Advertising in 2025: What’s Actually Working (and What’s Dead Weight)

If you run a business in 2025, you’re probably investing in paid ads. Whether you are advertising on Meta, Google, TikTok or LinkedIn, one thing is certain: digital advertising is more competitive, more expensive and more automated than ever before. Without a clear strategy, your budget will not work as hard as it could.

At PDG Advertising, a results-driven paid ad agency based in Northern Ireland, we have managed over £2 million in paid ad spend during the last year. That includes campaigns across Meta, Google Ads, TikTok, LinkedIn, X (Twitter) and AdRoll. From this vantage point, we have a clear view of what is driving returns, what is falling flat and where businesses should focus their advertising efforts in 2025.

This isn’t theory. These are real lessons from real client campaigns.

The Funnel Matters

Despite the hype around automation, AI and ever-changing algorithms, the fundamentals of advertising remain the same. Whether you are in e-commerce, B2B or service-based marketing, the process that converts strangers into customers is still built around a funnel:

1. Reach people, interested in your product/service who have never heard of you.

2. Retarget those who show interest

3. Convert them into customers

4. Re-engage them to buy again

We call this progressive funnel structuring. It works across all platforms, and when combined with good creative and smart targeting, it consistently delivers results.

What’s Working in Paid Ads Right Now

1. Creative that looks native to the platform

In 2025, scroll-stopping creative is everything. The highest-performing campaigns today feature short-form videos that look like content, not adverts. They blend naturally into the feed while still grabbing attention.

We’ve run campaigns filmed on phones that have outperformed big-budget graphics. People respond to energy, clarity and authenticity. Overly polished adverts can often feel out of place.

2. Automation with strategic control

Meta’s Advantage+ and Google’s Performance Max are powerful campaign types. They can simplify delivery and scale performance. But they are not magic. When left to run without oversight, they often optimise for easy wins instead of long-term goals.

We use automation as a tool, not a substitute for strategy. The best results come from combining platform intelligence with human direction.

3. First-party data is a major advantage

As privacy policies tighten and third-party cookies disappear, your email list and CRM become your biggest advertising asset. First-party data allows you to create custom audiences, build smarter lookalike profiles and retarget warm leads with precision.

Any advertising strategy in 2025 that does not include email capture and follow-up is incomplete.

4. Scaling gradually instead of suddenly

One of the most common mistakes we see is increasing budgets too quickly. When you double your spend overnight, platforms like Meta reset the campaign’s learning phase. This causes volatility and often leads to higher costs and lower conversion rates.

We recommend increasing spend by 20 to 30 percent every few days. Alternatively, duplicate winning ad sets and introduce new audiences gradually. This approach allows campaigns to remain stable while growing.

5. A full-funnel strategy that matches real buying behaviour

Too many businesses expect one advert to do all the work. But people don’t usually buy after seeing one message. Successful brands are running sequences: awareness ads, engagement content, testimonials, offers and email flows that support the journey.

If your advertising agency is only focusing on single-click conversions, you are missing out on long-term return.

What’s Not Working Anymore

1. Generic ads with vague targeting

It is no longer enough to run a broad campaign and hope for the best. With rising CPMs and increasingly selective audiences, you need to know exactly who you’re speaking to and why.

Effective advertising is now about clarity and specificity. Without both, your message will be ignored.

2. Letting the algorithm run without supervision

Automated campaigns cannot understand your brand’s tone, goals or context. We have seen businesses lose thousands by setting up Performance Max and walking away. A good paid ads agency will treat automation as a tool, not an autopilot.

3. Ignoring creative fatigue

No matter how good your advert is, people get bored of seeing it. We recommend refreshing creative every two to four weeks, especially on platforms like TikTok and Meta. This helps maintain engagement and keeps your cost per click in check.

4. Focusing on metrics that don’t matter

Impressions and likes are not the same as leads and sales. We measure success by cost per lead (CPL), return on ad spend (ROAS) and customer lifetime value. These metrics drive revenue and help you scale sustainably.

Paid Advertising Costs in 2025

Based on campaign performance and industry data, here are average costs across key platforms:

• Meta (Facebook and Instagram)

  • CPM (Cost to get in front of 1000 people) : approximately $5

  • CPC (Cost per click) : between $0.60 and $0.70

• TikTok

  • CPM: approximately $6.16

  • CPC: between $0.50 and $1.00

• Google Ads

  • Display CPC: approximately $0.63

  • Search CPC: around $1

• LinkedIn

  • CPM: £3 to £6

  • CPC: typically £2 to £5, depending on targeting

• X (formerly Twitter)

  • CPM: between $5 and $7

  • CPC: between $0.50 and $1.50

  
  

With advertising costs rising across all platforms, strategy and execution are more important than ever. A well-managed campaign can generate profit, while an unmanaged one can burn through budget with little return.

What We Do Differently.

We don’t believe in shortcuts. Our role is to help businesses build campaigns that make every pound count. That means identifying the right audience, using creative that connects and making decisions based on data.

Whether you are running e-commerce campaigns, lead generation funnels or brand awareness initiatives, we treat every budget like an investment. And like any investment, you should expect a return.

Final Thoughts from a Performance-Focused Advertising Agency

Advertising in 2025 is not about chasing the next viral trend. It is about building a system that works. You need clear messaging, creative that cuts through the noise and a structured funnel that matches how people actually make decisions.

The tools are more powerful than ever, but they are only as good as the strategy behind them. If your current paid ads are not generating consistent results, it may be time to rethink your approach.

At PDG Advertising, we help businesses across the UK and beyond get more from their advertising. If you are ready to scale, refine or rebuild your paid ad strategy, we are ready to help.

Book a call at www.pdgadvertising.com and let’s talk about what’s possible.