Background
Rainmaker Ad Ventures, a 7-time Inc. 5000 Digital Marketing Agency, is renowned for its expertise in delivering high-value traffic for direct response marketers. Rainmaker consistently launches and optimizes new campaigns for rapidly scaling businesses.
They sought automation that could help their new campaigns mature as quickly as possible. Enter MarinOne, whose scripting features enabled them to automate the majority of their daily campaign optimization tasks.
“We chose Marin because of its unique blend of data management, automation, and reporting features. Marin's customizable reporting capabilities revealed insights we would not have discovered without them, and our account management team worked hard to alleviate pain points and increase our productivity."
The Challenge
Rainmaker's core challenge is managing many campaigns with a small team. A typical media buyer manages 50-100 campaigns and has 20+ clients. Rainmaker's unique approach to optimization involves multiple iterations of ROAS target and budget updates since a brand-new campaign with no data needs to be optimized differently than an older campaign with lots of data. They label campaigns with maturity designations throughout the optimization process to keep things organized.
Each campaign goes through numerous optimization phases based on its maturity level. This process was tedious to complete manually, so they sought the help of AI to automate it. Marin emerged as the solution with its customizable AI-powered scripts.
The Solution
Rainmaker used Marin Scripts to automate maturity labeling and optimization. By leveraging Marin’s integration with proprietary third-party APIs, real-time conversion and revenue data enabled dynamic campaign adjustments throughout the day.
They deployed three different scripts. The first labels campaigns with a maturity designation based on how much data each campaign has accumulated. For instance, when a new campaign is optimized for the first time, it will move into a new maturity category so Marin’s automation knows when it’s ready for the second round of optimizations.
The second analyzes each campaign’s maturity label and ROAS over the past 30 days and uses that info to make monthly adjustments to the target CPA and Daily Budget.
The third script runs intraday and adjusts the target CPA and Daily Budget of Google Campaigns based on ROAS and the amount spent over the past few hours. It capitalizes on campaigns that are performing well for the day, allowing them to be more aggressive when that ROAS is strong. It also pauses campaigns that have seen low ROAS over the last 14 days.
With campaign optimizations taken care of, the Rainmaker team could redirect their focus toward launching new campaigns and executing larger-scale optimization strategies. Marin’s automation substantially reduced the time spent on manual optimizations and increased ROAS for many of their campaigns.
“We used to spend around 6 hours a week optimizing campaigns, and intraday optimizations took an additional 4 hours per day. Marin eliminated late nights and weekend work.”
- Alejandro Brown, VP of Performance Media, Rainmaker Ad Ventures
By embracing Marin’s scripting solutions, Rainmaker Ad Ventures successfully streamlined campaign optimization processes, enabling greater efficiency and scalability. And with always-on AI optimizations, they never miss an opportunity to improve campaign performance.
We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024.
1. AI Transforms Supply
Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI's ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.
These AI systems are shifting user behavior, with more consumers preferring AI-powered search to deliver contextual answers. For advertisers, this means evolving ad formats integrated into conversational AI interfaces. OpenAI is “weighing” whether to offer ads. Imagine AI-guided shopping assistants recommending products based on real-time queries, with ads seamlessly embedded into these interactions. The challenge will be adapting inventory and placements to fit this new AI ecosystem.
2. AI Transforms Creative
Generative AI is revolutionizing ad creative, enabling brands to produce personalized, immersive content at scale. Instead of static messaging, brands can deploy dynamic campaigns that adapt to audience sentiment and trends in real time.
Even Coke has released an AI-generated commercial. The Ad Platforms are rushing to expand generative AI capabilities. As these tools mature, the "right message to the right audience" paradigm will feel outdated, replaced by hyper-responsive creative that shifts with cultural "vibes." This ability to quickly iterate creative will empower marketers to stay relevant and resonant.
3. AI Transforms Workflows
AI is moving beyond answering questions—it’s starting to do the work for us. We have long automated routine tasks like budget allocation and campaign creation, but this year, AI agents can get s#@t done for you with a simple prompt. This evolution is helping marketers focus on strategy and insights rather than execution.
Reactive Agents are great and will have a significant impact on daily tasks. Still, proactive AI continuously scouring your account for opportunities and inefficiency will lead to even better performance, driving efficiency and scalability like never before.
4. Shoppable Everything
The boundary between content and commerce is blurring. Social platforms, streaming services, and even podcasts are integrating shoppable ads to meet consumer demand for instant gratification. Platforms like Instagram, TikTok, and YouTube have already launched robust shopping integrations, but the trend is expanding.
In 2025, expect "shoppable everything" to gain traction, from QR codes on live streams to in-app shopping experiences on emerging platforms like BeReal. Have you bought something from your TV yet? Next year, you probably will. According to eMarketer, social commerce sales are projected to reach $1.2 trillion by 2025, with brands investing heavily in seamless, purchase-ready experiences.
5. Ads Everywhere
Subscription fatigue is real, and platforms are responding by increasing ad-supported models. From Netflix to Disney+, previously ad-free platforms are introducing tiered subscriptions with ads, creating new inventory for marketers.
Retail media networks are also booming, expected to command 25% of media spend by 2028, according to eMarketer. Anyone who has a captive audience is building a media network (see Western Union). This diversification offers brands more options to reach their targets, but it also requires careful strategy and tooling to manage campaigns across these expanding networks.
6. Evolving Privacy Laws
Consumer privacy continues to be a focal point, with eight new U.S. state privacy laws going into effect in 2025. These are similar to California's CCPA but add complexity for marketers, who must navigate an increasingly fragmented regulatory landscape.
Compliance will require robust systems to manage consent and protect consumer data. Additionally, marketers must focus on privacy-compliant targeting strategies, such as first-party data and contextual advertising, to stay competitive in a cookieless future.
7. The New Measurement Imperative
Accurate measurement is increasingly challenging as data collection becomes more challenging, especially if you rely on last-click attribution. Marketing mix modeling (MMM) and incrementality testing are emerging as key tools to evaluate campaign performance. Meta offers Robyn, Google has Meridian, and independent solutions address this measurement challenge.
But a better understanding of how your investment is performing and shifting dollars to the highest-performing opportunity can significantly improve your performance…what would you do with a 5x increase in conversions?
8. Google DOJ Ruling: Uncertainty, but No Immediate Action
The U.S. Department of Justice's antitrust case against Google creates uncertainty in the ad tech space. The DoJ has thoughts, however, with a new administration likely to take office in 2025, material changes to Google’s business model are unlikely in the short term.
However, given this continued uncertainty and the broad range of other platforms, marketers are wise to lessen their dependence on the Google marketing stack. Staying nimble and monitoring regulatory developments will be crucial to navigating potential disruptions.
9. The Shift to Contextual Targeting
As third-party data diminishes, contextual targeting is making a comeback. This strategy focuses on placing ads within relevant content rather than relying on individual user data, creating opportunities for brands to align with consumer interests in a privacy-friendly way.
The Burger King ‘Whopper Detour’ campaign is a prime example of successful geo-targeted contextual advertising. Innovatively leveraging location-based marketing, the campaign strategically targeted those within 600 feet of a McDonald’s location. By setting up a geo-fence around competing restaurants, Burger King could identify and connect with potential customers who were nearby. The ad was triggered by the customer’s proximity to McDonald’s and offered contextually relevant content, appealing to individuals who were likely already considering fast food purchases.
10. Cross-Channel Alignment
With more platforms and channels than ever, cross-channel alignment is essential. Consumers expect seamless experiences across devices and touchpoints, and marketers must deliver cohesive campaigns to stay competitive.
Managing and optimizing your programs in a unified platform is the cheat code for 2025. This type of integration streamlines workflows and ensures consistent messaging and performance measurement across all channels. In 2025 breaking down internal silos is a must-do.
Conclusion
Performance marketing in 2025 will be defined by the continuation of many of the themes we have been living through, but that doesn’t make them any less impactful. Staying ahead means embracing AI, preparing for regulatory changes, and adopting strategies prioritizing privacy and cross-channel integration. By aligning with these trends, marketers can position themselves for success in an increasingly complex and competitive landscape. Need help keeping up?
