The NEW Way to Run Facebook Ads in 2025

meta has made some massive changes to Facebook ads in just the last 30 days and they are going to be rolling out these changes across all accounts over the next 3 months these changes are so big that they fundamentally change the way that we're going to be setting up our campaigns organizing our accounts and ultimately scaling businesses if over the last 3 years you've been focused on Advantage Plus shopping campaigns a scaling mechanism a graduation mechanism that I like to talk about all the time then you are going to have to completely shift your strategy

because Advantage Plus is complet completely changing and the craziest part is it's not changing the way that we were all expecting some of the key changes are Advantage Plus is no longer a single adset campaign there are now campaign and adset budgets completely named different in your account you're now even able to add multiple adsets to Advantage Plus campaigns duplicating existing adsets into those campaigns which is fundamentally going to change how we actually scale this is a big shift in meta ads and we need to make sure this is taken seriously looking in the Facebook

ad account first off nothing looks different at the Forefront everything looks exactly the same but once you go to create your first campaign Everything Changes immediately if you go to click your sales campaign you're going to notice right now you are not being prompted to the Advantage Plus module I'm going to show you what this has historically looked like for the last 3 years you would normally go to click create campaign click your sales campaign and be prompted to choose your campaign setup at this stage you're either prompted to use a manual campaign setup or

an Advantage Plus shopping campaign this has completely gone away back to the new way once you're in the new setup you no longer have Advantage Plus as a prompt or as a picking and choosing situation Advantage Plus is now on the right hand side here and this is not a toggle this is not an on or off button this is based on how you set up your campaign so if you set up your campaign following specific recommendations then you are technically on an Advantage Plus campaign this is not as simple as a quick categorization this

is one of the huge key that you need to understand here the bidding mechanism and model as I confirmed with Facebook compared to the way that a normal manual sales campaign runs is fundamentally different so the Advantage Plus model bids more one: one meaning finding users matching creative to users where the manual non- Advantage Plus model does a better job of matching groups of people or audiences to individual or groups of creative that's kind of why our entire system works so well where we graduate the best creatives and try to match them to the groups

now we'll talk about that in just a second but I'm going to show you how we're changing how we're basically shifting this model so that it continues to work not only in this model but actually gives us more advantages in this model so going through the campaign settings you're going to notice a couple key differences here as well if we scroll down on the campaign settings we're going to notice the first big key is the budget Facebook has called budget changes so many different names over the years there used to be CBO and and just

recently for the last 3 years there's been Advantage Plus budget now they've finally simplified this theyve made this a lot easier for us to understand and now we actually have the ability to have campaign budget and adset budget now a little note here I'm getting a little red flag because I only have one adset in this actual campaign and if I were to create a second ad set I am now able to at the campaign level adjust my budget from a campaign budget to an adset budget once you're going to notice is once I do

that on the right hand side here we see our campaign score drop from 100 all the way to 60 do not worry about campaign scores do not make this your make or break do not make a campaign score completely change your strategy all this is doing is steering you away from the normal Advantage Plus setup that we've been running for the last 3 years the next thing you're going to notice is there are no longer existing customer budget caps this is a huge difference in traditional Advantage Plus for literally the last 3 years you have

been able to set up an existing customer budget cap meaning you're only willing to spend a certain amount on existing customers versus new or engaged customers now they have changed this just so you could see what I'm talking about in a traditional campaign right here on my screen we would actually go all the way down to the budget and schedule section and we would click existing customer budget cap and we'd be able to type in 10 or even zero which means we'll aim to spend no more than $0 on your existing customers in the new

setup that is completely gone there's actually a big win to this which I'm going to explain in just a few minutes but what you need to know right now is that you cannot set existing customer budget caps at the campaign level and a story by the way if everything here is completely overwhelming and you've been blindsided by Facebook over and over and over again and you actually want to work on the operation side of your business and let everything when it comes to Facebook ads Google ads and even Shopify to be handled by a team

of experts then go to the moonlighters dcom apply we are here to actually scale your ad account for you complete White Glove service a toz with an actual team of professionals who have actually been doing this for 7even plus years I got a link Down Below in the description if you do actually want to work with us if not let's get right back into the video so after handling our budgets you'll notice that audience segment reporting is exactly the same there is no difference here and we can actually move forward to our adets when we're

looking into our adsets we're going to notice a couple of additional changes so yes they did not just stop at the campaign level they move these into the adset level as well so starting at the top of the adset level you're going to to notice really no important differences there's a couple different verbes here but for the most part it's 99% the same when we move down to the audience section this is where everything completely changes so quickly comparing the audience section that we have now to the old Advantage Plus audience and then the old

manual campaign it's a complete hybrid so what you'll notice in your current Advantage Plus campaigns there is no audience you can't select anything you're 100% broad all you can select is your actual country in this case we have kind of this blend there's some differences that have gone on and you'll notice in the top right corner we have Advantage Plus on this is going to change a lot of how you set things up especially at the audience level if we just start at the very top here you'll notice that if I don't touch anything we

are setting up full United States or full whatever country you're in the minimum age which is just like Advantage Plus has been set up all languages and no audience exclusions now key word here this is the big change of Advantage Plus custom audience exclusion this is the first time we're now able to add an exclusion to an Advantage Plus setup so if I click here I am now able to select any existing audience that I have and actually exclude it from the Advantage Plus setup this is totally new what this is going to allow us

to do if we're running 100% broad Advantage Plus campaigns is no longer have to set a 0% budget cap or a 5% budget cap or a 10% budget cap instead what it's going to allow us to do is actually choose the audience that we want to to eliminate this lets us go even further and eliminate retargeting audiences so potentially Advantage Plus can work as a pure prospecting tool finding net new customers for your business after exclusions you'll notice we still have the same suggest an audience they're being much more clear that this is an audience

suggestion by saying straight up suggest an audience you guys know by now if You' watched my videos that I'm not a huge fan of suggestions or signals I'm a huge fan of actually targeting the people that you want to Target before I even get into to what you should do know here that if you select suggest an audience you're now able to put inclusions age recommendations gender recommendations and demographic recommendations this is very important this is very different than what we used to have you need to make sure that if you're suggesting audiences you are

selecting things because Facebook is going to start this as your seed audience and then it's going to expand beyond the seed audience this has multiple additional options compared to what we previously had in the old setup now you'll notice if you've really been paying attention there's a little button down here that says further limit the reach of your ads if we click this we get the want to go to the old the old is 33% worse guess what everyone and we've talked about this over and over and over these results are for 2 months in

2023 on just 16 advertisers there's more than 16 advertisers watching this video every single day right now why do they only have this calculated for just 16 people they have millions of advertising that they could validate this data with if it was better in my opinion this data was the best they've ever gotten a 33% Improvement in cost per result I'm going to take this with a huge Grandin of salt not to mention it's over two plus years old at this stage so when we go here and we click switch setup we are going to

move to the traditional audience builder in the traditional audience Builder everything is literally the same except these are no longer suggestions these are the actual audiences that we are going going to be targeting this is a core difference now anything you set up here is going to directly impact the people and the audiences that you're targeting now the last core difference at the adset level is placements you'll notice here placements Advantage Plus is on in the settings within placements they're naturally automatically going to show you on all placements period if you want to change those

placements now you can for the very first time in Advantage Plus you can now change your devices your platforms your placements and including skippable ads not including skippable ads and even changing your brand safety filters another huge secret difference here is that all inventory filters are now changing to expanded historically moderate inventory has been selected for all of Instagram all of Facebook now ads can be shown on expanded inventory expanded inventory basically means all content I think the reason that they're doing this is cuz there's an increasing content that is not necessarily the cleanest looking

content content you need to be careful about selecting expanded inventory versus moderate inventory this is something that we are going to want to test across dozens of accounts to be 100% sure and I will keep everyone posted on this whether it's on YouTube for a dedicated video or on channels like X for something more basic if it's just a little small finding okay so now what are we doing how are we setting off our campaigns first off you need to know that this is all brand new so anything I'm telling you right now is going

to change and I'm going to make updated videos whenever those things change there are some tweaks that I'm making on my side so what I'm going to do is I'm going to walk you through the campaign settings that I recommend the adset settings that I recommend and then finally I'm going to take you through a little bit of Theory show you the flowchart that I actually use all the time now I think it's going to tweak but keep in mind we run for hundreds of Brands and the only way we're going to know for sure

if this works well is by testing it so stay tuned on this channel because everything is about to change in Facebook ads so right away starting at the campaign level the things that I'm going to be doing on all of my accounts first in the campaign details we are changing nothing in our Advantage Plus catalog settings if it's a catalog based campaign yes I'm having this on but in most cases we're not running catalog campaigns you're going to notice by just selecting this off our campaign score is going to drop I don't care we can't

be focused on the campaign score we're not running catalog ads the next thing is for Budget I am always going to be selecting a campaign budget adset budgets are completely outdated especially in e-commerce we're going to be running campaign budgets nearly every single time next piece here is campaign bid strategy in all cases for now I'm selecting highest volume or value I have heard some secrets from Facebook that they are going to be allowing roaz goal to be set and then for us not being forced to run Raz goal on a 7day click no view

through and in fact we might actually be able to use Ras goal on a 7-Day click one-day view but for right now that's still not possible so we're going to select highest volume the next piece here and this doesn't change is we are making sure we have our engaged audiences and our existing customer setup as you can see by my engaged audiences and my existing customers we have clavio add to cart 90 days we have clavio visitors 90 days and then we have the same audiences again in our pixel at toart 90 and visitors 30

in our existing customers we have clavio purchasers over the last 90 days you could expand this to 180 days or maximum and then we have purchased 180 days from the pixel moving into the adset level in most cases I'm selecting website and Shop as long as I have an Instagram and Facebook shop set up if I don't then I'm selecting website for my performance goal I'm selecting maximize the number of conversions I'm of course selecting my proper data set and my conversion event is always going to be purchase we are never ever setting ad to

carts or anything lower or higher in the funnel always purchase it is the final step it is where the money is transacted and we want to let Facebook know that for my attribution settings I'm setting 7 days and one day so 7day click one day View and then in my budgets and schedules nothing is really going to change here everything is going to be standard setup everyday running the same in my audience section this is where things get key I'm going to take you through the theory of this in just a few moments but what

you should know is that for the most part I am switching to the old school setup which is what we have here in most cases I'm selecting further limit the reach of your ads and then switching the setup it will still say Advantage Plus on but just know that these are not being used as suggestions as Advantage Plus would normally be used this also gives me the flexibility to change my age and my genders which is really really important for a lot of the brands that we work on in our placements section for right now

we're keeping all of this on we've basically seen that all placements does outperform not all placements but you need to do a placement report and actually understand where is your money going again if this sounds crazy overwhelming go to the moonlighters decom and apply to work with us scrolling down a bit more we are not changing any brand safety skippable ads placement controls we're keeping this all standard that is how I'm going to be setting up my campaigns on a moving forward basis there are tweaks there are changes that are going to be made and

on previous videos which I'll link down below I have showed you this flowchart this Facebook ads flowchart is how we run our accounts we have an Advantage Plus scaling campaign at the very top which is 100% Broad and then we have our primary prospecting CBO in the center of the account the thing that you need to understand that is going to change is there may be a world where we have multiple Advantage Plus adsets now this was not possible in previous setups this is going to give us significantly more diversity within the account which is

going to help increase performance so when you think about your core setup just know that the core of it could change drastically with this new user interface and with the ability to create multiple Advantage Plus adets existing in the same campaign for now just bear in mind there is going to be cases where we have multiple adsets in an Advantage Plus scaling campaign we are still going to be keeping our core prospecting campaign where we have broad p packs with different creatives in each of those packs we take the winners of those broad packs and

we graduate them into the scaling campaign this is a key of any account that is scaling so look we just went through a whole lot today this is probably extremely overwhelming for most people and I completely understand because to be quite honest this was a lot for me when Facebook was telling me all the details if this helped you absolutely let me know in the comments below and if you have detailed questions comment below and I will get back to you on an individual basis as long as you are a subscriber that is all for

today there are going to be so many more updates on this this is going to be a sweeping change in Facebook ads and you're going to see dozens of videos about this just know that when you come to this channel specifically all of these strategies all of these structures are going to be battle tested on nearly 100 accounts if you want to see more hit the Subscribe button and let me know if you have any questions in the comments below I will see you all in the next one