How to create an effective Facebook ads strategy in 2025

Facebook ads can be incredibly powerful — when they’re done right. Most marketers say it consistently delivers a better ROI than any other social media platform.

There’s just one catch — you need a solid Facebook ad strategy in place before you dive in. Otherwise, Meta’s evolving algorithms, changing audience expectations, and the nuance of different ad types can make things expensive fast.

I work with clients every day who use Facebook ads and rely heavily on ad experts who stay current on best practices. To help you develop a smarter, more effective Facebook ad strategy, I’ve connected with several pros and am sharing their insights in this article.

Table of Contents

Are Facebook ads worth pursuing in 2025?

Short answer — yes. Over 10 million businesses are actively using Facebook advertising to reach billions of active users.

Clearly, something is working:

• 43% of marketers we surveyed plan to maintain the same investment in Facebook in 2025 as last year.
• 25% plan to increase their investment in 2025.
• More marketers plan to invest the most in Facebook in 2025 than in any other social media channel.

“Facebook is still the most efficient, scalable ad network for businesses of all sizes. The real question isn’t whether it works — it’s whether you’re committed to doing what it takes to make it work,” says Zachary Murray, founder of Foreplay.co, a creative collaboration and ad inspiration platform for marketers and creative teams.

Which brings me to the longer answer — Facebook ads may or may not be the perfect fit for every business. Before you invest time, money, and energy into them, I always recommend asking three questions:

1. Why are you running Facebook ads?
2. What results are you hoping to achieve?
3. What else needs to be in place for your ads to be effective?

Some background…