Do Facebook Ads Still Work in 2025?

A real talk about ad performance and how to maximize ROI

Let’s not sugarcoat it — Facebook Ads have changed. And if you’re a business owner wondering whether they’re still worth your time (and money), you’re asking the right question.

In 2025, the answer is:
👉 Yes, Facebook Ads still work — but not like they used to.

Let’s dive into why that is and how you can still make them work really well for your business.

What’s Changed with Facebook Ads?

Back in the day, it was easy. You could throw a few dollars at a boosted post and get clicks, likes, and even sales.

Now? Not so much.

Here’s what’s different in 2025:

• 📈 More advertisers = higher competition

• 💰 Costs have gone up (especially for broad targeting)

• 🔒 Privacy changes make tracking harder

• 📱 Short-form video content dominates (Reels > static posts)

• 👀 People scroll faster — your ad has milliseconds to work

So… What Actually Works in 2025?

✅ 1. Smart Targeting

Gone are the days of “everyone in Malawi aged 18-65.”
Now, it’s all about:

• Custom audiences (your customers, page viewers, etc.)

• Lookalikes based on actual behavior

• Interest + intent-based targeting

✅ 2. Good Creatives Win

Your ad needs to feel native to the feed — not like an ad.

Use:

• Short videos (under 15 seconds)

• Real people (not stock photos)

• Hooks that grab attention in the first 2 seconds

✅ 3. Landing Page Match

If your ad says one thing and your website delivers another — you're wasting money.

• Fast-loading pages

• Clear value proposition

• Mobile-friendly design (this is a must in Malawi!)

✅ 4. Retargeting Matters

Only 1–2% of people buy the first time. You need to follow up with:

• Website visitors

• Cart abandoners

• People who engaged with your ads/videos

✅ 5. Testing Is Everything

No more guessing. The brands that win are always testing:

• 3–5 ad versions at a time

• Different formats (carousel, video, reels)

• Headlines, captions, CTAs

But Is It Worth It in Malawi?

Absolutely. Facebook (and Instagram) still dominate social media use here.
And for local brands? Facebook Ads are still one of the cheapest ways to:

• Get discovered

• Drive traffic

• Sell products or services

But you need to do it right — and with a strategy built for 2025.

Final Answer: Do Facebook Ads Still Work?

Yes, but lazy ads are dead.
If you’re not targeting smart, testing regularly, and using good creative — you're wasting money.

Let Innovill Help You Win with Facebook Ads

At Innovill, we help Malawian businesses launch campaigns that actually work.
From research and creative to retargeting and reporting — we do it all.

👉 Ready to see real ROI? Let’s talk.