Does Facebook Marketing Really Work? We Measured It Ourselves.

Does Facebook marketing really work? We asked the same question when we saw ad costs creeping up and performance getting harder to predict. Since then, we’ve managed multiple campaigns across different industries and collected enough data to answer it without guessing. Here’s what we’ve seen so far—and what any business should keep in mind when assessing whether Facebook Ads are worth the budget.

Does Facebook Marketing Really Work in 2025?

It depends on how you define “work.” If the goal is profitability, then Return on Ad Spend (ROAS) is one of the best ways to track it. We started managing a new client’s ad account just one month ago in March (check out screenshots above). Their ROAS climbed from 1.74 to 11 in 30 days.

Another client in a highly niche industry who had never run Facebook ads before is currently seeing a 20x ROAS. And in the golf tech space—where audiences are specific and CPCs are relatively high—our client went from a 0.5 ROAS to 1.5 within the first month.

These results aren’t one-offs. They reflect what happens when campaign structure, creative, audience targeting, and data tracking are set up correctly. And that includes understanding how to read Facebook’s reporting tools.

A successful campaign isn’t always about going viral or reaching millions of impressions. For many businesses, it’s about profitability and predictability. Does your campaign return more than it spends? Can you sustain it month over month? These are the questions we answer through data.

Where ROAS Lives Inside Facebook Ads Manager

If you’re running Facebook ads, you can view ROAS in the Facebook Ads Manager by customizing your reporting columns. Look for Purchase ROAS, Website ROAS, or Mobile App ROAS. These let you break down how much revenue each ad generates compared to what you spent.

For this data to be accurate, you need correct conversion tracking in place. That means installing the Facebook Pixel or using the Conversions API if your business is impacted by browser tracking limits. Without these tools, the numbers won’t reflect actual customer behavior.

Attribution models also affect what you see. Facebook reports conversions based on its default attribution setting—usually 7-day click or 1-day view—so keep that in mind when interpreting results. If you want a better sense of the customer journey, you’ll need to align these models with how your sales cycle works.

You can also integrate Meta’s Marketing API or reporting tools like Supermetrics for more granular ROAS views across platforms.

What Actually Works for Us Right Now

We don’t follow trends just because they’re popular. But we do pay attention to what consistently performs:

• Short-form videos under 60 seconds, especially for Reels and Stories
• Mobile-optimized, vertical video with a clear hook in the first three seconds
• Using Facebook Advantage+ to let Meta’s AI manage placements and budget allocation
• A mix of broad and interest-based targeting to help the algorithm optimize
• Testing 5–8 new creatives monthly, particularly in prospecting campaigns
• Using first-party data for retargeting custom audiences

What we’ve learned is that the Facebook algorithm favors consistency and creative variety. It needs new data to optimize well. Creatives burn out faster than most expect, which is why our creative pipeline stays full.

We’re also leveraging user-generated content (UGC) in ways that feel natural—testimonial-style videos, short clips of product use, and mobile-first editing. This often outperforms polished studio content because it mirrors what users already engage with on social platforms.

What We Avoid and What We Optimize Instead

Some tactics just don’t produce results anymore:

• Narrow targeting that doesn’t allow room for Facebook’s learning algorithm
• Reusing the same creative assets without testing new angles
• Ignoring conversion tracking issues
• Relying only on cold traffic with no retargeting strategy
• Skipping video and relying only on static image ads

Instead, we optimize for scale by allowing the algorithm to explore, testing more creatives than most businesses expect to need, and keeping tracking accurate. We also build retargeting flows using warm audiences like website visitors, video viewers, or email subscribers.

Ad frequency also matters. If people are seeing the same ad five or more times without converting, it’s time for a refresh. We actively monitor this and rotate ads accordingly.

Why Results Vary and Why Ours Keep Getting Better

Not every account hits high ROAS immediately. Product price point, brand awareness, and landing page experience all impact performance. But the campaigns we run keep improving because we treat Facebook as an evolving tool—not a set-and-forget ad platform.

We monitor trends in Facebook marketing and test new placements as they’re rolled out. We also analyze reporting trends and attribution shifts that help us understand what’s actually driving conversions.

We rely on first-party signals and customer lists to build lookalikes. We also prioritize fast-loading landing pages and messaging that matches ad copy. These details may sound minor, but they often make the difference between a 1.5 and 3.5 ROAS.

The clients we mentioned earlier didn’t just throw up an ad and wait. They worked with us to track results closely, approve fresh creatives regularly, and adjust strategy based on ROAS.

Where Facebook Fits Into a Broader Strategy

Facebook doesn’t exist in isolation. The most successful campaigns we run often complement other efforts like email, SEO, or influencer marketing. Facebook excels at warming up cold traffic, moving users through consideration, and pushing final conversions with retargeting.

If you’re already investing in content or brand-building, Facebook can amplify that. If your email list is growing, Facebook lookalikes can expand your reach. We use these cross-channel signals to inform ad copy and targeting.

We also run brand lift tests for certain accounts to measure how ads impact awareness and perception. This helps us fine-tune message sequencing, especially in longer sales cycles.

We Know It Works Because We See It Daily

We don’t wonder, does Facebook marketing really work? We see the results in live data. Whether it’s a niche brand breaking even in its first month or an eCommerce store multiplying ROAS six times over, our campaigns are built on performance—not guesswork.

If your ad spend isn’t doing what it should, or if you’re ready to test Facebook marketing with a clear ROAS target in mind, our team at 1Digital Agency offers a free consultation. Let’s see if it actually works for you, too.