Starting October 2025, Google and Meta will stop allowing political, electoral and social issue ads across their platforms in the European Union. This decision comes as a response to the EU’s new Transparency and Targeting of Political Advertising (TTPA) regulation.

While the ban is a major change for political campaigns, its ripple effects will also be felt across the broader advertising ecosystem. For businesses, this shift could create new opportunities.

Why this matters for advertisers

During election seasons, political advertisers flood Google and Meta platforms with high-budget campaigns. These campaigns drive up competition for ad space, raising costs and lowering visibility for other advertisers. Many businesses see weaker performance during these periods, with higher CPMs and CPCs eating into their budgets.

With political ads removed from the equation, we can expect:

• Lower competition in auctions – Fewer large campaigns dominating bidding means more room for commercial advertisers.
  
  
• Stabilized ad performance – Businesses won’t experience sudden drops in efficiency during campaign cycles.
  
  
• More consistent costs – Ad prices are less likely to spike unpredictably, making budget planning easier.
  
  

Positive impact on campaign results

For companies running ads year-round, the absence of political campaigns could mean:

• Better reach and engagement – Ads are more likely to land in front of relevant audiences without being drowned out by political messaging.
  
  
• Improved ROI – With more predictable costs and stronger campaign performance, ad spend will go further.
  
  
• Healthier ad environments – User feeds and search results will be less saturated with political ads, which may improve overall user experience and ad receptiveness.
  
  

What to expect moving forward

The ban only applies within the EU, but its effect on the region’s digital advertising landscape will be significant. Businesses should prepare for a more even playing field, especially during historically competitive periods like national elections.

This change highlights the importance of continuously adapting advertising strategies to regulatory and platform shifts. For advertisers, it’s less about politics and more about leveraging these shifts for stronger, more consistent marketing outcomes.

Use price anchoring to influence perception

Anchoring means that the first price people see becomes a reference for all subsequent prices. In a 2024 pricing guide, consultants note that setting a higher reference price makes the next options appear cheaper and can upsell customers. For example, imagine a cloud software provider introducing a limited edition “enterprise” plan at €300/month next to the usual €25 and €75 tiers. Even if nobody buys the €300 option, it makes the €75 tier feel more affordable. Anchoring should be used responsibly; misleading anchors can erode trust if the high priced option is not a genuine offer.

Leverage the decoy effect to nudge decisions

The decoy effect occurs when adding a third, inferior option makes the target option seem more attractive. Behavioural scientists describe a classic popcorn example: a cinema sells small popcorn for $3 and large for $7. Most people pick the cheaper size. When a medium popcorn is introduced for $6.50, many choose the large because it appears to deliver more value for just $0.50 extra. This asymmetrically dominated decoy is not meant to be chosen; it is there to shift preferences. SaaS companies often use this tactic by adding a “basic” plan that lacks key features between free and premium tiers. By comparing the decoy and the premium option side by side, users tend to select the premium plan.

Bundle for perceived value and reduce decision fatigue

Bundling products or features increases perceived value because it reduces the pain of separate losses. A pricing study notes that bundles leverage loss aversion and reduce decision fatigue, boosting conversions and average order value. For instance, a marketing platform can offer email automation, landing pages and analytics together at a single price that is lower than the sum of individual components. This not only makes the offer feel generous but also simplifies choice by turning three decisions into one.

Use guarantees and trials to reduce risk

Risk reversal on pricing pages reduces purchase anxiety. A 2025 experiment compared a visible 30-day money-back guarantee with a seven-day free trial. The guarantee increased sales by about 21 percent, though 12 percent of buyers later requested refunds; overall revenue still grew by approximately 6.5 percent. The free trial generated roughly twice as many sign-ups and delivered around 19 percent more revenue than the guarantee. This suggests that allowing users to experience the product with minimal risk is an effective way to improve conversion rates.

Design practical pricing tables and measure outcomes

To implement these effects ethically:

• Structure plans clearly by starting with a visibly high anchor (for example, an “enterprise” or “custom” tier) to frame the rest. Follow with your preferred plan as the middle option and place a decoy plan below it. Use clear feature comparisons rather than vague descriptions so customers understand the trade-offs.

• Group features into bundles to package complementary services and reduce cognitive load. When bundling, emphasise the added value rather than the discount.

• Offer risk reversals and include a free trial or a clearly stated money back guarantee. Place the guarantee near the call to action rather than burying it in fine print.

Finally, track performance metrics such as the mix of plans sold, average revenue per account, checkout completion rate and refund rate. Run A/B tests with different anchors, decoys and risk-reversal offers to identify what resonates with your audience. Ethical psychological pricing should help users make decisions more confidently, not trick them into buying options they do not need.

Organic reach has collapsed

Organic posts now reach only a small fraction of followers. Socialinsider’s benchmark study shows that Instagram’s average reach rate has fallen to around 3.50%, a 12% year-over-year decline, while Facebook’s average reach rate is about 1.65%. Other networks perform even worse: data from Addictive Digital shows that on X (formerly Twitter) only about 3% of followers see a post and the median engagement rate is just 0.03%. TikTok, once known for viral reach, is flooded with over 16,000 videos uploaded every minute and its engagement rate has dipped to around 2.5%. In practice, if you have 1,000 followers, your posts might only be seen by 10–30 people.

Algorithms favour paid content

Social networks are businesses. The decline in organic reach is deliberate – platforms want brands to pay for visibility. Facebook’s feed now includes content from accounts users do not follow, and follower count no longer determines potential reach. Highly engaging posts can still get buried because algorithms prioritise posts from friends and paid advertisers. Without budget, posting is a gamble.

Advertising investment keeps rising

Marketers are responding by shifting budgets to paid ads. Global social media ad spending is expected to reach about $276.7 billion in 2025 and 83% of this revenue will come from mobile by 2029. Mobile ads already account for more than 60% of digital ad revenue and are projected to surpass $400 billion. Analysts estimate that the social media advertising market will grow from $228 billion in 2024 to $256.5 billion in 2025, an annual growth rate of roughly 12.5%.

Why SMEs need paid ads

Large brands can hope for occasional viral hits, but small and mid-sized businesses rarely have that luxury. Paid ads offer:

• Guaranteed reach: When you pay for placement, your content is delivered to the audience you specify rather than hoping an algorithm favours you.

• Precise targeting: Ads can be targeted by demographics, interests, behaviours and remarketing lists, enabling you to reach people who are more likely to buy.

• Scalable budgets: You can start with small daily budgets, test creatives and audiences and scale up when you see positive returns.

• Measurable results: Paid platforms integrate with analytics tools to show impressions, clicks, conversions and return on ad spend.

Best practices for 2025

• Combine paid and organic content: Organic posts still build brand identity and trust. Use organic channels to tell stories and engage with your community, but support them with paid campaigns that amplify reach.

• Focus on full-funnel strategies: Use awareness ads to reach cold audiences, consideration ads to educate and conversion ads with strong calls to action. Retarget people who visit your website but do not convert.

• Invest in creative: Short-form video remains the most popular ad format. In 2025, almost half of marketers plan to focus on videos of 60 seconds or less. Create authentic, platform-native content (e.g., vertical videos in TikTok style) that resonates with your audience.

• Optimise for mobile: Most ad revenue comes from mobile, so ensure your landing pages are mobile-friendly and load quickly. More than half of global page views happen on mobile devices. Google and other search engines recommend that pages load within three seconds; slow sites are penalised in search rankings.

Conclusion

Organic reach on most social platforms is now in the low single digits and dropping. Algorithms are designed to favour paid content and posts from personal connections. Meanwhile, global ad spending is growing rapidly. For SMEs in 2025, relying on organic reach alone is no longer viable. Paid ads on Meta, Google and other networks are essential to ensure that your message reaches the right people at the right time and delivers measurable returns.

Loading speed directly affects revenue

Modern shoppers expect pages to load almost instantly. A study of retail websites found that 47 % of customers expect a webpage to load in two seconds or less. When load time increased from 2.4 seconds to 3.3 seconds, the conversion rate dropped from 1.9 % to 1.5 %; at 4.2 seconds conversions fell below 1 %, and by 5.7 seconds the conversion rate was only 0.6 %. Case studies reinforce this pattern: Walmart reported that every one-second improvement in load time increased conversions by 2 %, and another retailer increased conversions by 7 % after reducing load time by 0.85 seconds. These findings show that investing in a fast, optimized website is one of the most effective ways to boost sales.

Design and product placement guide user attention

Where you place content and calls to action (CTA) matters. Eye-tracking research found that the 100 pixels right above the fold received 102 % more attention than the 100 pixels below it. A Google study concluded that ads above the fold had a 73 % visibility rate compared with 44 % below the fold. This doesn’t mean you should cram everything at the top, but essential product information and CTAs should appear early on the page. For example, an online clothing store might display its most popular items and a “Shop now” button prominently on the landing page, while secondary details like the brand story and social proof can go lower.

Why a robust admin dashboard matters

Running an online shop generates data from marketing, sales, inventory, logistics and customer service. A retail dashboard collects data from across a business and compiles it into easy-to-understand visual formats such as graphs and tables. Dashboards create a centralized, user-friendly interface that provides a real- or near real-time view of metrics like online sales and inventory levels. They are customizable and cloud-based, so managers can access key figures from multiple locations and devices. A well-designed dashboard encourages data-driven decision-making, improves collaboration, enhances inventory control and saves time by eliminating manual reporting. If a spike in return rates appears on the dashboard, the team can immediately investigate whether a specific product has quality issues.

Integrate payments and shipping for a seamless experience

A disjointed backend slows down order processing and increases errors. eCommerce integration connects all of your business software and systems. Instead of managing each tool separately, the right integration unifies processes such as inventory management, CRM, ERP, payment gateways and data exchange. Payment gateway integration connects your store with multiple payment processors, giving customers more flexibility at checkout. Shipping and fulfillment integration links your store with services like FedEx or UPS to automate rate calculation and tracking, and some integrations even price-match shipping rates so you can choose the lowest-cost option. When evaluating an e-commerce solution, prioritise one that offers ready-made integrations or custom APIs to connect to local payment providers and courier companies.

Why we built Prisma Shop

At our agency, we noticed that many Romanian SMEs struggle with slow websites, clumsy dashboards and fragmented integrations. We developed Prisma Shop to solve these problems. Our system delivers lightning-fast load times, an intuitive admin panel that centralizes sales and marketing data and built-in integrations with leading payment processors and courier services. If you want a truly efficient e-commerce system tailored to the Romanian market, contact us and we’ll show you how Prisma Shop can elevate your online business.

Key takeaways

• Speed directly influences conversions: aim for pages that load in under two seconds.

• Place important content and CTAs where users naturally look, above the fold and near the top of the page.

• Use a centralized dashboard to monitor performance and identify issues quickly.

• Integrate payments and shipping to streamline operations and reduce errors.

• Investing in a well-designed, integrated platform like Prisma Shop pays off through higher conversion rates and happier customers.