FACEBOOK AND INSTAGRAM ADS UPDATES FOR 2025: WHAT MARKETERS NEED TO KNOW

Summary from the TLDR Marketing newsletter

Meta's Advantage Plus tools now direct 60-80% of ad budgets toward Instagram, where users demonstrate higher engagement. Facebook remains highly cost-effective, with costs under $1 per click in U.S. markets. New AI features automate key ad management functions, such as targeting and placement, ensuring optimal audience reach and improved conversion rates with minimal input from advertisers. Meta's shift toward broader and Advantage+ audience targeting highlights the platform's focus on AI-driven lead generation, which tends to see the best results across lead quality and conversion rates.