Female Founder World

Everything That’s Working in Paid Ads Right Now

August 6, 2025

Key Takeaways Copied to clipboard!

  • Meta is shifting to an Advantage Plus-only ad system, making ad creatives the primary controllable element for advertisers. 
  • Effective ad creatives for Meta in 2025-2026 should be "ugly" or raw, "us vs. them" comparisons, or showcase timely results and clear transformations. 
  • Success in Meta ad campaigns should be measured by Cost Per Acquisition (CPA) and Return on Ad Spend (ROAS), with CPA ideally below 40% of average order value and ROAS above 2. 

Segments

Meta Ads Shift to AI
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(00:00:00)
  • Key Takeaway: Meta is transitioning to an Advantage Plus-only ad system, removing manual campaign options and placing full control over audience targeting into AI.
  • Summary: The conversation begins by introducing the podcast episode and the guest, Anita Saka. They discuss the upcoming changes in Meta Ads for 2025-2026, specifically highlighting the removal of manual campaign options and the shift towards Advantage Plus, where AI will manage audience selection, leaving ad creatives as the primary focus for advertisers.
Effective Ad Creative Strategies
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(00:03:44)
  • Key Takeaway: Successful ad creatives for Meta in the current landscape include “ugly” or raw content, “us vs. them” comparisons, and “before and after” or timely result demonstrations.
  • Summary: This segment delves into specific types of ad content that are performing well. The discussion covers “ugly ads” that look native to platforms, “us vs. them” ads that highlight product superiority without naming competitors, and “before and after” ads that showcase transformations. The importance of visual appeal and clear messaging is emphasized.
Ad Content to Avoid
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(00:15:04)
  • Key Takeaway: Small businesses should avoid generic statements, overly polished or brand-centric ads without clear product benefits, and excessive text in their Meta ads.
  • Summary: The hosts and guest discuss ad styles that are less effective, particularly for smaller businesses. Examples like Glossier’s minimalist product-focused ads and generic, uninformative ads are highlighted as strategies that may not drive conversions for brands lacking significant brand awareness. The advice is to be specific and focus on product benefits.
Measuring Ad Campaign Success
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(00:20:28)
  • Key Takeaway: Key metrics for measuring Meta ad success are Cost Per Acquisition (CPA) and Return on Ad Spend (ROAS), with specific benchmarks provided for optimal performance.
  • Summary: The final segment focuses on how to track the effectiveness of ad campaigns. The discussion explains how to customize the ads manager dashboard to view CPA and ROAS, providing guidelines for what constitutes good performance (e.g., CPA under 40% of AOV, ROAS above 2) and advice on testing strategies and budget allocation for new advertisers.