Paid media buys advertising placement or distribution. Examples include search adverts, paid social adverts and print advertisements. Mailchimp distinguishes it from earned coverage, where the business has not bought the placement. The payment model depends on the chosen channel and agreement. Source: Mailchimp: Earned and paid media

Give the spend a clear job

Choose a specific audience, offer and desired action before setting a budget. For a holiday campaign, check that the linked page explains the same trip and conditions as the advert. This gives visitors a consistent route from interest to enquiry.

Compare outcomes with the full cost

Record media spend and the agreed campaign costs, then review the recorded enquiries or bookings using consistent attribution rules. Keep the date range visible. This helps the team assess the activity without assuming that buying more exposure will produce more profitable bookings.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.