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23.09.2025
Meta Ads 2025: What Works in Targeting After Algorithm Updates
Meta Ads (Facebook and Instagram) remains one of the most effective customer acquisition channels but in 2025, the rules of the game have changed again. The algorithms are increasingly automating the ad placement process, removing many manual settings, and placing more emphasis on creative quality.
In the past, campaign success heavily depended on precise targeting. Today, the winners are those who can deliver strong creatives, the right algorithm signals, and broad audience strategies.
In this article, we’ll break down what’s changed in Meta Ads in 2025 and which approaches yield the best results.
In the past, campaign success heavily depended on precise targeting. Today, the winners are those who can deliver strong creatives, the right algorithm signals, and broad audience strategies.
In this article, we’ll break down what’s changed in Meta Ads in 2025 and which approaches yield the best results.
Key Meta Ads Algorithm Updates
-
Advantage+ and Automated Campaigns
Meta is pushing the Advantage+ format (especially for eCommerce), where the algorithm distributes the budget and tests creatives automatically. This reduces setup time but demands high-quality input assets. -
Reduced Interest Targeting
Many detailed interests and demographic filters have been removed. Now, the algorithm performs better with broader audiences using its internal signals. -
The Growing Importance of Creatives
The algorithm optimizes based on user behavior, which means that CTR and conversions now rely heavily on the quality of your creatives.
Top-Performing Formats in 2025
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UGC and Reels Ads
User-generated content (UGC) formats feel more native and boost engagement. Reels Ads are currently among the highest-converting formats. -
Vertical Video and Dynamic Formats
Vertical (9:16) videos take up the full screen on mobile, grab attention, and improve CTR. Dynamic formats adapt the content to each user. -
Collections and Instant Experience for eCommerce
These formats showcase products from multiple angles, add CTAs, and simplify the purchase journey within the ad.
Strategy: eCommerce vs. B2B
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eCommerce
- Focus more on creative testing than targeting
- Use Advantage+ Shopping Campaigns
- Set up remarketing for abandoned carts
-
B2B
- Use native lead forms within Facebook/Instagram
- Share video testimonials and client case studies
- Run remarketing campaigns targeting website visitors and content engagers
The Importance of Tracking and Analytics
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CAPI & Proper Event Setup
Conversion API (CAPI) helps transmit conversion data even when cookies are blocked. -
Optimization for Value Events
Set events that track value (e.g., not just “Purchase,” but “Purchase over €X”) to help the algorithm attract higher-value customers.
Real-World Example (Mini Case Study)
-
Client
Online education platform (B2C, Latvia) -
Challenge
Declining conversion rates in 2024 -
Solution
Switched to Advantage+ campaigns, implemented CAPI, replaced creatives with UGC and vertical videos, launched remarketing based on Reels engagement -
Result
CTR increased by 27%, CPL decreased by 18%, leads grew by 22%
Conclusion
In 2025, success with Meta Ads relies heavily on creative content, broad audience targeting, and accurate data tracking. Algorithms handle much of the optimization - your job is to provide them with high-quality signals.
Want to know which formats and strategies will work best for your business? Book a consultation with a TACTUS expert, and we’ll create a personalized growth plan.
Want to know which formats and strategies will work best for your business? Book a consultation with a TACTUS expert, and we’ll create a personalized growth plan.