Big news from Meta
Facebook and Instagram are changing how ads work in the UK.
UK users are now being given a choice: continue using Meta’s platforms for free with ads…or pay a monthly fee to remove them.
- Free option = keep personalised ads
- Paid option = no ads at all (£3.99 on iOS or android)
That means some people will see fewer ads and that has implications for your business if you’re using Meta advertising tools.
Why this matters for small businesses
Smaller targetable audience
- If a user pays to remove ads, they can’t be reached with paid campaigns. That shrinks the size of your potential audience in ad manager.
Possible higher costs
- Fewer available slots + same demand may push up costs per click or impression.
Data & tracking limits
- Paid users won’t be tracked for ads, so retargeting and lookalike audiences could be less effective.
Small businesses that rely on Meta ads for lead generation and sales will want to watch how quickly people choose the ad-free option, we certainly are.
So what should you do?
- Keep monitoring ad performance, changes are likely to be gradual
- Focus more on creative quality and relevance
- Consider diversifying beyond Meta to email lists, Google search, TikTok, LinkedIn and YouTube
- Invest in organic reach and community engagement more than ever before
Because even though most users may stick with the free version, this change signals a broader shift.
Meta isn’t removing ads but they arere giving users choice. But choice means we should adapt our strategies too.
Follow us at b4b for more insights on digital trends and how they affect your business or work with us to maximise your social advertising.
