Meta remains one of the key battle grounds advertisers use to get their products and services in front of the right customers. It has tremendous reach and a lot of targeting potential, but should certainly not be the only part of your strategy with the wider platforms developing and in many instances taking share of voice as the trends data below shows.
Despite this drop, reach is still wide, so here we explore some of the main principles to follow when developing your meta marketing strategy, a Meta Advertising 101 if you will!
What is Meta Advertising?
Meta advertising refers to paid promotions across Meta-owned platforms such as Facebook, Instagram, Messenger, WhatsApp, and the Meta Audience Network. It allows businesses to reach users through highly targeted campaigns based on demographics, interests, behaviours, and custom audiences.
The Meta Business Suite is the central hub for managing advertising, content scheduling, messaging, and performance tracking across Meta platforms. Through this suite, businesses can create and manage ad campaigns, access audience insights, track conversions, and optimise performance from one unified dashboard.
How Meta Ads differ from other platforms
Unlike Google Ads, which has a primary focus on intent-based advertising through search and display networks, Meta ads leverage behavioural data and social interactions to drive engagement.
TikTok Ads are centred around short-form video content and viral trends, offering different creative formats and targeting capabilities. Each platform serves different user mindsets. Meta is strong for building brand communities and retargeting. Google excels in capturing search demand. TikTok is powerful for top-of-funnel awareness through entertainment-led discovery. Choosing the right channel depends on campaign goals and audience behaviour.
Key platforms within the Meta Advertising ecosystem
| Platform | Best Use Case | Key Formats |
| Broad awareness, community engagement | Image, Video, Carousel, Lead Ads | |
| Visual branding, product showcase | Stories, Reels, Collection Ads | |
| Personalised communication, lead nurturing | Click-to-WhatsApp Ads, In-App Messaging | |
| Messenger | Direct interaction, chatbots | Sponsored Messages, Click-to-Message Ads |
| Audience Network | Extended reach beyond Meta | Native Ads, Banner Ads |
The days of a purely Facebook focused advertising strategy are over and now the Meta suite gives you access to different platforms which are useful for different elements of the buying journey. Facebook is of course one of the largest but Instagram has grown to be one of the key channels and Whatsapp and Messenger give you the ability to target people within their inboxes.
Types of Meta Ads (With use cases)
So now we have covered that different platforms are good for different outcomes, let’s dive into the different ad formats available and some of the examples in the real world of them in action.
Image Ads
Use Case: Branding, announcements
Nike frequently uses clean, impactful static imagery on Instagram to highlight new sneaker releases, often paired with concise, emotive copy. These ads focus on high-quality visuals to reinforce brand identity and drive awareness.
Video Ads
Use Case: Storytelling, product demos
Samsung showcased the Galaxy Z Fold’s flexibility through a dynamic Facebook video ad, highlighting features like unfolding, multitasking, and seamless app transitions. This type of storytelling builds emotional connection while demonstrating functionality.
Carousel Ads
Use Case: Showcase multiple products
Sephora effectively used carousel ads to display different shades from Selena Gomez’s Rare Beauty line. Each swipeable card directed users to a corresponding product page, enhancing discoverability and driving traffic.
Collection Ads
Use Case: Immersive eCommerce
Burberry created a mobile-first Collection ad that featured a hero video followed by a curated selection of shoppable items. This provided an engaging, browsable storefront experience within Instagram’s native interface.
Lead Ads
Use Case: Email signups, consultation requests
American Express ran Facebook Lead Ads offering a free guide download. Users could submit their information without leaving the platform, simplifying the lead generation process.
Dynamic Ads
Use Case: Retargeting website visitors
Airbnb implemented dynamic retargeting ads that automatically showed users properties they had previously viewed. These ads helped re-engage potential travellers and nudged them toward booking.
Story Ads & Reels
Use Case: Mobile-first audiences, immersive branding
Adidas Skateboarding used Instagram Reels to promote their skatewear through fast-paced, vertical videos featuring well-known athletes. These ads blend organically with user-generated content and are optimised for mobile viewing.
Click-to-Messenger / WhatsApp Ads
Use Case: Lead nurturing via chat
Meta’s Click-to-Message ad format enables users to initiate conversations in Messenger, WhatsApp, or Instagram DM with just one tap. Brands like HP have used this to deliver personalised product advice and build customer relationships.
What Meta ad should you use at each marketing funnel stage?
A marketing funnel is one of the oldest tools in the discipline and whilst it has been reimagined in various formats, it works well when looking at the strategy and for Meta advertising.
When building a funnel, be sure to tailor different Ad types to each stage. Of course there will be some cross-over and nothing is as black and white as it seems, but broadly speaking certain advertisements are good for specific uses. And the below should also be singing from the same hymn sheet as your wider marketing strategy, reviews and loyalty schemes that match up to your advertising and remarketing for example.
| Funnel Stage | Recommended Ad Type | Objective |
| Awareness | Video, Reels, Image Ads | Reach, Brand Awareness |
| Consideration | Carousel, Lead Ads, Click-to-Website | Traffic, Engagement, Leads |
| Conversion | Dynamic Product Ads, Collection Ads | Sales, Conversions |
| Loyalty/Retention | Messenger Ads, Remarketing | Repeat Purchases |
An introduction to audience targeting
Meta advertising offers advanced targeting tools to help businesses reach the right people. With Meta Ads Manager, you can create precise audience segments based on user data.
Core audiences let you target users by demographics, interests, and behaviours—such as age, job title, shopping habits, or travel activity. For example, a wellness brand might target women aged 25 to 40 interested in yoga and eco-travel.
Custom audiences allow you to reconnect with people who’ve already interacted with your business. This includes email subscribers, website visitors tracked via the Meta Pixel, or people who engage with your social content. These are ideal for retargeting campaigns, such as reminding cart abandoners to complete their purchase.
Lookalike audiences help you find new users similar to your best customers. You can adjust how closely these new audiences match your original list. For instance, a subscription box company could use this to reach potential high-value buyers.
Geo-targeting enables you to focus on specific locations or languages. This is useful for local promotions or multilingual campaigns. A Singapore café, for example, might target English- and Mandarin-speaking users within a five-kilometre radius.
Best practices for advertising creatives
Even the best targeting won’t work without strong creative. Your ad needs to grab attention, deliver value quickly, and encourage action.
Use native formats tailored to each placement. Vertical videos work best for Stories and Reels, while square formats suit feed posts. Upload different versions for different placements to boost performance.
Feature real people using your product to build trust. User-generated content, testimonials, or influencer clips often outperform polished ads because they feel more authentic and relatable.
Keep your text short and clear. Focus on the benefit, not brand fluff. Use a strong call-to-action like “Shop now” or “Book today” to guide users toward the next step.
Add motion to capture attention. Even subtle zooms or animated elements can help your ad stand out. Short-form video is especially effective for mobile audiences.
Always test your creative. Try different versions of your headlines, visuals, and CTAs to see what performs best. Meta’s A/B testing tools make it easy to optimise your campaigns over time.
Where to go next?
Looking to get going with Meta advertising? Start with Meta Blueprint, Meta’s official training hub offering free, self-paced courses on ad creation, targeting, and optimisation. For credentials, explore Meta Certification to validate your expertise. If you need practical support, the Meta Ads Help Center provides step-by-step guides and troubleshooting tips. To stay up to date on new features, case studies, and live webinars, follow Meta for Business. These resources are ideal for building confidence and achieving better campaign results.
