Facebook advertising

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

Facebook advertising has changed significantly in recent years - and in 2025 the game is different than ever before. With increasing competition, new AI and stricter data protection requirements, getting results on the platform requires both strategy and technical understanding.

In this article, we guide you on 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 Meta universe in general, 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 ad tools

• Strong performance on both B2C and B2B

While TikTok and other platforms have gained ground, Facebook is still central to 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 with real users, personal recommendations and a more imperfect look often perform better than polished ads.

👉 Tip: Use creators or customers to produce videos focusing on product experiences, before/after and real recommendations.

1.2 AI and Advantage+ campaigns

Meta has rolled out Advantage+ Shopping Campaigns and AI at scale. These campaigns use machine learning to place your ads across formats and audiences.

👉 Use these campaign types for e-commerce - but keep an eye on 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 via e.g. Meta Conversions API is essential.

👉 Combine 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

Do you want to sell, generate leads or increase awareness? Your goals determine campaign structure and ad selection.

2.2 Think in full funnels

Divide your advertising efforts into three phases:

• 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

• Texts and call-to-actions

• Target groups and locations

3. Facebook advertising and GDPR in 2025

Legislation and transparency are in focus. You can only use data that has been collected with consent and you must clearly inform about how you use cookies and pixels.

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

4. Pricing and ROAS: What will Facebook advertising cost in 2025?

The cost of Facebook advertising varies depending on audience, competition and the quality of your content. In 2025 we see:

• CPM (cost per 1000 impressions): 40-90 DKK on average

• CPC (click price): 2-6 kr.

• ROAS (Return on Ad Spend): Anywhere from 1.5x to 10x - depending on industry and setup

👉 It's not just about spending money - it's about how 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 succeed understand how to combine performance marketing with authentic content and technical precision.

Want to succeed with Facebook advertising? Then think holistically:

• Quality content

• Effective tracking

• Targeted setup

• Continuous optimization

Keywords included:

• Facebook advertising

• Facebook advertising 2025

• Facebook advertising price

• Facebook advertising strategy

• What works on Facebook advertising

• UGC Facebook ads

Need help with your Facebook advertising? Contact us for a free review of your current campaign setup - and get concrete suggestions for improvement.