Paid Social Updates You Need to Know About – July 2025

We stay ahead of the curve in digital marketing, so you don’t have to. By constantly testing, learning, and fine-tuning our approach, we’re able to give clear, confident recommendations that actually move the needle. Here’s a quick rundown of what’s changing across Paid Social and what it could mean for your campaigns.

I am sure you all know that Cannes Lions had their event recently, and we talked about some of the key themes that were covered, which will shape Paid Social strategies. 

AI tools dominated the discussion across the weekend. Whether you’re a small business or part of a global brand team, AI is reshaping how we plan, create, and optimise paid campaigns. Tools that automate content creation, scheduling, customer responses, and analytics mean that smaller businesses can do more with less and compete with the bigger businesses in their industry. On the other hand, big brands are using AI to refine their presence further and drive engagement. 

Your business needs to start experimenting and testing AI tools to help enhance speed, data, and scale.

An emphasis on turning every touchpoint into a meaningful shopping experience. The goal is to blur the line between content and conversion, making it easier for users to buy directly from ads, social feeds, and stories.

Viewability is old news. It’s attention measurements for Video and CTV that count now, with AI sharpening contextual targeting, your ads can finally speak to the moment and customer mindset. 

It’s all about earning attention, and brands are leaning into more authentic, community-driven sponsorships that feel less like ads and more like meaningful content. When briefing creatives, think beyond logo inserts and think about how your brand can belong in the conversation.

Meta has rolled out a new bidding feature in Ads Manager that enables granular bid adjustments without needing multiple segmented ad sets. 

This update allows advertisers to adjust bids for specific audiences within a single campaign setup to optimise conversions more effectively. This feature is accessible in the ‘Advertising settings‘ when available. You can select a rule set under ‘Value rules’ to guide Meta’s bidding strategy based on audience preferences. This can be adjusted by age, gender, location, and mobile operating systems. Up to ten rules can be created, with 2 criteria per rule. 

This will help to focus the budget on preferred audiences and may lead to a higher cost per result. In Ads Manager, a new breakdown option is available so you can analyse performance for ads and ad sets with applied value rules.

This is designed to help optimise ad delivery for conversions more likely to be caused by the ad itself, rather than those you would have gained anyway. Through machine learning models, it can predict whether the conversion would have occurred without the ad, and then optimise the ad delivery towards those specific conversions. 

For marketers, it gives a deeper understanding of the value of campaigns and potentially a more detailed ROAS. Your budget will be better allocated to help increase conversions and better optimise the ad content. Overall, the ROAS may be lower compared to traditional models, but the figure will show a more accurate reflection of what the spend is returning.

This provides the opportunity to make personalised ads on Advantage+ without needing to create multiple ones, meaning marketers can test tailored messaging when personas align with a client strategy. The personas are based on your account and ad data, and you can generate variations of primary text and headlines for each persona, with the option to replace the AI-generated text with your own.