Meta has been releasing a relentless rollout of updates throughout Q1 and Q2 this year including algorithm tweaks and major platform changes, and now Q3 is here, we don’t see any signs of them slowing down…
Keeping up with these changes can feel like a full-time job in itself, so we’ve pulled together everything you need to know about the most recent Meta updates and what they mean for your campaigns.
3 Recent Meta Updates To Keep On Your Radar
Instagram TV on majority of Smart TVs in US
In June, Instagram continued to push ‘Instagram TV’, which was rolled out to Samsung Smart TVs in the US, making it accessible on the majority of connected TV devices. Along with the release, Meta is testing a few features designed to make TV social:
- Interest-based channels – instead of scrolling to find something everyone agrees on, channels group content by category (comedy, sports, favorite creators) to make group viewing easier.
- Casting Reels from phone to TV – available now on Google TV and Fire TV, including content from a user’s Saved tab.
- Stories on TV – so people can catch up on friends’ and creators’ Stories without huddling around a phone.
- A dedicated home for horizontal video – giving creators more ways to reach TV audiences with content built for the format.
Meta is also exploring longer-form and episodic content, plus live creator experiences on TV, though these haven’t rolled out yet.
Could this have an effect on how you run your Meta ads? Eventually!
Esther, our Paid Analyst thinks:
‘It could be an indication of where the platform is heading. If Instagram viewing on TVs becomes more common, there may be opportunities for ads to reach users in a shared viewing environment. This could change creative best practices, with a greater emphasis on high-quality visuals, larger text and content that engages across the room‘.
This could affect the quality of ad creatives leaning more towards a higher production ad similar to a TV commercial rather than just static images or reel formats.
Meta Business Agents Launch
A new feature Meta announced last month was their Meta Business Agent, which they have shared ‘will let businesses of all sizes increase their output and deliver personalised experiences for customers using AI’. Here are some of the features the Business Agent will offer:
- Deliver morning briefings to catch you up on chats you missed and insights from your Meta accounts.
- Answer questions specific to your business
- Qualify incoming leads and book appointments
- Help close sales
- Respond to customers
Along with this feature, Meta will be launching a new Business Agent Platform, giving users the ability to build, customise and deploy their agents at any scale. It will also connect to hundreds of systems such as Shopify to help business owners with their daily tasks. This feature is now available to users worldwide.
Our Senior Paid Social Manager, Caitlin said of the launch:
‘This could have a significant impact on Paid Social, as we could move from Meta just acquiring new customers, to helping manage the entire customer journey. When used, the sales funnel will become shorter (ad > conversation > purchase), and first-party data will become even more valuable as a result. Clicks will also become less important, with more meaningful engagement taking the lead instead. Perhaps most significantly, it could unlock scale for businesses where relying on manual sales calls has previously caused a bottleneck.’
Muse AI Controversy
This month, Meta launched their new feature Muse Image, which can generate images from conversational prompts, edit photos exactly how it has been asked and so much more. But instead of a positive reaction, users have not been happy due to one of the features that was launched alongside it.
One of the key features of Muse AI was the capability of generating AI images from users’ content. Using the AI chatbot, users were able to tag public accounts and create and manipulate their own images from theirs. Users were horrified due to privacy concerns as it meant anyone could have their likeness used without knowing or giving permission. Notifications wouldn’t be issued once someone has used their content to generate AI images, with the potential for deepfakes being generated and used for harassment rising significantly.
Meta quickly removed this feature only a few days after its launch, but users can still use Muse AI to generate images, and will soon be able to use Muse Video, their new AI video generation tool.
Stay up-to-date with the latest Meta and Paid Social updates by giving us a follow on LinkedIn and Instagram.
Or, if you’re ready to start driving Paid Social performance that smashes targets, beats out competition and reaches your desired audience – get in touch with our Paid Social experts!
The Latest Meta Updates For Advertisers
Meta has been busy. Over the past few weeks, a handful of Meta updates have quietly rolled out that could make a real difference to how you run your ads and manage your campaigns. If you’re a seasoned Meta user – keep reading.
Here’s a breakdown of what’s changed and, more importantly, what it means for you and your brand.
3 Recent Meta Updates You Need To Know About
One-Click CAPI – And A Smarter Pixel
Meta has introduced a one-click CAPI setup option within Events Manager, and while experienced advertisers with custom implementations won’t need to touch it, the bigger story here is what it signals: Meta is pushing hard to close the gap between advertisers who have strong server-side tracking and those who don’t.
More relevant for established advertisers is the new AI-powered enrichment feature for the Meta pixel. Rather than relying on manual catalogue annotations, it now automatically pulls in product attributes like names, prices, availability, currencies etc, by recognising common display patterns on your site. If your catalogue changes regularly, this removes a persistent maintenance headache and keeps the signal quality high without ongoing manual input.
Existing pixel users will see a notification in Events Manager with a 30-day review window before the feature switches on by default. So make sure you’re checking your settings now to make sure it’s pulling in what you’d expect and confirming any data categories you’d prefer to exclude.
One thing to note: advertisers in special ad categories (financial services, employment, health, housing) won’t have access to this one.
You Can Now Edit Instant Forms!
This one might seem small, but if you run lead generation campaigns, you’ll know exactly how frustrating this used to be…
Previously, once an Instant Form was created in Meta Ads Manager, you couldn’t edit it. Your only options were to duplicate it or archive it, which meant even a small tweak required starting from scratch and rebuilding your form entirely.
And now – that’s changed! You can now edit and manage existing Instant Forms directly from the ad level. It saves time, reduces the risk of duplicated forms cluttering your account, and gives you much more flexibility when you want to test different questions or update your copy.
It’s a small update on paper, but a genuinely useful one in practice!
Facebook Is Investing More Into Organic Content – By Paying Creators
This one’s more relevant if you’re thinking about content strategy alongside your paid activity, but it’s worth knowing about.
Facebook paid out nearly $3 billion to content creators in 2025 which is a 35% increase on the year before. The platform is clearly doubling down on its creator ecosystem, and it’s launched a new programme called Creator Fast Track to attract established creators from TikTok, Instagram, and YouTube.
The programme offers guaranteed monthly pay and increased reach for creators who are new to (or returning to) Facebook. Creators with over 100,000 followers on another platform can earn £1,000 per month, rising to £3,000 per month for those with over one million followers.
What does this mean for advertisers? More creators on Facebook means more content, more engagement, and a more active audience. It also signals that Meta is serious about competing with TikTok for creator talent, which has a knock-on effect on the quality of the content environment your ads appear in.
Facebook has also introduced new metrics for creators to better understand their earnings, including Qualified Views (views eligible to earn money) and an Earnings Rate per 1,000 qualified views. The platform is placing greater emphasis on rewarding original content that drives genuine engagement. Another sign that quality content is being prioritised over volume, so make sure your creative stands out!
What Do These Meta Updates Mean For Me?
Taken together, these updates show a platform that’s actively investing in making things easier for advertisers and more rewarding for creators. One-click CAPI lowers the barrier to better tracking. Editable Instant Forms removes a genuine daily frustration. And the creator investment points towards a healthier, more engaged audience on the platform.
If you want to make sure you’re making the most of these changes in your campaigns, we’d love to help!
Interested In Finding Out More?
Our team of Paid Social experts can help you to transform your Meta Ads strategy to drive results. Contact us using the form below and we’ll get back to you to arrange a free audit of your account.
Why Are My Facebook Ads Failing? 4 Common Reasons Your Campaigns Aren’t Working
If you’re currently questioning, “I’ve invested a big budget… Why are my Facebook ads failing?” then you’re in the right place. Although every account is different, there are a number of reasons why your ads might not be getting you the return you hoped for.
From bad creative to over-segmentation, we’re here to troubleshoot the reason that you might not be getting the best possible bang for your buck when it comes to Facebook Ads.
Facebook Ads Failing? Here’s What Could Be Going Wrong
Your creative isn’t working for you
When creating a Facebook ad, it’s important to remember that you need to diversify your creatives – if all your ads have the same imagery then they’re not going to perform how you want them to. Audiences can get creative fatigue if they are constantly looking at the same ad, so switching these up will generate more genuine engagement. Audiences have different motivations – for example, creating an ad talking about the cost of your product will appeal to some, whereas another ad focusing on the environmental impact of the product will resonate with others.
Using a mix of formats can maintain efficient cost overall, for instance – videos will have lower CPMs, but may see a lower CVR compared to a static image. Carousels are great for engagement, so it’s important that you diversify your approach rather than relying on a single strategy otherwise you’ll drive up your own ad costs.
You’re stuck in the learning phase on Meta
Being stuck in the learning phase is another reason your Facebook ads are failing. When you first create a Facebook ad, you’ll immediately be put into the ‘learning phase’. What this means is that Meta is testing how your ad performs, what kind of audience engages with it, and which users are most likely to convert in order to improve your results over time. If you continue to edit your ads, change budgets or tweak targets, then the learning phase will automatically reset, so the best thing to do is let them learn to see what actually works well, and what needs to change.
You have to be strategic if you want to get out of the learning phase, but once you know how to, it can be easily rectified. Waiting around a week without making any changes, and then changing elements like your creative assets, increasing your budget, and consolidating ad sets can have a positive impact, but the wait before making these changes is just as important as the changes themselves.
Your match rate is low
Another issue that can impact your Facebook ad performance is a low match rate, which refers to how effectively Meta can connect your website activity and pixel data to actual users on the platform.
If your match rate is low, it means Meta is struggling to accurately track who is interacting with your ads and converting on your site, making it harder for the algorithm to optimise delivery. This can lead to higher costs and weaker results overall. Improving the quality of your account through a well configured pixel set up, implementing Conversions API, and capturing key customer information can help strengthen your match rate and give Meta everything it needs to drive better performance on your ads.
You have an overly segmented structure
Reaching the correct target audience is one thing, but if you’re being too specific, then it can become a problem. Splitting your campaigns into tiny specific audiences can actually negatively impact your ads because you’re trying to manually control exactly who sees your ads. Categorising your audience into exact niche groups is too narrow as this isn’t how the Meta platforms efficiently work anymore.
Instead, let your creative do the targeting and focus on strong signals. By using broader audiences and consolidating your campaigns, you allow Meta’s algorithm to learn more effectively and optimise towards users who are most likely to convert. This not only improves performance but also helps you exit the learning phase faster and achieve more efficient results overall.
When to Stop Facebook Ads That Aren’t Delivering Results
Knowing when to stop Facebook ads is just as important as knowing when to optimise them. If you have been running your ads for a while, meaning they’re out of the learning phase, but your costs are still high and engagement is low, then this may be the sign you need to stop your ads. However, it’s important that you don’t pause your ads too quickly as Meta needs time to collect and analyse data to optimise performance. Before shutting down your ads, make sure you review your audience and creative first.
Working With Circus On Your Facebook Ads Strategy
At Circus, we specialise in paid ads, including paid social ads for Facebook and Meta. If your Facebook ads aren’t working for you and your ROAS is low, then get in touch with our Paid Social team here.
Do Facebook Ads Work For B2B Brands?
If you own a B2B company, you may have already used LinkedIn ads for lead generation. It may seem like the logical pathway, with it’s status as the social media platform for professionals and lead generation. But, have you considered using Facebook ads for B2B? Facebook and Meta may not be your usual pick when it comes to choosing a platform for your B2B paid advertising strategy, but there’s no reason why they shouldn’t be.
Read on as we debunk some common B2B Facebook myths, and when you should consider using Facebook Ads for your B2B brand.
3 B2B Facebook Ad Myths: Debunked
Audience Retargeting For B2B Companies
Although Meta doesn’t have the job title retargeting feature as LinkedIn does, advertisers can still reach B2B audiences via Facebook. Using interest and behaviour targeting, website visit retargeting and CRM data, this method can be lucrative for companies.
B2B Audience Conversion On Social Media
A big myth we hear is that B2B doesn’t perform well on Facebook and Instagram, but that’s far from the truth. In fact, many B2B campaigns perform very well. When promoting valuable content such as webinars, reports, free audits and consultations, these platforms can play an early-stage role in the buying journey.
Using Facebook As A B2B Platform For Advertising
LinkedIn isn’t the only platform for successful B2B advertising. Sure, it’s a strong contender, but it’s also much more expensive. Facebook can offer ads at a lower cost-per-lead when combined with strong creative and effective lead magnets.
When To Use Facebook Ads For B2B Lead Generation
Using Facebook (or Meta) for B2B advertising can be a great way to generate leads when used strategically. Although many people associate the platform with B2C marketing, and people use it for personal use much more frequently than for business, it can still be effective for reaching company decision-makers, building brand awareness, and promoting valuable content that encourages prospects to engage with your business.
When you need to generate demand: Platforms like Google Search capture existing intent. Meta is better for creating interest amongst people who may not know your product yet. This works well for new products and services, complex B2B solutions, and early-stage awareness campaigns.
When you have strong audience targeting: One of the best things about Meta is its detailed audience targeting, which can be very useful for B2B campaigns targeting website visitors or CRM audiences, business owners and specific job titles and industries.
When you have valuable content offers: When you’re promoting insight such as whitepapers, webinars, industry reports and free audits and demos, Meta performs well.
Should I Use Facebook Ads For B2B Lead Generation?
Is Facebook Good For B2B?
The short answer is – yes. Facebook can be a great platform for lead generation as its costs are much lower than LinkedIn, and with effective lead magnets and good creative assets, can be lucrative for your business. If you want to retarget audiences, generate demand or promote your content offers, then we suggest giving the platform a try.
Need help getting the most out of your Facebook ads? Our team of Paid Social experts are here to help you generate leads, get in touch below to find out how we can help.
Paid Social Updates 2026: What Advertisers Need To Know
This year we introduced a brand new service at Circus… we are now a PPC and paid social agency! This doesn’t just mean that we’re providing even more insight and strategy to brands wanting to align their paid efforts, it means that we’re here with more 2026 updates for both Paid Social and Search!
With the addition of our Senior Paid Social Manager, Caitlin, and Paid Social Analyst, Esther, we’ve expanding our offering to help brands drive growth through strategic social ad campaigns.
Following on from our PPC insight series, the Paid Social team will be sharing the latest updates from Meta and beyond to make sure you are kept up to date.
AI & Paid Social Updates In 2026
Meta has recently announced that AI is driving significant performance across its platforms. Revenue from AI video generation tools grew three times faster quarter-over-quarter than overall ad revenue. Incrementality is a question most advertisers are asking right now – how can we know our Meta investment is driving revenue that’s truly new? Meta reports that the new incremental attribution feature has driven a 24% increase in incremental conversions compared to the standard attribution model.
What Brands Should Take From This Update
For brands working with a B2C or a B2B paid social agency, these updates show the importance of AI-driven creative assets and measurement when running campaigns on Meta.
- AI generated creative assets perform
- Incrementality is now an easier KPI to track and optimise towards
- These Meta tools are here to stay – it’s time to start working with them
Meta’s New Ad-Free Subscription Model Explained
One of the most talked-about Meta updates recently is the introduction of an ad-free subscription option for Instagram and Facebook. Naturally, many advertisers are wondering what this means for campaign performance.
The reality is… there’s little cause for concern. Meta has been trialling the subscription across the EU since late 2023, and the majority of users have continued with the ad-supported experience. Although CPMs did rise, but only in line with other markets, meaning this hasn’t been caused by the new subscription model.
What Brands Should Take From This Update
- The ad audience is still huge, the new subscription shouldn’t affect your performance
- Most people who you are targeting will still be seeing your ads
- The bigger shift is actually the use of AI, not the new subscription model
Meta Expands Advertising on Threads
Meta has been testing ads on Threads for some time now, but the platform has now expanded Threads ads to all of its users globally. This is a major step in the platform’s monetisation strategy, giving businesses access to advertise on a new platform within the Meta ecosystem and allowing brands to reach audiences in a more conversational environment.
What Brands Should Take From This Update
- CPMs will be initially lower
- The platform will be a less crowded space to advertise
- Opportunity to use the platform for learning rather than a revenue driver
It’s been a busy period for Meta, with a range of new updates and insights added to the platform. While features like Threads ads and subscription models are important developments, the biggest change for brands is in Meta’s focus on AI.
2026 Updates To Paid Social Click Attribution
Meta has tightened how click-through attribution is counted in Ads Manager. So what does this mean?
In simple terms, Meta is refining how it attributes conversions to ad clicks, making sure that reported results are accurately reflecting genuine user actions. This change has been put in place to reduce the chance of conversions being credited to ads when they may not have played a relevant role in the customer journey.
What Brands Should Take From This Update
- You might see a drop in click-attributed conversions in Ads Manager
- This doesn’t mean performance declined… it’s more accurate attribution
- Meta data should now align more closely with GA4 and other attribution tools
The Key Paid Social Updates For Advertisers In 2026
- AI generated assets will continue to perform
- The implementation of Meta’s new subscription will not affect ad performance
- Threads advertisements may be a great learning opportunity for brands
If you want help implementing these strategies into your campaigns, get in touch with our team to see how we can support your growth..
Work with Circus PPC to build a paid advertising strategy designed for 2026 and beyond.
Google Ads Strategy 2026: PPC Updates Brands Can’t Ignore
PPC is an ever-changing industry. Staying still isn’t an option – and 2026 is already proving to be a pivotal year, especially for those focused on improving their Google Ads strategy.
In the first of our new expert insights series, the Circus PPC team shares the biggest PPC updates of 2026, what we’re seeing inside accounts right now, and what these changes mean for brands investing in paid media.
Performance Max & Demand Gen in Your 2026 Google Ads Strategy
One of the biggest trends we’ve seen in Q1 is a noticeable spike in Discovery spend within Performance Max and Demand Gen campaigns.
This likely links back to Google’s recent Discover Core Update, which changed how content is surfaced and distributed within the Discover feed.
Enya Key, PPC Analyst at Circus PPC, explains:
“There could be a shift in focus towards creative assets, and performance might also shift with it – meaning higher reach but potentially lower intent. This reinforces what we already know about the increasing importance of upper-funnel activity alongside lower-funnel conversion campaigns. Advertisers need to pay attention to the entire customer journey to drive maximal results.”
How to Adjust Your Performance Max Strategy for Upper-Funnel Growth
- Creative quality matters more than ever
- Upper-funnel performance can’t be ignored
- Performance Max strategy needs reviewing
- Demand Gen campaigns require tighter intent signals
Brands focusing solely on bottom-of-funnel conversions may see efficiency fluctuate if they don’t adapt.
How AI Is Reshaping Google Ads Strategy in 2026
It wouldn’t be a 2026 PPC update without mentioning AI.
While not yet confirmed for the UK, ChatGPT ad trials are underway in the US – and based on historical rollouts, expansion is likely.
Tristan Parr, PPC Analyst at Circus PPC, shared:
“If internet rumours are to be believed, a self-serve open ads platform like Google Ads could be available in the US as soon as this year – which could really shake things up. More people are turning to AI not just for information, but as a one-stop shop for shopping and purchasing.”
Preparing Your PPC Strategy for AI-Driven Search Behaviour
If AI platforms become transactional advertising spaces:
- PPC strategy expands beyond traditional search engines
- Search behaviour shifts further towards conversational intent
- Brands must optimise for AI-driven discovery environments
Your 2026 Google Ads strategy can’t exist in isolation anymore. The paid media landscape is broadening.
Long-Tail Keywords and Keyword Strategy in Google Ads 2026
According to Google, AI adoption is driving longer, more conversational search queries. Users are increasingly searching with five or more words.
Senior PPC Manager Inny Vaiciute attended a recent Google webinar and shared:
“The increase in long-tail keywords makes it harder for phrase and exact match to deliver the desired volume of conversions. Brands can’t rely on bidding on a few short keywords anymore – that approach isn’t enough on its own.”
Building a Smarter Keyword Strategy for 2026
- Exact and phrase match may see reduced scale
- Broad match (with strong signals) becomes more important
- Smart bidding requires cleaner data inputs
- Search term analysis is more critical than ever
This shift reinforces the need for a flexible, data-led Google Ads keyword strategy.
How to Adapt Your Google Ads Strategy for 2026 and Beyond
The key takeaways from Q1’s biggest PPC updates:
- Discovery spend is increasing within Performance Max and Demand Gen campaigns
- AI advertising platforms (like ChatGPT) may soon enter the paid media mix
- Long-tail keyword growth is reshaping search strategy
- Full-funnel thinking is no longer optional, it’s essential
The common thread? Adaptability.
Brands that evolve their Google Ads strategy in 2026 – embracing AI, refining creative, and adjusting keyword structures – will outperform those clinging to outdated frameworks.
The landscape is shifting – your strategy should be too.
Work with Circus PPC to build a PPC strategy designed for 2026 and beyond.
Meet The Team – Alexandra
Alex is the Content & Social Media Executive at Circus, focused on increasing awareness and making sure everyone knows what we do, how we do it, and why we’re so great at it!
Get to know Alex here…
Name: Alexandra Hardy
Role: Content & Social Media Executive
What’s your favourite thing about working at Circus (so far)?
Of course the team are the best thing, but the office is a very close second (great location in the city and the best roof terrace I’ve ever seen).
Who is your dream client?
Probably a dairy-free chocolate brand like LoveRaw (in hopes we could get freebies…)
What’s your dream holiday destination?
Probably Japan, I’m a bit of a nerd and love Nintendo games. Also Japanese fashion is 1000/10 so I would come back with 4 new suitcases full of clothes.
What would your desert island meal be?
A plate with around 100 pieces of sourdough toast with marmite with a cup of tea. If I could have toast for every meal I would do.
Tell us something about you that might surprise people.
If you ever have a question about birds, ask me. ‘Can you tell me what bird is making this noise?’ ‘Alex I have just seen this cool bird what is it?’, I will always have the answer.
If you could guest star on a TV show, which one would it be and why?
Taskmaster, I think I would 100% come last but I think my clumsiness would make everyone laugh. Bonus points if it was the season with Bob Mortimer on.
Home or Office?
Office
Morning or Evening?
Evening
Dog or Cat?
Cat
Countryside or City?
City
Spender or Saver?
Spender
Coffee or Tea?
Both
Summer or Winter?
Winter