No one could’ve predicted just how deeply Meta and social media would impact our lives. These platforms aren’t just ways to connect—they’re extensions of our daily realities. As marketers, we now have an incredible opportunity: reaching people directly where they already spend their time, tailored to their behaviors and interests.

Today’s social ads aren’t the costly, months-long productions of the past. Authenticity now sets the standard, and real connection is crucial. To help you master this landscape, here are our top 10 best practices for paid ads on Meta.

1. Have a Strategy, but Keep it Natural

Structure is great, but people love spontaneity.

• Set clear campaign goals but don’t be afraid to show your human side in the creative.
• The best-performing ads often feel spontaneous and authentic, not overly staged.

• It could be as simple as propping up your phone and recording yourself in your car (a parked car of course).

Pro Tip: Create ads that feel conversational and genuine to boost audience trust and engagement.

2. Embrace Imperfections— Authenticity Wins

Perfection can feel cold. People connect better with authenticity.

• Small imperfections or genuine human moments can resonate deeply with your audience.
• If you trip over a word in a video or your team laughs during filming, consider keeping it—that realness builds trust.

Pro Tip: Test ads featuring casual or imperfect moments—you might be surprised at the response!

3. Stay True to Your Brand Voice and Strengths

Your brand’s unique personality is your superpower.

• Let your voice shine through clearly in your ads—whether funny, quirky, serious, or professional. People appreciate brands that clearly communicate who they are.
• Feature real reviews, customer videos, or candid testimonials in your ads.
• Authentic, relatable content often outperforms overly polished ads because it feels genuine.

Pro Tip: Consistency in your brand’s voice builds recognition and loyalty over time.

4. Refine Audiences with Advanced Targeting & Exclusions

Audience relevance directly impacts performance.

• Utilize detailed behavioral targeting, Custom Audiences, and Lookalike Audiences for precise delivery.
• Apply audience exclusions to prevent ad fatigue and irrelevant impressions.

Quick Tip: Regularly update your Lookalike Audiences by incorporating new, high-quality seed audiences (like recent customer lists).

5. Pay Attention to Social Media Trends

Trends can turbo-charge your engagement when used wisely.

• Pay attention to popular songs, memes, jokes, or current events and see if they align naturally with your brand.
• Timely, relevant ads feel fresh and boost your chances of going viral.

Pro Tip: Keep your finger on the pulse—dedicate part of your budget to quickly capitalize on trending topics.

6. Test Everything—Then Test Again!

The most effective content isn’t always what you expect.

• Try different ad styles—funny vs. emotional, facts vs. testimonials, casual vs. professional.
• Let data show you what resonates best with your audience, then adjust and optimize.

Pro Tip: Regularly set up A/B tests and let the results guide your creative decisions.

7. Video Ads Win for Lead Generation

There’s a reason Meta loves video—it grabs attention instantly.

• Use short, compelling video ads to capture attention, communicate quickly, and drive action. Short, punchy videos (around 6–15 seconds) make it easy for your message to land fast.
• While static images can support retargeting or brand awareness, videos consistently yield higher lead-generation performance.

Pro Tip: Always include closed captions—most people scroll with the sound off!

8. Make Everything Mobile-Friendly

The majority of clicks comes from phones, so your mobile presence matters most.

• Ensure your landing pages, websites, and ad formats are optimized specifically for mobile devices.
• Slow-loading pages or poor layouts instantly lose potential customers.

Pro Tip: Always preview your ad experience from your phone. If it annoys you, it’ll definitely annoy your customers.

9. Refresh Ad Creative Monthly

Ads get stale quickly.

• Update your creatives at least monthly to maintain audience interest and avoid ad fatigue.
• Small changes like swapping visuals, refreshing headlines, or trying new messaging can make a big impact.

Pro Tip: Schedule regular creative refreshes—your audience (and your metrics) will thank you.

10. Smart Retargeting Keeps Your Audience Engaged

Most people don’t convert immediately, but that doesn’t mean they won’t.

• Use retargeting to reconnect with visitors who’ve engaged with your social profiles or visited your site.
• Customized follow-up messages help nurture interest and gently push them toward conversion.

Pro Tip: Tailor your retargeting ads based on how people previously interacted with your brand—personalized follow-ups convert better.

Final Thoughts

Meta ads today are less about polished perfection and more about genuine connection. By embracing authenticity, staying responsive, and consistently optimizing your approach, you’ll build stronger relationships and drive real results.

If you’re ready to elevate your paid social game or have questions, we’re here to help—reach out anytime!