Facebook Ads in 2025: Creative Trends, Conversion Value Rules & Privacy Shifts

May 31, 2025

Facebook Ads in 2025: Creative Trends, Conversion Value Rules & Privacy Shifts

TikTok Marketing

Ad Personalization

Creative Strategy

Facebook Ads

Running Facebook ads in 2025 feels different, right? CPMs are up, audience targeting isn’t as sharp, and ad fatigue kicks in faster than ever.

But here’s the thing—it’s not broken, it’s just evolving.

Meta has introduced new tools, creative strategies, and conversion-focused features to help advertisers adapt. In this blog, we’ll walk you through what’s working right now in Malaysia and how to stay profitable in a more privacy-conscious, AI-powered landscape.

1. Creative Is King (But With a Twist)

Meta’s algorithm is now heavily driven by content quality. If your creative doesn’t engage in the first few seconds, your ad spend goes to waste.

Top Creative Trends in 2025:

✅ Native-style video – Looks like a friend’s post, not an ad
✅ Text overlays + narration – For silent viewers (especially on Reels)
✅ Malaysian dialect/local language hooks – Connects instantly
✅ Relatable storytelling – Show a problem, solution, transformation
✅ Short-form > long-form – Most top ads are 15–30 seconds

💡 Hook tip: Start with something like “你是不是也这样？” or “Pernah tak rasa macam ni?” to grab local attention.

2. Advantage+ Is Becoming the Default

Meta is pushing Advantage+ campaigns (automated audiences + creatives), and they’re working—if you supply strong content.

Use Advantage+ for:

eCommerce product catalogues
Lead generation for education or real estate
Event promotions
High-volume testing

Best practices:

Provide 6–10 ad creatives
Add 4–5 variations of headlines and primary text
Let the algorithm test what works—then double down

💡 Local businesses using Advantage+ with localized creatives are seeing 25–40% better ROAS than manual campaigns.

3. What Are Conversion Value Rules?

Introduced in late 2024, Conversion Value Rules allow you to tell Meta which leads or sales are more valuable—so it can prioritize those in your optimization.

Example Use Case:

If you’re running a kids tuition program:

Leads from KL = more likely to convert
Leads from East Malaysia = not your target

You can set a rule:

“KL leads = +30% value. East MY = -20% value.”

Meta will now prioritize leads with higher predicted ROI, not just volume.

💡 Especially useful for:

B2B leads
Franchise recruitment
Local businesses with limited coverage areas

4. Privacy Changes Are Forcing Smarter Retargeting

With stricter privacy enforcement (Apple, Android, and Meta itself), traditional retargeting pools are shrinking.

No more:

❌ Bombarding everyone who visits your site
❌ Relying on third-party cookies
❌ Tracking deep funnel actions without setup

What To Do Instead:

✅ Use 1st-party data (email lists, WhatsApp subscribers)
✅ Set up Conversions API alongside Pixel
✅ Segment your audiences: visitors, engagers, video viewers
✅ Start building private communities (FB Groups, Telegram)

💡 Bonus: In Malaysia, conversion tracking via Pixel alone now misses 25–35% of events if not paired with Conversions API.

5. Localized Messaging Beats Generic Ads

In a cluttered feed, saying “30% OFF!” won’t cut it anymore.

What Works Now:

Using local slang or Bahasa/Mandarin versions of your CTA
Calling out specific locations or lifestyles (“for KL busy mums,” “适合怕晒黑的女生”)
Showing your own face/team instead of stock images
Real Malaysian customers giving testimonials (not actors)

💡 One client in Johor switched from global stock photo ads to a simple selfie video—and their cost per lead dropped by RM3.20.

6. Messenger Ads Are Making a Comeback

People in Malaysia still prefer chat-first buying. With WhatsApp Business API growing, Messenger Ads are performing better again—especially when paired with automation.

Messenger Ad Tip: