It’s a bit wild to look back and realize that nearly 10 years ago, Facebook Ads were already a major part of growing an online business yet they were nothing like what we use today.
Back then, I was running Facebook Ads in very small geographic areas. This made advertising more expensive per click, but it also forced a deeper understanding of targeting, messaging, and conversion behavior. Many of those early campaigns were responsible for building entire audiences from scratch.
The tools were limited. The data wasn’t perfect. But the fundamentals mattered just as much then as they do now.
Let’s take a look at how Facebook Ads have evolved and what that means for businesses today.
Facebook Ads 10 Years Ago: Simple, Manual, and Text-Driven
In the early days, Facebook Ads were extremely basic by today’s standards. Most campaigns consisted of:
- A short headline
- A small block of text
- A single image
There were no Stories ads, no Reels, and no short-form vertical video. You were competing for attention in a much quieter newsfeed but results still depended heavily on creativity and clarity.
Small Geographies, Higher Costs
Running ads in a small local market was challenging. Smaller audiences meant higher costs, and there wasn’t much room for error. Every dollar had to be intentional.
Because of that, I spent a lot of time testing:
- Different headlines
- Slight variations in ad text
- Emotional vs. informational messaging
Even small wording changes could dramatically impact performance.
Conversion Tracking Was… Complicated
Conversion tracking existed, but it wasn’t nearly as reliable or detailed as it is today.
Tracking a purchase or email signup was possible, but understanding lifetime value, repeat purchases, or long-term customer behavior was much harder. You often had to piece data together from multiple tools.
Despite that, the focus was always on:
- What message caused action
- What offer generated follow-up sales
- What audience responded best over time
Even without perfect data, patterns emerged quickly if you paid attention.
Growing Audiences Before “Custom Audiences”
One of the biggest differences between then and now is audience building.
There were no Custom Audiences as we know them today. You couldn’t easily retarget website visitors, upload customer lists, or create Lookalike Audiences with a few clicks.
Instead, audience growth came from:
- Strong offers
- Consistent ad testing
- Reinvesting profits into reach
Those campaigns didn’t just generate short-term sales—they built long-term audiences that could be marketed to again and again.
The Shift to Video: A Major Turning Point
Fast forward to today, and Facebook Ads are almost entirely video-driven—and for good reason.
Facebook has become one of the largest advertising platforms in the world. According to recent data on Facebook’s advertising growth, the platform generates tens of billions of dollars in ad revenue every year, highlighting just how dominant paid advertising has become within Meta’s ecosystem.
Source: Oberlo
Video has changed everything:
- It captures attention faster
- It allows storytelling in seconds
- It builds trust before the click
Short-form video now dominates Facebook and Instagram feeds. Even simple videos (talking head clips, screen recordings, or quick explainers) often outperform polished image ads.
For businesses, this means:
- You don’t need perfection
- You need clarity and authenticity
- You need to communicate value quickly
Lead Forms Changed How Businesses Capture Interest
Facebook Lead Forms are another major evolution.
Instead of sending users to an external landing page, businesses can now collect leads directly inside Facebook. This reduces friction and often increases conversion rates, especially for service-based businesses.
Lead forms are particularly effective for:
- Local businesses
- Professional services
- High-consideration offers
They also make tracking easier and more reliable than it was years ago.
Custom Audiences: Smarter, More Efficient Advertising
Custom Audiences may be the most powerful change in Facebook advertising.
Today, you can:
- Retarget website visitors
- Upload customer or email lists
- Create Lookalike Audiences based on real buyers
This allows businesses to spend less time guessing and more time refining. Ads can now be shown to people who already know your brand or to new audiences that closely resemble your best customers.
This level of precision simply didn’t exist a decade ago.
What Hasn’t Changed: Testing Still Wins
Despite all the advancements, one thing hasn’t changed at all: testing is everything.
Back then, it was testing headlines and text.
Today, it’s testing:
- Video hooks
- Creative styles
- Audience segments
- Offers and lead forms
The businesses that win are still the ones willing to experiment, measure, and adjust.
Conclusion
Facebook Ads have evolved from simple text-based promotions into a powerful ecosystem of video, automation, and advanced targeting. The tools are better. The data is cleaner. The opportunities are bigger.
But the core principle remains the same:
Understand your audience, test your messaging, and focus on long-term value – not just clicks.
If your Facebook Ads strategy hasn’t changed in years, it’s likely leaving money on the table. And if you’re just getting started, you now have access to tools that marketers 10 years ago could only imagine.
