How Our Marketing Firm’s Paid Media Team is Using AI
Artificial intelligence has become an integral tool for our Paid Media team at Greenlane, helping to refine ad strategies, enhance audience research, and streamline workflows.
While AI isn’t a replacement for human expertise, it allows us to work more efficiently and strategically.
Below, we explore a few use cases for AI, utilized by our Paid Media team to improve campaign performance and productivity.
Writing Ad Copy & Creative Ideation
Writing compelling ad copy is essential for driving engagement and conversions, and AI is proving to be a valuable use case for generating fresh ideas and refining messaging.
1. AI-Powered Ad Copy Generation
Several team members have been using AI to help craft ad copy for their paid campaigns. AI assists by quickly generating headline and description variations, making it easier to test different messaging strategies and keep evergreen campaigns fresh.
“I’ve used it to write ad copy for new campaigns, ideate fresh headlines/descriptions for longstanding evergreen campaigns that need an update,” says Jess, our Cross Channel Team Lead.
AI also helps in industries that may be unfamiliar. “It’s especially useful for industries in which I’m not as familiar with,” shares Ashley, a Senior Paid Media Account Manager. “The products sold/services offered since the AI can add context based on its knowledge of the topic.”
AI ensures we can create relevant, engaging ads while allowing for quick iterations and improvements based on performance data.
2. Summarizing Best Practices & Industry Research
Beyond copywriting, AI is a useful tool for summarizing best practices and platform specifications. Jess relies on this use case to condense and share advertising guidelines for various channels, ensuring campaigns adhere to the latest standards.
Additionally, AI can be leveraged for quick industry research to support new business development efforts. “AI can quickly distill information and allow me to customize my queries,” notes Ethan, a Paid Media Account Manager, “So I can dig deeper into the most relevant insights.” This makes onboarding new clients more efficient and allows us to speak knowledgeably about their industries from the start.
Refining Audience Targeting & Research
Knowing your audience is key to running successful PPC campaigns, and AI is helping us validate assumptions and discover new targeting opportunities.
3. Audience Research & Expansion
AI can help answer complex questions about audience behavior and preferences. Chelsea, our Paid Media Team Lead, has been using it to explore where specific job titles gather information online, helping refine Display Custom Audiences. “For example, what news sites do individuals with ‘X’ job titles prefer the most? Or where do ‘X’ job titles go for information on ‘Y’ topics online.” she explains.
This use case for AI allows us to identify new marketing platforms and targeting opportunities beyond traditional demographic data, ensuring our campaigns reach the right people in the right places.
4. Validating Audience Assumptions
AI also acts as a second set of eyes when defining audience personas. We can refine targeting strategies by analyzing existing customer data and comparing it against broader market trends. This ensures that our assumptions about user behavior align with real-world data, leading to more precise and effective ad campaigns.
Streamlining Campaign Development & Proposal Processes
AI is useful for more than research and content creation—it’s also helping to automate and streamline backend campaign management.
5. AI-Driven Campaign Templates
Our Director of Paid Media, Christian, has developed an AI-powered template that accelerates the campaign creation process. “For Google Ads, I’ve implemented a custom template that significantly accelerates campaign creation. This template systematically gathers essential inputs — product details, target audience demographics, key selling propositions, and landing page URLs — and produces structured outputs adhering to specific character limits and formatting requirements.”
By standardizing campaign setup with AI, we can save time on manual input while maintaining consistency and quality across different accounts.
6. Proposal & Presentation Enhancements
Artificial intelligence tools are also improving how we present strategies to marketing clients. Christian leverages AI to brainstorm and refine innovative campaign ideas before using AI’s summarization capabilities to condense them into slide-ready content. This ensures our proposals remain clear, impactful, and aligned with client objectives.
“I leverage AI to brainstorm innovative campaign concepts and strategic approaches, which I refine and expand upon. Subsequently, I utilize AI’s summarization capabilities to condense these detailed strategies into concise, slide-ready content, ensuring clarity and impact in client presentations.”
Using AI to streamline proposal creation, we can focus more on strategic insights and less on formatting and summarization.
The Greenlane Marketing Approach: AI as a Strategic Partner
AI is revolutionizing paid media, but at Greenlane, we see it as a strategic partner rather than a replacement for human expertise. It enhances our ability to research, write, and optimize campaigns while allowing our team to focus on strategy, creativity, and client relationships.
As AI continues to evolve, we’re committed to exploring new ways to integrate it into our workflows to drive even greater efficiency and performance.
Want to learn more about how we approach paid media? Contact us to see how our team can optimize your campaigns using a mix of AI-powered insights and expert strategy.
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