Many business owners tend to ask us: Are Facebook ads a good investment?
With the dwindling organic reach of most posts, the rise of platforms like TikTok, competition driving costs higher, and privacy rules changing the digital advertising landscape, it’s a valid question to ask. But our experience says: Facebook ads are still one of the most powerful marketing tools in 2025 if you know how to use them the right way.
We’ve helped businesses achieve success with Facebook ads by leveraging some time-tested tactics mixed with some experimental moves aimed at adapting to the latest shifts in the platform.
In this article, we’ll break down some of the lessons we’ve learned managing large (six-digit plus) Facebook ad campaigns for our clients and help you understand what works, what doesn’t, and how your business can win with Facebook ads this year.
What Still Works in 2025
- Precise Audience Targeting (But with Better Data)
Custom and Lookalike audiences remain a cornerstone of successful Facebook ads. The difference now is that businesses need stronger first-party data—email lists, website visitor data, and CRM integrations—to make targeting work.
The more relevant the data you feed into Meta’s system, the more efficient the algorithm becomes at finding your ideal customers.
- Video & Reels Ads
Facebook (and Instagram) have gone all-in on short-form video, and advertisers are reaping the benefits. Reels ads are delivering higher engagement and lower cost-per-click (CPC) than static creatives in most industries.
Therefore, the winning formula now is to churn out short, vertical videos (10–30 seconds) that hook viewers in the first 3 seconds.
- Dynamic Creative & Advantage+ Campaigns
Meta has been pushing advertisers toward automation with tools like Dynamic Creative and Advantage+ Shopping Campaigns (ASC). These allow the algorithm to test different combinations of headlines, visuals, and CTAs automatically, with the goal of finding the best-performing mix.
In theory, this simplifies campaign management and can improve ROAS. In practice, however, the results vary. Meta’s AI still struggles with budget and timeline constraints, and many advertisers find the platform doesn’t always optimize the way they’d like.
Our recommendation: experiment with these tools, but tread carefully. Treat them as part of your testing strategy, not as a guaranteed shortcut. Monitor performance closely and be prepared to step in with manual adjustments when necessary.
- Smarter Retargeting
Broad retargeting still works, but tends to be less effective than it used to be. What’s really exceptionally effective is high-intent retargeting. Audiences like:
- People who added to the cart but didn’t purchase.
- Customers who engaged with a lead form but didn’t complete it.
- Visitors who spent the most time on your website.
By focusing retargeting on warm leads, you can reduce wasted spend and close more sales.
- Mobile-First Creative
Over 90% of Facebook usage happens on mobile, and the platform prioritizes mobile-friendly ads. That means vertical video, large captions, and quick-loading landing pages.
If your ads aren’t built for the small screen, you’re leaving money on the table.
What Doesn’t Work in 2025
- Over-Targeting with Narrow Interests
In 2025, Facebook’s algorithm prefers broad targeting so it can learn and optimize. Over-targeting with dozens of niche interests often limits reach and increases cost.
Instead, advertisers should trust the algorithm with broader audiences while supplying it with strong creative and high-quality conversion data.
- Single-Image Ads Without Storytelling
It’s true that short-form video and Reels tend to grab more attention, but that doesn’t mean single-image ads are dead. The problem isn’t the format—it’s weak creative.
A bland stock photo with a generic caption won’t stop anyone from scrolling. But a well-designed, informative, and visually striking image ad can still drive excellent results in 2025.
Some proven approaches include:
- Using bold, branded visuals with clear value propositions.
- Adding text overlays that highlight the offer (discount, benefit, urgency).
- Designing graphics that “look native” in the feed rather than overly polished.
- Pairing the image with concise, benefit-driven copy and a strong CTA.
In short, video is growing, but single-image ads remain effective when they’re designed with intention and clarity.
- The “Boost Post” Button
Boosting posts is still one of the biggest traps for small businesses. It spends money without control over objectives, placements, or optimization.
If you’re serious about ROI, you need to run ads through Ads Manager, not the boost button.
- Ignoring Data Privacy & Tracking Limits
Apple’s iOS privacy updates and the decline of third-party cookies mean advertisers can no longer rely solely on the Facebook pixel. Businesses that ignore this reality will see incomplete data and weaker optimization.
Then what is the solution, you might ask? For starters, implement Conversions API (CAPI) and connect with Google Analytics 4 (GA4) to track performance more accurately.
- Set-and-Forget Campaigns
The days of launching an ad and letting it run for months are gone. Creative fatigue sets in fast, and the algorithm needs fresh inputs.
Winning advertisers are those who test multiple creatives weekly and refresh their ads before performance drops.
Trends to Watch in 2025
- AI-Driven Campaign Management
Meta is doubling down on AI optimization. Expect more tools like Advantage+, where advertisers give the algorithm inputs (creative, objectives, budget) and let it do the heavy lifting.
- Shop Ads & Social Commerce
With Facebook Shops and Instagram Shops gaining traction, more brands are skipping the website step and driving purchases directly inside Meta platforms. Social commerce is becoming mainstream in 2025.
- Cross-Platform Placements
Meta is making ads more seamless across Facebook, Instagram, Messenger, and even WhatsApp. Businesses that embrace multi-placement ads will see better reach and efficiency. However, don’t spread your ads too widely—only choose platforms where your target audience is likely to be.
- Creative Is the New Targeting
Targeting options are narrowing, but creative quality has become the biggest driver of success. Strong visuals, thumb-stopping hooks, and personalized messaging are what separate winning ads from wasted budgets.
How Businesses Can Win with Facebook Ads in 2025
So what does this all mean for your business? Here are the key takeaways:
- Think funnel-first, not post-first. Don’t rely on boosting posts—design campaigns with clear objectives (traffic, leads, sales).
- Prioritize creative testing. Test multiple versions of videos, carousels, and copy. Let the algorithm choose winners.
- Strengthen your data. Use Conversions API, offline conversion tracking, and GA4 to give Meta better signals.
- Refresh ads regularly. Swap out creatives before performance drops to avoid fatigue.
- Integrate with your bigger strategy. Facebook ads work best when paired with email marketing, remarketing, and a high-converting website.
Conclusion
So, do Facebook ads still work in 2025? Absolutely.
But the game has changed. The tactics that worked five years ago—like narrow targeting, single images, and boost-post campaigns—simply don’t cut it anymore. Success today depends on great creative, strong data, and a strategy that works with the algorithm, not against it.
