As marketing budgets tighten and scrutiny increases, brands are under more pressure than ever to prove that their paid media investments are delivering real, measurable impact. But what’s often overlooked is the effect it has on other channels like organic search, direct traffic, and even offline conversions.
This phenomenon, more commonly known as the halo effect, describes how paid media indirectly boosts the performance of other marketing channels by increasing overall brand visibility and engagement.
A recent case study, led by Jon Kagan, sheds light on exactly how much brands stand to lose when paid media is taken out of the equation—and how quickly that value rebounds when it’s restored.
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How pausing paid media disrupted overall performance
A healthcare brand’s paid media campaigns were fully paused for a little over a week. During the 10-day blackout, the lack of paid support led to immediate drops in performance.
We compared site and lead performance during this dark period to a normal, fully operational week.
There was an immediate change:
- Total site visits dropped by 17%
- Leads plummeted by 54%
As a result, there was an uptick in organic search:
- Organic search rose by 21%
- Direct-to-site traffic rose by 13%
But even with those gains, it wasn’t enough to make up for the traffic that was lost from paid media.
Paid media’s immediate performance rebound
Once paid campaigns resumed, the impact was swift and significant. Comparing the campaign revival to the dark period:
- Overall site visits jumped 21%
- Leads skyrocketed 224%
- Direct traffic increased 3%
- Combined paid and organic traffic rose 27%, from just 4% more impressions
The result that was even more telling? While organic traffic had spiked during the paid blackout, it dipped slightly once paid returned, but overall site volume rose. In fact, organic impressions rose by 2% with paid back in market.
The takeaway? Paid media doesn’t cannibalize organic efforts—it complements and lifts it. Running both together leads to stronger overall performance.
Measuring the incrementality of paid media
This case is a strong example of the incrementality, or the impact of a specific marketing activity, of paid media. Removing ads didn’t just impact paid performance—it had ripple effects on organic search, direct traffic, and, potentially, offline conversions.
The value of paid media extends far beyond clicks and last-touch conversions. It amplifies brand visibility, feeds interest at the top of the funnel, and increases the effectiveness of every other marketing effort.
What does this teach us about incrementality in paid media?
Paid media delivers far more than immediate results. Its true impact lies in the incremental lift it provides across your entire marketing ecosystem—raising brand visibility, supporting other channels, and strengthening full-funnel performance. This is where the 1+1=3 theory comes in: paid and organic work together to create more impact than they would separately.
So, what should marketers do with this knowledge?
Don’t rely solely on last-click attribution
It misses the compounding effects of paid media on other channels. Multi-touch or data-driven attribution gives you a more holistic view of how different touchpoints across the customer journey contribute to conversions, allowing you to optimize more effectively.
Consistently invest in always-on strategies
Momentum matters, especially in competitive markets like healthcare. Paid media shouldn’t be flipped on and off—it drives consistent momentum, which is crucial when you’re up against brands that are constantly pushing for visibility. Staying active helps build brand awareness and keeps you top-of-mind for potential customers.
Back your paid strategies up with strong organic SEO strategies
Organic SEO strategies are a key part of any brand’s presence, and, in these cases, can act as a brand safety net. When paid media goes dark or faces budget cuts, your organic content and SEO strategy can keep driving traffic, keeping your brand visible and relevant. A strong organic presence not only supports your paid efforts but also builds long-term brand credibility and customer loyalty.
Paid media is more than a line item—it’s a multiplier
Turning off your paid media may seem like a cost-saving move, but it’s rarely a beneficial one. Losing leads and engagement can be severe, and your organic channels alone won’t keep you in your audience’s eyeline (especially as AI Overviews increasingly limits SERP visibility). To unlock the full ROI of paid media, you need to measure its total influence, not just its last click.
Because when done right, paid media doesn’t just perform—it multiplies.
Looking to uplevel your Performance Max campaigns? Dig into how you can unlock powerful customer insights, or let’s talk about how Amsive can help you future-proof your marketing strategy.
