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Meta advertising in 2025: How to create high ROAS with the right strategy

Meta advertising has changed significantly in recent years. In 2025, it's no longer enough to just throw out ads and hope for conversions. The brands that succeed work strategically with their sales funnel, target audience, content and ad account structure. In this article, we dive into best practices for Meta advertising and show how you can significantly increase your ROAS.

What is Meta advertising?

Meta advertising refers to paid ads on platforms like Facebook and Instagram. It is one of the most used channels for performance marketing - especially for e-commerce companies in Denmark, Sweden and Norway.

But Meta advertising today is about much more than just campaigns and clicks. It's about holistic strategy.

Why Meta advertising still works

Even though competition is high and CPM prices are rising, Meta is still one of the most effective advertising platforms. Why is that?

Advanced targeting across the funnel
Dynamic Product Ads (DPA) option
High engagement rate on video and UGC
Direct tracking of ROAS, CAC and LTV

But it requires you to use the platform correctly.

1. Funnel first: How to build your meta strategy

A good Meta advertising strategy is based on the sales funnel - also known as the funnel.

Top funnel (15% of budget)
👉 Goal: Awareness
👉 Content: UGC video, reach campaigns, branding
👉 KPI: View through rate, engagement, views

Mid funnel (10% of budget)
👉 Goal: Engagement & Traffic
👉 Content: Retargeting, lead campaigns
👉 KPI: CPC, CTR, interactions

Bottom funnel (75% of budget)
👉 Goal: Conversions
👉 Content: DPA, urgency, discount codes
👉 KPI: ROAS, CPA, purchases

By allocating budget strategically, you not only increase your chances of sales, you also build awareness and long-term value.

2. Content is king - especially UGC video

The most important element of successful Meta advertising in 2025 is: CONTENT.

Top-performing Brands spend up to 70% of their marketing efforts on testing and developing different creatives - especially UGC video. Why are they doing this?

UGC video feels more authentic and believable
This results in higher engagement and lower CPA
It performs better at both the top and bottom of the funnel

Remember: You need to match content with the target audience. Is your target audience women aged 30-45? Then your creator should also look like someone who speaks to that audience - and use their language, tone and style.

3. Best practices for your ad account

Many ad accounts perform poorly because they are messy and inefficiently structured. Here's what works in 2025:

✅ 2-3 campaigns max (awareness, engagement, conversion)
✅ Budget allocated to ad sets for faster learning
✅ Use Advantage+ for your conversion campaigns
✅ Create separate ad sets if Meta does not prioritize new creatives
✅ Avoid competing with yourself in different ad sets

And most importantly, don't just go by ROAS. Calculate your CAC and your customer's LTV. This will give you a more realistic picture of profit.

4. Understanding your target audience is crucial

The best campaigns hit the mark because they understand their buyer persona down to the core. Your content should speak the same language as your target audience - and look like the content they already consume.

Example: An American outdoor brand uses male creators aged 50 with a badass attitude - because their core audience relates to that.

The same goes for you. Who is buying your product? Which creator matches them? What type of UGC video engages them?