Why Facebook Ads Just Don’t Cut It Anymore in the UAE (And Where Brands Are Really Winning in 2025)
You ever get that sinking feeling when you boost a post on Facebook, stare at the screen, and think… “Is anyone even seeing this anymore?” Yeah, me too.
Listen, I’ve been there — I’ve thrown dirhams at Facebook and Instagram, hoping magic would happen. Spoiler alert: it didn’t. The algorithm gods weren’t feeling generous, the CPM kept climbing like it had a vendetta against my wallet, and conversions? Don’t even get me started.
So, where are brands actually getting traction in the UAE in 2025? Let’s talk about it — raw, real, and with zero sugar-coating. Because the truth is, the game has changed. Big time.
Problem: The Old Guard is Falling Apart
The UAE has always been a digital playground. Everyone’s online, from the young tech-obsessed crowd in Dubai to the entrepreneurs hustling in Abu Dhabi. But here’s the brutal reality — traditional digital ad spaces like Facebook, Instagram, and Google? They’ve gotten overcrowded, overpriced, and, honestly, kind of stale.
I was chatting with a friend who runs a boutique fashion store in Al Ain. She told me, “I spend more on ads now, and the return is half what it used to be two years ago.” Ouch, right? She’s not alone.
And look, it’s not just anecdotal. Data’s backing it up too. CPMs in the region are up by 40% since 2023. Engagement is tanking. Everyone’s swiping past Instagram Stories like their fingers are on autopilot.
Meanwhile, small to mid-sized brands? They’re suffocating. Unless you’ve got deep pockets or a viral video, the old platforms are just… meh.
Agitate: Every Dirham You Waste on Dead Platforms Hurts
You know that gut-punch feeling when you refresh your Shopify dashboard after a campaign, and it’s emptier than the Dubai Mall during Ramadan mornings? That’s what it feels like sticking to the same overused platforms in 2025.
Let’s be blunt:
- People are tuning out of traditional social feeds.
- Ad blockers? They’re getting smarter.
- Attention spans? Shorter than a TikTok trend.
Meanwhile, bigger brands are adapting, grabbing attention in places you probably didn’t even think about. They’re swooping in, targeting hyper-local audiences with precision, and you’re stuck competing for the same tired Instagram crowd.
The worst part? The platforms don’t care. Your ad spend lines their pockets whether you win or lose. It’s a grim hamster wheel — and if you don’t jump off now, you’ll keep running in circles, wondering why your business is plateauing while others are scaling.
But — and here’s the good part — there’s a way out. Actually… there are several ways out.
Solution: Where the Smart Money Is Going in 2025
Here’s where it gets fun. Because while the dinosaurs are still stomping around Facebook, clever UAE brands are quietly killing it on these newer platforms. Let’s break it down.
1. Anghami Ads — The Local Audio Goldmine
Anghami, the Middle East’s Spotify alternative, is having its moment. With over 75 million users and deep penetration across the UAE, it’s a hidden gem.
Why it works? People are glued to their earphones during commutes, workouts, even late-night desert drives. Short, catchy audio ads hit different — they feel personal. I ran a campaign for a small fitness brand in Dubai and the CTR was double what we got on Instagram.
Plus, you get local targeting, Arabic-English bilingual options, and (this is crucial) lower CPMs. Don’t sleep on it.
2. Snap Spotlight — Gen Z’s Daily Fix
Remember when Snapchat was that forgotten yellow app? Well, Spotlight — their answer to TikTok — is exploding in the UAE, especially in Sharjah and Abu Dhabi.
If your brand speaks to the under-30 crowd, you’d be nuts to ignore it. The reach is crazy cheap right now because brands are late to the party. Short, raw, fun content — zero polished filters — gets results.
A small sneaker startup I know dumped half their budget into Snap Spotlight in Q2 2025… and let’s just say their warehouse cleared out faster than Dubai Duty Free sales.
3. Deliveroo Ads — Selling While They’re Hungry
This is one of my absolute favourites. Deliveroo rolled out self-serve ads in late 2024, and in 2025, they’re booming.
Think about it — you’re scrolling for food, your brain’s in “buy” mode, and boom — there’s an ad for your product, service, or nearby cafe. Insanely high purchase intent.
My cousin (who owns a burger joint in Downtown Dubai) jumped on this early. He told me flat-out: “It’s the only ad spend that actually made me money last month.” If you’re in F&B or retail, this is where you wanna be.
4. Shahid Ads — Streaming Meets Selling
We can’t ignore streaming. Shahid, MBC Group’s streaming service, is basically Netflix for the Arab world — and the UAE LOVES it.
Ad breaks on Shahid? They aren’t just any ad breaks. They’re geo-targeted, culturally relevant, and non-skippable (yup, people have to watch). Perfect for brand awareness.
Luxury brands, real estate, even educational services are sneaking into these spaces and watching their brand searches spike. Shahid’s ad dashboard is still new-ish, but smart brands are getting in before it gets crowded.
5. DOOH (Digital Out of Home) — But Smarter
I know what you’re thinking. Billboards? Really? But this ain’t your typical Sheikh Zayed Road static banner.
2025’s DOOH networks in Dubai and Abu Dhabi are digital, AI-powered, and programmatic. You can book screens in Dubai Marina at peak times, target audiences by neighbourhood, and change creatives in real-time.
Plus, it blends online and offline worlds. I’ve seen fitness studios run a Marina DOOH ad and retarget the same people later on Snapchat — it’s like digital stalking but in a good-for-business kinda way.
Where This Leaves You — The Real Talk
Here’s my honest advice: if your ad budget’s tight, don’t split it across every platform. That’s a quick way to end up with a lot of “meh” results.
Instead:
- Double down on one emerging platform that matches your audience.
- Get creative. Raw, real, relatable content wins.
- Test small, scale fast.
I did this with a friend’s beauty brand. We dropped Instagram completely, went all-in on Anghami + Shahid combo for four weeks — sales shot up 46%. And it wasn’t even a fancy campaign, just solid local targeting and good storytelling.
Conclusion: The Attention is There — You Just Have to Look Somewhere New
In 2025, digital advertising in the UAE isn’t dying — it’s just shifting. The ones who adapt quickly? They win. The ones who cling to dead platforms because it’s “what everyone’s doing”… well, you know how that story ends.
You don’t have to burn money on stale ads. You don’t need a huge agency retainer. You just need to be willing to pivot, explore, and test where attention is moving. Right now, that’s places like Anghami, Shahid, Snap Spotlight, Deliveroo, and smart DOOH screens.
The playground’s wide open. Go grab your share before everyone else catches on.
