Meta Spills the Tea on What Makes an Ad Actually Work (Hint: AI Is Involved)

If you’ve been throwing money at Meta ads and hoping for the best, it might be time to pause and take notes! Meta just dropped some fresh insights on how to actually make your ads do what they’re supposed to: perform. Meta’s latest tips are based on what they’ve been seeing across billions of impressions, and spoiler alert..

It’s not just about flashy creatives or catchy copy. The real MVP? Artificial intelligence. (No surprise there.)

Here’s the breakdown of what Meta says is working right now:

1. Feed the AI the Right Stuff

Meta’s ad systems are getting smarter, but they still need quality inputs. Think of it like training a dog, you get better results with good treats. In this case, “good treats” mean strong creative assets, clear messaging, and campaigns that actually give Meta’s machine learning enough data to work with. The better the input, the better the AI output. Shocking, we know.

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2. Repetition Isn’t Annoying, It’s Smart

According to Meta, people need to see your brand a few times before they take the bait. So don’t stress about ad fatigue too early. Instead, make sure your campaign strategy includes repetition that reinforces brand identity (ideally without being annoying). Basically, think recognition, not spam.

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3. Say More With Less

We get it, you’re passionate about your brand. But Meta says simpler, more direct messaging performs best. That means ditching the jargon and long-winded taglines. Keep your value prop clear, your CTA obvious, and your vibe aligned with what your audience actually cares about.

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4. Creative Variety = Performance Power-Up

Running one ad and hoping it hits different every time? Nah. Meta recommends testing a range of creative formats, including video, static, Reels, and Stories. The platform’s algorithms can then optimize delivery based on what people engage with. Think of it like casting a wider net to see which bait the fish actually bite.

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5. Mobile-First Everything

Let’s be real, most of your audience is scrolling from their phone, in bed, during lunch, or while avoiding actual work. So if your ad doesn’t look good on mobile, it’s probably getting skipped. Meta’s tip? Design vertically, think visually, and keep things thumb-stopping.

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The Big Picture:

Meta’s takeaway here is simple but real: The brands winning right now are the ones embracing AI, testing creatives often, and actually respecting the user experience. It’s less about outsmarting the algorithm and more about working with it.

So, if your ads are underperforming, maybe it’s not your product; it might just be your approach. Reassess your creative, optimize for mobile, and let Meta’s AI do what it does best, just make sure you’re giving it something worth working with.

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Need help applying these tips to your next campaign? Slide into your Ads Manager and test some of these strategies; you might just see the results you’ve been manifesting. Still not sure where to start? Book a consultation with a Maven today!