NEW Facebook Ads Secrets, Tips & Strategies for 2025

in this video I'm going to share with you the new Facebook ad tips techniques and strategies that are working really well right now there's been an enormous amount of change to Facebook ads over the past 12 months and I don't see that slowing down anytime soon fortunately most of the changes are beneficial for us advertisers but you have to stay up to date with the very latest techniques and strategies or you'll be left behind this video will give you the very latest information that you can use to gain an edge over your competition tip number

one is to embrace Advantage Plus so over the past few years meta has been rolling out more and more Advantage Plus products whether that's Advantage Plus shopping campaigns or Advantage Plus audience which is a a targeting setup within manual campaigns and a lot of advertisers are still reluctant to use Advantage Plus they'd rather stick with the old more manual ways of doing things but in most cases now Advantage Plus products are going to deliver better performance than the non Advantage Plus equivalent whether that's Advantage Plus placements which effectively all placements or you're actually editing uh

placements and and selecting certain ones manually or like I said using Advantage Plus shopping campaigns if that's appropriate for your business or using Advantage Plus audience which is a targeting setup that allows you to give targeting criteria as suggestions as opposed to sort of hard boundaries to allow meta the flexibility to work out yeah okay The Advertiser thinks we should Target these people but let's have some flexibility in terms of our algorithm might be able to find other prospects that are just as good if not better and can produce better results so it shouldn't be

used you shouldn't always use the Advantage Plus version in every case but that should be your default the default now should be use the Advantage Plus test the alternative see which one works for your best for your business because there's always individual variance there but most of the time the Advantage Plus option um in our experience is going to deliver better results now so embrace it at least test it if you're um stuck just doing the old way of uh of setting up campaigns or placements or targeting options that you know there's various Advantage Plus

um elements and also be aware that these advantag plus products they use AI they use machine learning they use um take advantage of a lot of meta's automatic optimization processes those are only getting better so I'm saying this today that Advantage Plus is now performing better than the alternative in most scenarios I imagine that in six months time in a year's time that's only going to be more true so really something you want to embrace and something you want to test okay so tip number two is to use but be careful with creative enhancements so

just to quickly explain what they are when you are load an image or a video as part of your ad as your ad creative often the most important part of your ad creative uh meta will then offer creative enhancements well actually often now they will automatically apply creative enhancements and you can choose to not use them to deselect them as an Advertiser and what creative enhancements are going to do is they're going to try and improve using AI your imagery or your videos and there are lots of different creative enhancement options the ones that you

see will depend on whether you're uploading an image or a video you'll have different options and it also depend on what's included within that image or a video because if you've got a a really simple background then meta might be able to automatically create more interesting backgrounds for you as an option that's less likely to happen in images that have interesting or Lots going on the background anyway so lots lots of different options so what I recommend you do for every ad creative that you upload you need to go through the creative enhancement options don't

just turn it all off and don't just use it all the the best approach is somewhere in the middle you want to go through each one of those and go yes this works for my business no that doesn't work at all yes that works that doesn't work I've got a few examples so for example like text overlay is one of the Crea enhancement options that's great if you've got like a simple image perhaps it's just like a simple e-commerce type product image great add a bit of text overlay talking about the sale or the main

benefit associated with the the product or service or the price point brilliant love that as a creative enhancement um but if you've already got a lot of text on your image do you want then text overly on top of it almost certainly not so that's very much like a case- by case basis another example would be image generation or image background generation that can work great if you're using simple e-commerce product style images but we've had a experiment when we've been running retargeting ads for our services and our ads obviously contain a picture of me

because we're advertising them to warm audiences and there's that personal brand um element that I've got and there's recognition there um and we've got meta to use that image image generation creative enhancement based on the images that we've uploaded and they've created a person that doesn't look any anything like me and you're like okay well that clearly won't work cuz we're putting this ad in front of warm audiences and if there's no recognition I say like you know why haven't you signed up for our agency Services yet right it's like well that's not going to

work if the person's completely different so you got to think about this the AI is very sophisticated it's very smart it's very powerful it can be very helpful but there are all sorts of times where you do want to use things and don't do you want music added to your ads do you want the image to be animated do you want um filters applied to your videos you have to assess Each pie each piece of AD creative individually come a sec take a look at this so this is in my MIP program right and the

results from WIS Channel and Tara said this in 2 weeks of joining my Ros went from 0.7 to 8.03 and I've only implemented maybe 30% of the feedback that's going me so far which is that's just incredible that's awesome so Zoe up here she joined the MIP program with 35,000 raffle tickets was thinking she wasn't going to sell them and she ended up selling out completely with 2 days to spare and we've got loads of others in here we've got tons of people just sharing information around how they've done well great results they've got if

you're interested you can click on the button beneath this video that'll go through to a page on our website you can book in a free no obligation call with one of my team members to find out more information hopefully we get to work together hopefully you join and you'll be sharing fantastic results like Tara and Zoe of done just here number three as The Meta ads platform becomes more complicated and it does that by the way to improve functionality don't lose sight of what really matters meta ads is going to continue to get more and

more complicated when you go into ads manager you see the various options mea does that because they want to give Advanced advertisers the options to play around with this and test that and see if they can get those 1% improvements 2% improvements extra settings extra features all those sorts of things and that's great but it can make it more complicated and more difficult and I found that when I'm recording videos that demonstrate the entire campaign creation process they are getting longer and longer and longer and that's because there's just more things to cover when you

go through that campaign creation process there's more okay there's this setting now I need to talk about that and there's this setting and and it's very easy for advertisers to get lost in that not focus on what really matters and what really matters is offers what are you actually offering in your ad is it better than what your competition offering have you got better price points a better deal better delivery times um an enhanced service is your product just better in some way to what your competitors are offering um are you offering something that's lower

barrier to entry than what your competitors are offering to get people into your sales funnel earlier that you can then look to upsell really really important offers always has been always will be really really important the other part that really matters is AD creative that's the part that's either going to grab your audience's attention or not it's the part that's going to convince them to keep watching or keep reading or not it's what's going to convince them to take action obviously the rest of the ad is important as well but that is the most important

part and I don't want you to be spending lots of time fiddling around with placement options or site links or you know some of the other new features it's like no no no offers an ad creative uh where you should be spending the majority of your time as an Advertiser and that actually leads me to my next point which is massive improvements in return on ad spend can come from things that have nothing to do with the app platform so we just discussed previously where you should be spending your time when it comes to within

the meta ads platform it's on your creative and testing offers and things like that um but you should not spend all of your advertising time all of your marketing time in meta ads manager at all there are many things you need to do outside of that that can have a huge impact on your return on ad spend so what I'd encourage you to do as a business is obsess over lifetime customer value that is really really important and the businesses that win big are the ones not necessarily that generate customers for the least they aren't

they don't have the lowest cost per purchase or the lowest cost per lead in the industry what they do is they make the most amount of money from the leads from the customers that they generate it's why so many businesses over the last few years have businesses industries that you wouldn't have even thought possible have moved over to subscription type businesses why because subscriptions benefit from inertia as in the customer has to actively cancel as opposed to actively purchase again which means uh they are more likely to not which means they more likely to keep

paying you month over month and your customer LTV your lifetime value of that customer uh massively increases so obviously this always used to happen with things like your phone and internet and TV and obvious things but think about how many businesses there are now that are subscription based that never ever used to be like like a hellofresh for example like food you cook in your own home is now a subscription right um a lot of cars are now like if you get a new car like I've got it there's a subscription associated with it because

you pay for the subscription to get like the updates and the downloads and all those sorts of things so so many business are becoming subscriptions and that's why it's to increase um customer LTV now there are other ways to increase customer LTV it doesn't have to just be um through a subscription you can increase the average order values how much they buy the first time you can not use a recurring billing method like a subscription but instead use like a reoccurring setup think of Coca-Cola right they don't really have subscriptions as far as I'm aware

maybe they do on a B2B basis um but you buy coked drinks on a well most people will do so on a regular basis when you go to a restaurant when you're in the the supermarket whatever um you buy it on a reoccurring basis there are ways to get more um out of each customer and that is something that advertisers do not spend enough time on they focus on need to reduce my cost per purchase need to reduce my cost per lead need and it's just like it's often a lot easier to double your customer

LTV than it is to have your cost per purchase okay tip number five simplify your campaign structure so when we're using the direct offer strategy which is directly advertising the products or services that um we're offering as opposed to having like a a lead magnet beforehand or using an only presentes content campaign I've got videos on both of those if you want to find those on my channel but but most of the time when we're advertising our clients products and services we're going to directly advertise them more or less when we do that we now

have a simplified campaign structure in comparison to what we used to have so we may previously have had five maybe more adsets in one campaign um testing different targeting options and things like that we'll rarely do that now and the reason why is because of the way and this ties into the first point about embracing Advantage Plus because of the way meta has gone and you're either using Advantage Plus shopping campaigns or tailored lead campaigns where the targeting is all automated or we're using things like Advantage Plus audience which is a suggestion feature so yes

we're giving targeting inputs but meta has the flexibility we don't want multiple adsets setting different options because we might as well just put it all in one adset because it's a suggestion anyway and that includes things like lookalike audiences often even custom audiences like we might include warm audiences in with cold audiences um in an Advantage Plus audience adset we will do that if the ads are going to be the same to both warm audiences and cold audiences we still separate them out if warm audiences are going to get different ads different ad creative different

ad copy than cold audiences that's going to depend on the business and what's most appropriate but in general we've got simplified ad campaign structures we might still have multiple campaigns we might still have a testing campaign a scaling campaign Etc but within that campaign the structure is going to be more simple um than it used to be we also used to have more individual ads whereas now because we have the variations on headlines so you can have five headlines per ad you can have five primary texts per ad a lot of the testing can be

done within the one ad as opposed to having to have multiple variations so again not something that I want you to be focusing a ton of your time on is building out tons of AD sets tons of ads I don't think that's the right way to go if you want more information about campaign structure and my recommended campaign structure in detail I'll include a link in the video description below um that can go through more details and exactly how we set things up now okay Point number six is to improve your Data Tracking so the

quality of the data that you get into your meta ad account so the accuracy of how many purchases am I generating how many leads am I generating how many people I sending through to my website is really really important because it will allow you as an Advertiser to see what's going on so you can optimize the campaigns it also allows meta to optimize the campaigns properly and get you the best possible results and neither of those things should be underestimated you can take a campaign that is failing badly and make it really profitable with enough

uh good data that can then be used to optimize um over time so the bare minimum is you have to have the metapixelatron and I'd recommend that a lot of advertisers go one step further and use high Ros we use high Ross in my business and it really helps improve the data that you generate um within your ad account and allows you and meta to optimize your campaigns that much better hos is the best tracking and attribution software for Facebook and Instagram ads it's a software that all the big players including myself self use I

use it to track the results I generate from my own ads I also use it for all my organic content as well which is really useful so someone comes through and books a call for our done for you services for example I can see exactly where they came from with a lot of accuracy and that allows me to make decisions in my business which is really really helpful and let me quickly show you how important this is so I'm in my hos dashboard and I've isolated one of our meta ad campaigns and I created a

report for it so we can see the data and you can take a look at this so this campaign spent just under £2,000 generated 15,000 in Revenue but here's the really important bit reported versus revenue and in this column we can see £12,000 now what that means is that out of the £15,000 that this campaign has actually generated hyos has been able to report on the full 15,000 £12,000 of which meta was not originally able to see so if we're just looking within our meta account not using High Ros we would have seen that £3,000

of Revenue was generated from this campaign and that is not true at all that is a much much lower roas number than the actual £15,000 of Revenue that was generated for a number of years now meta's ad tracking capabilities have not been as accurate as they once were because all sorts of privacy regulations have come into effect and it's only heading that way it's only becoming more and more difficult to get accurate data and and track our results as we need to be able to do this is a relatively extreme case and the reason why

is because meta has a 7-Day maximum attribution window and this is an ad campaign that's retargeting for one of our services that people usually take a lot longer than 7 days to make a decision on so someone clicks on an ad they often won't convert within 7 Days meta simply not able to see that data and that's where H Ros comes in the important thing is that you need accurate data and hos takes care of that so if you want to get better results from your Facebook ads without actually having to touch your ads go

ahead and sign up to hyos there is a link in the video description tip number seven is to use the AI text generation built within the meta ad campaign creation process but be the filter so when you upload a primary text or a headline um that you've written meta will then create um new versions of that they can also just based on the link that you sending people through to your website they can take information from there as well but they will create other AI generated um text copy that you can use in your ad

uh primary text versions headline versions things like that so you actually want to use that but similar to the creative enhancements you want to check through through and make sure that you only use the ones that apply to your business you're always going to have context on your business on whether or not this offer can have a headline like that can have a primary text like that and it still all makes sense that like meta is not going to have obviously their AI not going to have so what we typically do is we'll write one

ourselves we will then look at the metha generated AI generated copy variations we will usually use meta might create five of each for example we might use two or three sometimes we will just tick those select yet we we use them sometimes we'll go okay that's pretty good but this is not quite right that's not in the voice of the brand let's tweak that slightly and then and then go ahead with it so you really want to see um things like that a lot of the AI tools within meta ads for Creative for copy generation

as a time saer you didn't need to write out four or five versions yourself you just wrote one and then modified a couple and then just used a couple of others um but don't think of it as like it can completely do the job that is a good way to end up with ad copy that in some cases just doesn't make sense Point number eight is to take advantage of opportunity score now opportunity score is something is a feature that's relatively new not all ad accounts have it and just to quickly explain how it works

so with opportunity score meta will give you a score out of 100 that shows how optimized your setup is and they will make recommendations how you can improve your opportunity score get closer to 100 and obviously campaigns Etc ad sets ads that are more optimized are going to get higher score those that are less optimized are going to get a lower score most of the recommendations that you get within opportunity score are really quite good and things that I would also recommend um so I think taking it its advice for the most part is a

good idea and is going to help you get better results and I think this is especially important if your results aren't where you want them to be you can go ahead and go okay yeah I'm a 72 out of 100 there's probably quite a bit I could do here to improve um to optimize my setup and get better results follow the instructions improve that opportunity score there's a good chance you will see your results improve as well tip number nine is to scale more aggressively So Meta has told us that we can now scale in

larger increments without re-entering the learning phase it was sort of accepted wisdom for a long time that you couldn't increase the budget by more than 10% 20% um without re the learning phase and your results just you know becoming rubbish overnight as soon as you you start to scale that's not the case anymore you can scale in significantly larger increment sometimes as much as doubling sometimes even I've even seen more uh without reentering the learning phase does depend on what your B budget currently is so you can scale in larger percentage increments if you're operating

with a small budget as opposed to a large budget you can take a $10 a day budget to $20 a day no problem at all would you want to take a $10,000 a day budget to $20,000 a day in one go probably not right that would be too um large a jump this is really important for advertisers and this has come up recently quite a number of times in people I've spoken to that have time sensitive offers and things are going really well and they want to take advant AG of them so if you've got

like a Black Friday offer or a Christmas sale or whatever happens to be for your business it's like we've only got another 3 days can I really only increase the budget 10 20% it's like no no no go for it if things are working really well whack that budget up now of course your cost per purchase your cost per lead may go up these things are possible but I think the potential reward is worth the risk because if it works out you can acquire a lot more customers and take advantage of of a shorten time

time period if you don't have those um you know time deadlines I'd still recommend you be on the cautious side when it comes to scaling you don't want to break your campaign if this is an evergreen campaign that you plan on running for you know months years Etc um but just know that you can be more aggressive and you can scale more than you know i' I've spok to advertisers that don't want to scale more than 10% once a week and you think it's going to take you a long time to increase this budget to

anything substantially more than what you're currently spending with that setup okay Point number 10 is to use Geo fencing if you're a local business so fairly recently met have removed the ability to Target um location based with different setting options so basically I'll explain what I mean so now you you use your location targeting and you can still do that right you can select I only want to advertise to this city or this County or this area this radius but what you used to be able to do previously was instead of going with the default

which is people living in or recently in this location you used to be able to change that to own many people living in um and if you're a local business let's say you're a plumber you don't want to advertise to people that have visited the city in which you operate recently because if you're advertising your plumbing services like they're not going to be interested they live somewhere else you only want to Target people that are actually living in that location and that's caused some issues for advertisers where you're like I'm only targeting this city but

for some reason I can see the leads being generated and my data that I'm getting um leads from different parts of the country different cities different states different countries even like what's going on so the solution there is often to geofence and the way you geofence is you target the city you want to Target or the area you want to Target if you want to be you know radius more specific there's lots of different options and then you exclude the areas around that and that seems to really improve um the situation where you've got that

issue I just described where you are generating leads from people in the wrong locations it doesn't make it 100% accurate but you don't want to be spending 20 30% of your budget on people that can't become customers of yours right if you can do this and reduce that to 5% 2% that's well worth doing we got a whole video on geofencing exactly how to do it and work you through the steps link is in the video description tip number 11 the key to success with video ads is the hook now a lot of meta advertisers

are quite intimidated by video ads and I completely get why they're much more difficult to create than image ads there's a much greater chance that you create a video ad and it just looks rubbish in comparison um to an image ad but the potential rewards of producing a high quality video ad are well worth the effort and can make up for those uh difficulties and that added complexity in terms of creating them in the first place so just like I talked about earlier there are parts of meta advertising that you really want to focus on

and spend your time and effort on because those are things that move the needle and make the difference the equivalent of that for a video ad is the hook the hook is the first 3 seconds of a Facebook video ad and that's the part that's either going to grab people's attention or not and by improving the hook keeping the rest of the video at the same you can double or more your Eternal ad spend it is that important so if you're running video ads and want to get better results you're thinking about creating video ads

I strongly recommend you check out this video in that video I walk you through the various hook options that we use there's a whole bunch that we use um typically you can select which ones are going to work for your business and by creating lots of different hooks often quick easy to do and then combining those with the same ad but just testing lots of different options you can see huge improvements in your return on SP so like I said if you want to get better results from Facebook video ads go ahead and give this

a watch and I'll see you in another video