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Facebook advertising in 2025: How to succeed in a new advertising landscape

Facebook advertising has changed significantly in recent years — and in 2025, the game is more different than ever. With rising competition, new AI tools, and stricter data protection requirements, getting results on the platform now demands both strategy and technical know-how.

In this article, you’ll learn how to succeed with Facebook advertising in 2025 — whether you're a beginner or a performance marketer.

Why choose Facebook advertising in 2025?

Facebook (and the broader Meta ecosystem including Instagram and Audience Network) is still one of the most effective platforms for digital advertising:

Over 3 billion active users across Meta platforms
Advanced targeting and remarketing
Powerful AI-driven ad tools
Strong performance in both B2C and B2B

Even though TikTok and other platforms are gaining ground, Facebook remains central for branding, lead generation, and e-commerce — especially when the strategy is sharp.

1. What works in Facebook advertising in 2025?

1.1. UGC and authentic video content

User Generated Content (UGC) dominates. Ads featuring real people, personal recommendations, and a less polished look often outperform traditional ads.

👉 Tip: Use creators or customers to produce videos focused on product experiences, before/after, and genuine testimonials.

1.2. AI and Advantage+ campaigns

Meta has expanded Advantage+ Shopping Campaigns and AI optimization massively. These campaigns use machine learning to place your ads across formats and audiences.

👉 Use these campaign types for e-commerce — but monitor ROAS and exclude existing customers for maximum efficiency.

1.3. First-party data and server-side tracking

With iOS restrictions and GDPR in Europe, server-side tracking (e.g., Meta Conversions API) is essential.

👉 Combine the pixel with server-side tracking and use tools like Google Tag Manager, Stape, or the Shopify integration.

2. How to build a strong Facebook advertising strategy

2.1. Define clear goals

Are you trying to generate sales, leads, or brand awareness? Your goals determine campaign structure and ad formats.

2.2. Think in full funnels

Structure your ad efforts into three stages:

Top-funnel (awareness): Videos, storytelling, reach campaigns
Mid-funnel (consideration): Product demos, testimonials, engagement
Bottom-funnel (conversion): Retargeting, dynamic product ads, discounts

2.3. Test, optimize, repeat

Always split-test:

Hooks, thumbnails, and intros
Copy and CTAs
Audiences and placements

3. Facebook advertising and GDPR in 2025

Regulation and transparency are in focus. You may only use data collected with proper consent, and you must clearly communicate how cookies and pixels are used.

👉 Use Consent Mode v2 and ensure proper consent handling on your website.

4. Prices and ROAS: What does Facebook advertising cost in 2025?

Prices vary depending on audience, competition, and content quality. In 2025, averages look like:

CPM: 40–90 DKK
CPC: 2–6 DKK
ROAS: Anywhere from 1.5x to 10x depending on industry and setup

👉 It’s not about how much you spend — but how well you spend it.

5. Facebook advertising isn’t dead — it’s just different

In 2025, Facebook advertising is all about creativity, AI, and transparency. The brands that win combine performance marketing with authentic content and technical precision.

To succeed, think holistically: