Marketing Skill Shortages to Address in 2025

The Digital Marketing Role Every Brand is Fighting For

Marketing is changing. The days of relying solely on organic reach and traditional content strategies are fading. Instead, brands are doubling down on paid media, performance marketing, and PPC.

This shift has made Paid Media Specialists some of the most in-demand hires in marketing today. If you’re a business struggling to find top performance marketing talent or a marketer wondering where the best career opportunities lie, this blog will explain why demand for these roles is exploding.

The Growing Demand for Performance Marketing Experts

Ad budgets are increasing

Global digital ad spend is expected to reach £615 billion in 2025 and keep rising.
Brands are pouring more money into platforms like Google Ads, Meta Ads, TikTok Ads, and LinkedIn Ads—but they need experts to spend it wisely.

Organic marketing is harder than ever

Social media platforms are prioritising paid content over organic posts—limiting free reach for brands.
Google’s recent SEO algorithm updates have made it tougher for brands to rank without paid search.

Performance marketing = measurable results

CMOs and CEOs want clear ROI on marketing spend—PPC, retargeting, and paid social deliver just that.
Performance marketing focuses on conversion rates, CPA, and direct revenue impact, making it one of the most critical functions in modern marketing.

Why Businesses Need Paid Media Talent Now

With more competition, higher costs, and increasing digital ad complexity, brands need paid media experts who can:

Optimise ad spend: Ensuring every penny drives conversions and leads.
Manage cross-platform campaigns: Google, Facebook, LinkedIn, TikTok, and beyond.
Leverage AI-driven automation: Many platforms now use machine learning to optimise campaigns—specialists need to navigate and fine-tune these tools.
Scale performance marketing strategies: Companies need agile PPC and paid social pros who can rapidly test, learn, and refine ad strategies.

Without Paid Media specialists, brands risk wasting budgets and falling behind competitors who invest in performance marketing.

What This Means for Marketing Careers

For marketing professionals, this is the perfect time to:

Upskill in PPC, paid social, and performance marketing—these roles are seeing huge salary growth.
Move into higher-paying, high-impact roles—performance marketers often command better salaries than generalist marketers.

For brands, hiring top paid media talent is now a competitive advantage. If your business isn’t investing in performance marketing experts, your competitors likely are.

Ready to Hire or Explore New Paid Media Roles?

We’re actively working with top Paid Media, PPC, and Performance Marketing talent across the UK. Looking for your next Paid Media hire or marketing opportunity? Let’s talk!