Meta Ads in Nigeria Are Now a Scam? Q2 Ad Performance Data Says So
First of all, let’s say it with our chest
Running Meta Ads in Nigeria is no longer giving what it used to give.
The impressions are vanishing.
The CPC is climbing like pure water price.
Your ad reach says 20,000 but you check likes and it’s… 8.
We went through real Q2 2025 campaign data, agency reports, and brand testimonies to ask the hard question:
Is Meta advertising in Nigeria still worth it? Or are we just doing donation?
Let’s break it down.
The Data We Analyzed
We reviewed 20+ real campaigns from:
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5 Nigerian agencies
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2 in-house brand teams
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Over ₦12 million in ad spend (across Meta platforms)
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Sectors: FMCG, fintech, travel, ecommerce, and education
Timeframe: April–June 2025
Target: Nigeria (mostly Lagos, Abuja, PH, Aba, Ibadan)
| Metric | Q1 Avg | Q2 Avg | % Change |
|---|---|---|---|
| CPC (Cost Per Click) | ₦32 | ₦61 | +90% 🔺 |
| CTR (Click Through Rate) | 1.8% | 0.9% | -50% 🔻 |
| CPM (Cost per 1,000 Impressions) | ₦270 | ₦430 | +59% 🔺 |
| Post Engagement Rate | 3.4% | 1.2% | -64% 🔻 |
| Leads Generated (per ₦100k) | 90 | 41 | -54% 🔻 |
ranslation?
You’re spending more… and getting less.
Real Brand Reactions
We spoke to some insiders (yes, anonymously):
“We used to get 500 leads a week for our travel campaign. Now we struggle to hit 150—and that’s with more spend.”
— Digital Lead, Tour Company
“We spent ₦300k on a launch ad. Meta delivered 2 comments, one of which was ‘this is scam.’ We cried.”
— Agency Strategist, FMCG brand
“The new algorithm is like a thief in the night. You wake up and your ad just stopped serving.”
— In-house marketer, Fintech brand What’s Causing the Decline?
1. Oversaturation & Competition
Every “business owner” is now boosting posts.
Too many ads, same attention span. Meta is overwhelmed.
2. Weak Nigerian Infrastructure
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Low internet speeds
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Ad fatigue
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Audience targeting glitch (Meta often defaults to entire West Africa instead of just Nigeria)
3. Changes to Meta’s AI & Pixel Tracking
iOS privacy, browser limitations, and Meta’s new ad manager tweaks = less accurate delivery.
It’s giving: Spray and pray.
4. Creative Fatigue
If you’re still running graphics that look like church flyers from 2017, the algorithm is not your problem.
Your **design is.
So, Are Meta Ads Still Worth It?
Yes… but only if you’re doing it right.
Here’s what’s working now:
| Strategy | Why It Works |
|---|---|
| Reels-First Ads | Video content gets way better reach (esp. UGC-style) |
| Hyperlocal Targeting | Don’t target “Nigeria”—target Ojuelegba |
| Manual Placements | Automatic placements waste budget. Focus on IG Stories + Reels |
| Retargeting Funnels | Don’t boost once. Build 3–5 touchpoint ad flows |
| Offline Tie-ins | Combine Meta with real-life activations (QR codes, giveaways, WhatsApp follow-ups) |
The SoroSoke Brand Tip:
Don’t just “boost” and hope.
Track. Optimize. Test. Localize.
And if you’re not getting results—change your creative before you change your agency.
Over to You:
Are you still running Meta ads in Nigeria? How’s it going for you?
Tag us @SoroSokeBrands and let’s hear your frustration, wins, or strategies.
We’re in this ad mess together.
