Insights from Tina Hay of Puzzle Media
Are you ready to level up your facebook ads strategy in 2025?
Facebook Ads aren’t just about throwing up a few campaigns and hoping for the best. They’re one of the most powerful tools you can use to align your marketing with your big-picture goals. But only if you plan ahead.
That’s why I sat down with Tina Hay of Puzzle Media to talk about the key trends, tools, and techniques that are shaping Facebook Ads in 2025. Whether you’re just getting started or you’re a seasoned advertiser, these seven strategies will help you create ads that convert and support your long-term success.
Let’s dive in.
But First, Who is Tina Hay?
I decided to sit down with Tina Hay of Puzzle Media because, at HerBusiness, we’ve actually been working with Tina for years. Tina’s agency sets up and runs our Facebook Ads, and her expertise has been instrumental in helping us reach more women business owners and grow the HerBusiness Network.
Tina specialises in helping passionate small to medium-sized business owners grow their businesses with marketing and advertising strategies that deliver real results. Her team focuses on creating campaigns that expand businesses, not just for the short term but with a view to sustainable, long-term success.
If you’ve been wondering how to get better results from your ads and want insights from one of the best in the business, you’re in the right place.
1. Leverage AI Tools, But Use Caution
Meta’s ad platform has embraced AI in a big way. From generating text to creating new image variations, AI tools can save time and streamline the ad creation process.
But Tina shared a word of caution: while AI is powerful, it’s not perfect. Automated targeting can miss the mark, and AI-generated content doesn’t always align with your brand voice. Instead of relying on AI entirely, use it as a starting point and apply your own expertise to make adjustments.
2. Embrace Natural Images and Carousels
Gone are the days when every ad needed to look like a polished magazine cover. In 2025, we’re seeing a return to simpler formats like carousels and natural, unpolished images.
People want to see you and your business AUTHENTICALLY. Most clients and consumers now are really looking for brands that know who they are, and aren’t just showing the “polished” version of themselves.
Tina explained that these “real” images are resonating more with audiences because they feel authentic and approachable.
So don’t overthink it—sometimes, less is more.
3. Don’t Put All Your Eggs in One Basket
If Facebook Ads are your only marketing strategy, it’s time to diversify.
Tina emphasised the importance of building a well-rounded marketing approach. This could include improving your website’s SEO, creating email funnels, or exploring other ad platforms like Google Ads or Instagram. Having multiple channels not only reduces risk but also ensures you’re reaching customers wherever they are.
4. Understand and Map the Customer Journey
Your ads shouldn’t just be about selling—they should guide your customer through a clear journey.
Tina broke this down into three stages: Awareness, Research, and Conversion.
At each stage, your ads should serve a specific purpose. For example, Awareness ads might focus on educating your audience, while Conversion ads are more direct and persuasive.
Mapping this journey ensures your ads work together to move people closer to becoming your customer.
5. Track the Metrics That Matter
It’s easy to get hung up on the wrong metrics, like cost per lead.
But Tina explained that what really matters is the lifetime value of a customer.
When you know how much a customer is worth over time, you can make smarter decisions about how much to invest in acquiring them. Pair this with tracking your conversion rates, and you’ll have a clear picture of what’s working—and what’s not.
6. Use Instagram Reels to Boost Visibility
Instagram Reels are still one of the most powerful tools for reaching new audiences. So while you might be focusing your energy on paid ads, don’t forget the power of organic traffic.
Here at HerBusiness, we have even been able to use our more successful reels AS ads, because we know they do well with our audience.
And Tina also recommended using reels across multiple platforms, including LinkedIn and newsletters, to maximise visibility.
Not super comfortable yet with being on screen? The trick is to keep it simple. Even if you’re camera-shy, experiment with different formats — like text overlays or short clips that don’t require you to be on screen.
7. Build a Follow-Up System to Nurture Leads
The real magic of Facebook Ads happens after someone clicks.
Tina highlighted the importance of having a follow-up system in place, whether it’s an email funnel, automated rebooking reminders, or even a low-ticket offer to get new customers in the door.
As Tina says, “The fortune really is in the follow-up.”
Don’t let potential customers slip through the cracks!
Make the Most of Your Facebook Ads Strategy in 2025
Planning your Facebook Ads strategy for 2025 isn’t just about chasing trends. It’s about being intentional, knowing your numbers, and creating campaigns that align with your broader business goals.
If you’d like to learn more about Tina Hay and the services Puzzle Media provides, you can visit her website at Puzzle Media. Tina also runs workshops and one-on-one sessions for business owners who are ready to see serious results with their ads.
And guess what? Tina is one of our lovely members inside the HerBusiness Network!
If you’re looking for expert connections, resources, and a supportive community of women business owners who are all about growth and success, the HerBusiness Network is the place to be.
Who knows, maybe you’ll even connect with Tina once doors open to new members.
✨ Click here to join the waitlist for the HerBusiness Network today!
