AI Tools in Performance Marketing: How You Can Maximise Paid Social and Paid Search in 2025

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Artificial Intelligence (AI) has rapidly evolved into a cornerstone of performance marketing, fundamentally reshaping paid social and paid search strategies. Platforms such as Meta, Google, Pinterest, and LinkedIn have integrated sophisticated AI tools, enabling unprecedented scale, efficiency, and personalisation. This guide provides C-suite executives and marketing leaders with a strategic overview of AI tools, practical use cases, and best practices to ensure your paid marketing efforts remain competitive in 2025 and beyond.

What is AI’s Role in Performance Marketing?

AI in performance marketing refers to tools and platforms that utilise machine learning and automation to optimise ad creatives, audience targeting, bidding strategies, and performance tracking. It enhances efficiency, increases scale, and drives better Return on Ad Spend (ROAS).

Example:
VXTX recently implemented AI-powered creative automation for a fictional client, EcoHome, driving a 27% uplift in conversion rate through Meta Advantage+ AI tools.

Top AI Tools and Their Impact on Key Advertising Platforms

Meta (Facebook & Instagram)

Meta’s Advantage+ platform combines generative AI to create diverse ad creatives automatically, personalising messaging at scale.

• Birch Bulk Creation automates ad variant generation.
• Albert.ai optimises targeting and creative variations in real-time.

Impact:
Advertisers leveraging Advantage+ report an average ROAS increase of 22% (Search Engine Land, 2025).

Google (Paid Search & SGE Ads)

Google integrates AI through Performance Max and generative content via its new large language model, Gemini, enabling rapid creation of responsive search ads.

Impact:
Performance Max campaigns consistently deliver double-digit conversion rate improvements (Fluency, 2025).

LinkedIn

LinkedIn’s Accelerate tool uses AI to quickly generate campaigns, dramatically reducing set-up times and optimising B2B targeting.

Impact:
LinkedIn Accelerate reduces cost-per-lead by up to 66% (Digiday, 2024).

Pinterest

Pinterest’s Performance+ suite automatically enhances visuals using generative AI, significantly improving click-through rates and conversion rates.

Impact:
Pinterest Performance+ improved Prada’s ROAS by 180% (Pinterest, 2024).

How VXTX Harnesses AI for Client Success

At VXTX, we use advanced AI and automation tools like Make.com, Birch, and integrated AI creative platforms to ensure our clients achieve outstanding results. Our strategic approach blends human creativity and AI-driven efficiency, enabling fast, data-driven optimisations to maximise campaign ROI.

Case Study Example:
VXTX utilised AI for a small startup, Draaft LTd, employing generative AI tools to quickly produce multiple ad variations, resulting in a 75% reduction in ad fatigue and a 17% improvement in ROAS.

Key AI Tools for Workflow Automation

Workflow Automation Tools

1. Make (formerly Integromat)
   • Powerful integration platform connecting various advertising platforms (Meta, Google Ads), CRMs, and analytics tools.
   • Make.com
2. Zapier
   • Widely-used workflow automation tool integrating over 5000+ apps.
   • Automates lead transfer, reporting, notifications, and data sync.
   • Zapier.com
3. Tray.io
   • Enterprise-grade automation platform with robust data handling and logic workflows, suited for large-scale marketing teams.
   • Tray.io
4. n8n
   • Open-source automation tool allowing custom workflows for data integration, campaign management, and reporting.
   • Highly customisable and suitable for advanced teams.
   • n8n.io
5. Workato
   • Intelligent integration and automation platform, leveraging AI-driven suggestions for workflow optimisation.
   • Ideal for complex marketing automation scenarios.
   • Workato.com

AI Creative Automation Tools

1. Jasper.ai
   • AI-powered content and copy generation tool ideal for creating ad copy at scale.
   • Jasper.ai
2. Copy.ai
   • Specialised AI tool for generating persuasive ad copy, product descriptions, and marketing content.
   • Copy.ai
3. Synthesia.io
   • AI-driven video generation platform creating videos using AI avatars, ideal for video ads and explainers.
   • Synthesia.io
4. Adobe Firefly
   • Adobe’s generative AI tools for image editing, content variation, and creative enhancements.
   • Adobe Firefly
5. Midjourney / DALL·E 3
   • Generative AI platforms producing visually appealing images for ad campaigns.
   • Midjourney.com, DALL·E

AI-driven Data Analysis and Reporting

1. Funnel.io
   • Automated data collection, transformation, and reporting across advertising platforms.
   • Funnel.io
2. Adverity
   • Advanced marketing analytics platform utilising AI for cross-channel reporting and optimisation.
   • Adverity.com
3. Looker Studio (Google)
   • Data visualisation and reporting tool leveraging AI insights from Google Marketing Platforms.
   • Looker Studio
4. Windsor.ai
   • AI-powered attribution and cross-channel analytics for deeper insights into campaign effectiveness.
   • Windsor.ai
5. Improvado.io
   • Automated data pipeline with AI-driven analytics for comprehensive campaign reporting and optimisation.
   • Improvado.io

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Best Practices: Using AI Effectively in Performance Marketing

1. Clear Objectives & Incremental Testing
   Set measurable KPIs, utilise control groups, and validate AI effectiveness with data.
2. Human Oversight & Brand Safety
   Ensure all AI outputs are reviewed to maintain quality and brand compliance.
3. Combine First-Party Data with AI Tools
   Use your CRM and customer insights with AI targeting to enhance personalisation and effectiveness.
4. Continual Learning & Experimentation
   Regularly experiment with emerging AI features and platforms to maintain a competitive edge.

FAQs about AI in Performance Marketing

1. What is AI in performance marketing?

AI tools that automate ad creation, optimisation, and targeting to enhance efficiency, scale, and ROI.

2. How does Meta Advantage+ use AI?

Meta Advantage+ uses generative AI to automatically create diverse ad creatives and optimise ad placement for improved results.

3. What are Google SGE Ads?

Google SGE Ads integrate ads into Google’s Search Generative Experience, using AI-generated search answers for more contextual advertising.

4. Can AI completely replace human marketers?

No. AI excels at automating repetitive tasks and optimisation, but strategic oversight, creativity, and emotional intelligence remain uniquely human.

5. How does LinkedIn’s AI tool Accelerate improve campaigns?

Accelerate uses AI to rapidly generate targeted B2B campaigns, significantly improving cost efficiency and performance.

6. What is Pinterest Performance+?

Pinterest’s AI tool automating campaign set-up, creative enhancement, and performance optimisation, specifically improving lower-funnel conversions.

7. How can automation tools like Make.com support marketing teams?

Make.com integrates various marketing platforms, automating repetitive tasks, campaign pacing, lead handling, and performance reporting.

8. Why use first-party data with AI in advertising?

First-party data enhances targeting accuracy, enabling AI to better predict audience behaviours and optimise ad delivery.

9. What are the potential risks of AI in advertising?

Risks include lack of oversight, inaccuracies in AI-generated content, potential compliance issues, and over-reliance leading to loss of creative control.

10. How can AI help reduce ad fatigue?

AI rapidly generates creative variations, continuously refreshing ads and preventing audience fatigue through frequent testing and rotation.

11. What’s the role of VXTX in AI-driven performance marketing?

VXTX specialises in integrating AI tools with human expertise to optimise paid search and paid social campaigns, maximising growth and ROI for clients.

12. Which AI tools are best for automating paid search campaigns?

Performance Max (Google), Birch (bulk creation/automation), Make.com (workflow integrations), and Metadata.io (B2B targeting and optimisation).

Conclusion: The Future is Human Plus AI

AI is revolutionising paid social and search marketing by automating repetitive tasks, enhancing data-driven decision-making, and unlocking significant performance improvements. However, the most successful campaigns continue to rely on a balanced approach that integrates human creativity and strategic oversight alongside powerful AI technology.

To remain ahead in 2025 and beyond, brands must embrace AI strategically, maintain rigorous human oversight, and leverage specialist partners like VXTX to navigate the evolving marketing landscape effectively.

Want to learn more about how VXTX can integrate AI into your performance marketing strategy?

Book a consultation with our Marketing experts today.

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