As platforms evolve and automation becomes more powerful, the brands that stand out are the ones that blend structure with creativity and insights with experimentation. Meta’s ad ecosystem offers unmatched reach and personalization to guide users throughout the full purchase journey – but only if campaigns are built to take full advantage.
In this post, I’ll show how we’re approaching Meta campaigns in 2025 to improve performance, scale efficiently, and drive qualified conversions. I’ll cover:
- Account structure
- Audience targeting
- Creative testing
- Advanced measurement
- Messaging frameworks
Let’s get into it.
1. Account Structure: Simplify, Segment, and Scale
It doesn’t cost you a dollar more in budget to build cleaner, smarter structures. Give your campaigns an honest look to see if you’re coming up short on the following:
- Organize for clarity: Maintain clean and consistent naming conventions across all levels, campaigns, ad sets, and ads, to make reporting and testing easier.
- Funnel segmentation: Structure campaigns by funnel stage (ToF/MoF/BoF), geography, or product line to control spend and optimize messaging.
- Budget allocation: Use campaign budget optimization (CBO) for prospecting, and ad set budget optimization (ABO) for retargeting. Avoid spreading your budget too thin.
2. Audience Targeting: Segment Thoughtfully and Exclude Strategically
Meta campaigns have a ton of targeting options; we’ve found that it’s best to start as follows:
- Targeting types to test:
- Broad audiences
- Lookalikes
- Customer lists
- Website custom audiences
- App activity or video viewers
- Advantage+ detailed targeting (interests, behavior, demo) – and for Advantage+ campaigns, use the following audience signals to guide the algorithm:
- Past purchasers or converters
- Cart abandoners
- High-intent retargeting audiences
- Audience sizes:
- Awareness/Prospecting: 100K–500K
- Retargeting: 10K+
- Customer lists: 1K minimum
- Exclusions: Always exclude current customers and recently engaged users from prospecting campaigns to avoid wasting spend.
3. Creative & Ad Testing: Win with Freshness, Creativity and Format Variety
More than any other platform except perhaps TikTok, your Meta campaigns depend heavily on the creative you produce – both quantity and quality – to perform.
Our best practices include:
- Creative variety: Include 4–5 ads per campaign across key formats:
- 1:1 and 4:5 images/videos for feeds
- 9:16 for Stories and Reels
- Regular testing: Refresh ads 2–4x per month minimum (depending on budget) to avoid fatigue. Experiment with different:
- Messaging angles & hooks
- Creative styles
- Offers and CTAs
Track effectively: Use consistent ad naming conventions and append dynamic UTMs at the ad level:
utm_source=&utm_medium=cpc&utm_campaign=&utm_content=&utm_term=
4. Measurement: Set It Up Right from the Start
Advanced measurement is key to optimize both B2C and eCommerce campaigns, but it’s absolutely essential for B2B marketers looking to tap into Meta’s scale and set up guardrails that can help avoid blowing your budget on a bunch of junk leads. Our best practices:
- Basic: Use the Meta Pixel to track website conversions and retarget site visitors.
- Intermediate: Enable Conversion API for advanced tracking and optimization across devices and browsers. (If you haven’t set it up, start here.)
- Advanced: Leverage Offline Conversions: Integrate phone calls, in-person visits, qualified leads, and other offline actions into your reporting.
5. Messaging Across the Funnel: Don’t Say the Same Thing to Everyone
This is an incredibly important element of high-performing creative: messaging segmented by purchase stage & intent.
- Upper Funnel (ToF): Educate new audiences with content that speaks to their pain points and desires. This is where you create demand.
- Lower Funnel (BoF): Drive conversions with messaging that builds credibility, social proof, product benefits, case studies, and irresistible offers.
- Use Meta’s strengths: Let the algorithm find your best-fit users by feeding it clear, funnel-appropriate creative and speaking directly to your ICP.
Meta works best when your structure supports experimentation, your creative speaks to each stage of the journey, and your measurement tells the full story. The goal is simple: bring the right message to the right person at the right time, and give Meta the signals it needs to optimize for your success.
Want support building or optimizing your Meta strategy? Let’s talk.
