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This is Your Guide to Winning Meta Ads

Some ad strategies work, and some don’t—here’s what you should (and shouldn’t) do.

April 07, 2025

Here’s the thing—Meta ads actually work (like, really well) if you know what you’re doing.

The problem? Most people don’t.

That’s why we created this guide—to help you run Meta ads that actually convert, not just rack up meaningless impressions.

Let’s get started.

1. UGC is king

People scroll past ads without thinking—because they feel like ads. That’s why UGC works—it’s natural, relatable, and doesn’t scream “buy this.”

And here’s the best part: It doesn’t even have to be real UGC. It just needs to look and feel that way. That’s why scripted random street interviews or staged podcast clips work—they feel genuine.

2. Use basic conversion psychology

By now, you should know—ads aren’t just about looking good; it’s about getting inside people’s heads (in an ethical way, of course).

So yeah, design matters, but what really sells is how your ad makes people think and feel. Here are some go-to formulas that get results. These aren’t rigid rules—you can tweak them to fit your brand:

Pain âžť Agitate âžť Solve

Hook âžť Educate âžť Sell

Attention âžť Interest âžť Desire âžť Action

3. Videos > Images

Right now, videos are outperforming images. That’s why TikTok has become a goldmine for brands looking to get noticed.

Does that mean image ads are dead? Not at all. You might still find a winning one, but video is where the momentum is. And as a marketer, adapting to trends isn’t optional—it’s how you stay ahead.

4. Optimize your ads for conversions

Once your ad is live, the real work begins—analyzing what’s working and making tweaks.


âś” Try different headlines, images, and CTAs (A/B testing is your best friend).
âś” Adjust your budget based on the best-performing ads.
✔ Don’t be afraid to kill underperforming ads—it’s better to reinvest in what’s working.

Photo by Faheem Bhatti

5. Retargeting

Most people set and forget their ads, but the secret to high ROI? Retargeting.

Retargeting Strategy That Works:
👀 Show ads to people who visited your website but didn’t buy.
🛒 Target those who added to cart but didn’t check out.
📩 Retarget email subscribers who haven’t taken action.

By focusing on warm audiences, you’ll get way more conversions for less money.

Final thoughts

Meta ads aren’t magic, but they also don’t have to be a money pit. When done right, they can bring in insane results.

"An ad is finished only when you no longer can find a single element to remove."

– Robert Fleege

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