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).

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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.

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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.

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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.

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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.

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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.

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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.

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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).

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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.