Paid media examples: the main types of paid advertising
Paid media examples include search ads (Google Search), display ads (banners across websites), paid social (Facebook, Instagram, TikTok, LinkedIn), video ads (YouTube), shopping ads (product listings), and remarketing (ads to past visitors).
Clear paid media examples for South African businesses: the main types of paid advertising, how each works, what it costs, and when to use it.
TL;DR: Quick Answer
Basic South African brochure sites: R8,000-R20,000. Custom business websites with SEO and copywriting: R20,000-R50,000. E-commerce: R40,000-R150,000+. The five cost drivers that create the biggest price variation are: scope and number of pages, custom vs template design, professional copywriting, integrations (payment gateways, booking systems, CRM), and on-page SEO included at build stage. Always add 15-25% for hosting, maintenance and content updates in year one.
Key takeaways
- Very cheap quotes (under R5,000) almost always exclude copywriting, SEO, custom design and post-launch support
- Professional copywriting can represent 20-35% of a total website project cost, and is worth it for search visibility
- On-page SEO built into the website at launch costs a fraction of what it costs to retrofit after the site is live
- Hosting, SSL, domain and maintenance add R3,000-R10,000 per year on top of build cost
- E-commerce adds significant cost due to payment gateway integrations, product data, security requirements and checkout UX
- Timeline and client responsiveness directly affect cost: slow feedback rounds extend agency hours
What counts as paid media?
Paid media is one of the three media types, alongside owned media (channels you control, like your website and email list) and earned media (exposure you gain, like press coverage, reviews, and word of mouth). Paid media is simply advertising you pay to place in front of an audience.
The defining feature is that you pay for the placement and usually stop appearing when you stop paying. This makes paid media fast and controllable, you can switch it on and reach people immediately, but not lasting in the way owned media is. Understanding the examples helps you use paid media for what it does best.
What are the main paid media examples?
Paid media spans several formats, each reaching people in a different way and at a different stage.
| Example | What it is | Best for |
|---|---|---|
| Search ads | Text ads on Google results | Capturing active intent |
| Display ads | Banners across websites | Awareness, remarketing |
| Paid social | Ads on Facebook, Instagram, TikTok | Reach, demand creation |
| Video ads | Ads on YouTube | Awareness and consideration |
| Shopping ads | Product listings with price | E-commerce sales |
| Remarketing | Ads to past visitors | Re-engaging warm prospects |
For how these compare in practice, see our guides to PPC platforms and channels and pay per click.
Which paid media captures intent versus creates demand?
A useful way to group the examples is by whether they capture existing demand or create new demand. Search and shopping ads capture intent, reaching people already looking, so they convert quickly but are limited by how many are searching.
Paid social, display, and video create demand, putting you in front of people who were not actively looking, building awareness and interest that converts over time. Remarketing bridges the two, re-engaging people who already showed interest. A strong paid media mix usually combines intent capture with demand creation, so you both win ready buyers and grow future ones.
How much does paid media cost?
Costs vary by example and competition. Search clicks average R9 to R15, paid social R4 to R9 on Meta and R5 to R25 on TikTok, LinkedIn R50 to R250, and display and video less per interaction. You also pay management if an agency runs it, typically from about R6,000 a month.
Because you control the budget, you can start small and scale. The key number across all paid media is not cost per click but cost per lead and cost per sale, which tells you which examples actually return a profit. See our Google Ads pricing and social media pricing.
Which paid media examples should you use?
Choose by audience and goal. If people search for what you sell, search and shopping ads belong in your mix. If your product is visual or impulse-driven, paid social and video fit. If you sell to businesses, LinkedIn may justify its cost. Remarketing suits almost everyone, since re-engaging warm prospects is cheap and effective.
Rather than using every example, pick the two or three that match your customer and goal, prove them on cost per lead, and expand what works. Paid media rewards focus: a few formats run well beat many run thinly. Start with intent capture, add demand creation and remarketing, and let results guide the mix.
See our guides to performance marketing and Meta versus Google Ads.
Frequently asked questions
What are examples of paid media?
Search ads (Google Search), display ads (banners across websites), paid social (Facebook, Instagram, TikTok, LinkedIn), video ads (YouTube), shopping ads (product listings), and remarketing (ads to past visitors). Each is advertising you pay to place, distinct from owned and earned media.
What is the difference between paid, owned, and earned media?
Paid media is advertising you pay to place; owned media is channels you control like your website and email list; earned media is exposure you gain like press, reviews, and word of mouth. Paid media is fast and controllable but stops when you stop paying.
Which paid media captures intent versus creates demand?
Search and shopping ads capture existing intent, reaching people already looking, so they convert quickly. Paid social, display, and video create demand among people not yet looking. Remarketing bridges the two. A strong mix combines intent capture with demand creation.
How much does paid media cost?
Search clicks average R9 to R15, paid social R4 to R9 on Meta and R5 to R25 on TikTok, LinkedIn R50 to R250, with display and video cheaper per interaction, plus management from about R6,000 a month. The key number is cost per lead and sale, not cost per click.
Which paid media examples should I use?
Choose by audience and goal: search and shopping if people search for what you sell, paid social and video if your product is visual, LinkedIn for B2B, and remarketing for almost everyone. Pick two or three that fit, prove them on cost per lead, and expand what works.