Facebook Ads in 2025: Still Worth It?
Table of Contents
- Who Should Still Be Running Facebook Ads
- When Facebook Ads Might Not Be Worth It
- Best Practices for Facebook Ads in 2025
- Ad Creative
- Audience Segmentation
- Automation Tools
- Conversion Tracking
- Mobile Optimization
If you’ve been wondering whether Facebook Ads still make sense for your business in 2025, you’re not alone. With the rise of TikTok, YouTube Shorts, AI-generated content, and ever-tightening privacy regulations, it’s fair to ask: is Facebook still a smart place to spend your ad dollars?
Let’s not waste time. Yes, Facebook Ads are still worth it in 2025. But they’re not for everyone, and they’re definitely not what they used to be.
In this article, we’ll break down what’s changed, what’s still working, and how small and medium businesses can actually get results on the platform without blowing their entire budget.
Why Facebook Ads Aren’t Dead Yet
Despite growing skepticism, Facebook continues to be one of the most powerful advertising platforms for businesses. Why? It still has a massive user base, powerful targeting tools, and integrated features that make it easier to drive results directly from the platform. Facebook is the third most-visited website behind Google and YouTube as of 2025.
People are still spending time on Facebook, and while usage trends have shifted slightly to platforms like Instagram, YouTube, and TikTok, Facebook remains relevant, especially for older demographics with higher purchasing power.
What’s Changed Since 2020
Several changes have reshaped the way Facebook Ads work. Understanding these shifts can help you adjust your approach and avoid wasting ad spend.
Privacy Updates
The biggest change has been around privacy. Updates like Apple’s iOS tracking changes have limited data collection, which impacts ad targeting and tracking. If your Facebook campaigns seem less effective, this is likely one of the culprits.
Rise of AI and Automation
Meta has leaned heavily into automation. Campaign structures have become simpler, but the platform now encourages the use of AI tools like Advantage+ to optimize targeting and budget allocation. When used correctly, these tools can boost performance and reduce manual work.
Increased Ad Costs
Ad competition has grown, especially post-pandemic. Many businesses are back to spending online, which has driven up the cost per click and cost per thousand impressions. This means your campaigns need to be more intentional and better optimized to remain profitable.
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What’s Still Working on Facebook in 2025
Not everything has changed for the worse. Several strategies are still effective and even thriving when applied correctly.
Retargeting
With fewer people converting on their first visit, retargeting remains a smart way to re-engage potential customers. Whether it’s through website visitors, email lists, or social engagement, retargeting keeps your brand top of mind.
Lead Forms
In-platform lead forms are still converting well, especially for service-based businesses. They are mobile-friendly, fast to fill out, and reduce the friction of navigating to an external landing page.
Video Content
Short, engaging videos that tell a story or show a product in action continue to outperform static images. Even low-budget videos filmed on a phone can work if the message is clear and targeted.
Local Campaigns
For businesses that rely on foot traffic or serve a specific geographic area, Facebook’s local targeting options remain valuable. Whether it’s promoting an event, offering a local discount, or boosting your Google Reviews, Facebook helps you get in front of the right people nearby.
Who Should Still Be Running Facebook Ads
Facebook Ads are still a good fit for:
- Local service providers
- E-commerce businesses with solid creative assets
- B2C companies targeting users over age 30
- Organizations looking to build brand awareness or stay top-of-mind
- Brands with remarketing lists or past website traffic
When Facebook Ads Might Not Be Worth It
There are cases where Facebook Ads may not be the best use of your budget:
- If your audience is primarily Gen Z
- If you lack creative assets like video or branded content
- If you do not have a clear offer or conversion goal
- If you’re unwilling to test and optimize over time
In these situations, platforms like TikTok, YouTube, or Google Ads may be better aligned with your audience and goals.
Best Practices for Facebook Ads in 2025
Ad Creative
People scroll fast. You have a second or two to grab attention. Use movement, bold headlines, and messaging that speaks directly to pain points.
Audience Segmentation
While broad targeting is the trend, layering in first-party data like customer email lists or lookalikes can make your campaigns smarter and more effective.
Automation Tools
Meta’s built-in automation tools are more powerful than ever. Use them to streamline performance and save time, but monitor closely and make manual adjustments when needed.
Conversion Tracking
Set up proper tracking using both the Facebook pixel and Conversions API. This ensures your data is as accurate as possible despite privacy changes.
Mobile Optimization
The majority of Facebook traffic is mobile. Make sure your landing pages load quickly and your ads are formatted for vertical viewing.
What SMBs Need to Know Before Launching Ads
Small and medium businesses should be clear about a few things:
- Ads are not a magic switch. They require testing and patience
- Creative is just as important as targeting
- It is better to spend less with great creative than more with average assets
- Measure the right things: leads, calls, store visits—not just clicks
- Regular updates and optimizations are essential
Final Thoughts: Still Worth It?
Yes, Facebook Ads are still worth it in 2025, but only if approached with the right mindset and tools. The game has changed, but it’s far from over. When paired with strong creative, smart targeting, and a consistent optimization plan, Facebook remains a valuable platform for local and national brands alike.
At Salem Surround, we help businesses cut through the noise, spend smarter, and see real results. Whether you are just starting out or trying to improve your current campaigns, we’re here to help.
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FAQs
Are Facebook Ads better than TikTok Ads in 2025?
That depends on your audience. Facebook is stronger for local services and older demographics, while TikTok works well for younger users and viral reach.
What’s the minimum ad budget I need to start?
You’ll want at least $500 to start testing your ads and gathering useful data.
Can Facebook Ads still drive leads or sales?
Absolutely. Especially if you use lead forms, retargeting, and sharp creative.
Do Facebook Ads include Instagram?
Yes. Ads run through Meta’s Ads Manager are shown on Facebook, Instagram, and even Messenger, depending on your settings.
How do I measure success with Facebook Ads in 2025?
Track cost per result, ROAS (return on ad spend), and engagement. Use UTM codes and Meta’s tracking tools to stay on top of performance.
Are Facebook Ads worth it for small businesses?
Yes, especially for businesses focused on local reach, lead generation, or brand awareness. But they require planning, testing, and ongoing optimization.
