Facebook Ads In 2025: New Algorithm, Media Buying Secrets And The Future Of Scaling — Manel Gomez | What Matters Most In Facebook Ads, How To Structure A Winning Ad Campaign, How Small Advertisers Can Scale Profitable, The Role Of AI In Ad Success (#384)

This episode explores the evolution of Facebook Ads, specifically focusing on the changes and strategies effective in 2025. Against the backdrop of increasing AI automation and algorithm shifts over the past year, the discussion highlights a move towards prioritizing creative content and messaging over granular audience targeting. More significantly, the guest, a seasoned media buyer, details a shift from the "golden era" of Facebook Ads (2015-2019) characterized by low competition and high ROAS, to the current complex landscape impacted by iOS 14 and the need for sophisticated tracking tools. For instance, the expert emphasizes the importance of understanding CPM, CTR, CPC, ROAS, and CPA metrics within the Meta Ads Manager, even acknowledging the limitations of modeled conversions due to privacy concerns. As the discussion pivoted to campaign structuring, the guest advocates for a process-driven approach focusing on identifying winning angles and crafting targeted funnels, rather than simply duplicating ad sets. What this means for advertisers is a need to deeply understand customer purchasing behavior and tailor creative strategies accordingly, transforming the role of the media buyer into a more consultative position within the brand's growth strategy.