5 Best Practices for Meta Ads That Actually Drive Results

Meta (formerly Facebook) Ads still offer some of the best ROI in digital marketing—if you know how to use them right. But between constant algorithm updates, iOS privacy changes, and increasing competition, just throwing up an ad and hoping for the best doesn’t cut it anymore.

Here are five best practices to help you get the most out of your Meta Ads and turn more scrollers into customers.

1. Let the Algorithm Work—But Feed It the Right Signals

Meta’s algorithm is incredibly powerful, but only if you give it what it needs. That means:

• Using Conversions API + Pixel: Make sure Meta can track key events even after iOS 14 changes.

• Optimizing for Purchase (or your end goal): Don’t optimize for clicks if your goal is sales.

• Avoid Over-Segmenting: Let the algorithm find the best pockets of users by using broad targeting with strong creative.

In short: trust the algorithm, but give it clean data and a clear goal.

2. Test Creative—Then Test Again

Creative is the biggest lever in Meta Ads. Even the best targeting won’t save you from boring ads. Follow this framework:

• Hook (first 3 seconds): Stop the scroll with something bold or curiosity-driven.

• Problem/Solution: Highlight your value prop quickly.

• Clear CTA: Tell users what to do next.

Don’t just test images vs. video—test different angles, formats, styles, and offers. What works for one audience might flop with another.

3. Use Advantage+ Campaigns (Correctly)

Meta’s Advantage+ Shopping campaigns (ASC) are extremely effective—especially for eCommerce brands. These AI-driven campaigns work best when you:

• Upload multiple creatives

• Use your best-performing audiences as custom inputs

• Let it run for a few days before making optimizations

These campaigns are less manual, but don’t set them and forget them. Monitor performance, and feed in fresh creative regularly.

4. Retarget With Purpose

Retargeting is still effective, but it's not as simple as it used to be. Here’s how to make it count:

• Use 1-day and 7-day engagers/viewers for warm retargeting

• Combine with urgency-driven messaging (limited offer, last chance, etc.)

• Exclude recent purchasers to avoid wasting spend

Bonus tip: Use your email list to retarget high-value customers with upsell offers.

5. Measure What Matters

ROAS is important—but it’s not everything. Depending on your funnel and offer, consider tracking:

• MER (Marketing Efficiency Ratio): Total revenue / total ad spend

• CAC (Customer Acquisition Cost): How much you’re paying per customer

• LTV (Lifetime Value): Helps you justify higher spend up front

Also, be wary of in-platform attribution. Cross-reference with tools like Google Analytics, post-purchase surveys, or Triple Whale if you’re serious about accuracy.

Final Thoughts

Meta Ads are more competitive than ever—but they’re still wildly effective when you combine smart strategy with strong creative. Stick to these best practices, and you’ll set yourself up to scale profitably.

Need a Partner You Can Actually Trust?

At Slaymaker Marketing, we’ve managed millions in Meta ad spend for brands that want real results—not vague reports or bloated retainers. Whether you’re launching your first campaign or looking to scale a proven offer, we can help.