Meta Ads continues to evolve, and 2025 has been no exception. Throughout the year, the platform has launched several new features that directly impact the way advertisers and brands can reach their audience in Spain and across Europe.
If you are planning your next campaigns in social networksIt is important to be up to date to take advantage of these tools and improve your results. Here we tell you the most relevant.
1. Enhanced customized destinations
When you set up a new sales campaign and choose "Website" as the conversion location, you will now find the section Customized destinations at the ad level, just below the URL of your website.
This functionality has been enhanced in 2025 and allows Meta's algorithms to automatically identify which pages of your website or store are most likely to generate conversions.
What is most interesting is that the target link of the advertisement can change dynamically based on user behavior, improving the browsing experience and the likelihood of conversion.
This option also includes the possibility of adding Browser add-onssuch as "Call", "Instagram Direct", "WhatsApp" or "Instant Form" buttons, which are displayed when users click on the ad and arrive at the landing page.
Before publishing your ad, always check the default settings and adjust the destinations and plugins according to your marketing strategy.
2. Content configuration: more control and attractiveness for your ads.
In the last year, Meta Ads has introduced several improvements in the content configuration panel at ad level, designed to make your campaigns more visual, relevant and effective. These new features allow you to highlight promotions, reinforce your brand image and leverage the content of your website and catalog.
Highlight promotions
Now you can include promotional codes which Meta will automatically highlight in your ads to encourage conversions.
You can select them as follows manual, by choosing which promotions you want to show. Or, you can activate the option so that Meta automatically extracts them from your website, your sales manager or your ad inventory.
Brand image
Meta can extract the brand image from different places:
- URLs previously used in advertisements.
- Previous announcements.
- Information about your Facebook page.
- Your Shopify account.
The system matches the fonts and colors with the most relevant options available, ensuring that your ads maintain visual consistency and reinforce your brand identity.
Links to the site
Similar to the Google Ads extensions, The links to the site allow you to highlight categories or products within the ad.
You can include a thumbnail image to make the ad more visual, making it easier for users to go directly to specific sections of your website, increasing the likelihood of conversion.
Website Highlights
Target selects automatically attractive images and text of your website to include them in the ads as content enhancements.
This allows ads to be more relevant to users and, in addition, saves time when creating ad variants optimized without the need for manual design.
Product Catalog
If you have a product catalog, Meta can directly display these products. products in advertisements, The user's decision to buy is made easier.
Perfect for remarketing campaigns or to promote specific products with a higher probability of conversion.
New platforms
Threads is born, the platform that has been integrated as Threads Feed in Meta Ads, activated by default in new campaigns. Ads can be managed from Ads Manager. If you don't have a Threads account, the ad will be displayed with your Instagram username and profile picture, but will not redirect to the profile when tapped.
4. Essential improvements and IA recommendations
Meta has incorporated a section on Essential Improvements, which are settings that the platform considers effective for most ads. These enhancements are enabled by default, but you can disable them if they don't fit your strategy.
In addition, the Advantage+ campaigns and other Meta tools use artificial intelligence to optimize different aspects of advertising:
- Creative and text recommendationsMeta suggests alternative headlines, descriptions, CTAs, color combinations, formatting and automatic retouching of AI-generated images to improve CTR and conversions.
- Segmentationautomatic selection of the best audiences.
- LocationsBudget distribution between Facebook, Instagram and Threads.
- CreativityAutomatic testing of different ads to find the most effective version.
5. Advanced segmentation with AI
Meta Ads continues to boost segmentation thanks to artificial intelligence. It is now possible to customize ads more preciselyThe company has also begun to target users based on their behavior, interests and propensity to convert. In selected markets, even income targeting, initially available in India and the U.S., has begun to be implemented, allowing advertisers to target audiences with specific economic profiles.
Although this option is still expanding, reflects Meta's tendency to offer more intelligent tools adapted to each business.
6. WhatsApp Ads
One of the most important new developments for Spain is the introduction of advertisements in WhatsApplaunched in June 2025. Meta now allows ads to be displayed in the Updates and Statuses tab, reaching more than 1.5 billion daily users.
These announcements keep the personal messaging experience uninterrupted and offer options of direct interaction with the brandsuch as links to chats or forms, boosting lead generation and direct conversion from the messaging app.
7. End of political announcements in the European Union
October 10, 2025, Meta stopped displaying political, electoral and social affairs advertisements throughout the European Union.including Spain. This measure responds to the new European regulations on transparency and segmentation of political advertising.
If your strategy included this type of campaign, it is important to adjust your plans and focus on informative or commercial content that complies with current regulations. Meta's decision seeks to protect the user experience and ensure that advertising is safer and more transparent.
8. Generative AI for ad creation: AdLlama
Another great novelty is the arrival of AdLlamaan artificial intelligence model trained through reinforcement learning that helps to generate text variations for advertisements. During testing, ads generated with AdLlama showed a 6.7% increase in click-through rate compared to previous models.
This tool allows advertisers to experiment with different messages quickly and effectively, optimizing campaigns without the need to create multiple versions manually of each ad.
Next steps for advertisers in Spain
With all these new features, it is essential that advertisers in Spain keep updated and adapt their strategies to make the most of Meta Ads tools. Here are some practical recommendations:
- Check the configuration of your ads: Before publishing, check Custom Destinations and Browser Add-ons. Adjust links and actions according to your conversion goals to maximize results.
- Experiment with automation: use A+Sales to match creatives and audiences, letting Meta's algorithm optimize ad delivery. This will allow you to focus on strategy and reduce time spent on manual adjustments.
- Take advantage of artificial intelligence: incorporates AdLlama to generate text variations and discover which messages work best with your audience. This will help you improve click-through rate and conversion without having to create multiple versions manually.
- Explore ads on WhatsApp: If your target audience is active on this platform, implement campaigns in the Updates and Statuses tab. This channel offers a high level of interaction and can be key to lead generation.
- Keep up to date with regulations: Remember that Meta has stopped political and social ads in the European Union. Make sure your campaigns comply with current regulations to avoid problems and ensure transparency to your audience.
- Measure, adjust and repeat: analyze the results of your campaigns on a regular basis. Adjust creatives, targeting and strategies according to the data you get. The key to success in Meta Ads is constant iteration and learning based on real metrics.
All in all, 2025 is a year of opportunity for the social media ads. If you are looking for a professional Meta Ads team that is up to date with all the news, in Geotelecom we have it.
