Learn what’s working in 2025.
In less than 4 hours.
Facebook Ads have changed a lot over the past couple years. More than in the previous 5 combined.
This course shows you what’s working in 2025. Factors in the recent 2025 audience updates. Shows you how to handle the Advantage+ creative settings (which are tricky to turn off). And gives you a complete system for testing, tracking, analyzing, and managing your ads. All in under four hours.
So you can watch it in a weekend. Or, if you’re ambitious and particularly motivated, a single afternoon. And then you’re fully up-to-speed on what works (and what doesn’t) with Facebook Ads in 2025.
Because Facebook Ads, in my opinion, work better now in 2025 than any time that I’ve seen in the last 7 – 8 years. The recent changes make the platform even more creative driven (this is the image / video / ad copy portion of the ad). And that makes them a great fit for authors, because you can use your existing creative skills to craft compelling ads.
In fact, Facebook Ads can work so well that you can even potentially make them work with a short series (2 – 3 books) or a standalone (this is really hard to do. but it is possible).
But you need to know three key things first to be able to do that. And once you adjust for these factors, Facebook is really a game of testing creatives (which I show you how to do in the course).
So here are the three changes you need to know about to get the most out of Facebook Ads in 2025.
2025 Change #1: Tricky to Find Advantage+ Settings
Using best practices for the settings is key to getting good performance. The course breaks these down in detail, so you know exactly what placements and other settings to use.
The trickiest of these are the recent Advantage+ changes.
Facebook is making a big push into AI. This means lots of new settings that are branded as “Advantage+.” In particular, there are AI-based creative tweaks called “Advantage+ creative enhancements” that can dramatically affect the ad performance. Some of these have no effect, like making slight tweaks to the image’s contrast. Others can add music or swap the headline with the ad copy (or run the ad without either). These can bomb conversion.
You want to make sure these are all off (you may have more than 6 of them, since Facebook is testing different settings on different accounts; just make sure you see 0 enabled):
This is a simple enough best practice. But it’s surprisingly challenging to turn all these off, since they’re buried in the interface. There’s a 50+ minute video walkthrough in the course showing you exactly how to disable these.
This is useful for both new and experienced advertisers. It is worth the price of the course alone, because if you have these Advantage+ settings on, they can easily vaporize $300+ in ad spend and have little to show for it.
2025 Change #2: The Dreaded Audience Update
Facebook recently started consolidating interests, removing many of the authors that were once targetable. This started back in June 2025.
Authors, naturally, were not pleased. Many authors have blamed this for their poor performance over the summer and into the fall.
This is not an issue if you can test ads. Here’s performance after testing new audiences when an author I worked with received the audience update in mid-August:
We can see that conversion actually improved after testing and using the new winning audience (2.7% conversion from August 29 – September 4; note that there were still some ads running at this point to the old audiences, so this is a blend of data).
And despite having to test audiences in mid-August (and seeing a slight performance dip that week, which is totally normal – some audiences will work, some won’t. This is why you test), August was actually their best month ever:
This author is running both Facebook and Amazon Ads (I’m running their Amazon Ads). They spent around $6600 on Facebook Ads and $2350 on Amazon Ads during August. So 70%+ of the ad budget was being spent on Facebook Ads, which is the main traffic source for the books. They don’t currently do social media, other than maintaining a Facebook author page (since you need that to run the ads).
So the Facebook audience changes haven’t killed Facebook Ads.
You just need to know how to test audiences. Testing audiences requires two things: 1) a reliable testing processes and 2) knowing what ad settings to use when setting up the ads. Both of these are covered in the course.
This author ran one audience test (they run their own ads) using this process, found a winning audience (there were actually 5 that could have worked well enough to use), and then continued running the ads as normal.
2025 Change #3: Video is King
Facebook wants more video on their platform. This means their ad algorithm rewards video ads with a lower CPC. In turn, this means video ads can get a lower cost per unit (the main metric you use to determine if an ad is working or not) than static images. And videos can sustain a lower CPC for longer than static images. Meaning you can spend more on a winning video ad before it burns out (where the CPC rises and conversion drops).
The problem is, video is a pain to produce. And it’s a pain to test. And it’s a pain to get it to convert, where the CPC can be low…but the conversion can be even lower (as in 0%. which is not a good thing when it comes to conversion). The processes in the course cut down on all this pain significantly.
And static images aren’t dead. Not by a long shot (the author above is running mostly static images, for example). So there’s lots of info about how to run effective static image ads, too.
The Creative Testing Game
Once you know these three things, then Facebook becomes a simple (and fun, if you can believe it) game of testing creatives. I’ve found that testing 25 creatives a week is a good number if you want to balance having time and bandwidth to analyze the data while producing enough ads to find the 1 in 5 that work (that’s the 80/20 rule, where 80% of the results come from 20% of the inputs). And then the 80/20 rule also states that 1 in 25 ads will be big winners.
This doesn’t always happen. It’s based on skill and the book. Some books won’t work with Facebook Ads ( or any type of marketing or advertising, for that matter). But if you’re good at making creatives and you have the right book, then creating 25 ads a week gives you a good shot at finding those winners and big winners that make a difference and sell books.
25 unique creatives sounds like a lot, though.
It actually isn’t.
This is where the 5 x 5 Creative Testing process comes in. The course breaks down simple ways to test 25 creatives a week (and test variants of your winners)…without spending 15 hours in Canva / Photoshop and setting up ads. And it also gives you creative formulas and best practices that you can apply when making your own ads.
What’s Included
I’ve condensed as much information as possible into under 4 hours for the core videos, so you don’t have to go through 18 hours of video to learn about what’s new if you already have a bunch of experience running ads. And it’s also really comprehensive if you’re diving into the ads again after a long layoff (or just really getting started with them now).
(Almost) Everything You Need to Know About Facebook Ads is a zero-fluff course that includes the following:
- Core Videos: the core (Almost) Everything You Need to Know About Facebook Ads section is a little less than 4 hours of video. Right now, there are 14 videos. This may change in the future (there may be more or there may be less) depending on if Facebook updates something or if I update the course. But the premise behind the course will be the same: a comprehensive breakdown of what you need to know, minus all the stuff that doesn’t matter. This covers everything from tracking to testing processes to analyzing ad profitability to best practices on ad settings (like how to deal with Facebook’s Advantage+ AI-related changes, as well as the June 2025 audience update).
- Reference Library: these are step-by-step, over the shoulder walkthroughs showing you exactly how to perform certain critical tasks. The idea is simple: follow along with the video, pause as needed, and implement. These are in their own section of the course for easy reference when you need them. And if you don’t need them, then you don’t have to wade through a bunch of stuff to get to what you really need to know. There are four videos currently included:
- Facebook Ad Setup: Step-by-Step Walkthrough (this was last updated in September 2025 and takes into account the audience changes / shows you how to navigate the tricky Advantage+ setup changes)
- Facebook Ad Metrics: Step-by-Step Walkthrough
- Attribution Link Setup: Step-by-Step Walkthrough
- Cost Per Unit Analysis: Step-by-Step Walkthrough
- References & Templates: these include spreadsheet templates for tracking your ad profit and AI prompts that you can use to create ad copy quickly.
Join (Almost) Everything You Need to Know About Facebook Ads
(Almost) Everything You Need to Know About Facebook Ads is $299.
Note: this course only covers how to run Traffic Ads when you’re selling books on Amazon. If you’re running Sales Ads to your direct store, that is not covered in the course.
30-Day 100% Refund Guarantee
There’s no risk. If (Almost) Everything You Need to Know About Facebook Ads isn’t a good fit for you, just email me within 30 days of purchasing the course at [email protected] for a full refund. No questions asked.
Updates & Access
You have access to (Almost) Everything You Need to Know About Facebook Ads through December 31, 2027. If I continue running the course beyond then, you will not need to pay again to retain access.
Right now, the course is fully up-to-date and accounts for all of Facebook’s 2025 changes. I don’t have any updates currently planned (I last updated the course in September 2025). If I do update the existing course material in the future to account for new features or changes, then you do not have to pay again for access to this updated material.
FAQ: Frequently Asked Questions
How many books do I need for Facebook Ads to realistically work?
I’d recommend 3+ books in a series. But with Facebook, you can get the CPCs low enough (especially with video) where you can potentially make a 2 book series or even standalones profitable.
This is tough. It shouldn’t be your expectation, especially if you’re just starting out and learning the ropes. But it is possible, especially if you test covers and blurbs to improve the conversion. Processes for testing covers and blurbs are included in the course in the Resources section.
How much do I need to spend a day on ads to use the methods in the course?
If you’re testing 25 creatives per round (you don’t need to test that many), I’d recommend a minimum budget of $10/day. At this pace, you’ll usually get the data in around 2 weeks on what’s working and what isn’t.
If you spend more, then you can test creatives (and other things like ad features and audiences) more quickly. But this isn’t required. Even if you’re testing “only” 50 creatives a month, this is way more than basically any author I’ve encountered (other than the ones who have worked with me directly / implemented what’s in my courses).
Is this course fully up-to-date?
Yes, the core videos in the course fully account for Facebook’s summer 2025 audience update as well as the Advantage+ creative enhancements. The course was last updated in September 2025.
Is there a refund policy?
Yes, there’s a 30-day refund policy. If the course isn’t for you, just email me within 30 days of joining and I’ll give you a 100% refund, no questions asked.
How much spreadsheet knowledge is needed to apply the info in the course?
I’ve designed this course specifically so it does not need to use any of my advanced templates. The templates included for tracking your ad profit and marketing notes are simple to set up and only require basic spreadsheet skills to use (e.g., being able to enter numbers / text and add / multiply etc.).
Does this cover how to run Sales Ads to direct stores?
No, the course is laser-focused on running Traffic Ads to Amazon. How to run Sales Ads is not covered.
Does this course cover how to run ads to non-fiction books, too?
The course focuses on running ads to fiction books. The principles, best practices, ad settings, processes etc. will apply if you’re advertising non-fiction. There aren’t any creative formulas or examples for non-fiction, however, so you’ll have to use your own.
How long is the course?
The core videos total less than 4 hours. There are additional walkthrough videos outlining how to set up the tracking templates as well as ad management aspects like setting up an ad or Amazon Attribution link. These are available to watch if you need them; you can skip them if you’re already comfortable with those aspects of the ads management.
Is this course a good fit for beginners?
The course is comprehensive, from walking through the ad setup step-by-step, to testing processes to analyzing and tracking whether your ads are profitable (and which ones aren’t). So you can start from zero or close to it and build up to an intermediate / intermediate-advanced level.
That being said, if you’re starting from Square 1, or have run a few ads in the past, and struggle with tech stuff, then the Facebook Ads interface can be overwhelming and frustrating. In this case, I wouldn’t recommend the course.
Is this course a good fit for intermediate / advanced advertisers?
Most intermediate and advanced advertisers who learn on their own tend to have holes in their advertising game. This is just the nature of piecing together knowledge across various books, blog posts, courses, and other resources.
So this is a comprehensive rundown of what you need to know, minus the 20 hours or 50 hours many courses might take covering stuff you’re already familiar with. This allows you to quickly fill in any knowledge gaps which may be costing you thousands or even tens of thousands of dollars.
And the testing processes taught in the course are more advanced and scalable than what most advertisers are using. They also cut down on the time required to run the ads.
Finally, Facebook has also made it difficult to turn off features like the Advantage+ creative settings. So even if you have a lot of experience with the ads, you could accidentally be leaving these on…which could cost you 10x the cost of the course if you’re spending a lot of money (there’s a 50+ minute video walking through ad setup, including exactly where to turn these off).
Note: if you’re looking for advanced, super in-depth tracking spreadsheets that I have occasionally mentioned / shown, those are not included in the course. That’s because even intermediate / advanced advertisers tended not to be super stoked about using them (with a few exceptions). So if you’re looking for those, then this course is not a fit.
When will the course re-open?
I don’t currently have a set date for when the course might re-open. If I re-open (Almost) Everything You Need to Know About Facebook Ads in the future, it will be in 2026.
