How Meta Ads Shaped Demand & Awareness in 2025 [Part 3]
Paid social performance on Facebook and Instagram, impact on awareness, engagement, and mid-funnel demand in 2025.
Hi H Client!
Meta Ads: Driving Awareness and Mid-Funnel Demand in 2025
Meta’s platforms played a crucial role in building brand awareness and engaging prospects before they’re ready to make a purchase. In 2025, video-first placements like Facebook and Instagram Reels and Stories really stood out, capturing attention and driving efficient link clicks. These formats are where audiences are most engaged and where your brand has the best chance to connect.
2025 Meta Ads Performance Summary
Total Spend: $1.79M
Total Impressions: 126M
Total Link Clicks: 1.12M
Average CPC: $1.60
Placement Highlights
Facebook Feed remains the largest driver of volume with 25M impressions and 256K clicks.
Video placements, Facebook and Instagram Reels, delivered strong engagement with 9.4M impressions and 77K clicks combined.
Instagram Stories also drove efficient clicks at scale, with 1.4M impressions and 14.5K clicks.
Lower-impact placements like Right Column and Profile Feed delivered little return relative to spend and should be deprioritized.
How We’re Optimizing Your Meta Ads in 2026
Building on these results, we’re focusing your budget on the placements that deliver the most impact. That means prioritizing video formats like Reels and Stories, with creative tailored to how users interact on each platform. We’re maintaining Facebook Feed ads for broad reach but refining targeting and messaging to make every dollar count. At the same time, we’re cutting back on placements that don’t generate meaningful engagement, ensuring your budget works harder. Layered audience segmentation and precise targeting remain key to nurturing mid-funnel demand and moving prospects closer to conversion.
What This Signals for the Year Ahead
Paid social isn’t just about quick wins. It’s about consistently building demand over time. As costs rise, efficiency will depend on sharper creative, tighter targeting, and smarter spend allocation. Integrating Meta Ads with your paid search efforts will create a seamless funnel, from initial awareness through to final conversion, maximizing overall return.
Next week, we’ll wrap up this series with Part 4, focusing on SEO strategy results and how it supports sustained demand growth over the long term.
Until Next Week,
Lauren Cullnan
Senior Director of Client Experience & Design Operations
