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3 B+ people on Meta every day — your customers are here.
197 M on Facebook and 172 M on Instagram in the U.S. alone.
Targeting via 20+ parameters: pay only to reach “your” audience.
Start from $1/day, with flexible budgets and spend caps.
Launch in hours; first leads can arrive the same day.
10+ ad formats: Feed, Stories, Reels, Lead Ads, Shops, and more.
AI-driven Advantage+ automatically lifts ROAS — no manual tweaks.
Pixel + Conversions API connect ad spend to real-world sales.
See the full article below for details on each point.
Are your customers on social media? The answer is obvious. In 2025, Meta is not just a place to connect; it's a powerful business engine that brings together over 3 billion people every day. To ignore such an audience is to knowingly hand your customers over to your competitors.
The statistics are impressive, but behind them lie concrete advantages for businesses of all sizes. Let's explore why advertising on Facebook and Instagram is not just an option, but a necessity.
Imagine being able to show your product to one in every three people on the planet. With Meta, it's possible. Facebook's global audience has reached 3.07 billion users, and Instagram's has hit 2 billion. These aren't just numbers; they are potential markets.
But what's most important is the local reach. As an example, in early 2025 in the United States:
Facebook reaches ≈ 197 million users—about 57 % of the total U.S. population.
Instagram reaches ≈ 172 million users—roughly 50 % of all Americans.
This means that nearly half the country's population, including your potential customers, is scrolling through these platforms daily. No matter who your target audience is, they are already on Meta.
This is perhaps Meta's greatest advantage. No other platform allows you to target ads with such detail. You can find the exact people who need your product most.
Here’s how it works:
Micro-targeting: Show ads by selecting people based on age, gender, location, interests (from "yoga" to "software development"), job title, relationship status, and even the phone model they use.
Lookalike Audiences: This is real magic. You can upload a list of your best customers, and Meta will find millions of people with similar interests and behaviors.
Combining and Excluding: You can combine different parameters to narrow your audience as much as possible and avoid wasting money on irrelevant impressions.
This level of detail allows you to focus on the quality of your traffic, not just the quantity, making every dollar spent more effective.
Beyond quick sales, Meta is the perfect tool for a long-term investment: building your brand's awareness. This is when potential customers don't just see your ad but begin to recognize your company, trust it, and remember it when they need your products or services.
Here's how Meta helps:
The Effect of Constant Presence: Ads in the Feed and Stories work on the principle that "the more they see you, the more they trust you." Even if a user doesn't click right away, the constant presence of your logo, brand colors, and messages in their feed gradually builds trust.
Visual Impact: Instagram and Facebook are extremely visual platforms. Through photos, videos, Reels, and Stories, you can create an emotional connection, show your product in action, and tell your brand's story in a way that is far more memorable than plain text.
Special Ad Objective: In Ads Manager, there is a campaign objective called "Brand Awareness." Its algorithm is optimized to show your ad to the maximum number of unique people who are most likely to remember it.
Building awareness is the foundation. When a customer is ready to buy, they will remember the brand they saw most often and began to trust. This significantly increases the effectiveness of all future conversion-focused ad campaigns.
Advertising on Meta is accessible even for businesses with a limited budget. It's one of the cheapest forms of advertising compared to traditional media.
Affordable Start: The minimum daily budget for most ad objectives starts at $1-5. You can test the platform without risking large sums.
Transparent Pricing: You can always see how much a click (CPC) or a thousand impressions (CPM) costs. For example, the average CPM in June 2025 was around $12, and even lower in many EU countries.
Flexible Management: You can set daily or lifetime spending limits, instantly stop underperforming ads, and scale the budget for those that deliver results.
Unlike SEO, where results can take months, advertising on Meta works almost instantly. After a brief review (moderation), your ads start showing to your audience, and performance data is updated in real time.
This allows you to:
Test ideas and hypotheses very quickly.
Optimize creatives based on concrete numbers: click-through rate (CTR) or return on ad spend (ROAS).
Get your first leads and sales on the day of the launch.
Meta allows you to guide a customer through every stage—from first brand interaction to a repeat purchase. There are numerous formats and placements for this:
Feed: The classic format for photos and videos.
Stories & Reels: Short vertical videos for maximum engagement.
Marketplace: Ads for people who are already looking for products.
Messenger & WhatsApp: Direct contact with the customer.
This flexibility allows you to build a coherent communication strategy: first, introduce the brand with a video (Awareness objective), then generate interest with a product carousel (Consideration objective), and finally, push for a purchase from those who have already visited your site (Conversion objective).
Meta is not just a storefront; it's a complete sales tool.
Facebook & Instagram Shops: Allow customers to buy products without leaving the social network.
Lead Ads: Automatically fill in a user's contact information (name, email, phone), which significantly increases form conversion rates.
Offline Conversions API: Lets you connect online ads to actual sales in your physical store or CRM to accurately measure effectiveness.
You don't need to be a marketing guru to get results. Meta's AI-powered algorithms help optimize your campaigns. Advantage+ tools automatically test different audiences, creatives, and budgets to find the most effective combination and increase your return on ad spend (ROAS) without constant manual intervention.
✅ Technical Setup: Install the Meta Pixel and set up the Conversions API for accurate event tracking on your site.
🎯 Audiences: Prepare three key types: core (demographics + interests), remarketing (those who have already interacted with you), and lookalike (similar to your best customers).
🎨 Creatives: Create at least 3-4 different formats (carousel, video, static image, Reels) to see what works best.
💰 Budget: Allocate it with this principle: 70% for testing hypotheses and 30% for scaling the best-performing ads.
📊 Analytics: Monitor key metrics (CTR, CPA, ROAS) daily and don't be afraid to make adjustments.
In 2025, advertising on Meta is not an experiment; it's a necessity. The platform is second only to Google in scale but offers the most flexible and detailed targeting on the market for an affordable price. If your customers open Facebook or Instagram at least once a day—and statistics confirm they do—ignoring this platform means you are voluntarily losing money, visibility, and market share.
