503,281 campaigns analyzed. A real look at how brands are advertising on social media.

In the first quarter of 2025, we dug into thousands of campaigns on TikTok and Meta (Facebook, Instagram, and WhatsApp). The result? The biggest social media ads study we’ve done to date, packed with real insights on how budgets are spent, what ad formats actually work, and the trends shaping social advertising right now.

Spoiler: some of the numbers might surprise you.

• Which campaign goal has the highest CPC (Cost Per Click)?
• What types of campaigns get the most impressions?
• Where are brands putting the most money?
• What are the most common campaign types?
• And what do high-performing ads actually look like?

Now it’s your turn to dive in. Use the data to see if your ads are on the right track. We’ve pulled together all the numbers — now it’s over to you to turn those insights into your next move. Download the full Social Ads Study for free and start shaping your strategy with real data.

Here’s a sneak peek at some interesting takeaways from the study:

• Longest campaigns: Lead Generation, with an average length of 72 days
• Most used campaign type on TikTok: Video Views, making up 24% of all TikTok campaigns
• Highest average spend per campaign: App Promotion campaigns — $7,036.07 on average across TikTok and Meta
• Most engaging campaigns on Meta: Traffic campaigns, with a 30.8% interaction rate
• Lowest CPM on TikTok: Reach campaigns cost just $0.32 per thousand impressions
• Top CTR on TikTok: Traffic campaigns have a 4.93% click-through rate, nearly double Meta’s 2.54%
• Lowest CPA on Meta: Sales campaigns, at just $0.13 per action

Download the Social Media Ads Study here.