How to Make a Good Facebook Ad in 2025: Simple, Proven Tips
Want to learn how to make a good Facebook ad? Understanding the fundamentals matters more than ever.
Facebook’s algorithm evolves, audience behavior shifts, and creative plays a bigger role in performance than most people think. This guide breaks down what actually makes an ad work in 2025, so you can build ads that don’t just look good but get real results.
In this article, we’ll cover:
- What makes effective Facebook ads
- Facebook ad formats that perform
- How to run a successful Facebook ad campaign
Let’s start by looking at what makes a successful campaign.
What makes a Facebook ad successful?
The most successful Facebook ads don’t happen by accident. They follow a clear structure that catches attention fast, speaks directly to the right audience, and drives a specific action.
Here are the key elements shared by high-performing ads:
- Compelling hook: The first line, image, or video frame should stop the scroll. This could be a bold claim, a question, or an eye-catching visual.
- Strong visual hierarchy: Good ads guide the viewer’s eye. The headline, image, and CTA should work together, not compete for attention.
- Clear CTA: Whether it’s “Shop Now” or “Sign Up,” your call to action should be direct, visible, and matched to the viewer’s intent.
- Audience relevance: Great ads feel personal. They speak to a specific problem, desire, or use case that the viewer actually cares about.
- Message-format match: The format you choose, whether that’s video, carousel, or static, should fit the message you're trying to get across. Product highlights? Carousel. Social proof? Try UGC-style video.
- Strategic use of Facebook ads tools: Tools like Bestever can analyze past ad performance, flag creative fatigue, and recommend high-performing formats or messaging angles.
What’s a good CTR for Facebook ads in 2025?
On average, Facebook ads see a click-through rate (CTR) of about 1.57% across all industries, based on WordStream’s 2024 data. If your ads are hitting that number or higher, you're in a solid spot. If you're under 0.9%, there’s likely room to improve.
Here’s a quick way to think about it:
- 1.5% or higher: Great. Watch for fatigue, but don’t fix what isn’t broken.
- 0.9% to 1.5%: Decent range, test variations to see if you can lift it.
- Below 0.9%: Try a new hook, angle, or format.
Facebook ad formats that perform well
Choosing the right format depends on what you're promoting and who you're trying to reach. Let’s look at a breakdown below:
What are the Facebook ad best practices in 2025?
Successful Facebook ads follow a few key principles that help cut through the noise and connect with the right people. These are solid habits that keep your creatives sharp and your results strong. Here are a few Facebook advertising tips to try:
- Hook users in the first 1 to 3 seconds: Whether it's a video or a static image, those first moments matter most. Lead with movement, bold visuals, or a standout line.
- Use minimal text on static creatives: Too much text can hurt performance and feel like a billboard. Keep it focused — one clear message is all you need.
- Align copy and CTA to user intent: Make sure your offer, your tone, and your landing page all point in the same direction. Mixed signals kill momentum.
- Use native-style visuals: Ads that blend into the feed tend to perform better. UGC-style videos and casual photography often outdo polished, branded content.
- Watch for ad fatigue: Don’t let a winning ad run too long. Rotate creative every 1 to 2 weeks and look out for dips in CTR or rising CPMs (cost per thousand views).
- Test multiple versions: Run several variants at once with different hooks, visuals, or CTAs. Facebook’s delivery system works better when it has options to learn from.
- Review performance with the right tools: Use Facebook ads tools like Bestever to spot what’s working, flag weak creatives early, and guide your next round of ideas based on real data.
What are the biggest mistakes in Facebook ad design?
Even strong campaigns can fall flat if the creative misses the mark. These are some of the most common design mistakes that hold back performance:
- Using too much text in visuals: Overloading your image or video with text can make the ad feel cluttered and hard to scan. Keep it simple and let your copy do the explaining.
- Misaligned landing pages: If the ad promises one thing, but the landing page delivers something else, users can bounce fast. Make sure your message stays consistent all the way through.
- Repeating ad variants too long: Running the same creative without changes leads to fatigue. If engagement drops or CPMs rise, it’s time to switch it up.
- Ignoring fatigue signals: Low CTR, high frequency, and rising costs are all red flags. If you're not checking regularly, you risk wasting budget on underperforming ads. You can use tools like Bestever to spot early signs of fatigue, like drops in engagement or performance plateaus, before they start dragging down results.
- Misreading metrics: A high CTR doesn’t mean your ad is working if no one’s converting. Look at the full picture, which includes return on ad spend (ROAS), cost per acquisition (CPA), and engagement trends matter just as much.
How to run a Facebook ad campaign that works
A strong Facebook advertising strategy is about how everything fits together, from targeting and budget to creative and measurement. The structure behind your campaign has a big impact on how well your ads perform (and how fast you can scale).
Here are the core pieces to get right:
- Targeting strategy: Start broad unless you're working with a very niche product. Facebook’s algorithm does a solid job of finding the right people, as long as your creative gives it a strong signal to work with.
- Budget and bidding: If you’re just getting started, a daily budget of $20 to $50 is usually enough to gather data. Use cost cap bidding if you want more control over your cost per acquisition (CPA), but keep in mind, it may limit delivery early on.
- Campaign structure: Use CBO (campaign budget optimization) if you want Facebook to distribute spend based on performance. ABO (ad set budget optimization) gives you more control over testing different audiences or creatives side by side.
- Exit the Facebook learning phase fast: To speed up learning, use strong creatives, avoid editing live campaigns too often, and aim for at least 50 conversions per week per ad set.
- Measure the right metrics: CTR tells you if the ad is catching attention. ROAS shows if it’s worth the spend. CPA helps track cost-efficiency. Frequency warns when people are seeing the same thing too often.
Example workflow
Knowing how to make a good ad is one thing, but putting it into a repeatable system is what really drives results. Here’s a simple workflow you can follow to test, launch, and improve your Facebook ads:
- Upload an image or video: Start with raw creative assets. This could be UGC, a product demo, or a static promo image.
- Get frame-by-frame feedback: Use tools like Bestever to break down your creative. You’ll see where attention drops, which frames hold viewers, and whether your hook is doing its job.
- Compare two variants side-by-side: Run A/B tests on different versions of the same ad with different headlines, visuals, or CTAs and use performance data to pick a winner before scaling.
- Launch the campaign: Use your strongest variation and start with a modest budget. Structure the campaign so you can test multiple angles without overlap.
- Track performance over time: Watch for signs of fatigue, rising costs, or dips in engagement. Bestever makes it easy to spot patterns like a slowing scroll rate or declining CTR across similar creatives.
Frequently asked questions
What is the ideal length for a Facebook ad video?
The sweet spot for Facebook ad videos is between 5 and 15 seconds. That range works best for most placements, like News Feed and in-stream. For Reels or Stories, you can go up to 30 seconds, but even then, shorter is usually better. No matter the format, the first 3 seconds are your window to hook the viewer before they scroll past.
What’s the best CTA to use in Facebook ads?
The best call to action depends on how warm your audience is. If you’re reaching people for the first time, go with softer CTAs like “Learn More” or “Watch Now.” For warmer audiences who already know your brand, direct CTAs like “Shop Now,” “Sign Up,” or “Get Offer” tend to perform better. What matters most is consistency. Your CTA should match what they see after the click, so there’s no disconnect or confusion.
How do I reduce Facebook ad fatigue?
Ad fatigue kicks in when people see the same ad too many times and start ignoring it. You’ll usually notice performance drop-offs, like lower CTRs, higher CPMs, or less engagement. The best way to stay ahead of it is to rotate creatives every 1 to 2 weeks if you’re running active campaigns. Tools like Bestever can also help spot early signs of creative fatigue and recommend new directions based on what’s worked before.
Should I use broad targeting or detailed?
Broad targeting works surprisingly well now, thanks to Facebook’s algorithm. As long as your creative is strong, Facebook can usually find the right people for you. Detailed targeting still has its place, especially if you're working with a very specific niche. The safest move is to test both Facebook ad targeting types and let your performance data tell you what’s working.
How often should I rotate creative?
If you're spending steadily, look to rotate creative every 10 to 14 days. That doesn’t mean you need to reinvent the wheel. Even small changes like a fresh hook, new imagery, or a different CTA can breathe life into an ad. The key is to watch your metrics — if CTR drops or your frequency creeps too high, it’s time to switch things up.
How do I analyze a Facebook ad’s performance?
Start with core metrics like click-through rate (CTR), return on ad spend (ROAS), cost per acquisition (CPA), and frequency. Then, go deeper. See where viewers drop off in videos or if static ads are getting ignored. Tools like Bestever help spot patterns, flag weak spots, and show what’s actually driving results.
How Bestever can help you improve your Facebook ads
We’ve talked about how to make a good Facebook ad — what works, what doesn’t, and how creatives play a bigger role than most people think. The right message and format can drive real results, but figuring out what’s actually working isn’t always clear-cut.
Even with a solid strategy, it’s easy to miss signals like fatigue or misalignment until after your budget starts slipping. That’s where Bestever can help.
Bestever doesn’t create your ads, it helps you make informed decisions about the ones you’re already running. It gives your team a faster way to test ideas, understand what’s working, and improve your creatives before small problems turn into wasted spend.
Here’s how:
- Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's visual impact, brand alignment, sales orientation, and audience engagement. It’ll even break down each element in detail.
- Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. No more guessing or wasting time — your team can start fixing those issues asap.
- Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you.
- Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.
- Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.
Ready to make your Facebook ads perform better? Let our team show you how Bestever helps you improve creatives, avoid fatigue, and get more from every campaign.
Bestever analyzes your ads, tells you what’s working and generates endless variations of your top-performing creatives.