Do Facebook Ads Still Work in 2026? [Real Results, New Strategies, and What’s Changed]

If you’re running an e-commerce brand or thinking about launching one, you’ve probably asked yourself: Do Facebook Ads still work in 2026? With all the changes in algorithms, privacy updates, and the rise of new channels, it’s a fair question. The short answer? Yes, Facebook Ads still work—and for many brands, they’re more effective than ever. But the way you need to approach them has changed.

In this post, I’ll break down what’s working right now, what’s changed, and how top brands are getting real results. I’ll also share concrete examples from operators who are in the trenches, not just theory. If you want to make your ad dollars count this year, keep reading.

The State of Facebook Ads in 2026

Let’s get one thing out of the way: Facebook (Meta) Ads are not dead. In fact, for most e-commerce brands, Meta (Facebook and Instagram) is still the single most important paid channel. But the landscape is different than it was even two years ago.

Here’s what’s changed:

Meta’s Andromeda algorithm now matches users to a much larger set of creative, making creative diversity more important than ever.

Manual bidding strategies (like cost caps and bid caps) are back in the spotlight for brands that want to maximize efficiency and scale.

Partnership ads (running ads through creator or influencer pages) are driving incremental reach and new customer acquisition.

Creative quality and variety are now the biggest levers for growth—more than targeting or even budget.

Incrementality testing is the new standard for measuring what’s actually working, not just what the platform reports.

Let’s dig into each of these, with real examples and actionable takeaways.

1. Meta’s Algorithm: Creative Diversity Wins

In 2025, Meta rolled out the Andromeda algorithm, which fundamentally changed how ads are served. Instead of picking from a small set of your ads, Meta now considers a much larger catalog when matching ads to users. This means:

You need more creative variety than ever.

Small tweaks (like changing a headline) don’t count as “different” to the algorithm. You need ads that look and feel truly distinct.

Example: Connor from Hexclad shared that their team used to focus on volume—pumping out 75 ads per campaign. Now, they focus on diversity first: “We’re taking six really differentiated swings, and under each, we might have 5-10 variations. It’s not about hitting a number, it’s about making sure each concept is truly different.” This shift led to better performance and more scale.

Takeaway: Don’t just make more ads—make more different ads. Think about different formats, messages, and audiences. If all your ads look the same, you’re leaving money on the table.

2. Manual Bidding: Efficiency and Scale

There’s a persistent myth that manual bids (cost caps, bid caps, target ROAS) are just for efficiency, not for scale. That’s not true. In fact, manual bids are the best way to maximize both efficiency and total spend—if you know how to use them.

Example: Andrew Faris, who runs an agency for 8- and 9-figure brands, says: “The way to spend the most total dollars in your ad account is actually with manual bids. They distribute your ad dollars the most efficiently, so your next dollar gets spent in the best place. That’s the path to the most scale.”

He’s seen brands switch from auto bids to manual bids, cut wasted spend, and then scale higher than before—because they’re not burning money on low-return impressions.

Takeaway: If you’re not using manual bids, you’re probably overspending on ads that don’t move the needle. Learn how to set cost caps and bid caps that match your true CAC and ROAS targets. Be ready for some volatility, but know that it’s a sign you’re spending smarter.

3. Partnership Ads: Unlocking New Audiences

One of the biggest changes in 2026 is the rise of partnership ads—running your ads through creator or influencer pages instead of just your brand page. This isn’t just a gimmick. It’s a proven way to reach new audiences and drive incremental revenue.

Example: Connor from Ridge Wallet shared that running partnership ads with creators led to a 50% increase in spend at the same target, with higher incrementality. “We saw a much higher incrementality factor from partnership ads. They reached new audiences, and the data showed it wasn’t just cannibalizing our existing customers.”

Cody from Jones Road Beauty added, “Meta is now transparent that partnership ads use the page signal. We’re investing in larger creators and seeing real results—more new customers, not just more impressions.”

Takeaway: If you’re not running partnership ads, you’re missing out. Start by seeding product to creators, get content back, and run ads through their pages. Track the results—most brands see higher reach and better new customer acquisition.

4. Creative Quality and Variety: The Biggest Lever

If you take one thing away from this post, let it be this: Creative is the biggest lever for Facebook Ads in 2026. Targeting is mostly automated. Budgets are easy to set. But the brands that win are the ones that produce high-quality, diverse creative—at scale.

Example: Nazarin Jafari, founder of Mixed by Nasrin, tripled her profit in one year by building a creative flywheel: “We do ad content shoots with different models, creators, friends, customers—different people who come across well on camera. Each week, we upload about 40-50 new ads. Having a fresh face and a new setting matters. Sometimes I’m at the top of the ad account, but often I’m not, which is amazing.”

Alistair from HD London Art grew his UK wall art brand 240% in a year by focusing on UGC unboxing videos and partnership ads: “The content I get back from gifting is the best in the account. People showing the art in their homes, unboxing, hanging it up—that’s what sells.”

Takeaway: Don’t get stuck in a rut. Build a process for generating new creative every week. Use UGC, explainer videos, memes, and different formats. Test, learn, and double down on what works.

5. Incrementality Testing: Measure What Matters

Platform-reported ROAS is not enough. In 2026, the best brands are using incrementality testing (like geo holdouts or tools like House) to see what’s actually driving new revenue—not just what Meta says is working.

Example: Connor from Ridge Wallet: “We ran a holdout test and found that Meta was still driving 40-45% incremental new customer revenue. But we also saw that some channels (like Google) were wasting tens of thousands of dollars a year. Incrementality testing helped us cut wasted spend and reallocate to what was really working.”

Takeaway: If you’re not running incrementality tests, you’re flying blind. Even a simple holdout (turning off ads in a region for a week) can show you what’s truly incremental. Use this data to cut waste and double down on winners.

Real Results: Brands Winning with Facebook Ads in 2026

Let’s get specific. Here are a few concrete examples from operators who are getting real results with Facebook Ads right now:

HD London Art (UK): Grew revenue 240% in one year, from £480k to £1.15M, by focusing on UGC unboxing videos, partnership ads, and manual bidding. “Meta is now 70% of our ad spend, up from 30% last year. The growth is real.”

Mixed by Nasrin (US): Tripled profit and doubled revenue year-over-year by building a creative flywheel (40-50 new ads per week), expanding product drops, and using explainer videos and UGC.

Ridge Wallet: Used partnership ads and creative diversity to reach new audiences, validated with incrementality testing. “We saw a 50% increase in spend at the same target with partnership ads, and higher new customer acquisition.”

Jones Road Beauty: Invested in larger creators for partnership ads, focused on creative variety, and used manual bids to maximize efficiency. “We’re seeing more new customers and better performance than ever.”

What’s Not Working (and What to Avoid)

Not everything is sunshine and rainbows. Here are a few things that aren’t working in 2026:

Relying on old playbooks: If you’re still running the same ads you did in 2023, you’re probably seeing declining results.

Over-indexing on retargeting: Most brands have squeezed all the juice from retargeting. Focus on new customer acquisition.

Ignoring creative diversity: Small tweaks don’t count. Meta’s algorithm needs truly different ads.

Blindly trusting platform ROAS: Without incrementality testing, you’re probably overestimating your results.

How to Succeed with Facebook Ads in 2026

Here’s a step-by-step playbook based on what’s working for top brands:

Build a creative process: Set up a weekly cadence for new ads. Use UGC, explainer videos, memes, and different formats.

Invest in partnership ads: Seed product to creators, get content, and run ads through their pages.

Use manual bids: Learn how to set cost caps and bid caps that match your true CAC and ROAS targets.

Test for incrementality: Run holdouts or use tools like House to see what’s really driving new revenue.

Cut wasted spend: Reallocate budget from underperforming channels (like Google branded search) to what’s working.

Stay curious: The brands that win are always testing, learning, and adapting. Don’t get stuck in a rut.

Final Thoughts: Facebook Ads Are Alive and Well, If You Evolve

So, do Facebook Ads still work in 2026? Absolutely. But the game has changed. The brands that are winning are the ones that:

Embrace creative diversity and quality

Use partnership ads to reach new audiences

Leverage manual bidding for efficiency and scale

Measure incrementality, not just platform ROAS

Build a process for continuous testing and learning

If you’re willing to evolve, Facebook Ads can still be your biggest growth engine in 2026. The results are real, and the opportunity is still massive.

Ready to take your Facebook Ads to the next level?

Start by building a creative process, testing partnership ads, and measuring what matters. The brands that do will keep winning—no matter how the algorithm changes. 

Contact us if you need help implementing these frameworks!

*Sources:

Marketing Operators Podcast

https://www.youtube.com/@andrewfarispodcast

Real operator interviews and case studies, 2025-2026.*