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Let’s be real: paid ads have changed a lot over the years, and keeping up with what actually works can feel like trying to hit a moving target.
But lucky for me (and for you), I’ve had the same brilliant ads strategist in my corner for years, and she’s here today to break it all down for us.
Kerry Swetmon is a business strategist, a systems nerd, and a master of simplifying the complex world of online advertising. And she’s not just ANY expert in Facebook ads… She’s been MY personal go-to strategist for 8 and a half YEARS!
Kerry has helped me navigate the ever-changing digital landscape and always makes sure my ads are working for me, not against me.
The last time Kerry was on Goal Digger was in 2017… Yes, you heard that right! So I think it’s safe to say we are over due for an updated look at the ads landscape in 2025!
In this episode, we’re diving into what’s actually working for Facebook ads in 2025: what strategies are performing best, what’s not worth your time or money anymore, and Kerry’s biggest tips for maximizing your ROI.
There’s also a shocking fact in this episode that I think will blow your mind when it comes to ads!
Whether you’re running ads for the first time or looking to fine-tune your approach, this episode is packed with gold. Let’s dive in!
The Creative Landscape Has Shifted
When asked about the most immediate shift Kerry sees in 2025, she shares this: how much creative variety matters.
AKA, if you’re still relying on one static image you whipped up in Canva, it’s time to rethink things!
Kerry and I have tested everything from bold, attention-grabbing visuals to video content with fun transitions, B-roll clips with overlaid text, and storytelling-driven carousels.
What’s fascinating is that while videos might earn the most engagement and highest-quality leads, static images often generate the cheapest leads. That insight alone has been so helpful in informing our approach, especially when we’re heading into a launch.
No single creative format is winning across the board, and that’s actually good news. It means you don’t have to nail one perfect post. You can experiment, get scrappy, and see what resonates.
Our team has discovered that each launch tells its own story: what performs in one season might completely flop in another. That treadmill video of me? It has been a surprise star again and again, even though my posture in it makes me cringe every time I watch it.
You just never know what’s going to land with your audience, and that’s why testing different visuals is so critical!
Start With What’s Already Working
If you’ve never spent a dollar on paid ads before, this might surprise you: Kerry DOESN’T recommend jumping into ads until you’ve got something that’s already working organically.
According to Kerry, paid ads aren’t a fix-all; they’re an amplifier. They shine a spotlight on what’s already converting, which means it’s so important to build a strong foundation first.
Start with what’s working best in your business: your highest-performing offers, your clearest funnels, and your most engaged audiences. Ads will only enhance what you’re already doing well.
Kerry also shared that your ad strategy should never live in isolation. When paired with organic marketing (like social content, email newsletters, or podcast episodes) ads have the potential to build incredible momentum. This is one of the biggest reasons we’ve seen sustained growth in my business over the years.
Evergreen Ads Are a Game-Changer
Here’s something that might shock you: in the eight and a half years Kerry and I have worked together, we have never turned off all of our ads. Not once.
Even when I’m not launching anything or selling a product, we’re running evergreen campaigns behind the scenes.
These campaigns are doing everything from growing my email list to getting new eyes on the podcast and building brand awareness with new audiences.
This always-on approach has helped us build a sustainable business that doesn’t rely on me being “on” every single day.
Especially as a mom, this has made all the difference. I can spend a weekend at the lake with my family while my business is still gaining traction online, because our ads are out there working 24/7. It’s like having a marketing employee that never sleeps!
Ads Help You Make Smarter Business Decisions
One of the most overlooked benefits of paid advertising is how much insight it gives you. Kerry and I both view ads as a powerful research tool.
They’re not just about conversions, they’re also about testing. Through ads, we’ve been able to test messaging, hooks, visuals, and even pricing strategies.
There was one launch where I created a carousel post about starting my podcast. On one of the slides, I accidentally worded something about my husband in a way that sounded… not so great. We got a bunch of unexpected comments on the ad version of the post, and it gave me the opportunity to fix it before I ever posted it on my own feed.
It’s little things like that that show how much real-time feedback ads can provide.
If you’ve ever been overwhelmed by split testing or decision paralysis in your marketing, running paid ads can help you get clear winners faster, and then apply that clarity to the rest of your content and strategy.
Budgeting and Mindset in 2025
One of the most common questions Kerry gets is about budget. How much should you spend to see results? Her answer is always the same: it depends on your goals.
You can technically start running ads for as little as $5 a day, but it’s going to take a long time to collect meaningful data at that level. Kerry recommends starting with at least $30 a day for lead generation if you want to begin learning what’s working.
She also emphasized the importance of being patient. Ads need time to stabilize and optimize. If you launch an ad and the cost per lead looks high after just 24 hours, don’t panic. Give it a few days to gather data and adjust before pulling the plug.
And let’s talk about Pinterest for a second, because this one blew my mind. In our most recent launch, our Pinterest leads were even more affordable than our Facebook leads, and they converted at a similar rate!
Kerry has seen huge improvements in Pinterest’s ad tools and user support, and it’s becoming one of our favorite platforms to play with.
Want to learn more about creating a Pinterest strategy for your business? Save your seat for my FREE class: Create Once, Traffic for Months: The Pinterest Plan That Extends Your Content’s Lifespan in Just One Hour a Week!
A Long-Term Strategy That Works
One of the biggest mindset shifts I’ve had around ads is that they aren’t just about making a quick sale. They’re about building relationships, nurturing trust, and creating consistent visibility for your brand.
For business owners who feel burnt out on constantly creating new content and chasing algorithms, ads can be your lifeline.
This isn’t about flash-in-the-pan success. This is about building a business that can keep growing while you’re living your life.
If you’ve ever felt stuck trying to grow on social media or overwhelmed by the content hamster wheel, then now might be the perfect time to start viewing paid ads as the next step in your marketing journey!
So, whether you’re just starting out or you’re ready to scale your business more sustainably, paid social ads in 2025 offer incredible opportunities. The key is to go in with a strong foundation, a clear understanding of your goals, and the willingness to test and adjust as you go.
Kerry reminded us that this is a long game, not a shortcut, and I couldn’t agree more. If you want to reach more of the right people, protect your time, and create lasting momentum in your business, it might be time to consider how ads can support your next chapter!
And finally, a note to Kerry: thank you for guiding me (and our listeners!) through the ever-changing world of paid strategy with so much wisdom and heart. You’ve helped make my business what it is today, and I’m beyond grateful.
Be sure to connect with Kerry on her website and send some love her way on Instagram if you loved this episode!
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