Is Facebook advertising worth it?

Facebook, now part of Meta, still reaches a massive cross-section of consumers at a cost few channels can match. Even after privacy changes shrank some signal, the ad system is highly capable at finding buyers from a clean conversion event. For ecommerce, local services, info products, and most consumer brands, it remains one of the best ways to generate demand rather than just capture it. The platform did not stop working: the bar for doing it well simply went up.

The iOS privacy changes and the cookie squeeze are real, and they did make measurement harder. But the practical answer is server-side tracking and the Conversions API. With proper event setup, Meta gets the signal it needs to optimise, and you get attribution you can trust. Brands that complain Facebook stopped working almost always have broken or browser-only tracking. Fix the data layer first and most performance returns.

Costs vary widely by audience and season, with cost per thousand impressions often landing in the low to mid double-digit euro range for broad consumer targeting and climbing in competitive B2B niches or during Q4. The lever that moves results most is not bid strategy, it is creative. Meta's algorithm is strong enough that your hooks, formats, and offers decide whether you win. Brands that test creative weekly outperform those that set and forget by a wide margin.

Facebook is worth it when you sell to consumers or small businesses, have a clear offer, and can produce a steady stream of fresh creative. It is harder to justify when your audience is a tiny, hard-to-target B2B segment, when your offer needs heavy explanation, or when your margins cannot absorb a learning period. In those cases LinkedIn or search intent channels often beat it, though Facebook can still play a retargeting role.

The most common mistake is blaming the platform for a funnel problem. If your landing page is slow, your offer is weak, or your tracking is broken, no amount of budget fixes it. Facebook amplifies whatever you point it at. A profitable account needs three things working together: trustworthy tracking, creative tested in volume, and an offer people actually want. Get those right and the channel pays.

If you have tried Facebook and it did not work, the answer is rarely to abandon it. It is to diagnose which of those three pillars is broken. We start every Meta engagement with a tracking and creative audit, because that is where the leaks usually are. Once the data is clean and the creative pipeline runs, the same budget that used to lose money tends to turn profitable.