The New Rules of Meta Ads: What’s Changed (And What That Means for Creators)

META'S NEW AI IS DOING THE HEAVY LIFTING

If you’ve ever felt like running Meta Ads was too technical, too time-consuming, or too risky… you're going to want to hear this.

Because the entire platform has shifted.

Meta has invested billions into AI-powered systems that now do what used to take hours of manual setup, targeting, testing, and optimising—in real time, using trillions of data points.

The new interface (currently rolling out globally) is faster, smarter, and simpler to use than ever before. It rewards ease and efficiency over over-complication.

The old rules of Meta Ads? Gone.

Here’s what creators need to know in 2025 if you want Meta Ads that actually sell your offers.

1. META'S AI IS NOW THE BRAINS OF THE OPERATION (MOSTLY)

Meta’s machine learning engine is so powerful, it now knows how to optimise your campaigns better than you can.

It learns fast, adapts faster, and rewards advertisers who trust its systems.

That means:

• No more manually fine-tuning every little thing

• No more obsessing over hyper-specific interests

• No more fear of wasting budget if you're following the right structure

Your job is no longer to “control” Meta.

Your job is to guide it—with high-quality creative, clean data, and clear campaign objectives—and let the AI do what it does best.

P.S. You can literally create a campaign in under five minutes if you have your ad creative ready to go.

2. FUNNEL STAGES ARE NOW COMBINED IN ONE CAMPAIGN

Top of Funnel. Middle of Funnel. Bottom of Funnel.

Forget managing them all separately.

The new best practice? One consolidated campaign.

Because when you split your cold, warm, and hot audiences across multiple campaigns and ad sets, you:

• Reset the learning phase over and over

• Fragment your data

• Waste budget with lower efficiency

• Compete against yourself in the auctions

Now, group your campaigns together.

Consolidation = faster learning, better optimisation, and bigger returns.

Meta has all the data at its fingertips. It knows who clicks, who buys, and who’s ready to pull out the credit card. Let it do the heavy lifting. Your campaign structure should reflect the simplicity Meta rewards.

3. SIMPLIFIED SETUP IS THE NEW SECRET WEAPON

Meta now rewards campaigns that are easy to understand.

If you’re still building 10 campaigns with 5 ad sets each and complicated exclusions, you’re slowing yourself down.

Here’s why simplified setup wins:

• You exit the learning phase faster

• Your data is centralised (so Meta learns quicker)

• Optimisation happens in real time

Keep your structure lean. Test inside one campaign. Focus your budget where your data can compound.

Don’t split your testing and scaling into different campaigns until you’re spending at least $10K per week.

4. TARGETING HAS CHANGED (AND THAT'S A GOOD THING)

In the past, success relied on strict targeting parameters: interest stacking, age ranges, behaviour layering... you name it.

But now?

Advantage+ Audiences is smarter than you and me. It dynamically finds the right people based on real-time signals and behaviour.

What to do instead:

• Use broad audiences

• Feed Meta strong creative that speaks directly to who you want to attract

• Let the algorithm find your buyers (spoiler: it will)

The less control you try to exert, the better your results.

4. YOUR CREATIVE IS YOUR TARGETING NOW

With less manual targeting in play, your ad creative is the filter. It’s what stops the scroll, speaks to the problem, and qualifies the viewer.

To win in 2025, you must:

• Understand your audience’s deepest desires, hesitations, and “pillow problems”

• Write creative that meets them at every stage of awareness

• Use creators and UGC for social proof — people trust what others say about you more than what you say

• Be unique to break through the noise

This is how you reach:

• Someone who doesn’t even realise they need your offer yet

• Someone who is comparing you to a rival

• Someone who’s seen your stuff and just needs a nudge to buy

Diversity in messaging and formats is everything.

Think static images, videos, carousels — and then break them down further.

For example, videos could be:

• “Them vs Us” style

• Talking-head Reels

• B-roll with voiceover or captions

The more variation in your testing, the more types of people you can reach — and the bigger and better you can scale.

6. WINNERS ARE TESTING CREATIVES LIKE CRAZY

If you want to scale, creative testing isn’t optional—it’s how you scale.

Even the smartest AI can’t help you if your ad creative game isn't strong!

Here’s how to win:

• Test 3–6 creatives to start. Only use the full 20 slots Meta offers if you can create them to a high quality. Quality trumps quantity.

• For every 10 creatives, expect 1–3 winners

•  Take your best performing ad creative and craft variations to extend their shelf life.

Double down on what works. Check your data every 2 weeks and make tweaks.

In 2025, the advertisers who treat creative as king are the ones scaling to their dream lifestyle.

BOTTOM LINE WITH THE NEW META ADS UPDATE?

The rules of Meta Ads have changed. And that’s a huge opportunity.

If you’re launching a course, digital product or coaching this year, the setup has never been easier—but only if you know how to work with Meta’s new systems, not against them.

WANT TO LEARN THE NEW (EASIER) WAY TO RUN META ADS?

In a few short weeks I’m opening the doors to my brand-new course designed to teach you how to run Meta Ads using the updated AI interface that’s rolling out right now.

Here’s what’s inside:

• The most up-to-date strategies available

• Training to build campaigns that align with Meta’s machine learning model

• Support to run ads that bring in leads and sales — without a huge budget

• Step-by-step creative strategy to help you scale, ditch organic burnout, and finally free up your time

Honestly the price? I’m basically giving this course away — because I know how life-changing it is to finally run ads that bring in sales, freedom, and serious momentum.

Keep your eyes peeled for that — you won’t want to miss it.

Here's how to best prepare in the meantime...

🎉 Bonus: I’ve got a free checklist to see if you're ready for Meta Ads in 6 simple steps. Download it here now.