Lead campaigns in 2025 are bringing significant changes. Artificial intelligence is redefining targeting, Meta is consistently focusing on video, and Google Ads is introducing innovative advertising formats. Which of these trends and changes can or should be taken into account, and which ones deserve a yellow card? In this article, we analyze the most important elements and address them based on experience from the advertising campaigns we run for our clients.
AI in advertising systems
2025 AI is present in almost every advertising platform – from Meta to Google. On the one hand, it makes life easier, helps with data analysis, automation and personalization. On the other hand, there are improvements with the “AI” tag that… just don’t work.
Example? Automatic music in Meta Ads. It was supposed to make the video more attractive, but in practice it often worsens the ad's reception and spoils its context.
Another problem is the limited control over the audience group. More and more tools take away the ability of advertisers to precisely target. Meta very cleverly hides the old, precise targeting options, wanting to encourage marketers to use the Advantage+ group settings, which make our ads show to “whoever”.
Our advice: AI yes, but wisely. We still recommend that the marketer has the greatest possible influence on what the ad looks like and who sees it. Let's automate what makes sense - but let's not give all control to the algorithm.
More importance of advertising material
As control over targeting shrinks, creative becomes even more important. Copy, graphics, video narration – this is where we need to “catch” the ideal recipient today. In 2025, it will not be the advertising system that will do all the work – it will be the message and the way it is presented that will attract attention and encourage people to leave a lead.
This is also the moment when storytelling and knowledge of your target group become very important. Universal sales texts are no longer enough. We need messages tailored to specific stages of the recipient's awareness, messages that are associated with our brand, have character, and make the recipient understand in a flash that "these ads are from them" after seeing a few ads.
Video in Meta Ads
Video is still going strong. Reels, live shows, webinars, video ads – all of these work great, especially in lead campaigns. But watch out! Not always video wins. In many of our campaigns, static graphics have outperformed beautifully edited video.
Key? Testing. There is no one golden recipe. That is why we always work on a mix of formats – graphics, carousels, short videos, longer content. This allows not only to better target different groups, but also to more quickly detect what works in a given sales funnel.
Using AI and automation to process leads
More and more is happening on the lead management side, where the potential of a well-made advertisement is often lost.
Strong data analytics helps understand which contacts are truly valuable. And increasingly better bots, not just answering questions but actually having meaningful conversations.
Such automation can relieve the team and speed up operations, especially with a larger volume of leads. But this does not mean that everything can (or should) be automated. Human contact in many cases remains irreplaceable.
Google Ads Automation
Google continues the trend of maximum automation, especially in Performance Max campaigns, which in 2025 received additional AI-based features. The system adjusts ad texts, graphics, display locations even more dynamically and predicts moments of greatest readiness for conversion. Sounds great, but does it actually work in every industry?
Our observations are mixed. In some cases, Performance Max actually lowers the cost per lead and makes better use of data from different channels. But often, too. takes away control over where and to whom ads are displayed, and automatically generated headlines or creatives do not always match the brand tone or the recipient's needs.
In summary: automation in Google Ads is a tool, not a magic solution. It is worth testing, but with control and awareness of the limitations.
So, which of these changes are you already testing on yourself?
In 2025, it's not just about "being up to date," but about skillfully filtering trends and adapting them to your goals. AI, video, automation - all this sounds great, but what really matters is: target group control, a distinctive strategy, and choosing trending tools for your business.
Let us know what works for you, what didn't work out at all, and what you're still waiting for. Let's exchange experiences, because lead campaigns are about constant testing, adaptation, and learning.
Is your company ready for this change?
Schedule a free consultation:
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl