Meta Ads News & Updates for October 2025

Meta Launches AI-Powered Tools to Boost Lead Generation in Ads Globally

18 hours ago

Meta launched AI tools for lead generation during the post-holiday Q5 period. Advantage+ leads campaigns use AI globally to find cost-effective leads. CRM integration with Zapier and Salesforce is simplified, allowing up to 100,000 free lead events. New SMS and email verification reduce spam. Automated Messenger chats and third-party templates enhance lead nurturing, helping advertisers capture quality leads with less competition and better optimization in Q5.

Meta launches Budget optimization view to forecast ad budget impact on results

2 days ago

Meta Ads

Meta introduced a new 'Budget optimization' view that shows how budget changes could affect key metrics. It adds 'Actual' and 'Estimated' columns in ads reporting, displaying estimated cost per result and results over 7 days. It also provides a recommended budget. This helps when scaling campaigns by offering insights on budget impact.

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Marketing API enhances Ads in Threads with new formats and optimizations

2 days ago

Threads Meta Ads

Threads, with over 400 million monthly users, is enhancing its ad experience by expanding formats and creative options. New features include 4:5 ad rendering for images and videos, support for various video ad aspect ratios, and static 1:1 image carousel ads. Advertisers can now customize creative assets using the Placement Asset Customization tool. Existing and new campaigns will automatically utilize these updates for Threads feed placements.

Meta Gaming Apps Now Support ROAS Campaigns with AEM for Better Ad Performance

3 days ago

Meta Ads

Meta now supports ROAS campaigns with AEM for gaming apps, with a different interface than Android. You can optimize for in-app ad impressions or purchase value, but selecting "Maximize ROAS" doesn't allow choosing a focus like on Android. ROAS campaigns work well for new game launches but lose efficiency over time. This feature is welcomed due to recent performance challenges.

Facebook Implements New Verification and Transparency Rules for Advertisers in Thailand

4 days ago

Meta Ads

Meta is expanding verification and transparency requirements for advertisers in Thailand to enhance platform safety. Advertisers must verify who benefits from and pays for their ads, with this information included in the “Ad info” section. Notifications will be sent via email and advertising tools, giving 7 days to complete verification. Failure to verify will prevent ad delivery in Thailand. Advertisers are encouraged to start the process now to avoid disruptions.

Meta adds Device platform option to Value rules for better ad targeting

7 days ago

Meta Ads

Meta added 'Device platform' to 'Value rules', letting advertisers adjust bids based on mobile vs. desktop users. Value rules help prioritize audiences or conditions that matter more to a business without excluding others. For example, if desktop users have higher lifetime value, advertisers can increase bids for them. This helps guide ad delivery toward more valuable segments using data-driven decisions.

Meta updates product catalog setup for sales campaigns with new campaign-level assignment

9 days ago

Meta Ads

Meta is updating how product catalogs are set in sales campaigns by requiring catalog assignment at the campaign level, with no option to change it after publishing. Multiple catalogs per campaign are no longer allowed, and product ads need a campaign-level catalog. Previously, catalogs could be set at either campaign or ad level, allowing more flexibility. This change may reduce errors but limits catalog-only campaign options.

Meta Ads launches Show Spotlights Advantage plus creative enhancement for Instagram Story

11 days ago

Meta Ads

Meta is rolling out Advantage+ creative enhancement called Show Spotlights, which uses Website Highlights—text and image combos auto-picked from target sites—to enrich Instagram Stories ads on mobile with overlays or pop-ups. These features can be reviewed or disabled in the Creative setup menu. They are often enabled by default, making them easy to miss. Meta claims good performance and compliance, but advertisers should monitor usage.

Facebook Launches Feature for Suggested Edits and Collages in Photos and Videos

11 days ago

Meta Ads

Facebook has introduced a feature that suggests edits and collages for photos and videos, simplifying sharing. This opt-in feature uses AI to highlight memorable moments from your camera roll, creating unique content for Facebook and Messenger. It enhances photos and provides creative edits without design skills. Users control what to share, and suggestions are private. Currently available in the US and Canada, it will be tested in more countries soon.

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