compelling visuals and clear calls-to-action to drive engagement. Track key metrics such as conversions (actions like purchases or signups) and return on ad spend (ROAS), which measures how much revenue you earn for each dollar spent on ads. Continuously optimize your campaigns by adjusting targeting, creative, and budgets based on performance data. Don’t overlook remarketing, which targets users who have interacted with your brand but have not yet converted, helping you to re-engage potential customers and improve results.
Scott: Today, we unpacked the types of paid ads, the major platforms you can use, and some practical tips to help you get started.
Rosie: Next episode, we’ll explore AI and AI integration into your marketing strategies. Don’t forget to subscribe and check our show notes for all the resources we mentioned.