For years, marketing gurus and online chatter have declared: “Facebook Ads Are Dead.” Rising costs, declining organic reach, and privacy changes have fueled the narrative that Meta’s ad platform is past its prime.
But one recent Meta advertising success case study flips that idea on its head, proving the right strategy can still deliver jaw-dropping returns.
Meet a solo freelancer who turned a modest ad spend into a staggering $12K week with Facebook ads. No big agency budget, no massive team, just a smart targeting plan, conversion-driven creative, and a deep understanding of audience behavior.
This is more than just a feel-good win. It’s proof that for the marketers who adapt, experiment, and read the platform’s subtle signals, Facebook remains a revenue machine.
In the sections ahead, we’ll break down exactly what made this Facebook advertising success story possible, and how you can adapt these lessons to your own campaigns, even in 2025’s challenging digital ad landscape.
The Myth: Why People Claim Facebook Ads Are Dead
In 2025, the chorus of skepticism has grown louder. Marketers on blogs, LinkedIn threads, and YouTube rants echo the same sentiment: “Facebook ads aren’t working anymore.”
- Rising CPMs and algorithm fatigue have made Facebook ad campaigns more expensive and less effective, with many advertisers struggling to maintain results.
- Oversaturation causes users to see many similar ads, making it harder for campaigns to stand out in feeds.
- Privacy updates, tracking restrictions, shifting consumer behavior, and competition from platforms like TikTok and YouTube Shorts have further challenged Meta ads.
- Despite these challenges, while some campaigns suffer from ad fatigue, others continue to perform well and thrive.
The difference lies not in whether Facebook ads work, but in how they’re used. In the next section, we’ll explore why the “dead” narrative overlooks key success strategies that still generate huge returns, even in today’s tough ad environment.
3. The Counterpoint: A Freelancer’s $12K Week
While many marketers are quick to declare Facebook ads ineffective in 2025, stories like that of Stu Jordan, a U.S.-based freelance media buyer, prove otherwise. In a public post on Facebook, Stu shared that he was “streaming LIVE my $12k challenge”, a week-long experiment to see if he could generate $12,000 in revenue solely from Facebook campaigns. By the end of the challenge, the results spoke for themselves: mission accomplished.
Stu’s approach wasn’t about throwing money at Meta’s algorithm and hoping for the best. It was a careful blend of niche targeting, creative execution, and offer clarity. First, he identified a highly specific audience within the coaching and consulting niche, people actively seeking high-ticket services but underserved by generic ad messaging. This precision meant he could reach decision-makers without wasting budget on uninterested viewers.
Next came the creative strategy. Instead of reusing tired stock images and recycled ad copy, Stu invested in custom video creatives tailored to his audience’s pain points and aspirations. His ads looked native to the platform, avoiding the “banner blindness” that plagues most Facebook ads in 2025.
Finally, he focused on offer clarity. Every ad clearly communicated what was being sold, who it was for, and why it was different. There was no clickbait, just a straightforward value proposition and a seamless path to purchase.
For those skeptical about running Facebook ads in 2025, Stu Jordan’s challenge serves as a strong reminder: when done right, it’s still possible to have a $12k week Facebook ads freelancer success story. It’s less about the platform being “dead” and more about adapting to the evolving ad landscape.
Facebook Ads 2024–2025: Cost and Performance Benchmarks
Across 2024–2025 the data tell a mixed but clear story: impressions are getting pricier, but performance (when measured correctly) can still be healthy , if you optimise for it. Average CPMs climbed year-over-year as competition and ad demand rose; Shopify’s June 2025 snapshot put the average CPM in the low-double digits (about $12.74 for that month), underscoring how costly reach can be in mature markets.
| Aspect | Details |
| CPM Trends | Average CPMs increased year-over-year due to rising competition and demand. Shopify (June 2025) reported ~$12.74 CPM in mature markets. |
| ROAS & Conversion | Median ROAS ranges from ~2.1x to 2.8x; some merchants improved returns by increasing spend alongside better creatives and measurement hygiene. |
| Cost Benchmarks by Goal | CPCs often under $1 for broad traffic goals; CPLs and CPAs vary widely by industry ($12–$80 for leads), indicating CPM hikes don’t always hurt outcomes. |
| Regional Differences | India offers lower CPMs (often under $1) making it cost-efficient for awareness/testing; scaling depends on lifetime value and purchase behavior. |
| Practical Advice | Use benchmarks as directional guides; expect higher CPMs in developed markets, tailor ROAS targets by vertical, and run geo-split tests (India vs global) to optimize reach and conversions. |
Practical takeaway: use these benchmarks as directional guides , expect higher CPMs in developed markets, plan ROAS targets by vertical, and run geo-split tests (India vs. global pockets) to find the sweet spot for reach versus conversion. For exact, up-to-date numbers for your niche, link to the primary benchmark reports from Meta, HubSpot/Shopify, TripleWhale/Varos, or Madgicx and compare by campaign objective.
What the Freelancer Did Differently
Stu Jordan’s $12k week wasn’t an accident, it was the result of applying high-converting Facebook ad strategies with precision and discipline. While many advertisers rely on generic campaigns, Stu approached his Facebook ad challenge with a methodology built for scale.
1. Audience Strategy:
Instead of casting a wide net, Stu began with narrow targeting. He drilled down to a well-defined segment: professionals in the coaching and consulting space, segmented further by job title, interests, and engagement behaviors. By doing so, he ensured every ad dollar went toward people most likely to convert. After validating performance with this hyper-focused audience, he gradually expanded to broad audiences for scale, leveraging Facebook’s algorithm to find similar high-intent users.
2. Creative & Offers:
The creatives were designed to stop the scroll. Stu used short, story-driven videos with compelling hooks in the first three seconds and strong calls to action that addressed the audience’s exact needs. His offer was crystal clear, no vague promises, just a direct solution to a well-defined problem. He ran continuous A/B testing on ad copy, headlines, and visuals to discover the highest-performing combinations.
3. Ad Structure:
Stu ran conversion-focused campaigns optimized for sales events, not vanity metrics like clicks. Each ad pointed to a compelling landing page that matched the ad’s promise, reducing drop-off and boosting conversions. Pages were mobile-optimized, fast-loading, and structured to highlight testimonials, guarantees, and clear pricing.
4. Execution Consistency:
A major factor in his success was daily campaign monitoring. Stu didn’t “set and forget”, he adjusted budgets, refreshed creatives, and paused underperforming ads every 24 hours. This rapid iteration allowed him to maintain momentum and avoid ad fatigue, a common problem in 2025.
In the end, Stu’s disciplined execution proved that knowing how to make $12k in a week with Facebook ads is not about luck, it’s about mastering the fundamentals and applying Facebook ads best practices 2025 consistently. His approach is replicable, but it demands focus, testing, and the willingness to adapt fast.
SEO Keywords & Long-Tail Phrases to Include Throughout
To maximise search visibility, we’ll weave the primary keywords into major headings, introductions, and meta descriptions, while distributing long-tail variants naturally in body paragraphs, image alt text, and subheadings.
Primary Keywords (core focus):
- Facebook Ads Are Dead? → Use in title, H1, and at least 2 section headers.
- Facebook Ads freelancer success story → Use in intro, conclusion, and image captions.
- $12K week from Facebook advertising → Use in “proof of success” and “case study” sections.
Long-Tail Variants (natural integration):
- How a freelancer earned $12K in one week using Facebook ads → Insert in narrative section when introducing the individual.
- Are Facebook ads still effective 2025? → Use as a subheading in the “myth vs. reality” section.
- Facebook ad strategies that still work in 2025 → Place in tactical tips section and bullet lists.
- Freelancer case study: scaling Facebook ads to $12k/week → Use in case study headline and as anchor text for internal links.
Implementation tips:
- Maintain a keyword density of 1–1.5% for primary keywords, and under 1% for each long-tail variant.
- Vary phrasing slightly to avoid keyword stuffing and improve readability.
- Ensure keywords appear in H2/H3 headings, meta tags, and first 100 words of relevant sections for SEO weight.
Lessons for Freelancers & Marketers
Stu Jordan’s $12k week is proof that success with Facebook ads in 2025 is less about luck and more about disciplined execution. For freelancers and marketers, these takeaways can turn campaigns from stagnant to scalable.
1. Don’t Buy Into Doom Narratives
It’s tempting to believe the “Facebook ads are dead” chatter when costs rise or algorithms change. But those who win treat challenges as signals to adapt. Testing new audiences, creatives, and funnels regularly will reveal what still works for your niche. This mindset is foundational to Facebook ad tips for freelancers.
2. Prioritize Offer Clarity & Targeting
The best targeting in the world won’t fix a vague offer. Before launching a campaign, define exactly who it’s for, what problem it solves, and why it’s different from competitors. Dial in your audience so every impression lands in front of someone likely to take action.
3. Commit to Daily Tweaks
High-performing advertisers don’t “set and forget.” Stu’s routine, pausing underperformers, scaling winners, and refreshing creatives, kept his campaigns profitable. If you want to know how to scale Facebook ad profits, daily optimization is non-negotiable.
4. Build for ROI, Not Vanity Metrics
A campaign with thousands of likes but no conversions is a failure. An ROI-focused Facebook ad strategy centers on measurable revenue outcomes, purchases, booked calls, or subscriptions, and uses cost-per-conversion as the true metric of success.
In short, the winning formula is adaptability plus precision. By rejecting broad myths about the platform, refining your offers, making fast adjustments, and focusing on return over reach, you can replicate results like Stu Jordan’s. The tools are still there, only the approach has evolved.
FAQs on Facebook Advertising in 2025
1. Is “Facebook ads dead”?
No. Despite rising costs and competition, well-planned campaigns still deliver strong results. This Facebook Ads freelancer success story shows that the platform can generate significant revenue when strategy and execution align.
2. Can you make $12K/week with Facebook ads?
Yes, but it’s not automatic. As our case study illustrates, a freelancer achieved a $12K week from Facebook advertising through precise targeting, creative testing, and consistent optimization.
3. What’s the best Facebook ad strategy in 2025?
The winning approach combines laser-targeted audiences, compelling creative, and rapid A/B testing. In short, data-driven iteration beats one-size-fits-all campaigns.
4. How to optimize for ROI, not reach?
Shift your focus from vanity metrics to bottom-line outcomes. Build conversion-rich funnels, track purchase events, and refine campaigns based on cost per acquisition (CPA) rather than just impressions or clicks.
5. Should freelancers invest in Facebook ads now?
Yes. While Facebook ads aren’t working for some due to poor execution, skilled freelancers can still see strong returns. Smart spend, strategic testing, and clear ROI tracking make Facebook a valuable client acquisition tool in 2025.
Conclusion
The narrative that “Facebook ads are dead” thrives because many advertisers cling to outdated strategies or fail to adapt to the platform’s evolving rules. But the reality is clear: Facebook ads are not dead, they’re simply misunderstood.
Stu Jordan’s $12k week serves as a living case study in what’s still possible. Through precise targeting, creative clarity, and disciplined daily optimization, he turned a single week into a high-revenue proof point. His results didn’t come from platform luck, but from strategy, iteration, and a relentless focus on ROI.
For freelancers and marketers, the lesson is simple: the opportunity is still here, but it rewards those who approach it with data-driven decisions and adaptability.
Now it’s your turn. Start small, launch a tightly targeted campaign, test multiple creatives, and monitor your results daily. Treat each ad as an experiment, and let the data guide your next move.
