The increasing reliance on social media platforms for marketing has transformed the way businesses engage with consumers. Social media advertising, which includes paid advertisements, influencer marketing, and user-generated content (UGC), has become a key element in shaping consumer purchasing decisions. This study aims to analyze the impact of social media advertising on consumer choices through an in-depth examination of existing literature and secondary data. By reviewing various scholarly articles, industry reports, and case studies, the research explores the effectiveness of different types of social media ads and their influence on consumer behaviour. The findings suggest that influencer marketing is the most impactful form of social media advertising, with consumers displaying higher engagement and trust towards influencers compared to traditional paid ads. Paid advertisements, although effective, are perceived with more skepticism by consumers, whereas user-generated content, while contributing to brand trust, has the least impact on consumer choices. The study further reveals that social media advertising influences purchasing decisions through emotional appeals, personalization, and targeted content, which enhance consumer engagement and loyalty. The role of demographic factors, such as age, gender, and location, is also crucial in shaping consumer responses to these ads. Younger consumers, in particular, are more receptive to influencer-driven content, while older demographics show greater trust in brand-generated content. The research highlights that businesses need to focus on creating authentic, engaging content that resonates with their target audience, emphasizing the growing importance of social media in modern marketing strategies. By leveraging social media’s ability to reach a vast and diverse audience, brands can build stronger relationships with consumers, increase brand loyalty, and ultimately drive higher conversion rates. However, the study also identifies limitations associated with secondary data, such as biases in the source material and gaps in real-time consumer responses. Despite these limitations, the study offers valuable insights into the changing landscape of advertising and its influence on consumer purchasing decisions, making a significant contribution to the understanding of social media marketing's evolving role in contemporary consumer behaviour.