I Found a BETTER Way to Advertise on Facebook in 2025

Summary

In this video, the speaker reveals a new, highly effective strategy for running Facebook ads, moving away from the traditional three-step funnel approach. By consolidating the entire sales funnel into one campaign, Meta’s ad platform can now dynamically target both cold and warm audiences, personalizing the ad sequence for each user. This multi-funnel approach within a single ad set, combined with creative diversity, enables smarter, more efficient campaigns that improve return on ad spend over time. The speaker also discusses optimizing ads and using HubSpot’s AI-powered marketing tools to enhance performance.

Takeaways

• 😀 Meta’s ad platform now allows for a consolidated ‘All-Funnel’ campaign, combining top, middle, and bottom funnel content into a single ad set, optimizing for better results.
• 😀 Creative diversity within a single ad set is crucial—using different ad formats (UGC, testimonials, educational, CTA-focused) helps Meta target users at different stages of awareness.
• 😀 Meta's system intelligently personalizes ad delivery, deciding which funnel ads to serve based on user behavior and likelihood to convert.
• 😀 Traditional multi-step funnels (top, middle, bottom) are becoming less effective as Meta’s platform can now achieve similar results with one campaign and one ad set.
• 😀 The key to successful Facebook ads is not manually separating audiences (warm vs. cold), but letting Meta optimize targeting across all audience types within the same ad set.
• 😀 Optimizing campaigns today involves turning off underperforming ads based on Meta's budget allocation, not just their return on ad spend (ROAS).
• 😀 Running multiple ad sets targeting different audiences is no longer necessary. Meta targets both warm and cold audiences within the same ad set to maximize efficiency.
• 😀 Meta is more effective at finding and targeting users who are likely to convert, which reduces the need for traditional audience segmentation.
• 😀 Meta's platform uses sophisticated algorithms to allocate budget efficiently, prioritizing ads that are performing well across various stages of the funnel, regardless of ad set.
• 😀 To improve performance, advertisers should focus on adding fresh creatives and replacing underperforming ads rather than continually adjusting their ad sets.

Q & A

What is the traditional three-step sales funnel approach used in Facebook and Instagram ads?

The traditional approach involves three campaigns: 1) Top of funnel for traffic and awareness, where ads introduce the problem and the product. 2) Middle of funnel, which focuses on product details and engages leads, often with sales or engagement ads. 3) Bottom of funnel, which aims for conversions with CTA-heavy ads, testimonials, and other persuasive content.

How has Meta's ad platform evolved in terms of targeting and campaign structure?

Meta's platform has become more sophisticated, allowing for more targeted ad delivery. Advertisers moved away from the traditional multi-step funnel, opting for a one-step sales funnel where Meta identifies people most likely to convert, and shows them relevant ads directly. This leads to better short-term results but can miss out on long-term audience building.

Why did advertisers initially switch to a one-step sales funnel structure on Meta's platform?

Advertisers switched to a one-step funnel due to Meta’s ability to target individuals who were already most likely to convert, improving short-term results. However, this approach didn't include broader awareness-building, leading to diminishing returns once the initial pool of likely buyers was exhausted.

What is the new recommended strategy for Facebook and Instagram ads?

The new recommended strategy combines the best of both worlds by consolidating the three-step sales funnel into a single 'all-funnel' campaign. This campaign uses one ad set targeting both cold and warm audiences, with multiple ads at different funnel stages. Meta’s sophisticated algorithm personalizes the ad experience based on the individual user’s stage in the buying process.

How does Meta's algorithm help in running an all-funnel campaign?

Meta’s algorithm can dynamically adjust ad delivery within an all-funnel campaign, showing different types of ads (top, middle, or bottom of funnel) depending on the audience's stage. For instance, users who are ready to convert might see bottom-of-funnel ads, while others will be shown top or middle-of-funnel content to warm them up.

Why is creative diversity important in Meta ads?

Creative diversity is crucial because Meta's algorithm uses different ad formats and types at various funnel stages. This allows the algorithm to optimize ad delivery for individual users based on their awareness stage, which increases the chances of reaching the right person at the right time with the right message.

What happens if you don't use creative diversity in your Meta ad campaigns?

Without creative diversity, Meta can't optimize ads across different funnel stages within the same ad set. This limits the platform’s ability to target users effectively, potentially leading to poorer performance and higher costs for advertisers.

What does Meta’s breakdown by audience segment reveal about targeting?

Meta’s breakdown by audience segment shows that it doesn't strictly adhere to targeting cold or warm audiences in separate ad sets. Instead, it mixes these audiences within the same ad set, using its algorithm to optimize performance. The key takeaway is that advertisers don't need to separate audiences into multiple ad sets but should consolidate to improve learning and optimization.

How should you optimize a campaign with the new all-funnel structure?

To optimize an all-funnel campaign, focus on ads that Meta spends the most budget on, rather than just looking at return on ad spend (ROAS). If an ad isn’t getting budget allocation, it’s likely underperforming. Introduce new ads into the same ad set, replacing underperforming ones, and let Meta’s algorithm decide how to allocate budget for optimal results.

What is the role of audience segments in the new campaign structure?

Audience segments, such as engaged users, existing customers, and new audiences, are part of the suggested audience option. Meta's algorithm will choose the most relevant audience within those segments, allowing advertisers to consolidate their campaigns and target both cold and warm audiences more efficiently, without the need for separate ad sets.