Awareness campaign still relevant in 2026?

Hi guys,

Do you guys still think awareness campaign on meta or google is still relevant? How effective is your awareness campaign? When to use awareness campaign?

I used to learn dropshipping on the internet and all i learnt during that time is to just to forget about awareness campaign and just run conversion campaign since my budget is not that high.

But recently i'm in a full time job, the supervisor is teaching me about TOFU, MOFU, BOFU stuff which i thought is irrelevant (turns out it's somewhat relevant for somewhat with a slightly bigger budget) which prompts me to ask yall about these question.

Let me know your thoughts, thank you!