Facebook Ads Manager Updates to Watch in 2025

 

Facebook Ads Manager is constantly evolving, with updates sometimes rolling out overnight.

To meet the needs of both users and advertisers, the platform continuously adapts and improves. However, staying on top of these changes can feel overwhelming.

That’s why we’ve done the research for you. In this article, we’ll walk you through the most important and recent Facebook Ads Manager updates that every marketer should be aware of.

Note: While Facebook ads manager is now officially known as Meta, we’ll refer to it as Facebook ads manager in this article to avoid any confusion.
Updates to Facebook Ad Manager Objectives

Facebook Ads Manager now offers updated campaign objectives, some of which are entirely new, while others are simply renamed versions of existing ones. The goal of these changes is to streamline the objective selection process, making it easier for advertisers to align their campaigns with their business goals.

When setting up a campaign, it’s essential to choose the objective that best matches your desired outcome. There are now six available objectives:

– Awareness
– Traffic
– Engagement
– Leads
– App Promotion
– Sales

According to Facebook ads manager (Meta), existing campaigns using the previous objectives will remain active, and no changes are required. However, it is advisable to review ongoing campaigns to ensure they align with the updated structure.

where brands and creators get discovered

Introduction of the “Optimize Text per Person” Feature

In June 2021, Facebook Ads Manager introduced a powerful new feature called “Optimize Text per Person” to enhance automated ad customization.

If you’re familiar with Google’s Responsive Search Ads, you’ll notice similarities—both rely on automation and continuous testing to improve ad performance.

This feature allows Facebook’s machine learning to dynamically adjust your captions, headlines, and descriptions based on what it predicts will resonate best with each user.

For example, if your ad’s headline says, “Christmas Discount” and the description says, “Get discounts on holiday merch,” Facebook may swap them for certain users, showing the description first to optimize engagement.

Why is this feature valuable?

– It’s easy to set up—simply enable the “Optimize Text per Person” button during ad creation.
– Unlike the 2019 “Multiple Text Variations” feature, which required advertisers to manually input different text options, this new version automatically optimizes existing elements, reducing effort while maximizing effectiveness.
– It enhances personalization, ensuring higher engagement rates with minimal manual input.

Instagram Reels Ads Are Now Available to All Advertisers

Short video content has been a dominant trend for years, fueling the rise of platforms like TikTok. In response, Instagram introduced Reels in August 2020—a feature designed for sharing short-form videos in a dedicated feed, similar to TikTok.

Recognizing Reels’ potential for engagement, Facebook ads manager (now Meta) began testing Reels Ads in April 2021 across select countries, including the US, UK, France, and Canada. The results were positive, leading to a global rollout in June 2021.

Unlike some Facebook ads manager features that require specific account criteria, Reels Ads have no restrictions—any advertiser can use them.

Where do Reels Ads appear?

According to Instagram, “Reels is the ideal platform to connect with users who don’t already follow you, offering a growing global stage where brands and creators can gain visibility and reach new audiences.”

In practical terms, Reels Ads are full-screen, immersive video ads that appear between organic Reels content. These ads can be up to 30 seconds long, and users can like, comment, share, save, and watch them just like regular Reels.

Best Practices for Reels Ads:

– Use eye-catching visuals: The first few seconds should grab attention.
– Keep it concise: Stick to 15-30 second videos for maximum engagement.
– Incorporate trending audio: Popular sounds can increase organic reach.
– Include clear CTAs: Encourage users to take action by directing them to a website, product page, or app.

The 20% Text Rule No Longer Applies

For years, Facebook ads manager restricted how much text could appear on ad images, enforcing the 20% text rule. If an ad contained more than 20% text, it was either rejected or its reach was significantly reduced.

The good news? Facebook ads manager no longer enforces this rule! Advertisers now have more creative freedom when designing image ads.

However, does this mean you should use more text?

Not necessarily. Facebook ads manager internal data still suggests that ads with minimal text tend to perform better than those with excessive text. While your ad won’t be rejected, too much text can still impact engagement rates and cost-effectiveness.

Tip: Keep your ad copy concise and visually appealing to maximize performance.

Restrictions on Targeting Teens by Interests

Facebook has introduced a new privacy update that limits how advertisers can target teenagers.

What does this mean?

– Advertisers can no longer target users under 18 based on their interests or online activity.
– These targeting options are now only available for users 18 and older (or 20 and 21 in some regions).
– For those under 18, advertisers can only target based on age, location, and gender.

Why the change?

Facebook aims to create a safer and more private experience for younger users. This update is designed to protect teens from potentially harmful ads, such as those promoting extreme weight loss, online dating, or other sensitive topics.

What does this mean for advertisers?

If your target audience includes teenagers, your targeting options are now more restricted. To adapt, consider focusing on higher-quality ad creatives and increasing the quantity of your campaigns. Engaging and visually compelling ads can help you overcome targeting limitations and effectively reach younger audiences.

Automated App Ads to Expand Reach

Facebook’s Automated App Ads (AAA) offer an AI-driven approach to running app promotion campaigns. Launched in 2020, automates targeting, bidding, and creative optimization to deliver higher engagement with less manual effort.

Benefits of AAA:

– Dynamic creative testing: Upload multiple creatives, and Facebook’s AI will determine the best combination.
– Simplified targeting: Facebook automatically optimizes ad delivery to find high-value users.
– Automated campaign management: Reduces the need for manual adjustments, saving time for advertisers.

Limitations of AAA:

– Limited targeting options: Unlike traditional ads, AAA doesn’t allow for in-depth audience segmentation.
– No support for playable or carousel ads:The format options are limited.

If you’re running app install campaigns, testing AAA against manually optimized ads can help determine the best approach for your business.

 Final Thoughts: Facebook Ads Manager Updates

As Facebook continues to evolve, these updates are shaping the way advertisers interact with their audiences. From new ad objectives to automated app ads, these changes provide both opportunities and challenges for marketers.

By staying informed and adjusting your campaigns accordingly, you can maximize the effectiveness of your ads and continue reaching your desired audience with precision and creativity.

We’ll keep updating this list with any major changes. Until then, make sure your advertising strategies align with these updates to stay ahead in the ever-changing landscape of Facebook Ads Manager.

Restrictions on Targeting Teens by Interests
Facebook has introduced a new privacy update that limits how advertisers can target teenagers.

What does this mean?

Advertisers can no longer target users under 18 based on their interests or online activity. These targeting options are now only available for users 18 and older (or 20 and 21 in some regions).

For those under 18, advertisers can only target based on age, location, and gender.

Why the change?

Facebook aims to create a safer and more private experience for younger users. This update is designed to protect teens from potentially harmful ads, such as those promoting extreme weight loss, online dating, or other sensitive topics.

Since Facebook acknowledges the impact of social media on young audiences, this update is part of their effort to promote responsible advertising practices.

What does this mean for advertisers?

If your target audience includes teenagers, your targeting options are now more restricted. To adapt, consider focusing on higher-quality ad creatives and increasing the quantity of your campaigns. Engaging and visually compelling ads can help you overcome targeting limitations and effectively reach younger audiences.

Facebook Ads Manager Updates to Watch in 2025

Facebook Ads Manager is constantly evolving, with updates sometimes rolling out overnight. To meet the needs of both users and advertisers, the platform continuously adapts and improves. However, staying on top of these changes can feel overwhelming.

That’s why we’ve done the research for you. In this article, we’ll walk you through the most important and recent Facebook Ads Manager updates that every marketer should be aware of.

Note: While Facebook is now officially known as Meta, we’ll refer to it as Facebook in this article to avoid any confusion.

 

Updates to Facebook Ad Manager Objectives

Facebook Ads Manager now offers updated campaign objectives, some of which are entirely new, while others are simply renamed versions of existing ones. The goal of these changes is to streamline the objective selection process, making it easier for advertisers to align their campaigns with their business goals.

When setting up a campaign, it’s essential to choose the objective that best matches your desired outcome. There are now six available objectives:

1. Awareness
2. Traffic
3. Engagement
4. Leads
5. App Promotion
6. Sales
According to Facebook (Meta), existing campaigns using the previous objectives will remain active, and no changes are required. However, it is advisable to review ongoing campaigns to ensure they align with the updated structure.

 

Introduction of the “Optimize Text per Person” Feature

In June 2021, Facebook Ads Manager introduced a powerful new feature called “Optimize Text per Person” to enhance automated ad customization.

If you’re familiar with Google’s Responsive Search Ads, you’ll notice similarities—both rely on automation and continuous testing to improve ad performance.

This feature allows Facebook’s machine learning to dynamically adjust your captions, headlines, and descriptions based on what it predicts will resonate best with each user.

Why is this feature valuable?

– It’s easy to set up—simply enable the “Optimize Text per Person” button during ad creation.
– Unlike the 2019 “Multiple Text Variations” feature, which required advertisers to manually input different text options, this new version automatically optimizes existing elements, reducing effort while maximizing effectiveness.
– It enhances personalization, ensuring higher engagement rates with minimal manual input.

Instagram Reels Ads Are Now Available to All Advertisers

Short video content has been a dominant trend for years, fueling the rise of platforms like TikTok. In response, Instagram introduced Reels in August 2020—a feature designed for sharing short-form videos in a dedicated feed, similar to TikTok.

Recognizing Reels’ potential for engagement, Facebook ads manager (now Meta) began testing Reels Ads in April 2021 across select countries, including the US, UK, France, and Canada. The results were positive, leading to a global rollout in June 2021.

Unlike some Facebook ad features that require specific account criteria, Reels Ads have no restrictions—any advertiser can use them.

Best Practices for Reels Ads:

– Use eye-catching visuals: The first few seconds should grab attention.
– Keep it concise: Stick to 15-30 second videos for maximum engagement.
– Incorporate trending audio: Popular sounds can increase organic reach.
– Include clear CTAs: Encourage users to take action by directing them to a website, product page, or app.

The 20% Text Rule No Longer Applies

If you’ve ever run Facebook ads manager, you’re likely familiar with the 20% text rule, which restricted how much text could appear on ad images.

The good news? Facebook ads manager no longer rejects ads that contain more than 20% text on images. This change gives advertisers more creative freedom and eliminates the frustration of reworking rejected ads.

Should You Ignore the Recommendation?

Not so fast. While Facebook ads manager won’t reject your ads, it may still limit their reach. Facebook Ads Manager now applies an “Image Text Rating” to your ads, labeling them as OK, Low, Medium, or High based on the amount of text. A higher text rating could mean reduced reach and lower ad performance.

So while you have the freedom to use more text, it’s still best to keep it concise and visually appealing for maximum engagement.

Expanding Reach with Automated App Ads

 

Facebook’s Automated App Ads (AAA) offer an AI-driven approach to running app promotion campaigns. Launched in 2020, AAA automates targeting, bidding, and creative optimization to deliver higher engagement with less manual effort.

Benefits of AAA:

– Dynamic creative testing: Upload multiple creatives, and Facebook’s AI will determine the best combination.
– Simplified targeting: Facebook automatically optimizes ad delivery to find high-value users.
– Automated campaign management: Reduces the need for manual adjustments, saving time for advertisers.

Limitations of AAA:

– Limited targeting options: Unlike traditional ads, AAA doesn’t allow for in-depth audience segmentation.
– No support for playable or carousel ads: The format options are limited.

If you’re running app install campaigns, testing AAA against manually optimized ads can help determine the best approach for your business.

 

The ultimate stage for brands & creators to shine

 

Data Limitations Following iOS 14.5 Update

While not a direct Facebook Ads Manager update, the iOS 14.5 privacy changes have had a significant impact on Facebook advertising, prompting Meta to introduce new updates.

How Does This Affect Facebook Advertising?

Users who opt out of data tracking can no longer be targeted based on certain attributes, making audience segmentation and ad personalization more challenging. This change has been particularly disruptive for app marketers, who now have:

– Limited access to granular data on opted-out users.
– Delayed reporting, with key metrics like CPI and installs appearing after a week.
– Restricted campaign and ad group limits.

Facebook’s Response: New Measurement and Reporting Features
To address these challenges, Facebook ads manager has introduced new performance and reporting updates, including:
– Aggregated Event Measurement for iOS 14 users.
– View-through attribution as a default feature.
– Consideration of all advertiser-associated URLs.

These updates aim to bridge the data gap while maintaining user privacy, but their long-term effectiveness remains to be seen.

 

Wrapping Up: Facebook Ads Manager Updates

Staying updated with Facebook Ads Manager changes is crucial for advertisers aiming to optimize their campaigns effectively. With constant updates, from revamped campaign objectives to new automation tools and ad formats, marketers must continuously adapt their strategies to stay competitive.

The introduction of features like “Optimize Text per Person”, Reels Ads, and Automated App Ads (AAA) demonstrates Meta’s commitment to improving ad performance through automation and user engagement. Additionally, the removal of the 20% text rule gives advertisers more creative flexibility, though best practices still suggest keeping text minimal for better results.

However, challenges such as the iOS 14.5 privacy changes have made targeting and reporting more complex. To counteract these limitations, Facebook has implemented new measurement tools like Aggregated Event Measurement to help advertisers track and analyze performance.

As Facebook ads manager(Meta) continues to evolve, keeping an eye on updates and experimenting with new features will help marketers refine their ad strategies. By embracing change, leveraging automation, and optimizing for performance, businesses can maintain a strong advertising presence and reach their target audiences effectively.