Clicks are getting scarcer and costs are volatile. Instead of cutting or pouring money into paid channels, tighten paid media’s remit: spend where intent and placements align, shift other work to owned and earned channels, and measure for outcome rather than clicks alone.
Most ad platforms have used machine learning for at least a decade, so use the capabilities of the tools you already have, she notes.
She also uses LinkedIn document ads to deliver substantive content — such as original research and data — directly into the feed rather than requiring a click before the consumer receives something of value.
As users increasingly turn to AI-driven discovery, more searches end without a click, and PPC costs have climbed by over 25% since 2023.
Here's how to refocus your spend where intent peaks and placements fit, so your investment delivers real results. As users increasingly turn to AI-driven discovery, more searches end without a click, and PPC costs have climbed by over 25% since 2023. At the same time, leadership wants proof that AI is making paid media work smarter.
Ultimately, the same PPC budget cut average CPC by about 24% and increased leads by 50%. The problem of paying more for less extends to the platforms running the campaigns, too. The campaign peaked at a 7.79% ad-level engagement rate.
How to Measure AI Visibility & Brand Influence: Key Metrics, Signals & Sources Sep 23, 2026 Strategy & Planning. Team Apr 30, 2026 Content and Marketing Career & Salary Outlook.
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