Meta Provides Guidance for Advertisers to boost performance

Overview

• Meta shares five key advertising tips following its Q1 2025 earnings call to help brands improve ad results.
• Meta releases a 19-page Measuring Ad Effectiveness guide to help businesses understand what success looks like and how to track it.
• Strong emphasis on using Advantage+ campaigns and AI-powered tools to drive better performance and reduce manual setup.
• House of Marketer‘s Insights on what these tips mean for and marketers.

 Meta is sharpening its focus on performance. After its Q1 2025 earnings call, the company released new guidance to help advertisers get better results. From AI-powered campaigns to video tools, messaging, and creator partnerships—these tips reflect where Meta is headed, and where smart brands should follow.

To help brands stay ahead, Meta has distilled its latest findings into five actionable tips—each grounded in data and real-world performance gains.

Meta’s Five Tips to Boost Performance for Businesses

Meta’s latest recommendations reflect five areas that are currently shaping results for advertisers:

1. Lean into AI-Powered Advantage+ Campaigns

Meta’s Advantage+ suite has proven to deliver a 22% lift in revenue per dollar spent compared to standard campaigns. Launch an Advantage+ campaign and review your Opportunity Score—Meta’s AI-backed suggestions to boost performance with just a few clicks.

2. Use Video to Drive Discovery and Action

Two out of three users say Reels ads help them discover new brands. Use Meta’s AI tools like Image Animation and Video Expansion to repurpose static assets into engaging, on-trend content.

3. Double Down on Business Messaging

Test click-to-message ads across WhatsApp, Messenger, and Instagram Direct. Consider joining the beta waitlist for Meta’s business AI to explore automated support and sales experiences.

4. Expand to Threads with Default Ad Placements

Threads has grown to over 350 million monthly active users, making it Meta’s fastest-rising platform. When launching new campaigns focused on reach or conversions, take advantage of Threads placements now enabled by default in both Advantage+ and Manual setups.

5. Collaborate with Creators to Build Trust

40% of people on Instagram rely on creator recommendations when shopping. Use Instagram’s Creator Marketplace to partner with influencers. Explore Partnership Ads to co-run campaigns with creators or other brands for greater reach and authenticity.

Meta states:

“With millions of creators discoverable on Instagram’s creator marketplace, the opportunity to connect with the right creator to tell your story has never been better. Then, try running partnership ads, which allow advertisers to run ads with creators and other businesses.”

But understanding what works is just as crucial as knowing what to do. That is why Meta is also guiding businesses on how to track and optimise campaign results with confidence.

Measuring What Matters: Meta’s Ad Effectiveness Guide

Alongside its performance tips, Meta is also equipping marketers with a deeper look at how to measure success. The platform has released a comprehensive “Measuring Ad Effectiveness” guide to help businesses understand which metrics matter—and how to act on them.

The guide walks through key questions such as:

• What does success look like for this campaign?
• Are your goals aligned across teams?
• Which tools match your measurement capacity?

And as Meta notes:

“Alongside the right measurement toolkit, it’s important to have alignment on the business objectives that are supported by your measurement approach. Businesses leading in this space have consensus from the top down on marketing objectives and key performance indicators.”

Meta breaks its measurement tools into four categories:

1. Attribution Solutions – Track cross-platform impact.
2. Experiments – Run A/B tests to validate hypotheses.
3. Modeling – Use predictive insights to inform spend.
4. Custom Analytics – Build tailored dashboards and insights.

Each section includes links, simple breakdowns, and advice on selecting the right solution for your business size and marketing goals. Meta’s AI-driven systems provide more control over ad placement—so advertisers can understand what works, and optimise confidently.

So where does this leave marketers in 2025? With clearer tools, stronger data, and a more automated system—success now depends on how well you combine strategy with execution.

House of Marketers Insights

Meta’s latest updates are a strong signal of where the platform is heading: more automation, more video, and more conversational marketing. For brands, this means less manual setup, but higher demand for smart oversight.

With Advantage+ campaigns simplifying creative decisions, and performance tools like Opportunity Score and the Effectiveness Guide giving clearer feedback loops, businesses now have a stronger blueprint for growth on Meta’s platforms.

But automation is not a replacement for strategy—it is an amplifier. Advertisers who pair Meta’s tools with clear brand goals, engaging content, and effective measurement will be best positioned to drive impact.

At House of Marketers, we help businesses craft impactful influencer marketing campaigns across TikTok, Instagram, and Facebook. Contact House of Marketers today and future-proof your marketing strategy today!