Meta ads is one of the highest-impact platforms that marketers can advertise on. With a massive userbase that is always growing, coverage across a number of platforms, and key reach for both B2B and B2C, it is crucial for marketers to understand how to get the most out of the platform. At Trendigital, Media Strategist Levi Scott walked through practical tips and tricks to send marketers home with the knowledge and insights needed for success now, and in the future.
Topics included the basics of campaign setup, creative best practices, audience targeting, modern tracking, and AI best practices.
Video creative is undoubtedly the king of engagement and awareness, resulting in up to +157% organic searches for brands that run video ads as well as 30% more clicks vs static ads. Increasing video production is a key change that businesses can implement immediately for excellent results on Meta.
Static ads, however, also have their time and place. Static ads shine when looking for less expensive conversions, averaging about 20% lower CPA compared to video ads. The best approach marketers can take is balancing video and static, monitoring what works, then making the necessary optimizations as campaigns run.
Whether or not cookies are truly going away, the landscape of digital tracking is constantly changing. As more and more users implement ad-blockers and reject cookies, marketers have an increasingly challenging task of effectively tracking web sessions, conversions, and more.
Implementing Meta’s Conversion API (CAPI) is a solution that leads to clearer data, more accurate conversion tracking, and ideal optimization for both Meta and marketers. Meta studies in 2025 showed CAPI resulted in a 13% drop in CPA and 19% more purchase events. The server-side connection ensures tracking is not blocked by ad blockers or cookie restrictions, though the initial setup time is longer and more demanding compared to traditional pixels. Marketers should work with their developers, web hosting providers, or agency to implement CAPI as soon as possible.
Meta is heavily pushing Advantage+ technology on marketers setting up ads. By handling creative, targeting, and budgeting, Advantage+ is a clear path to saving time for marketers. The results, however, show the technology may not be quite ready to trust.
Creative enhancements and generation through Advantage+ risk quality concerns, brand safety issues, and negative audience reception. Users are increasingly looking for real, authentic content from brands as AI creative floods the market. Audience targeting gives control over to Meta to serve ads to the right users, resulting in low quality leads and bot traffic. Marketers should consider the balance between saving time and lowering quality and determine what works best for their needs.
Meta plays a vital role in marketing strategies for nearly every business investing in paid media. With the tips and tricks listed here, marketers can begin to immediately improve their strategies and results. By optimizing creative formats, implementing CAPI, and being selective with AI usage, mastering Meta is within reach for all marketers.
Levi is our tactful media strategist. He brings strategic and creative thinking seamlessly into the fold to help our clients reach their marketing goals.
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