Mistake 1: Over-Segmenting
Meta's algorithm in 2025 is extraordinarily powerful. When you over-segment, you are not helping it — you are constraining it.
Mistake 2: Ignoring Broad Targeting
Many advertisers consider broad targeting to be a blunt instrument. In reality, it is often the highest-performing audience type.
The best Meta campaign structure in 2025 is usually the simplest one. Fewer campaigns, fewer ad sets, more focus on creative quality.
Mistake 3: Creative Fatigue
Meta's own data suggests that creative is responsible for 56% of performance variation. Yet creative refresh is often purely reactive.
