Media Buying Made Simple: What It Is and How It Works

You’re not alone if you’ve ever wondered how ads end up on your favourite websites, podcasts, or social media feeds. I used to think media buying was something only big agencies handled. But the truth is, media buying is something businesses of all sizes—including yours—can use to get seen, grow faster, and make better use of their ad budgets.

According to GroupM, the global ad market reached over $1 trillion in 2024. That’s not just big brands — small businesses, influencers, and even podcasters are jumping into media buying to promote their stuff.

Let me walk you through what media buying is all about.

What Is Media Buying?

Media buying is the process of paying for ad space — online or offline — so people see your brand or offer.

It could be:

• A banner ad on a blog
• A 15-second TikTok before a funny video
• A radio ad on your way to work
• A podcast sponsor shoutout

The goal? Get your product in front of the right people, at the right time, in the right place.

Why Does Media Buying Matter?

Let me be real: I’ve run ads with no plan before. I wasted money and barely got clicks. But once I started learning media buying, everything changed. You stop guessing and start targeting.

Here’s why it matters:

• You get better ROI (Return on Investment)
• You stop throwing money at random ads
• You reach people who are actually interested in your offer

How Media Buying Works (In Simple Steps)

#1. Know Your Audience

Before you spend a single dollar, ask yourself, “Who am I trying to reach?”

Your ad won’t work if it’s showing up in front of the wrong people. That’s like trying to sell winter coats at the beach.

Here’s what you need to know about your audience:

• Age – Are they teenagers or adults?
• Location – Are they based in Lagos or London?
• Interests – Do they love makeup, mobile games, or finance tips?
• Behaviors – Do they shop online, watch YouTube, or scroll Instagram late at night?

Real example: If you’re selling stylish phone cases for Gen Z, you’re better off targeting TikTok and Instagram, not LinkedIn.

#2. Choose Where to Advertise

You don’t have to be everywhere. Just pick where your audience already hangs out.

Here are a few platforms and what they’re great for:

Platform	Best For
Instagram & TikTok	Trendy products, visual ads, younger audience
YouTube	Tutorials, explainers, visual content, long-form
Facebook	Older demographics, community-based products
Google Ads (Search)	People actively searching for a solution
Podcasts	Niche products, deep trust, long-term impact
Blogs & Newsletters	Thought leadership, niche targeting
TV, Radio & Billboard	Wide reach, brand awareness

Pro tip: If your audience is super niche (e.g., Nigerian moms in Canada), you can even buy ad space on a blog that speaks to them directly.

#3. Set Your Budget

You don’t need to be a millionaire to run ads.

Most platforms let you start with:

• $5–$10/day (great for testing!)
• You’ll quickly learn which ad is performing best.

Break your budget into three parts:

1. Test – Try 2–3 different creatives and audiences.
2. Learn – See which ad gets the most clicks/conversions.
3. Scale – Spend more on what works, cut what doesn’t.

Real talk: I once spent $50 total on Facebook ads just testing different captions. One caption outperformed the rest by 300%.

#4. Run the Ad

Now that you know who, where, and how much, it’s time to run the actual ad.

You can:

• Use tools like Meta Ads Manager (Facebook/Instagram), Google Ads, or Spotify Ad Studio.
• Or contact platforms directly (like emailing a podcast host to feature your brand).

Make sure you:

• Choose the right format (video, image, carousel, text)
• Write a clear message (“This will help you do XYZ”)
• Add a call to action (Buy now, Listen here, Learn more)

#5. Track and Tweak

Running the ad is just half the job. You need to monitor it.

Here’s what to watch:

• Click-through rate (CTR) – Are people clicking?
• Cost-per-click (CPC) – Are you spending too much?
• Conversions – Are you actually making sales?

Tweak what’s not working:

• Change your headline
• Use a different image
• Adjust the audience targeting

Example: I once noticed my ad was getting clicks but no sales. The landing page was loading too slowly. I fixed it — sales doubled.

Types of Media Buying (With Simple Examples)

#1. Direct Media Buying

You contact the media owner directly.

Example:

• You DM a podcast creator and ask, “Can I place a 30-second ad on your show?”
• Or you email a blog and pay to have a banner ad shown for a week.

Pros:

• You negotiate the price
• Build long-term partnerships

Cons:

• Time-consuming
• You have to manage everything yourself

#2. Programmatic Buying

This is like having a robot do your media buying.

You set up your campaign in software (like Google Display or StackAdapt), and it automatically

• Finds the best ad spaces
• Target your audience
• Adjusts placements in real time

Pros:

• Super fast
• Great for large-scale campaigns

Cons:

• Less personal
• You need to understand the dashboard

#3. Agency Buying

This process hires pros to do everything for you — from planning to buying and tracking.

Perfect if:

• You have a decent budget
• You don’t want to deal with the details

Pros:

• Expert-level strategy
• Saves time

Cons:

• More expensive
• Less hands-on control

What Platforms Can You Buy Media On?

You’ve got tons of options. Here’s a breakdown by type:

Digital Platforms

1. Social Media
   • Facebook, Instagram, TikTok, LinkedIn
   • Great for awareness, clicks, and retargeting
2. Search
   • Google Ads (search results)
   • Perfect for people already looking for what you offer
3. Display
   • Banners on news websites, blogs
   • Works well for retargeting
4. Video
   • YouTube Ads
   • Good for product demos, tutorials, and vlogs
5. Audio
   • Spotify, Apple Podcasts, Podbean
   • Best for niches with loyal listeners
6. Email Newsletters
   • Like TheSkimm, Morning Brew, or local industry lists
   • People are usually more focused when reading email

Offline Platforms

1. TV & Radio
   • Still powerful for reach (especially in local markets)
2. Magazines & Newspapers
   • Great for older or industry-specific audiences
3. Billboards & Transit Ads
   • Big for awareness in major cities

Offline ads can still work wonders when paired with digital tracking like QR codes or short URLS.

Real-Life Example

I once helped a friend promote her online course. We used just $200 on Instagram and podcast ads targeted at young Nigerian creatives. She made back $1,100 in one week. That’s media buying done right — a clear audience, the right platform, and a solid offer.

What Makes a Good Media Buying Strategy?

Running ads without a strategy is like throwing darts blindfolded. If you want results, not wasted money, here’s what a solid media buying strategy should include:

#1. Targeted Audience

Don’t run ads hoping everyone clicks. Define who your ideal viewer or buyer is and target only them.
Ask:

• Who are they (age, location, job, habits)?
• What are they interested in?
• Where do they spend time online?

Example: If you’re advertising a productivity tool for writers, target authors, bloggers, or people following writing communities, not general internet users.

#2. Budget Control

Always start small. Don’t pour your entire budget into one ad.
Begin with $5 to $20 a day, test different audiences and creatives, and track what works.
Scale up gradually. Spend more money only on ads that are performing well.

#3. Creative Content

Your ad should stop people mid-scroll. You don’t need flashy design — you need clarity and relevance.
Strong visuals, emotional storytelling, or a compelling hook in the first three seconds can make a huge difference.
Make sure your ad copy matches your offer and ends with a clear action (e.g., “Shop Now,” “Sign Up”).

#4. Data Feedback

Data is what separates guesswork from strategy.
Pay close attention to:

• Impressions: Are people seeing your ad?
• Click-through rate: Are they engaging?
• Cost per result: Are you spending wisely?
• Conversions: Are you getting leads or sales?

If the data appears weak, it may be wise to reconsider further spending. Please consider refining the headline, changing the image, or modifying the audience.

Tools That Help With Media Buying

You don’t need to be a tech expert to run great ads. These tools make media buying easier, even for beginners:

#1. Meta Ads Manager (Facebook and Instagram)

This tool is used to create and manage ads across Facebook and Instagram.
You can choose who sees your ad based on age, location, interests, or behaviours.
It offers great reporting tools and lets you test multiple versions of your ad.

Best for: Small businesses, local services, and online shops.

#2. Google Ads

Google Ads lets you show ads when people search for things related to your offer.
You can run.

• Search ads (text-based, shown on Google results)
• Display ads (banners on websites)
• YouTube ads (video-based)

Best for: Service businesses, content creators, and eCommerce.

#3. Spotify Ads Studio

This platform lets you run short audio ads that play between songs on Spotify.
You can use their voiceover tool if you would rather not record your voice.
You can target listeners by location, age, genre, or even mood.

Best for: Apps, wellness brands, creative services.

#4. Podcorn

Podcorn connects you with podcast hosts who will promote your brand.
You have the option to sponsor an episode, perform a host-read ad, or participate in an interview.
It’s ideal if you want to tap into loyal, niche audiences.

Best for: Brands with stories to tell or niche offers.

#5. StackAdapt

This is a more advanced tool used for programmatic ad buying.
It automates ad placement across many platforms, including websites, apps, and connected TV.
It’s best used when running large campaigns or when you need cross-platform reach.

Best for: Digital marketing agencies and mid-size to large businesses.

What is the Difference Between Media Buying and Media Planning?

Media planning and media buying work hand in hand, but they’re not the same. If you think of your ad campaign like a building, planning is the blueprint, and buying is the construction.

Media Planning	Media Buying
Decides where, when, and how ads should run	Monitors performance and optimises
Sets goals, audience, budget	Negotiates prices, placements, and terms
Chooses platforms (Google, Meta, etc.)	Executes the strategy
Builds timelines and creative strategies	Sets goals, audience, and budget

Example:
A media planner might decide that the best place to advertise a skincare product is Instagram and podcasts for young women aged 20–30.
The media buyer then contacts podcast hosts, sets up Instagram ad campaigns, and manages the budget and performance.

How to Know If Your Media Buying Worked

While clicks and likes are appealing, have you considered whether your ad effectively delivered results? That’s where tracking comes in.

First, define your goal:

• Want more visibility? → Measure brand awareness (reach, impressions)
• Want sales or sign-ups? → Measure conversions (clicks, form fills, purchases)

Key metrics to track:

• CPC (Cost Per Click): How much you pay for each click
• CPA (Cost Per Acquisition): Cost of getting one customer or lead
• Conversion Rate: % of people who saw the ad and took action
• ROAS (Return on Ad Spend): Revenue you earn for every $1 spent

Tracking tools:

• Google Analytics: Tracks traffic and conversions on your site
• Meta Ads Manager: Monitors Facebook/Instagram ad performance
• Hotjar: Shows how people behave on your website (scrolls, clicks)
• UTM Links & Bitly: Help you track where clicks are coming from

How to Negotiate Direct Media Buys

Not every ad has to go through Google or Meta. You can still email a blog, newsletter, podcast, or influencer directly to place an ad.

Tips for negotiating:

• Ask for discounts on bulk placements (e.g., 3 episodes instead of 1)
• Negotiate for added perks: social media mentions, email inclusion, banner placement
• Compare prices with similar creators in their niche

Questions to ask before paying:

• What’s your audience size and location?
• What’s your average open rate, click-through rate, or engagement rate?
• Can I see past campaign stats or case studies?

Sample pitch email:

Hi [Name],
I’m a huge fan of your [podcast/blog/newsletter] and wanted to know if you offer ad placements.
I run a brand that helps [target audience] with [solution/product], and I think your audience would relate.
Could you share your rates and any media kit or stats?
Looking forward to working together.
Best,
[Your Name]

Mistakes to Avoid in Media Buying

Avoiding these will save you money and frustration:

• Not testing before scaling
  Never start with your full budget. Run 2–3 versions of your ad on a small scale first.
• Targeting too broad an audience
  “Everyone” is not a target. Be specific. Target based on interests, behaviours, or location.
• Ignoring ad fatigue
  Ads lose their impact after a while. Refresh your creative and targeting every few weeks.
• Chasing vanity metrics
  High views or likes don’t always mean conversions. Focus on meaningful actions like link clicks, form submissions, or sales.

How to Set Up a Media Buying Funnel

A media buying funnel helps you guide potential customers from awareness to action in a structured way.

Top-of-Funnel (TOFU):

• Purpose: Grab attention and build awareness
• Tactics: Video ads, blog promotions, social media content
• Platforms: YouTube, Instagram Reels, TikTok

Middle-of-Funnel (MOFU):

• Purpose: Educate and retarget people who engaged
• Tactics: Case studies, testimonials, lead magnets
• Platforms: Email, retargeted ads, Facebook Groups

Bottom-of-Funnel (BOFU):

• Purpose: Convert leads into customers
• Tactics: Limited-time offers, product demos, testimonials
• Platforms: Search ads, cart retargeting, direct messages

How to retarget:
Use tools like Meta Pixel, Google Tag Manager, or email lists to build custom audiences from:

• Website visitors
• Video viewers
• Abandoned carts
• Newsletter subscribers

Media Buying vs Boosted Posts (e.g., Facebook “Boost” Button)

Boosting a post on Facebook or Instagram is quick, but it’s not the same as real media buying.

Boosted Post	Media Buying (Ads Manager)
Simple and fast	Full control and better targeting
Limited audience options	Advanced audience segmentation
Less testing and tracking	A/B testing, split budgets, analytics
OK for casual awareness	Best for lead generation and sales

When is boosting okay?

• Promoting a viral reel or trending post
• Quick reach for an event or announcement
• Low-budget experiments

When to use the full Ads Manager:

• You need leads, purchases, or registrations
• You want to retarget past viewers
• You plan to scale and test different creatives

Key Takeaways

1. Media buying is not just for big brands — anyone can use it to grow.
2. It works best when you know your audience well —don’t skip research.
3. You don’t need a big budget to start — small, consistent testing wins.
4. The ad platform you choose matters — go where your people hang out.
5. Track everything — what you don’t measure, you can’t improve.

Conclusion

Media buying is one of those things that sounds complicated — until you try it. And once you do, it becomes one of your most powerful tools for getting attention and results.

So, whether you’re running a small business, launching a personal brand, or trying to get more eyes on your next project, media buying can help you show up where it counts.

Now the real question is, where will you buy your next ad?

Related Articles

• MEDIA ANALYSIS: How To Conduct An Effective Media Analysis
• How to Become a Media Buyer in Nigeria in 2025
• Understanding the Media Sales Process: A Personal Journey
• Media Insurance Coverage: Why I Had to Learn About Media Insurance the Hard Way

References

• Shopify
• Hubspot
• Marketing Evolution