How To Get the Best Results With Facebook Ads in 2025
Watch How To Get the Best Results With Facebook Ads in 2025
If you're still obsessing over targeting in your Facebook ad campaigns, you're already falling behind. As we head deeper into 2025, Facebook (Meta) is actively stripping away targeting options on the back end. This means your success now hinges on two critical elements: your creative and your offer.
In this article, we’ll break down what really matters in Facebook advertising in 2025, using real-world client examples to illustrate how powerful creative combined with unique offers can dramatically lower ad costs and get you solid results.
Why Facebook Targeting No Longer Matters
Facebook is phasing out many of its detailed targeting tools. The days of being able to pull a few levers in Facebook Ad Manager to make a significant impact on results are gone. There’s been a shift for advertisers to "target" through creative messaging and relevant offers.
You can’t outspend a bad creative or a weak offer anymore. No amount of ad budget will save a poorly crafted campaign or ad. Instead, think of your creative as the magnet that captures attention and your offer as the hook that gets them over the line.
Let’s dive into two real life examples of this in action:
Example 1: Slashing Cost per Lead by 50% for a Construction Business With Facebook Ads
Client: Energy Windows based in Stoke-on-Trent
Industry: Construction (Windows and Doors)
Initial Cost Per Lead: £40
Post-Optimisation Cost Per Lead: £20
New Revenue Generated First 30 Days: £25,000+ in pipeline
The Problem
Our client had worked with a Facebook ad agency before, so there was useful historical ad data. However, the creative was outdated, relying solely on static images that didn’t perform well in today’s dynamic, video-first social media landscape.
The Solution
Real client ad example for construction client Energy Windows
We guided the client through the creative process and produced short-form videos (3–15 seconds) showing real door transformations. This authentic, engaging content resonated better in the feed.
Crucially, we paired this with a strong offer:
20% off installations
10-year guarantee
Free consultation
The Result
With this new creative-offer combo, we:
Cut cost per lead by 50%
Delivered over £25K in pipeline revenue
Attracted higher-quality leads, including one for a four-property renovation
Takeaway: A compelling visual paired with an irresistible offer prints leads.
Example 2: 136 Leads in 28 Days for a Mortgage Broker
Client: UKMC based in Warrington
Industry: Financial Services
Initial Approach: No unique offer
New Leads Generated: 136
Cost Per Lead: £9–10 (vs. £11–12 via aggregator)
The Problem
This client had fantastic in-house creative — a full-time videographer and excellent production quality. The missing piece? An irresistible offer. We noticed that the other mortgage brokers had the standard advertising offers like, a “free mortgage chat”. So it was incredibly easy for us to differentiate ourselves from the competition with a different type of offer.
The Solution
Real client ad example for Mortgage client UKMC
We convinced the business owner to combine a remortgage service with a free will — a £300 value whilst targeting families through the ads themselves. This turned a generic ad into a targeted, high-value offer.
The Result
136 leads in under 30 days
Lower CPL than third-party aggregators previously used by UKMC (£10 vs £12)
Their own way to generate specific, UKMC focused leads
Takeaway: Even if your creative is poor, a good offer different to the competition and something your audience values, will print leads time and time again.
Final Thoughts: The Winning Formula for Facebook Ads in 2025
Creative is your new targeting tool.
Target your ideal audience through your ads, don’t stress over backend targeting, it’s all changed.Offers are what close the deal.
A strong, relevant offer will always outperform clever targeting or the best looking ads.Data is still useful, but it’s not the core.
Focus less on manipulating audiences and more on authentic, specific messaging that connects and converts.
What To Consider for Your 2025 Facebook Ads in 2025
Have you spoken directly to your ideal customer through your ads?
Do you have an offer out of the ordinary?
Are you tracking results and optimising based on cost per lead or acquisition?
Need help crafting Facebook ads or defining a no-brainer offer?
Let’s talk. Whether you're in construction, finance, or beyond — the principles remain the same: focus on creative + offer, and the leads will follow.
