Meta Ads News & Updates for May 2025

Meta Ads launches Value rules to optimize bids for specific audiences

3 days ago

Meta Ads now offers 'Value rules' to adjust bids for specific audiences based on age, gender, location, or mobile OS. Advertisers can create up to 10 rules with 2 criteria each to optimize conversions by increasing or decreasing bids for preferred groups. Only the first applicable rule applies if multiple match. This feature helps focus budgets without multiple ad sets but may raise cost per result. Outcomes can be tracked in Ads Manager.

Meta Launches Early Access Program for Advertisers to Test New AI Ad Tools

4 days ago

Meta Ads

Meta has launched an early release program allowing select advertisers to test new generative AI ad tools before broad rollout. These features are tested on a small group to assess performance and may be removed if needed. Ads using early release features are labeled and customizable. Access may be limited or revoked, especially in regulated sectors like finance, health, and sensitive ad categories, to ensure careful rollout and risk management.

Meta expands Marketing API to support ads in Threads feed with Reach Traffic Conversions

4 days ago

Meta Ads

Meta supports ads in Threads through Marketing API, enabling campaign extension with existing assets. Ads appear in Threads feed with Reach, Traffic, and Website Conversions goals. Brand safety standards apply, with low initial ad volume. Advertisers need a Threads profile and permissions. Threads ads require Instagram feed selection, support single image ads, and lack customization. Insights are via API; third-party comment moderation isn't supported.

Automate Meta Ads Creative Generation and Uploading

Featured

Markifact automates the creation and uploading of Meta ads using AI. Users generate custom visuals and matching ad copy by writing detailed prompts and uploading reference images. Ads are uploaded in a paused status for review before going live. This tool allows for quick creation of multiple ad variations, adaptation to market trends, and scaling of campaigns without needing extensive design or copywriting resources.

Meta Introduces New Creative Insights for Ad Accounts to Optimize Campaigns

9 days ago

Meta Ads

Meta introduced new creative insights for ad accounts, allowing users to view 'Top Creative Themes' in the 'Ads Reporting' > 'Account insights' section. This feature displays themes identified from ads, including the number of active ads and spending for each theme. It helps assess if ad themes align with brand values and allows comparison with industry themes for better optimization. Clicking a theme provides guidance on ad adjustments and relevant examples.

Meta tests Automatic Voiceover Translation for video ads in Spanish

9 days ago

Meta Ads

Meta is testing a feature for video ads that uses AI to automatically translate English voiceovers into Spanish. This experimental feature will start on May 20, 2025, but is currently limited to English voiceovers and Spanish as the only target language. Meta has been slow to expand its AI translations beyond a few languages, so the immediate global impact may be minimal. However, this initiative marks a significant step in ad personalization through AI.

Meta Introduces New Ad Features for Facebook, Instagram and Threads at NewFronts 2025

15 days ago

Meta Ads

Meta is testing new ad formats for Facebook, Instagram, and Threads, including Reels trending ads and video ads on Threads. Advertisers can access real-time insights through Instagram's Creator Marketplace and utilize a new API for discovering creators. Partnership Ads now allow featuring one partner prominently, and Facebook Live Partnership ads are being tested. Video Expansion on Facebook Reels aims to enhance ad performance.

Meta enhances ads creation with new URL parameters section and automatic UTM suggestions

16 days ago

Meta Ads

Meta is improving its ads creation interface by relocating the URL parameters link to a dedicated section and providing a one-click option for suggested UTM parameters. These parameters are comprehensive and can be used as is, helping to identify traffic sources in Google Analytics. If no UTM parameters are set, Meta will automatically add them starting in 2024, but these may not be very useful. The update is being rolled out gradually across accounts.

Meta Advertisers in Singapore Must Complete Verification and Transparency Processes

16 days ago

Meta Ads

Meta is enforcing verification and transparency requirements for Singapore advertisers starting May 27, 2025. Advertisers must verify beneficiaries and payers' identities and disclose this information. Notifications will inform when to set this data, with early verification encouraged to prevent ad issues. Active ads before the deadline do not require edits if the account is verified. Advertisers will have at least three weeks to comply after notification.

Meta Launches Dual-Path Optimization for Lead Ads with Website and Instant Forms

17 days ago

Meta Ads

Meta has introduced dual-path optimization for Lead Ads campaigns, enabling advertisers to generate leads through website forms and instant forms simultaneously. This feature allows Meta's algorithms to direct users to the most likely conversion path. Advertisers can set a website URL or select a Meta instant form, with real-time decisions on which to present. Meta will also automatically adjust bids for website conversions to enhance lead generation.

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