Canva’s integration with Google Workspace and Microsoft’s AI image generator simplifies the creative process, enabling customization without extensive design resources.
To make the most of these AI editors and integrations, start with creating templates for faster customization.
Design or download templates on Canva that match your brand guidelines, making it easy to adjust colors, fonts, and messages for different audiences with minimal effort.
The templates can help you maintain visual consistency while catering to different segments.
To take it up a notch, try running A/B tests on custom visuals. Create two or more variations of AI-edited images to test different elements.
When testing creative, make sure to test differences that are noticeable enough. Track which visual styles drive the most engagement, and use those insights to guide future designs.
If you’re targeting multiple locations in your ads, use AI tools to adjust visuals for regional appeal.
For example, if you’re running an ad in New York and California, you can use AI to create images that feature landmarks or seasonal elements relevant to each location.
6. Enhance Attribution Tracking And Adjust KPIs Accordingly
A multi-device world demands better attribution tracking to understand the entire customer journey.
Google’s Enhanced Conversions and Microsoft’s Customer Insights provide more reliable data across touchpoints, helping marketers adjust KPIs to reflect complex engagement patterns.
To start, review enhanced conversions for first-party tracking to determine if this makes sense for your account.
Enhanced Conversions capture data from form fills or purchases to match offline actions back to Google Ads. When setting this up, make sure your campaigns reflect actual conversions, not just clicks, allowing for more accurate reporting.
Additionally, if you’re still using Last Click attribution models, you will be left in the dust.
It’s time to move beyond last-click attribution to track the impact of each customer touchpoint. You can use Google Analytics or Microsoft’s attribution reports to assess the role of each ad in a customer’s journey, and allocate credit accordingly.
Lastly, when it comes to measurement, it’s time to evolve your key performance indicators (KPIs). Not every channel in your marketing mix should be measured by direct purchases.
Just last year, in North America, the average person owned 13 devices – a 63% increase from 2018.
Users leverage multiple devices during their purchase journey, accounting for more visits but fewer conversions. No wonder conversion rates are decreasing!
For example, if you’re running a brand awareness campaign on TikTok for an audience who’s never heard of you, your KPIs should not be measuring purchases.
Track meaningful metrics like engagement rates, increase in branded search queries, or time on site to understand how those platforms contribute to long-term brand growth and loyalty.
7. Make Influencers Part Of Your Marketing Model
Small and large influencers alike are an awesome resource at your fingertips, just as long as your audiences align.
Even brands with a few thousand followers can utilize influencer marketing to make a big difference and gain traction in the market.
You can use AI tools to help you find the top influencers in your space. Then, figure out a Cost Per Acquisition (CPA) for working with them.
From there, you can create a win-win partnership that gets you more leads or purchases while the influencer earns income.
However, be sure to vet your influencers carefully. Users are quick to spot inauthentic content, so make sure that your influencer strategy includes real, authentic voices that truly love and use your product.
Whichever you choose, make sure the influencers you find are big enough to provide real value to your brand — and that you’re paying a CPA that makes sense for your budget and overall goals.
Your 2025 Plan Should Be Evolving
Paid media isn’t about keeping up – it’s about staying ahead.
The industry is moving faster than ever thanks to AI tools, helping us rethink how we work, while privacy changes and new ad formats force us to refine how we connect with our audiences.
The days of “set it and forget it” are long gone. Today, success means constantly testing, tweaking, and evolving your strategy to meet the moment.
The good news?
These changes shouldn’t be seen as obstacles, but opportunities.
By embracing AI for ad creation, experimenting with emerging platforms, and creating a truly user-first experience, you’re not just keeping up with the trends. You’re setting yourself up to thrive in a more competitive landscape.
The bottom line: This is your chance to get creative, think strategically, and use every tool at your disposal to drive results.
Paid media is evolving, and so should you. Let’s make this the year you push boundaries, test boldly, and grow your impact like never before.
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Featured Image: TarikVision/Shutterstock