Meta Ads in 2025: Expert tips from Marcus Burke

Scaling Meta ads in 2025 for subscription apps is akin to navigating a complex game with constantly changing rules and diverse strategies. This analogy is explored through the experiences of Marcus Burke, an independent Meta Ads consultant, who highlights the evolving landscape of Meta advertising with insights into creative strategies, tracking methodologies, and placement optimizations. AI-driven ad creation is at the forefront, with tools like Midjourney AI and Runway AI, while the rise of Aggregated Event Management (AEM) offers new tracking challenges and opportunities. Marcus notes the importance of creative velocity and the potential shift from traditional User Generated Content (UGC) to more organic, text-based ads and infographics. Placement strategies are crucial, with a focus on optimizing for quality trialists rather than volume, and exploring new avenues like Facebook Reels and potentially Threads for ad placements. The conversation emphasizes the need for a robust technical setup, creative experimentation, and diversification strategies to successfully scale Meta ads in this dynamic environment.