In paid media, many advertisers default to budgeting by ad platform, with a percentage to Google Ads, a percentage to LinkedIn Ads, etc., largely based on habit. Now, AI technology presents new opportunities to marketing leaders to decide where to spend their paid media dollars. Instead of allocating spend based on impression volume or historical channel averages, marketers can explore PPC budget rebalancing around buyer intent signals and conversion probability (likelihood that a specific ad interaction, like a click, will result in a valuable…
