Facebook ads are dying. We hear it from some agencies and the “experts” on the internet so it must be true, right? Not so fast!
What are the rumours and what is false news? Is Facebook advertising slowly dying off? Has the platform become so saturated that only the biggest brands can survive? Are algorithm changes making it impossible for small businesses to compete?
And, let’s address the elephant in the room, did Apple’s iOS changes deliver the final blow that everyone’s been whispering about?
The online chatter certainly makes it sound like Facebook Ads are on life support. But, here’s what the 2025 data actually reveals and it might shock you.
If You Think Facebook Ads Are Dying, Look At The Numbers. They Don’t Lie
Before we look into why Facebook Ads are still crushing it, let’s check out some fresh 2025 statistics from the WordStream 2025 Facebook Ads Benchmarks Report that might surprise you:
Traffic campaigns are getting MORE efficient: The average click-through rate for Facebook traffic campaigns jumped to 1.71% in 2025, up from 1.57% in 2024. Meanwhile, the average cost per click dropped to $0.70, down from $0.77 the previous year.
Lead generation is still profitable: Despite some industries seeing increases in cost per lead, the average conversion rate for Facebook leads campaigns sits at 7.72%. Compare that to most other advertising platforms, and Facebook is still delivering serious value.
Shopping and eCommerce brands are winning big: Some industries are seeing incredible performance. Shopping, Collectibles, and Gifts categories are hitting CTRs of 4.13% with CPCs as low as $0.34.
Still think Facebook Ads are dead? Maybe not.
Why Everyone’s Getting It Wrong
This is what we see happening in 2025 that makes marketers think that Facebook ads are dying. Businesses are running the same tired strategies from 2019 (and the same ads over and over) and are wondering why their ROAS (Return on Ad Spend) is tanking. They’re blaming the platform when they should be looking in the mirror. These campaigns need effort to be an effective driver for new business.
The brands that are still scaling to 6-7 figures monthly? They’ve adapted. They’ve evolved. They’re not crying about iOS 14.5, they’re working with it.
What Actually Works on Facebook Ads in 2025
Let’s break down the strategies that are separating the winners from the whiners:
Creative-First Approach
This isn’t negotiable any more. Your creative IS your targeting now. With mobile engagement rates nearly doubling desktop performance, your ads need to stop thumbs in their tracks within the first 3 seconds.
The best performing ads we’re seeing include:
- Native-looking content that doesn’t scream “ad”
- User-generated content and testimonials
- Video ads that get to the point fast (attention spans are shorter than ever)
- Dynamic product ads that actually tell a story
Smart Retargeting Strategy
This is where most people mess up, they think retargeting is just showing the same ad to website visitors. Wrong. The brands crushing it are building sophisticated retargeting funnels:
- Top-of-funnel: Broad interest targeting to find new audiences
- Middle-funnel: Engaging video content to warm up prospects
- Bottom-funnel: Product-specific ads for website visitors and engaged audiences
When consumers are ready to make a purchase on social media, Facebook is still the first network 39% of them turn to (Sprout Social 2025 Social Media Index). You just need to be there with the right message at the right time.
Advantage+ Shopping Campaigns
If you’re in eCommerce and not using Advantage+ Shopping Campaigns, you’re literally leaving money on the table. Facebook’s AI has gotten scary good at finding your ideal customers.
But, here’s the catch—and this is important—you need quality control in place to limit bot submissions and maintain lead quality when using Advantage+ targeting. The AI is powerful, but it still needs your guidance.
The Real Problem (Hint: It’s Not That Facebook Ads Are Dying)
The biggest issue we see with “failed” Facebook Ad accounts… business owners trying to do everything themselves without understanding the strategy behind social media marketing.
The return on ad spend across all industries increased by 11.60% to 2.79 in 2025 (Meta Business Q2 2025 Report). That’s a healthy ROAS for the platform overall. If you’re not seeing results, it’s likely one of these issues:
- Terrible creative that looks like an ad from 2018
- No proper testing of audiences, creative, or copy
- Wrong campaign objectives for your business goals
- Poor landing page experience on your website that kills conversions
- Impatience with learning platform algorithm changes and understanding the Ads Manager
So Does This Mean That Facebook Ads Aren’t Dying?
Facebook Ads aren’t dead, they’ve just gotten more competitive. The days of throwing up any old ad and printing money are over. But for businesses willing to invest in proper strategy, creative, and optimization? The opportunity is massive.
Meta is projected to account for 40.7% of total time spent on social video in the US by 2025 (eMarketer Digital Video Forecast 2025). Your audience is there. The question is, are you reaching them the right way?
The Rumour That Facebook Ads Are Dying is False News. Are You Ready to Turn Your Ads Around To Create a Profit-Generating Machine?
If your ads aren’t profitable, stop blaming the platform. The data shows Facebook Ads are more effective than ever for businesses with the right approach. You need to have someone focused on them day in and day out, testing creative, making engaging ads. It’s not a whip it together and pray for the best platform. Facebook advertising is about creating genuine connections, not just pushing products. You need to use data-driven creative strategies, sophisticated retargeting funnels, and AI-powered tools to maximize every dollar spent.
Don’t know where to start with your campaigns? The solution isn’t to abandon Facebook Ads, it’s to finally do them properly. Let’s talk about what’s really holding your campaigns back and how to fix it. At 3SIXTY Marketing Solutions, we understand social media platforms and how to make your Facebook and Instagram Ads deliver REAL results. Contact us today at 647-250-1494, or book a free consultation now.
