The Truth About Meta Awareness Campaigns (Most Get This Wrong)

Want my agency to improve your ROI and run Ads for you, or teach you how to do it? Book a consultation here: https://calendly.com/jamielilac/30min Learn more about my agency here: https://www.lilacjames.com/?utm_sourc... This video is sponsored by Go High Level – the all-in-one CRM and automation tool we use to manage leads, pipelines, and follow-ups. Use my link for an extended 30-day free trial here: https://www.gohighlevel.com/jamie-ste... Meta awareness campaigns look great on paper — low CPMs, huge reach, and lots of impressions. But in reality, they often deliver very little meaningful impact for your business. In this video, I explain why we almost never run awareness campaigns inside our agency, and what we do instead to actually build brand awareness that drives results. You’ll learn: Why awareness campaigns generate cheap but low-quality impressions How Meta’s ad auction affects where your ads are shown What “ad recall lift” really means (and why we’re sceptical) Why does reach not equal real brand awareness The two campaign types we use instead to build real engagement We’ll also break down how video engagement campaigns and traffic campaigns can create stronger brand awareness by focusing on real user behaviour, not just impressions. If you’re running Meta Ads in 2026, understanding this could save you a huge amount of wasted budget. Chapters: 00:00 – Why You Should Stop Using Awareness Campaigns 00:32 – Why We Rarely Use Awareness Campaigns 00:56 – Why Brand Awareness Still Matters 01:24 – Why Awareness Campaigns Look So Good 01:45 – What CPM Really Means 02:08 – Why Cheap Impressions Are Low Quality 02:32 – How Meta’s Ad Auction Works 03:22 – Why Reach ≠ Real Attention 03:45 – What Is Ad Recall Lift (And Why It’s Flawed) 04:07 – Better Option #1: Video Engagement Campaigns 04:32 – Why Video Views Build Real Awareness 05:00 – Real Client Example (Case Study) 05:31 – Better Option #2: Traffic Campaigns 05:51 – How to Measure Real Engagement 06:13 – What Good Website Engagement Looks Like 06:49 – Key Takeaways (What Actually Works) #MetaAds #FacebookAds #DigitalMarketing #PaidAds #MarketingStrategy #AdvertisingTips #BusinessGrowth