Facebook And Instagram Ads Updates For 2025: What Marketers Need to Know 🧐

As December is around the corner with 2025 winking at us, there are some important advertising updates you’ll all need to know. So, I ask… Are you struggling to keep up with the latest Meta advertising changes? Wondering how AI is reshaping the ads landscape?

For marketers who haven't recently embraced advertising on Meta platforms, particularly those who stepped back after the iOS updates, now is the time to reconsider. 

The potential reach is enormous, with over 3 billion monthly active users on Facebook and nearly 3 billion on Instagram. 

More importantly, Meta's advertising remains one of the most cost-effective options for reaching a target audience with paid social media marketing. Facebook ads expert Tara Zirker routinely sees averages of: 

• $20 cost per action overall on the platform

• $8 cost per lead

• less than $1 per click when targeting US markets

3 Advantages+ Features To Explore

Meta has introduced a suite of Advantage Plus features representing a significant shift toward AI-driven advertising.

1 - Advantage+ Shopping Campaigns

This feature represents Meta's fully automated solution for eCommerce businesses. 

The system uses a dedicated algorithm separate from other ad products and requires minimal input from advertisers–simply upload your creative assets and select your catalog source. The AI handles audience targeting, placement optimization, and delivery from there.

This feature works across various price points, even for products priced at several hundred pounds. However, it performs best for accounts with substantial historical data from which the AI can learn from.

2 - Advantage+ Placements

This optimisation feature allows the algorithm to identify where your ads perform best effectively.

Zirker strongly advises against manually selecting placements, a practice she sees many advertisers still following. 

Her analysis of numerous accounts reveals that even with unrestricted placements, about 60-80% of the advertising budget typically goes to Instagram, where the audience is most responsive. At the same time, she’s found that Facebook audiences can sometimes be even more valuable than Instagram audiences for certain businesses.

This demonstrates the importance of letting the algorithm optimise across all available placements rather than restricting them based on human assumptions.

3 - Advantage+ Creative

According to Zirker, creative optimisation should consume about 80% of your advertising effort, as it's becoming the primary differentiator in campaign success. Meta has developed sophisticated tools to better serve advertisers with tools to enhance Ad creative automatically.

The system can now adjust image brightness, generate animations, add music, and much more. One particularly powerful feature is the ability to take a basic product image and automatically generate various background settings for testing. This is particularly helpful when you want to A/B Ad testing!

The system can also intelligently extend backgrounds to fit different placements while preserving critical elements like text and logos.

When you enable these enhancements, Meta will show you preview examples of possible variations and suggest using top-performing ads from previous campaigns. However, you won't always know exactly which enhancements will be applied to individual ads.

Advantage+ Ad Strategy Implementation: Budget And Testing

You'll need enough budget for at least 200 conversions per day during your testing period; if your cost per lead is £10, you should plan for a daily testing budget of £2,000. This might seem substantial, but it's necessary to ensure Meta's AI has enough data to optimise effectively.

From that budget, allocate 10-30% specifically for new features or approaches. 

For Advantage Plus Shopping campaigns, you might initially see negative ROI in the early hours, but profitable campaigns often emerge by the end of the 24-hour cycle.

• Review your initial ad performance 4-6 hours after launch and pause any ads showing no conversions.

• Pause any unprofitable ad sets at the 8-9 hour mark, though you can keep those close to profitability.

• By the 12-hour point, pause any ad sets that aren't definitively profitable.

• Make a final check at 14-16 hours to pause any ad sets that have dipped below profitability.

Through this testing process, you'll typically find that about 15 out of 20 initial ad sets are effective, and five can be permanently scrapped. 

Once you identify your winners, create new ad sets to replace the unsuccessful ones and continue the testing cycle throughout your advertising campaign.

I hope these Meta updates will make your advertising more successful!

Q&A

• So, are you ready to harness the power of using Meta Ad’s for your business?

• Do you have any pain points I can help you with smoothing out regarding advertising?

• What do you think you could utilise Meta Ad’s for and how would it impact your business revenue?

Whenever you’re ready, here’s how I can help you:

1. Book a {10 MINUTE} Business Power Call with me, to arrange working together to make your social media videos stand out online as I tweak your approach, and analyse how to improve your current video, business strategy or advertising.

2. Don’t have time to create great videos yourself? Focus on your business, whilst we focus on creating the videos that you’ve always dreamed of. Get in touch to find out more.

Until next Friday, love to you all!

My Partner Services
Sky Adsmart  | Cheekymonkey Marketing  |

Fire an email back to me at [email protected] and let’s keep the chat going 👌🏻