CFO GROUP INTEGRATED SERVICES
How to Run Effective Facebook Ads in 2025: A Step-by-Step Guide
CMO Media Lab Pte Ltd • July 1, 2025
Introduction: Why Facebook Advertising Still Works in 2025
In today’s competitive digital marketplace, knowing how to run effective Facebook ads is essential. Meta’s ecosystem, including Facebook, Instagram, Messenger, and Audience Network, remains one of the most powerful digital marketing platforms available. With nearly 3 billion Facebook users worldwide, a well-executed Facebook ad campaign can help you increase brand awareness, attract potential customers, and generate online sales.
This playbook will guide you through setting up your Facebook Ads Manager account, selecting the right campaign objectives, and creating high-performing ad campaigns across various ad formats, including video ads, carousel ads, image ads, collection ads, and story ads.
The Changing Landscape of Facebook Advertising
Digital advertising is evolving. Privacy updates, such as Apple’s ATT, have changed how we track website actions, while Meta has intensified its focus on AI-driven ad targeting. To run successful Facebook ads, marketers must strike a balance between data privacy, advanced audience targeting, and creative ad formats that effectively connect with the right audience.
👉 Key Insight: Future-proof marketing efforts by combining Facebook Pixel with Conversions API to capture accurate ad performance metrics for future campaigns.
Step 1: Setting Up Your Facebook Business Account
Create and Organize Your Ad Account
Before you run ads, set up Meta Business Suite (your Facebook Business Page, Ad Account, and Ads Manager hub). This ensures professionalism, security, and transparent ad reporting.
Connect Your Facebook Business Page and Instagram Profile
To run Facebook ads across both platforms, connect your Facebook Page and Instagram profile. This integration allows ads to appear seamlessly in the Facebook feed, Messenger ads, sponsored posts, and story ads.
Install and Configure Facebook Pixel
The Facebook Pixel is crucial for tracking website actions, such as purchases, leads, and clicks. It also powers custom audiences and lookalike audiences for smarter audience targeting.
Step 2: Navigating Facebook Ads Manager
The Facebook Ads Manager serves as the central hub for creating and managing ad campaigns. Its hierarchy is simple:
- Campaign → Ad Set → Ad
- Campaign Objective: Define your main goal (awareness, traffic, lead generation, app promotion, or sales).
- Ad Set: Decide on ad targeting, daily budget or lifetime budget, start date, and ad placement.
- Ad: Build your ad copy, choose the ad type (single image ads, slideshow ads, video ads, carousel ads, collection ads, multi-image ads), and set up the landing page.
👉 Pro Tip: Utilize ad reporting to create a custom report and track key metrics, such as CTR, CPC, ROAS, and impressions, to refine future campaigns.
Step 3: Choosing the Right Campaign Objective
Your campaign objective tells Meta’s algorithm what outcome to prioritize:
| Campaign Objective | Purpose / Outcome |
|---|---|
| Awareness | Build and boost brand awareness |
| Traffic | Drive visits to a landing page or blog |
| Engagement | Increase likes, comments, and shares |
| Lead Generation | Capture leads using Instant Forms |
| App Promotion | Drive app installs and app engagement |
| Sales | Generate direct paying customers and online sales |
Step 4: Mastering Audience Targeting
Even with privacy changes, Facebook advertising offers powerful tools for finding the right audience:
- Core Targeting: Based on demographics, interests, and behaviors.
- Custom Audiences: Retarget people who visited your landing page or engaged with previous campaigns.
- Lookalike Audiences: Scale reach by creating lookalike audiences of your best customers.
👉 Example: Target Facebook users aged 25–40 in Singapore who like sustainable fashion and have shown interest in online sales.
Step 5: Creating Ads That Convert
Choose the Best Ad Format
| Ad Format | Purpose / Benefit |
|---|---|
| Image Ads / Single Image Ads | Simple, effective for boosting brand awareness |
| Video Ads | Great for storytelling and showcasing product use |
| Carousel Ads / Multi-Image Ads | Showcase multiple products in one new campaign |
| Collection Ads | Combine images and video for an immersive shopping experience |
| Slideshow Ads | Lightweight video-style ads built from images |
| Stories Ads & Messenger Ads | Engage audiences in real time |
Write Compelling Ad Copy
- Use short, benefit-driven ad copy.
- Highlight how your product solves problems.
- Always include a strong CTA (“Shop Now,” “Get Started,” “Book Today”).
Step 6: Budgeting, Ad Spend, and Optimization
| Focus Area | Key Action |
|---|---|
| Daily Budget vs Lifetime Budget | Choose the option that best aligns with your overall advertising strategy. |
| Ad Spend | Start small, test performance, then scale once you see measurable results. |
| Ad Placement | Use automatic placements or test Facebook Feed, Audience Network, Stories Ads, Messenger Ads. |
| Optimize Ad Continuously | Regularly refresh creatives and ad copy to prevent audience fatigue. |
| Ads Reporting | Track key metrics (CTR, CPC, CPM, conversions) to improve future campaigns. |
Step 7: Measuring and Scaling Your Campaigns
Use Ads Manager to analyze ads’ performance metrics:
- Click Through Rate (CTR)
- Conversions (sales, leads, app installs)
- Advertising Costs vs ROAS
- Key Metrics from Custom Reports
Based on results, scale successful Facebook ads, replicate winning ad sets, and optimize marketing efforts for future campaigns.
Conclusion: Build a Scalable Facebook Advertising Strategy
Running successful Facebook ads is not about luck—it’s about a clear advertising strategy, strong setup, and data-driven optimization. By mastering:
- Ads Manager Setup (Business Suite, Pixel, CAPI)
- Campaign Objectives (awareness, leads, sales)
- Audience Targeting (custom audiences, lookalike audiences)
- Ad Formats & Ad Copy (video ads, carousel ads, sponsored posts)
- Ad Spend Optimization & Reporting (CTR, conversions, costs)
…you’ll build a repeatable system that consistently drives paying customers, boosts brand awareness, and reduces advertising costs.
This is how you run Facebook ads that work in 2025—turning ad budgets into predictable growth engines.
Stop Guessing. Let CMO Media Lab Engineer Your Facebook Ad Success
Running successful Facebook ads requires more than just creating ads—it demands a proven Facebook ad strategy, precise audience targeting, and constant optimization of ad spend. At CMO Media Lab, we help businesses transform their Facebook advertising into a predictable growth engine. From setting up your Facebook Ads Manager account and installing the Facebook Pixel to crafting scroll-stopping ad copy and testing various ad formats, such as video ads and carousel ads, our team ensures that every ad campaign is built for measurable results. With data-driven insights, we refine future campaigns, cut wasted advertising costs, and deliver the right audience straight to your landing page—turning clicks into paying customers.
