What’s New in Meta Ads: 5 Key Updates for 2025

2025 is shaping up to be a year you can’t afford to sleep on if you run Meta Ads.

From AI-generated creatives to ad placements on Threads, Meta is rolling out several updates that are already reshaping how advertisers build, optimize, and scale campaigns.

In this issue of Digital Ad Snack, we’re diving into five major Meta Ads updates that will affect your strategy—whether you're running eCommerce, lead gen, or local store Facebook campaigns.

I’ll break down what each one means, and more importantly, share my take on how you should be thinking about them as a performance marketer.

Let’s get into it. 👇

1. Meta’s AI-Generated Comment Keywords Feature

Meta is rolling out a new AI-generated ad enhancement called Comment Keywords.

It pulls positive or neutral phrases from real user comments—like “Easy to assemble,” “Great quality,” or “Great price”—and displays them beneath your ad as social proof.

✅ Adds real customer language for authenticity

✅ Boosts social proof automatically

✅ Reduces manual work on creative optimization

✅ Available in English and select major languages

❌ Could pull unintended or off-brand phrasing

❌ Enabled by default for some accounts—may go unnoticed

❌ May conflict with brands that require tight copy control

❌ Requires manual review under Advantage+ Creative Settings

❌ English-only at launch—slow rollout expected in EU markets

My Take: 

This could turn out to be a great feature—social proof always boosts ads, and I wrote about how to use it effectively back in DAS #19 - Maximize Your Facebook Ads: How to Replicate Social Proof Effectively.

If the keywords are pulled accurately, it could increase trust and improve key metrics like CTR and hook rate.

But if AI messes it up, it can backfire—badly. Marketers will need to keep a close eye on it.

2. Frequency Control for Sales Campaigns

Meta is rolling out Frequency Control for Sales campaigns—a much-needed tool that lets advertisers set how often their ads appear to the same person per week.

Previously, this kind of control was limited to Reach campaigns, but now it's available in Sales campaigns (with some caveats).

✅ Prevents overexposure and ad fatigue

✅ Helps stabilize creative testing conditions

✅ Encourages better budget distribution

✅ Supports the “fresh eyes” approach for performance

❌ Only works with lifetime budgets

❌ Requires campaigns to run at least 7 days

❌ Not compatible with bid or cost control

❌ Doesn’t work with Advantage+ audiences

My Take: 

This is a feature marketers have been asking for. It finally gives us more control over how often cold and remarketing audiences see our ads.

But... there are too many limitations to get excited about.

The fact that it only works with lifetime budgets, excludes Advantage+ audiences, and requires 7-day campaigns makes it feel more like a nice idea than a game-changer—at least for now.

3. Incremental Attribution in Meta Ads Reporting

Meta has added a new Incremental Attribution feature under the “Compare Attribution Settings” tab.

It shows the additional conversions that can be directly attributed to your ads—aka, what wouldn’t have happened without them.

(Of course, we know that Meta likes to pull in conversions from Search, Google or TikTok, so it’s a question of trust.)

You can now add an Incremental Attribution column to your reports and compare those numbers with standard click/view-attributed results.

This is how it will show up in the reporting:

✅ Reveals the true lift generated by your ads

✅ Helps justify spend on upper-funnel or non-last-click tactics

✅ Adds more nuance to campaign reporting and analysis

✅ Lets you compare incremental vs. standard attribution in one view

❌ Still unfamiliar territory for many advertisers

❌ Could be misinterpreted if you’re not clear on attribution models

❌ Not tied directly to campaign optimization (yet)

❌ Meta can make up these numbers

My Take:

This is interesting for marketers who love diving deep into conversion data. But for most SMBs and day-to-day marketers, it's not essential.

The real potential will show when it’s plugged into campaign optimization.

For now, it's a nice extra—not a must-have.

4. Social Information Aggregation in Meta Ads

Meta has quietly introduced a new account-level setting called Social Information.

When enabled, it aggregates likes and reactions across ads that use similar text and images. The result?

A boosted like count across creatives—adding a layer of social proof that can make ads appear more trustworthy and engaging.

✅ Increases visible engagement (likes/reactions)

✅ Strengthens social proof without extra spend

✅ Could help new creatives look more established

✅ Set to ON by default, so many advertisers benefit without setup

❌ Unclear how Meta defines “similar” ads for aggregation

❌ No transparency yet on whether comments are included

❌ Could be confusing if comments mismatch creative context

❌ Limited documentation available as of now

My Take: 

This is a very positive feature—especially now that marketers need to test a lot of ads.

Every time we launch a new creative, social proof resets, which can hurt performance. If this feature works as promised, it could be a game-changer.

I just hope it delivers.

5. Threads Ads Launch in 2025

Meta is officially rolling out ads on Threads, its text-based platform with over 275 million users.

For advertisers, this means a brand-new placement with low competition and high early engagement—especially attractive for brands eager to test untapped channels before the masses arrive.

✅ First-mover advantage with low CPMs

✅ High engagement potential on a fast-growing platform

✅ Opens up new creative and messaging formats

✅ Great for testing short-form copy and conversational ads

❌ Still early—limited targeting and reporting capabilities

❌ Platform UX and ad formats are still evolving

❌ User behavior on Threads differs from IG/Facebook—could affect conversion

My Take: 

It's always exciting to test a new platform—because the same people act differently depending on where they are.

As for Threads itself, it could be a great opportunity... or a complete mishit.

Time (and testing) will tell.

Conclusion

2025 is already shaping up to be a year of serious evolution for Meta Ads.

From automation and attribution to platform expansion and audience experience—these changes aren’t just tweaks, they signal a shift in how performance marketers will operate moving forward.

Some features are exciting, others feel half-baked, but all of them deserve your attention. As always, the key is to test early, adapt quickly, and stay sharp. 💡

🍩 Snackable Challenge

What Facebook Ad topics do you want me to cover next in Digital Ad Snack?

📩 Hit reply or send me a DM on X or Linkedin, and let me know what’s on your radar—I might feature it in an upcoming issue!