The scroll stops here: what paid media’s best have taught me about getting noticed
Paid media’s had a glow-up
Once upon a time, it was about slick graphics, shiny carousels and hoping someone clicked the ‘learn more’ button. Now? If it feels too much like an ad, you’ve already lost them. That’s why I’m taking notes from the people and brands getting it right - with feeling, features and the kind of content you can’t ignore.
Dara Denny - the paid creative strategist
Dara’s the kind of person who can take a dry Meta ad and make it interesting; or better, convert. Her deep dives into ad creatives show exactly why certain formats work (and why others flop). From her, I’ve learned it’s all about the hook. If your creative doesn’t grab someone in the first three seconds or less, it's already scrolled past and forgotten. I now approach every paid campaign like a mini story: quick, punchy and with a point.
Surreal - not your cereal brand
They might not be paid media ‘gurus’, but cereal brand Surreal’s approach to ads is something special. The team’s deadpan and cheeky tone has turned heads on billboards and in paid social, with lines like ‘not officially endorsed by Ronaldo’ doing most of the heavy lifting. The lesson? Be bold. Say something real. Don’t try to be everything to everyone.
Monday.com - the king of feature-led ads
Monday.com could’ve gone the corporate route, but instead, it’s mastered the art of showing off product features without sounding like a SaaS robot. Every ad is a quick tutorial, a benefit or a problem-solver. And it works. This kind of clarity has shaped how I pitch paid creative: less jazz hands, more practical features.
Duolingo - unhinged, but strategic
We all know Duolingo’s TikTok is chaos personified, but there’s a real method behind the madness. That blend of platform-native humour and savviness is exactly why they rack up millions of views, and why they’re a brand people actually want to engage with.
Have they impacted my work at Pace?
Absolutely. The people and brands I admire all have one thing in common: they understand their audience. Whether it’s Surreal cracking a joke on a billboard or Monday.com breaking down features in 15 seconds flat, they get that real people want clarity, honesty and a reason to care.
At Pace, that’s the approach we’re taking with our clients’ paid media campaigns. Strategic, scroll-stopping and not afraid to have a bit of fun along the way, because smart paid media should still make you feel something.
Interested in finding out more about our paid social services? Find out how we helped our client Cabot Financial here.
