<![CDATA[Social media has positioned Meta Ads as a significant tool of digital political communication, yet high digital engagement does not necessarily lead to electoral success. This study aims to examine the relationship between digital engagement and electoral outcomes in the Meta Ads campaign during the 2024 East Bolaang Mongondow Regional Election. Using a qualitative approach, the research analyzed Meta Business Suite metrics and 372 Facebook user comments through qualitative content analysis. The campaign generated 252,300 views, reached 180,933 accounts, and produced 2,847 interactions, while positive sentiment dominated 91.4% of comments. User responses focused on religious expressions, political support, development aspirations, candidate loyalty, and criticism. Despite strong digital performance, the incumbent candidate received only 47.47% of the vote and lost to the challenger. The findings reveal a Digital Popularity Paradox, where high digital visibility and engagement do not necessarily translate into electoral support or voting preferences.]]>
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