Introduction

This study reviews 225 Meta ads to show which goals and creatives really lift brand awareness, interest, and buying intent.

What's the problem it solves?

Brand ads on Meta feel slow and unclear. Marketers do not know which campaign goals, creatives, or ad frequency actually change how people think or buy.

Quick Summary

Brainlabs studied 46 Meta brand lift tests across 225 campaigns. They looked at campaign goals, creative styles, and ad frequency to see what moves awareness, consideration, and intent.

They found that campaign goals shape who sees your ads. Reach finds new people with low brand awareness. Ad Recall and Thruplay mostly hit people who already know the brand. Traffic campaigns, often ignored, drove strong purchase intent, especially with low-fi native content.

Creative mattered more than anything. High-quality brand and product ads lifted awareness and consideration. Low-fi native ads with real people worked best for purchase intent. The best memory results came from showing ads twice per week, not flooding users with impressions.

Key Takeaways

• Reach campaigns are best for finding new audiences
• Traffic campaigns can strongly lift buying intent
• High-quality brand ads build awareness
• Product ads drive consideration
• Low-fi native ads drive purchase intent
• Two ads per week is the sweet spot for recall

What to do

• Use Reach when you want new customers
• Do not ignore Traffic campaigns for brand goals
• Match creative type to funnel stage
• Invest in simple, human, phone-shot content
• Cap frequency at about two views per week
• Test results instead of trusting platform playbooks

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