Demand generation is essential for business growth, but it's tricky in today's crowded social media environment. With countless content options available, brands need to stand out. Brainlabs has been using AI in advertising to navigate this complexity, focusing on how automated systems can impact brand campaigns. They analyzed 46 Meta brand lift studies involving 225 UK campaigns to pinpoint which campaign objectives, creative types, and frequencies most effectively enhance brand metrics like awareness and purchase intent. The analysis revealed that campaign objectives significantly influence audience engagement. Reach campaigns were particularly effective for lower-awareness audiences, with 69% of the control group recognizing the brand compared to 82% for other goals. Traffic campaigns, often dismissed, showed a strong connection to purchase intent, especially when combined with low-fidelity native creative. High-quality visuals were key drivers for brand awareness, while authentic, relatable content proved more effective for shifting purchase intent. Frequency also played a crucial role; campaigns delivering two exposures every week yielded the best recall. Overall, the findings suggest that successful advertising requires a solid understanding of objectives and creative strategies. Brainlabs emphasizes that while AI can streamline processes, effective messaging remains vital for converting audiences into customers. Their research offers actionable insights for brands looking to refine their advertising efforts on Meta.