Let’s face it—what worked last year might just tank your ROAS in 2025. But some golden rules? They still hold their shine. Whether you’re new to Meta ads or a battle-worn ads manager, these updated commandments will keep your strategy sharp, your spend efficient, and your results brag-worthy. Ready to play the game right?

What’s Changed?

A lot. The Meta landscape has evolved dramatically:

Automation is creeping in: Advantage+ campaigns, dynamic creatives, and automated placements are being pushed hard.
Privacy changes: iOS14+ flipped our tracking capabilities on their heads.
Creative fatigue hits faster: The algorithm now favours fresh, engaging content like never before.

So yes, it’s a new world. But that doesn’t mean we throw the rulebook out completely – we just revise it.

The New “Golden Rules”

1. Know Your Numbers (Seriously)

CAC, MER, AOV, LTV—if you’re not on a first-name basis with your core metrics, you’re flying blind. Meta might show a healthy ROAS, but if your AOV is low or margins are tight, you could still be losing money.

2. Test While You Still Can

With automation on the rise and manual control slowly slipping away, now is the time to test properly. Creative, audience, objective – take the opportunity to gather learnings while you still have access to the levers.

3. Don’t Test Everything – Test Smart

Yes, testing is important. But launching 15 new creatives, 3 audiences, and 5 objectives all at once? That’s chaos. Instead, test one or two variables at a time and let the data speak.

4. Creatives Matter More Than Targeting

With audience targeting becoming less precise, the algorithm now uses your creative to figure out who to show your ads to. Focus on scroll-stopping visuals and messaging that hits emotional triggers.

5. Retargeting Isn’t Dead – It Just Needs a Smarter Funnel

Your warm audiences may be smaller post-iOS14, but retargeting is still a crucial piece of the puzzle. Build smarter funnels using email lists, engagement, and video views. Don’t abandon it – refine it.

6. Watch for Frequency Creep

You might love your ad, but your audience won’t after the 16th time. Keep a close eye on frequency metrics and rotate creatives to avoid fatigue.

7. Use Platform Insights, Not Your Gut

That ad you thought was a surefire winner? Yeah, the one that flopped. Always let the data guide you, even if it bruises your ego.

Bonus: Rules Worth Debating

Manual placements are always better: Not always, but not never either. Assess each placement based on relevance to your business and use the breakdown feature to monitor performance and costs.
Short copy always wins: Depends entirely on the audience and offer. Test both.
Retargeting is your biggest money-maker: It can still be powerful when done right—just don’t treat it like a silver bullet. Funnel structure matters.