Top Facebook Ads tips every business owner should know

Luke Meredith

Facebook advertising in 2025 is evolving rapidly, and businesses have to adapt to new trends and methods in order to remain competitive.

Of all the fundamental changes, perhaps most necessary is the requirement for highly optimised ad creatives. As the Facebook and Instagram platforms are visual-first, businesses have to invest in high-quality, engaging content.

Artificial intelligence tools, like Meta’s native creative optimisation tools, are making ads better in a simplified process without the need for highly developed design expertise.

Diversification of ad creatives is the other key trend. While image ads still work, businesses have to pay attention to short video ads, which have been found extremely engaging and conversion-driven. Customers are found to prefer watching videos over reading text when discovering new products, according to studies, so it should be incorporated as part of any campaign.

User engagement with advertisements is also shifting towards more immersive experiences. Facebook’s ad formats allow businesses to create rich brand experiences natively on Facebook. Lead generation forms, Instant Experiences and shopping features within the app allow potential customers to interact with brands without exiting Facebook. The tools enhance user engagement and ease conversions.

Data-driven marketing continues to be the priority, with Meta’s machine learning algorithms optimising ad targeting and performance. Businesses need to feed high-quality data into such systems in order to maximise returns. Advertisers must target at least a daily conversion and push out audience reach or change conversion objectives to go past Facebook’s “learning phase”.

Audience intelligence is also becoming more sophisticated, as Facebook’s automation capabilities are getting better at identifying the best target audiences without massive amounts of human input. Businesses should experiment with Meta Advantage+ audience features and super-lookalike audiences to maximise their targeting efficiency.

To succeed with Facebook advertising in 2025, businesses must harness automation, try new creative approaches and utilise audience data effectively. By staying ahead of these trends, they can optimise ad performance and drive valuable engagement with their audiences.

Our team at Engage Web know how to create Facebook Ads that generate sales for your business. Reach out today to speak to an expert member of our team.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.