Performance marketing 2025 isn’t about targeting anymore. You didn’t lose performance because your targeting was bad , you lost because your story didn’t land.

For over a decade, we believed targeting was the growth lever. Build your ideal audience. Use pixels, segments, and lookalikes. But in 2025, AI in marketing is changing the game entirely.

The Rise and Fall of Targeting

Between 2010 and 2022, companies with the best targeting won. They built granular funnels and optimized each user journey. But today, platforms like Meta, TikTok, Google, and X are hiding the targeting tools.

Their AI knows better, and punishes manual control. Campaigns like Meta’s Advantage+ outperform custom targeting because algorithms move faster and smarter than you can.

Targeting is no longer a moat. It’s table stakes, or even a liability.

What Still Works in Performance Marketing 2025

We’ve worked with SaaS founders, eCommerce brands, and creator-led startups. What’s driving results now is:

• Clear, emotional messaging
• Creative optimization and visual testing
• Speedy iteration and testing cycles
• Storytelling that earns attention in under 3 seconds

Messaging vs Targeting: The Campaign Test

We A/B tested a crypto campaign targeting U.S.-based traders:

• Campaign A: Wallet-based targeting, high intent, limited reach
• Campaign B: Broad targeting, focus on 10 messages and 4 creatives

Results:

• Campaign A: 0.87% CTR, $42 CAC
• Campaign B: 2.34% CTR, $26 CAC
• +15% higher post-click engagement for Campaign B

Messaging vs targeting? Messaging won, by a lot.

AI in Marketing Means Your Message Is Everything

If AI handles delivery and targeting becomes a commodity, your edge is your story. Platforms distribute; people connect with messages. Only you can create emotional resonance, build trust, and stir curiosity.

The winner in performance marketing 2025 isn’t the one with better audiences, it’s the one with better communication.

4 Actions for Founders & Growth Leads

1. Become a message scientist
   Use frameworks like PAS (Problem-Agitate–Solution), BAB (Before–After–Bridge), and test them like code.
2. Build a creative engine
   Rapid testing beats big productions. Your winning ad might be shot on an iPhone today.
3. Make ads feel like content
   People don’t browse TikTok or IG for ads. They want stories, inspiration, or education. Deliver that or get ignored.
4. Let go of narrow targeting
   Trust the algorithm. Focus your time where it counts, on the message and brand.

Final Thought

Performance marketing 2025 belongs to clear storytellers, not data hoarders.

If you want to win, stop over-optimizing your ad account and start obsessing over your message.

Need help building a messaging engine? Let’s talk. We help brands scale with message-first strategies.