Does Social Media Advertising Actually Work? What You Need to Know

Ads: Do They Actually Work? Let’s Break It Down

We’re happy to report that social media advertising isn’t going anywhere, because it continues to deliver real results. In fact, global social media ad revenue is projected to grow by 13% by the end of 2025.

Even more compelling, 85% of marketers say social media advertising is effective, making it one of the most trusted digital marketing tools today.

And with 5.31 billion social media users worldwide as of April 2025, representing 64.7% of the global population, it’s no surprise that the reach and impact of social advertising keeps growing.

But here’s the thing: its effectiveness depends heavily on how you use it. Who are you targeting? What platform fits best? What kind of content will actually stop the scroll?

Getting those details right can be overwhelming, even for experienced marketers. That’s where Hello Starling comes in.

Our expert team handles every detail: from platform selection and audience targeting to creative direction and campaign optimisation. Whether you’re focused on mobile vs desktop, gender, age, or interests, we make sure the right message reaches the right people.

Why Social Media Advertising Works So Well

Now we’ve answered the question: 'Does advertising on social media work?', you’re probably wondering why it works so well. Here are our top four reasons why social media advertising is so effective.

1. Laser-Precise Targeting

Organic social media is great for engaging existing followers, but when it comes to reaching new audiences, you're often at the mercy of algorithms and hashtags, which can be slow and unpredictable.

Social media advertising removes that guesswork. You can reach your ideal customers with advanced targeting options based on demographics, location, interests, behaviours, and even device usage. This precision ensures your message is seen by the people most likely to engage and convert.

That’s why the average ROI of a social media advertising campaign is estimated at 250%. When your ads are targeted to the right audience, they’re not just seen, they’re acted on.

2. Real-Time Data & Optimisation

One of the biggest advantages of social media advertising is the ability to track and optimise campaigns in real time, monitoring impressions, clicks, conversions, cost-per-click (CPC), and engagement the moment your ad goes live.

Unlike organic posts, which often sit untouched or get deleted if they don’t perform well, social media adverts can be paused, adjusted, or retargeted on the fly to improve results.

This ongoing optimisation not only maximises your current campaign’s success but also provides invaluable insights into your audience, helping you create even more effective adverts the next time around.

3. Audience Engagement at Scale

While organic social media is fantastic for connecting with your existing followers, social media advertising lets you engage potential customers on a much larger scale.

With paid ads, you’re not limited to the audience you’ve already built; you can reach thousands or even millions of people who are most likely to be interested in your product or service. This broad, targeted reach drives higher engagement, brand awareness, and ultimately, more conversions.

4. Supports the Entire Funnel (Brand to Conversion)

Social media advertising doesn’t just help audiences discover your brand, products, or services; it supports every stage of the customer journey.

At the top of the funnel, it builds brand awareness by targeting relevant audiences with engaging formats like video and carousel ads. As potential customers move into the consideration phase, retargeting campaigns and lead generation ads keep your brand front of mind, encouraging clicks, sign-ups, or product views. Finally, conversion-focused ads, such as limited-time offers or dynamic product promotions, help turn interest into action.

When done right, this creates a seamless, well-paced journey that feels helpful, not pushy, guiding users naturally from discovery to decision.

When It Doesn’t Work and Why

Scepticism exists for a reason: sometimes, social media advertising doesn’t deliver. But when that happens, there’s almost always a clear explanation.

Poor targeting, vague objectives, and weak optimisation are the usual culprits. If your campaign lacks direction or is built on assumptions rather than audience insight, it’s unlikely to succeed.

Effective social media advertising starts with solid data. When you understand your audience, your message lands better, your targeting improves, and your results follow. Without that foundation, you miss out on all four benefits we’ve outlined above.

So, where do you get that data? That’s where we come in.