Is it worth investing in Meta Ads, or is it just throwing money away?
You've probably heard these two completely opposite opinions:
"I spent €500 on ads and didn't get a single lead!" And on the other hand... "I put in €100 and got x10 back!"
So, what’s the truth? Are Meta Ads the magic recipe for success or just another way to burn your budget with no return?
The data has changed (and continues to change)
If you've run ads in the past, you probably remember the golden days when the Facebook Pixel collected data, allowing you to target with laser precision. Then came iOS 14, and everyone panicked. Since then, with each new version including iOS 18 and the latest privacy updates things have become even more complicated. Tracking keeps getting more restricted, remarketing is becoming harder, and your ads may not reach your desired audience as easily as they once did.
How does the iOS update affect Meta Ads?
The change that came with iOS 14 (and continues with the latest updates) introduced restrictions on third-party user tracking, which directly affects targeted advertising. With the new App Tracking Transparency (ATT), users can choose whether or not to allow third-party tracking, reducing the ability to collect data to make ads more accurate.
This means that advertisers now have less data to work with accurately. Despite these changes, successful marketers are adapting and finding ways to remain effective.
Why do some people still make money from Meta Ads?
Even though data has been restricted and advertising has become more difficult, successful digital marketers are still making profits from Meta Ads. The reason is simple: Correct strategy and creativity.
- They use first-party data: Instead of relying solely on third-party data, successful advertisers use email lists, CRM data, and website visitors to improve targeting.
- They refresh their content: Using new formats like Reels and short-form videos, ads are adapted to the new trends and audience preferences.
- They test various creative formats: Successful ads don’t just rely on images or carousel ads. They use videos, user-generated content, and even dynamic elements that grab the audience's attention.
- They use broad targeting: Instead of overly restricting their targeting, they allow the algorithm to find their audience from a wide range of interests and behaviors.
When are Meta Ads a waste of money?
Meta Ads don't work when:
- You don’t have a clear goal. Are you looking for more clicks? More leads? Brand awareness? If you don’t know what you’re chasing, how will you achieve it?
- You target everyone. If you target "everyone," you end up reaching no one.
- Your ad is boring. Who’s going to click on a generic image with a standard "Join now" message?
- You don't have a follow-up strategy. The ad brings people in, but then what? If you don’t have a funnel, landing page, or retargeting, the user will just leave and forget about you.
When do Meta Ads actually deliver results?
Meta Ads work when:
- You target the right audience based on data, not assumptions.
- You use creatives that grab attention – strong images, short-form videos, clever copywriting.
- You have retargeting. Most people don’t buy the first time. If you don’t show them your brand again, they’ll forget it.
- You track data and adjust. Nothing is “set and forget.” If an ad isn’t performing, you make changes, tests, and improvements.
So... is it worth investing?
The answer depends on you. If you invest time in understanding the system and adapting your strategy, then yes, Meta Ads are still worth it. However, if you expect them to work like they did in 2018, you’ll probably be disappointed.
TL;DR:
Meta Ads aren’t dead, but they’re not as "easy" as they used to be. Adapt, test, and if you do it right, you'll see results.
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