Why “Ugly Ads” Are Outperforming Polished Campaigns on Meta in 2025

Let’s be real for a second: remember the days when every ad looked like it belonged in a magazine? Perfect lighting, flawless faces, expensive sets — all curated to impress. Fast forward to 2025, and the ads getting the highest ROAS (Return on Ad Spend) on Meta look like they were shot in someone’s kitchen… on a phone… in one take

This isn’t just a fluke. It’s a trend backed by real data. According to Meta’s latest insights, Millennials and Gen Z are suffering from what’s now being called perfection fatigue. Over-produced content feels cold, scripted, and frankly, fake. Instead, these audiences are leaning into content that feels real, human, and yes — a little messy.

Welcome to the era of the “ugly ad” — and why it might just be your secret weapon in 2025

So, What Are “Ugly Ads” and Why Are They Working?

“Ugly ads” is a bit of a misnomer. These ads aren’t necessarily bad — they’re just raw. Think: selfie-style videos, quick unedited walkthroughs, voiceovers recorded in real time, and captions that sound more like a friend texting you than a brand selling to you.

In a sea of over-polished visuals, these ads stand out because they don’t try to be perfect. And that’s what makes them powerful.

They feel real. They look like content, not commercials. And that relatability builds trust faster than even the best Photoshop work ever could.

It’s not about looking bad — it’s about looking believable. And that, in today’s scroll-heavy, ad-skeptical world, is what grabs attention.

Meta’s Insight: Perfection Fatigue is Real

In a recent Meta Business Insights report, they dove deep into how younger audiences perceive ads in 2025. One of the biggest takeaways? Gen Z and Millennials are tired of the polish.

Highly produced ads feel distant. They scream “ad” the moment they appear on your feed, and younger users are quick to scroll past anything that feels scripted or too good to be true.

These generations grew up watching vlogs, scrolling TikTok, and following creators who film from their bedrooms. They crave storytelling, emotion, and flaws — not perfection. Seeing a brand mess up a little? That’s honest. And in this climate, honesty = engagement.

High-Performing “Ugly Ad” Formats That Are Crushing It

Let’s talk formats. What kind of content actually works in this low-fidelity ad space?

• Selfie-style videos: A founder talking directly to the camera about their product. No ring light, no studio. Just them.

• Screen recordings: Tutorials or walkthroughs showing how a product works in real time — no frills, just the experience.

• Testimonials: Real customers recording their thoughts with zero script. It’s rough, it’s real, it’s effective.

• Behind-the-scenes clips: Packing orders, making products, team jokes — this gives people a peek behind the curtain.

These ads are thriving especially on Instagram Reels, TikTok, and even Facebook Stories — places where informal content already feels native.

Small businesses and solo creators are crushing it because they’re not trying to fake big. They’re embracing their size, their voice, and their real stories — and that’s their edge.

How Brands Can Embrace the Imperfect Creative

So, how do you get in on the ugly ad action?

Start simple: test one lo-fi ad alongside your polished ones. Record a short video explaining what your brand does — like you’d tell a friend. Or ask a customer to send in a selfie-style review. You’d be surprised at how well it performs.

Even better? Mix your high-fidelity content with this raw approach. You don’t have to throw away your branding — just show the human side behind it. Think humor, relatability, even self-deprecating honesty.

Use UGC (user-generated content), do Instagram takeovers, or post unedited clips from your day-to-day operations. The less perfect it looks, the more real it feels — and the more likely people are to connect with it.

The Bottom Line: In 2025, Real Beats Perfect

“Ugly ads” aren’t really ugly. They’re just a reflection of what audiences truly want right now: connection over perfection, personality over polish.

In a world overflowing with content, authentic marketing is your unfair advantage. It’s not about having the best camera or biggest budget — it’s about being relatable, honest, and human.

So, if your next ad looks like it was made in five minutes on your phone… don’t panic. That might just be what gets you the highest ROAS yet.

Real > Perfect. That’s the strategy winning hearts — and conversions — in 2025.