Summary of "I Found a BETTER Way to Advertise on Facebook in 2025"

Summary: “I Found a BETTER Way to Advertise on Facebook in 2025”

This video presents a new, data-driven approach to Facebook and Instagram advertising that leverages Meta’s advanced AI-driven ad delivery system to optimize sales funnels within a single campaign and ad set, improving efficiency and return on ad spend (ROAS).

Traditional Facebook Ad Funnel Approach

Three-step funnel:
- Top of Funnel (ToF): Awareness campaigns to make audiences problem and solution aware.
- Middle of Funnel (MoF): Sales or lead campaigns targeting warmed-up audiences with product/service details.
- Bottom of Funnel (BoF): Conversion-focused campaigns with strong CTAs, testimonials, and reviews.
Advertisers warmed audiences sequentially through these stages.
Over time, many shifted to simplified funnels focusing mostly on MoF and BoF campaigns due to Meta’s improved targeting capabilities.

Challenges with Simplified Funnels

Meta’s algorithm targets people “ready to buy,” yielding strong short-term results.
However, this approach risks rapid audience exhaustion and declining results as fewer new prospects enter the funnel.
The underlying human behavior and funnel logic (awareness → consideration → conversion) remain valid but were underutilized.

New Recommended Strategy: Single Campaign, Single Ad Set, Multi-Stage Ads (“All Funnel Campaign”)

Campaign Structure:
- One campaign with one ad set targeting a mix of cold and warm audiences.
- Within this ad set, multiple ads represent different funnel stages (ToF, MoF, BoF).
Meta’s AI handles funnel sequencing:
- Automatically delivers top funnel ads to cold prospects.
- Skips warming stages for prospects closer to conversion and shows bottom funnel ads directly.
- Dynamically personalizes ad delivery per user, optimizing budget efficiency and ROAS.
Creative Diversity:
- Essential to have a wide range of ad types and formats (UGC, testimonials, problem awareness, solution awareness, product awareness).
- Meta uses this diversity to tailor the funnel path per individual.
- Avoid running multiple ad sets targeting cold vs warm separately because Meta’s AI blurs these distinctions anyway.
Audience Targeting:
- Use broad targeting with some warm audience suggestions.
- Meta’s algorithm mixes targeting dynamically unless strict hard limits are imposed (not recommended).
- Consolidate budget into one ad set to allow Meta to optimize learning and delivery.

Optimization and Management Playbook

Do not turn off ads based solely on poor ROAS early on. Ads with poor immediate ROAS might be top funnel ads critical for warming audiences.
Turn off ads Meta is NOT spending budget on. After the learning phase, Meta typically spends budget on 1-3 top-performing ads. Ads receiving little to no spend are effectively underperformers.
Replace turned-off ads with new creatives that cover different funnel stages.
Use Meta’s budget allocation as a signal of ad effectiveness, not just ROAS.
Maintain creative diversity to keep the funnel flow intact.

Key Metrics & Outcomes

82% of mentorship program participants see notable ROAS improvements within 30 days.
Meta’s AI-driven funnel approach improves efficiency by targeting the right funnel stage per user.
Creative diversity and consolidated budget improve Meta’s learning and optimization.
Avoid audience fragmentation to maximize budget efficiency and conversion volume.

Supporting Resources

Sponsored by HubSpot, which offers the Loop Marketing Prompt Library:

A free AI-driven marketing system with four stages: Express, Tailor, Amplify, Evolve.
Helps marketers create personalized, data-driven campaigns that evolve with audience behavior.
Useful for brand differentiation, account-based marketing, and experimentation acceleration.

Actionable Recommendations

Shift from multi-campaign funnel structures to one campaign, one ad set with multiple ads representing funnel stages.
Focus on creative diversity within the ad set to enable Meta’s AI to deliver ads in an optimal funnel sequence.
Monitor Meta’s budget spend per ad as a primary optimization signal.
Avoid splitting budgets across multiple ad sets targeting cold vs warm audiences.
Use HubSpot’s AI prompt library to enhance marketing content and strategy.
Consider mentorship or expert guidance to implement this advanced strategy effectively.

Presenters / Sources

Main presenter: Unnamed Facebook ads expert (creator of mentorship program).
Meta (Facebook/Instagram) platform and official recommendations.
HubSpot (sponsor, provider of AI marketing prompt library).

This video reveals a cutting-edge Facebook advertising framework leveraging Meta’s AI to run dynamic, multi-stage sales funnels within a single campaign and ad set, emphasizing creative diversity and budget consolidation to maximize ROAS and long-term funnel health.