In today’s rapidly evolving digital marketing landscape, the role of the paid media manager is undergoing a significant transformation. Once focused narrowly on platform optimizations and cost-per-click efficiency, today the paid media manager must wear many hats: strategist, data analyst, creative collaborator, and business partner. This article, based on a talk given at Hero Conf UK in April 2025, offers insights into how automation and AI have reshaped the industry—and why human expertise remains irreplaceable.
The Paid Media Manager: From Tactician to Strategic Partner
Ten years ago, the core objective of a paid media manager was straightforward: drive the highest volume of traffic at the lowest cost per click. This goal shaped a highly segmented approach to campaign structure, including single keyword ad groups (SKAGs), campaigns based on match types, and even accounting for keyword misspellings. The work was tactical, granular, and largely manual.
However, with the rise of machine learning and automation, many of these tasks are now handled by algorithms. Platforms like Google Ads can adjust bids automatically, optimize for conversion value, and serve ads to users most likely to engage. The emphasis has shifted from quantity to quality—from chasing clicks to securing meaningful interactions that deliver a higher return on investment.
The Human Edge in an Automated World
This evolution has prompted a common question: Has AI replaced the role of the paid media manager?
The answer is a resounding no. Automation is a powerful tool, but it is only as effective as the strategy guiding it. Businesses still need specialists who understand their unique goals and challenges—professionals who can bridge the gap between raw data and meaningful outcomes.
Here are seven reasons why human expertise, in the shape of the paid media manager, is more critical than ever:
1. Understanding Business Goals
No algorithm can fully grasp the nuanced goals of a business. Two companies in the same industry may have entirely different objectives—one might focus on customer acquisition, while another targets long-term retention or brand positioning. It’s up to the paid media manager to tailor strategy accordingly, ensuring campaign settings, messaging, and optimizations align with the broader business vision.
2. Audience Insight and Targeting
AI can infer patterns, but it lacks the deep understanding of customer personas that a human brings. For instance, a premium dog food brand may want to avoid customers searching for “cheap dog food”—an intent the algorithm might otherwise misinterpret without human guidance. By layering strategic audience signals and exclusions, specialists steer campaigns toward high-value prospects.
3. Creative Strategy and Brand Building
Creativity remains a uniquely human skill. While AI can test combinations of headlines and descriptions, only a person can develop a cohesive narrative that resonates emotionally with the target audience. Whether it’s a premium skincare ad on Meta or a trailblazing campaign encouraging men to buy flowers for each other, creative direction rooted in cultural awareness and empathy still requires a human touch.
4. Product and Market Understanding
Algorithms don’t know what your product truly does—or for whom. A finance app could serve vastly different audiences depending on its features: young professionals saving for a home versus retirees managing pensions. A skilled specialist identifies the right audience segments and crafts messaging that speaks to their specific needs.
5. Optimizing User Experience
Campaign success doesn’t stop at the click. Paid media specialists are increasingly responsible for optimizing the full user journey, including landing pages. As Google places more weight on landing page experience in its ranking algorithm, ensuring a seamless post-click experience becomes essential to maintaining both ad performance and cost efficiency.
6. Driving Innovation and Experimentation
Strategic experimentation is an area where human ingenuity thrives. Sal shared an example of working with a flower company to challenge gender norms in flower-giving—a creative move that opened new market opportunities. Initiatives like these require bold thinking, cultural context, and a willingness to test and iterate—skills that machines can’t replicate.
7. Emotional Intelligence and Feedback Interpretation
A machine might recognize a surge in comments saying “unbelievable,” but only a human can discern whether that reaction is positive or negative based on tone, context, and sentiment. Similarly, understanding the emotional drivers behind premium purchases—like the difference between a £5 and a £5,000 handbag—requires an interpretive skill set that algorithms have yet to master.
The Future of Paid Media is Human + Machine
AI and automation undeniably streamline many aspects of digital marketing. They’re vital for scaling, efficiency, and performance optimization. But the full power of paid media is unlocked when automation is guided by strategic, creative, and emotionally intelligent humans.
In closing, Sal emphasized that paid media specialists are not becoming obsolete. On the contrary, their role is expanding in importance. By combining data, creativity, and business acumen, they help brands cut through the noise, connect meaningfully with their audiences, and drive sustainable growth.
So no—your son’s neighbor’s friend who runs a plumbing business but likes Facebook cannot run your ads. You need a professional. And now, more than ever, that professional is indispensable.
This article is based on a talk given by Salome Joia at Hero Conf UK in April 2025.
