With over 3 billion active users, Facebook remains one of the top platforms for digital advertising in 2025 (Statista, 2025). Despite changes in the digital landscape, Meta’s advertising ecosystem still delivers strong results when campaigns are set up correctly. This comprehensive guide explains how to run Facebook Ads successfully in 2025, using simple steps, smart tools, and updated strategies to reach your audience and boost ROI.
- 1. Why Facebook Ads Still Work in 2025
- 2. Set Up Meta Business Manager Correctly
- 3. Choose the Right Campaign Objective
- 4. Target the Right Audience
- 5. Budget and Bidding Tips
- 6. Pick the Right Ad Format
- 7. Craft High-Impact Ad Creatives
- 8. Track with Meta Pixel & Conversions API
- 9. Use A/B Testing for Best Results
- 10. Monitor Campaign Performance
- 11. Use Retargeting and Upselling
- 12. Try Automation Tools
- 13. Follow Meta’s Advertising Policies
- 14. Top Trends in Facebook Ads (2025)
- References
1. Why Facebook Ads Still Work in 2025
Facebook continues to dominate with its vast user base. The average user clicks on 12 ads monthly, and over 70 million businesses use Facebook to promote their services (Kemp, 2025). Meta’s network now includes Instagram, Messenger, and Audience Network—giving advertisers a multichannel advantage.
2. Set Up Meta Business Manager Correctly
To run Facebook Ads, start by setting up Meta Business Manager. It helps you manage assets like pages, ad accounts, and the Meta Pixel.
To get started:
- Visit Meta Business Suite (Meta, 2025a).
- Create your business account.
- Add your Facebook and Instagram pages.
- Assign team roles and permissions.
- Link your ad account and payment method.
- Install the Meta Pixel using Events Manager.
3. Choose the Right Campaign Objective
Meta Ads Manager offers different objectives based on your goal:
- Awareness: Reach, Brand Awareness
- Consideration: Traffic, Engagement, Video Views, Leads
- Conversions: Website Purchases, App Installs
For example, use “Conversions” if your goal is online sales. If you want more brand visibility, select “Reach” or “Brand Awareness.”
4. Target the Right Audience
Audience targeting is one of Facebook’s strengths. You can target users by:
- Demographics: age, gender, job, location
- Interests: hobbies, shopping behavior
- Behaviors: device usage, purchase history
- Custom audiences: website visitors, email lists
- Lookalike audiences: people similar to your best customers
Use the Audience Insights feature to plan better. This helps you reach people most likely to convert.
5. Budget and Bidding Tips
Choose from:
- Daily Budget: Spend a set amount each day.
- Lifetime Budget: Spend a set amount over the entire campaign.
Use Advantage Campaign Budget (formerly CBO) for automated budget distribution. It increases cost-efficiency by 20–30%, especially for smaller brands (Meta, 2025a).
Meta also lets you pick a bidding strategy:
- Lowest Cost: Meta finds the cheapest results.
- Cost Cap: Sets a ceiling for your cost per result.
- ROAS Goal: Ensures minimum return on ad spend.
6. Pick the Right Ad Format
In 2025, ad formats include:
- Single Image: Quick and clear
- Video: Boosts engagement
- Carousel: Show multiple products or steps
- Collection: Great for mobile shoppers
- Lead Ads: Collect data directly on Facebook
- Reels & Stories: High engagement, vertical full-screen
You can preview all formats in Meta Creative Hub (Meta, 2025c).
7. Craft High-Impact Ad Creatives
Your ad must grab attention. Use:
- High-resolution visuals
- Short, benefit-driven text
- A clear call-to-action (CTA) like “Shop Now” or “Learn More”
Sample Copy:
“Feel drained at work? Our natural energy drinks will keep you going! Order now for 15% off.”
8. Track with Meta Pixel & Conversions API
Meta Pixel tracks user actions on your site: views, purchases, sign-ups. Install it in the header of your website.
Use the Conversions API for reliable tracking—even when cookies are blocked (especially on iOS). This combination provides more accurate data and improves ad performance.
9. Use A/B Testing for Best Results
A/B testing (split testing) lets you compare versions of your ads to see what performs best.
Test:
- Headlines and images
- Videos vs images
- Button text
- Different audiences
Use Meta’s A/B Test Tool for structured tests (Meta, 2025b).
10. Monitor Campaign Performance
Key metrics to track:
- CTR (Click-Through Rate)
- CPA (Cost Per Action)
- CPC (Cost Per Click)
- ROAS (Return on Ad Spend)
Check results every 3–5 days. Don’t adjust campaigns too quickly—allow the learning phase to complete first.
If ads underperform:
- Change the creative
- Refine the audience
- Switch objectives or bidding strategy
11. Use Retargeting and Upselling
Retarget:
- Website visitors who didn’t buy
- Abandoned carts
- Leads who didn’t convert
Use Dynamic Product Ads to automatically show products users have viewed or added to cart.
You can also upsell or cross-sell to recent buyers using custom audiences.
12. Try Automation Tools
Automate your Facebook ad efforts using tools like:
- AdEspresso: Simplifies ad creation and testing
- Revealbot: Sets rules to pause or boost ads based on performance
- Canva: Creates great-looking creatives fast
Also explore Meta’s Advantage+ Shopping Campaigns to automatically optimize across products and creatives.
13. Follow Meta’s Advertising Policies
Common policy violations include:
- False or exaggerated claims
- Before/after images for health products
- Inappropriate content
- Too much text on images (aim for <20%)
Stay updated by reviewing the Meta Ads Policies regularly (Meta, 2025d).
14. Top Trends in Facebook Ads (2025)
- AI-powered creative suggestions from Meta
- Reels ads now outperforming traditional feed ads by 20% (Kemp, 2025)
- Privacy-first data collection is key—use forms, messenger, and opt-in lists
Note
Running Facebook ads in 2025 is both a science and an art. With the right setup, targeting, budgeting, creatives, and analytics, businesses can drive real results. The most successful advertisers are those who test often, learn fast, and stay updated with tools and trends.
Whether you’re just starting or scaling your strategy, this guide equips you to run high-performing Facebook ads that convert.
More Read
References
AdEspresso. (2025). Facebook Ads Manager by AdEspresso. https://adespresso.com/
Canva. (2025). Facebook ad templates. https://www.canva.com/facebook-ads/
Kemp, S. (2025). Digital 2025: Global overview report. DataReportal. https://datareportal.com/reports/digital-2025-global-overview-report
Meta. (2025a). Meta Business Suite and Business Manager. https://www.facebook.com/business/tools/meta-business-suite
Meta. (2025b). About A/B tests in Meta Ads Manager. https://www.facebook.com/business/help/1738164643098669
Meta. (2025c). Meta Creative Hub. https://www.facebook.com/ads/creativehub/
Meta. (2025d). Meta advertising policies. https://www.facebook.com/policies/ads/
Revealbot. (2025). Automated Facebook ads optimization. https://revealbot.com/
Statista. (2025). Number of monthly active Facebook users worldwide from 1st quarter 2008 to 1st quarter 2025. https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
