In today’s rapidly evolving digital landscape, growth-minded executives can’t afford to let paid media be an afterthought. In a recent episode of Selling the Cloud, Taylor, founder of Best Practice Media, shared practical lessons from managing paid marketing for over 100 brands—lessons that can help you transform performance marketing from a cost center into a profit engine.

Below are the strategic takeaways for CEOs and COOs leading high-growth organizations:

Understand the Real Role of Paid Media

• Paid ads are not a silver bullet. Their sole job is new customer acquisition, not retention or reactivation.
• Misuse is common. Many firms spread spend across too many products or target audiences too broadly.
• Your job: Align your media investment with one offer and one ideal buyer profile. Use email/SMS for re-engagement, not ads.
  
  

 Focus, Then Scale

• Fewer products, more profits. Out of 100 SKUs, only 2-3 are likely to drive efficient acquisition.
• Tight focus unlocks better creative, cleaner analytics, and clearer ROI.
• Your job: Prioritize your top-performing SKUs. Let go of trying to market the full catalog.
  
  

Match Content to Funnel Stage

• Top of funnel: Use static images with hard-hitting hooks (“Struggling with…?”).
• Middle of funnel: Use AI-assisted video to educate (what makes your product different).
• Bottom of funnel: Reinforce the value and close with targeted offers.
  
  

Personalization Isn’t What You Think

• AI can't build 1:1 journeys yet, but it can cohort buyers into meaningful segments.
• Tailor stories to shared mindsets or behaviors (e.g., "beach mom" vs. "lacrosse mom").
• Your job: Build messaging paths based on behavioral cohorts, not demographic guesses.
  
  

Let AI Drive Financial Discipline

• Combine AI with your P&L to track SKU-level margins.
• Set clear CPA (Cost Per Acquisition) thresholds—e.g., “Shut off campaigns above $30 CPA.”
• Your job: Give your marketing team access to real-time financial data. Make profitability part of their success metrics.
  
  

What’s Next in AI & Marketing

• Platforms like Meta are already building near-fully automated campaigns.
• Agencies must now shift from "lever-pullers" to strategic guides.
• Your job: Demand more from your marketing partners—expertise over execution.
  
  

Want to dig deeper into this conversation?
Reach out to the team at AGS to discuss how your company can implement AI-driven paid media strategies that actually drive profitable growth.

Let’s make marketing measurable again.