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Paid Media Strategy 2026: Complete Guide for Google, Meta and Beyond
15 February 2026 · 9 min read
A solid paid media strategy in 2026 combines search, social and programmatic with clear attribution and a test-and-learn mindset.
Channel mix by funnel stage
- Awareness: Meta, TikTok, YouTube, Display
- Consideration: Meta retargeting, YouTube, LinkedIn
- Conversion: Google Search, Meta conversion campaigns
- Retention: Meta/Google retargeting, email + paid
Budget allocation principles
- Start with highest-intent channels (usually Search)
- Add social for reach once Search converts
- Reserve 10–20% for testing new channels
- Reinvest in top performers; cut underperformers
2026 trends to watch
- AI-powered bidding and creative
- Privacy-first attribution (modelling, MMM)
- Rising CPMs; focus on creative refresh
- TikTok and LinkedIn growth for B2B and D2C