The Goal Digger Podcast | Top Business and Marketing Podcast for Creatives, Entrepreneurs, and Women in Business

871: What’s Actually Working with Paid Social Ads in 2025

Apr 21, 2025

In this insightful discussion, Keri Swetman, a business strategist and Jenna Kutcher's trusted advisor, dives into the evolving world of paid social advertising. She emphasizes the importance of long-term growth strategies over chasing low-cost leads. The conversation covers creative content utilization, the significance of consistent advertising, and the power of evergreen campaigns to nurture leads. Keri also shares her personal experiences with successful Facebook ad tactics and the value of adapting to data-driven insights for sustainable business growth.

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ADVICE

Diversify Visual Content Strategy

Expand your visual content with bold images, videos, and carousel ads to stop scrollers.
Test various asset types as different audience segments respond to different formats.

ADVICE

Start Ads With Proven Strategy

Begin paid ads only after you have a proven strategy and product to promote.
Pair paid ads with organic marketing like social media and email for compounding growth.

ANECDOTE

Ad Feedback Helps Fix Copy

A poorly worded carousel slide was quickly detected and pulled down from ads due to negative comments.
This feedback loop allowed a copy fix before organic posting, saving reputation and engagement.

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Let’s be real: paid ads have changed a lot over the years, and keeping up with what actually works can feel like trying to hit a moving target. But lucky for me (and for you), I’ve had the same brilliant ads strategist in my corner for years, and she’s here today to break it all down for us!

Kerry Swetmon is a business strategist, a systems nerd, and a master of simplifying the complex world of online advertising. And she’s not just ANY expert in Facebook ads—she’s been MY personal go-to strategist for 8 and a half YEARS, helping me navigate the ever-changing digital landscape and making sure my ads are working for me, not against me.

The last time Kerry was on Goal Digger was in 2017, so I think it’s safe to say we are over due for an updated look at the ads landscape in 2025!

In this episode, we’re diving into what’s actually working for Facebook ads in 2025—what strategies are performing best, what’s not worth your time or money anymore, and Kerry’s biggest tips for maximizing your ROI and there’s a shocking fact in this episode that I think will blow your mind when it comes to ads. Whether you’re running ads for the first time or looking to fine-tune your approach, this episode is packed with gold.

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Goal Digger Show Notes: https://www.jennakutcherblog.com/tips-for-building-a-paid-social-ads-strategy

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