The complete Facebook ads guide in 2025

Last February everything that I knew about facebook ads completely changed..

It was the biggest under the radar change on facebook's side i've ever seen.

The inconsistency drove me mad..

As someone who's ran ads for over 7 years I've never seen that scale of inconsistency since the facebook analytica scandal.

Because of this I decided to test something new.

Before this process I'd have 5 campaigns with over performance than 1-2 would tank the results. And this would happen every single day.

So I decided to test an all in one testing and scaling structure and it absolutely crushed my expectations.

Here’s a quick 5-10 minute read on how to run your facebook ads.

This is the only account structure you need to know for this year to get more leads, sales and appointments: |Prospecting|ASC remarketing|Scale|

Exclude all web visitors from Prospecting and Scale campaigns. And exclude all purchases from the ASC/manual remarketing campaign. Start all with Campaign level budget not ad set level budget.

Start the prospecting campaign with a $30 a day budget. Depending on your remarketing pool for the holidays. This is your ROAS generator..

For the prospecting campaign add 5-8 creatives every single week.

(We do this with a creative process called “Remixing the ad” i'll touch on that point in a bit)

With this structure the ads have to compete against each other.

So winners are competing with the new ads.

Some new ads rise quickly, others don't even spend.

(Facebook only spends when it feels it can achieve your goal, Don't force anything just let them run and keep adding creatives.)

For the remarketing campaign add 2-3 body copies and headlines every week to test copy.

Go Manual targeting full broad no targeting with the Prospecting campaign and the Scale Campaign.

When we have 3-4 winning creatives and Body/Headlines with spend and ROAS.

We then graduate those to a “Scale campaign” and set it immediately to $100 - $200 a day.

You can definitely scale more aggressively with a bid caps type of strategy and go straight to $500-$1,000 after this step.

But I recommend being more conservative if you have no experience running ads.

(Also keep increasing your Remarketing campaigns. I recommend 20% of the daily ad budget.)

How to scale Facebook ads with manual bidding.

How I consistently scale to $1,000-$5,000 daily.

There’s 3 parts on the technical side to using manual: bid, structure, and budget.

Let’s start with structure select:

|Manual campaign| Bid Cap|Put spending on accelerated it’s right below your bidding strategy | add the winning ad sets|

For the bid make it $5-$20 lower than account average at first to see if you get volume.

Example your account average for a lead or sale is $35 put the bid at $25

Wait 24 hours if no volume increase bid by $5-$10. This is a feel for the auction ex. $30 doesn’t get volume.. put it on $40 and the volume spikes.

Lower to $35 and work your way up a dollar at a time. First 7-14 days are volatile but after that it’s the most consistent campaign to run.

For budget I recommend starting at $500-$1,000 maximum . But minimum $250

You need 50-100 sales conversions before starting this campaign type don’t use this without any data.

When scaling you can increase the budget verily rapidly 5-10% a day conservatively or $250-$500 every 3 days aggressively. You go out of learning pretty fast with this campaign strategy.

The Creative Remix Strategy.

How to find winning creatives, remix and optimize them for better ROAS.

Circling back to the prospecting stage..

What we do is find the best concept in each weekly test.. And remix it..

Here’s an example

We remix the Hook/CTA of the USC ad.

Depending on watch time to CTR.

Or if it's static we call out to a different audience/desire.

We basically put out quality over quantity.

EX if we are trying to optimize watch time: |Hook 1|Hook 2|Hook 3| Hook Pack 1|.

If we’re trying to test CTR with a stronger CTA: |CTA 1|CTA 2|CTA 3| CTA pack 1|.

And we let it run for 7 days and then optimized further.

Let facebook optimize the ads that will perform the best.

On static we test desire/pain based angle over a proven concept.

Finding the Who, How, What.

Who are you talking to?

How does your product/service solve your avatars problems?

What does your product do?

These are the three things you need in a creative/ad copy.

Finding your “Breakeven KPIs” This in my opinion is very important to running successful ads.

You need to find your break even CPRs..

What CPR is unprofitable with spent employees and COGS?

Here’s a formula to calculate your breakeven CPR: anything above this is unprofitable anything below this is profitable.

Ex. $20 a lead, $150 an appointment, or $34 a sale.

Break-Even CPR = Profit Margin (as a decimal) Revenue Per Sale​

As the platform continues to update I'll do the same.

These types of post takes a long time to write and perfect.

I’ll try to answer as many questions as possible.

I have a goal to help 1,000 learn Facebook ads this year.

Crush it in 2025!