Facebook remains a high-value channel for Australian businesses wanting to drive awareness, traffic and sales. Whether you run a Magento store, a local service business, or a national brand, Facebook (and the Meta family: Facebook + Instagram) provides an integrated mix of organic community building and paid tools to reach customers at scale. This guide explains how to plan, run and measure Facebook campaigns that work in Australia in 2025 along with a practical checklist you can take this month.
Why does Facebook marketing still matter in Australia?
Facebook and Instagram remain core touchpoints for Australian consumers and advertisers. In 2024–25 Australian brands increased social ad spend year-on-year, with social now representing a significant share of digital ad spend that demonstrates the platform’s ongoing business value. Social ad spend in Australia grew materially in recent years, and Facebook continues to be among the leading platforms for reach and ad revenue.
What “Facebook marketing” covers?
Facebook marketing is a combination of:
- Organic community management: Pages, groups, posts, comments and customer service.
- Content strategy: Posts, videos, Stories and Reels to build brand presence and retention.
- Paid advertising: Awareness, consideration and conversion campaigns (reach, traffic, leads, catalogue/retargeting).
- Commerce integration: Product catalogues, Shops and direct conversions via website (e.g., Magento stores).
- Measurement & optimisation: Events, pixels/Conversions API, attribution and reporting.
Businesses should treat organic and paid as complementary as organic builds trust and reduces paid CPA over time, while paid scales reach and conversions quickly.
How Facebook fits into an e-commerce strategy?
If you run an e-commerce store, Facebook becomes especially valuable for:
- Dynamic product ads (remarketing catalogue feed) that show the exact product a customer viewed.
- Shoppable posts and catalogues that allow one-click paths from ad → product page.
- Optimised conversion campaigns using the Meta pixel or Conversions API for better attribution.
Magento stores can automate product feed exports to Facebook catalogues to streamline dynamic ads and retargeting. Magento Service Gonzay can help set up product feeds, pixel/Conversions API integration and campaign structure for better ROAS.
Setting up your Facebook Business assets step-by-step process
- Create or claim a Business Manager (Meta Business Suite) and set roles.
- Set up a Facebook Page + Instagram business profile. Link both in Business Manager.
- Install the Meta Pixel and/or Conversions API on your Magento site (server-side tracking recommended).
- Create a product catalogue and connect it to your store (feed or API).
- Configure events (ViewContent, AddToCart, Purchase) and test in Events Manager.
- Set up audiences: website custom audiences, saved audiences and lookalikes.
- Enable payment and commerce features if you want Shops / Checkout.
These steps create a foundation for scalable campaigns and accurate measurement. The Meta Business Help pages are the authoritative guide for these steps.
Audience targeting in 2025: techniques that work in Australia
- First-party audiences: Website visitors, customers (email lists) and app users — highest intent.
- Lookalike audiences: Create lookalikes from high-value customers (purchase event).
- Interest and behaviour targeting: Useful for early awareness but combine with exclusions to control overlap.
- Geo & local targeting: For bricks-and-mortar businesses, use radius targeting and local content.
- Layering & exclusions: Exclude recent purchasers from purchase campaigns (to avoid wasted spend).
Due to privacy concerns and ongoing platform changes, rely more on first-party signals (pixel/Conversions API) and creative testing rather than hyper-granular third-party data.
Creative, content & ad formats – Best practice checklist
- Use short, clear headlines and mobile-first assets (vertical video for Reels/Stories).
- 80/20 content rule: 80% inform/entertain, 20% promotion. (Helps sustain organic performance.)
- Test multiple creative variations (A/B test images, video, text).
- Use dynamic creative where Meta assembles best performing combinations automatically.
- Include strong CTA and simplify landing pages to one conversion path.
- Accessibility: Add captions, ALT text and clear contrast for Australian audiences.
Meta’s in-platform creative tips remain a practical resource for ad quality improvements.
8. Budgeting and expected costs — Australia context
Costs vary by objective, competition and seasonality. Below is an indicative table (2025 snapshot) showing typical CPM ranges and considerations for Australia:
| Metric | Indicative Australia range (2025) | Notes |
| CPM (Cost per 1,000 impressions) | A$8–A$14 (average varies by placement & season) | Data sources vary; auctions and creative quality affect CPM. |
| CPC (Clicks) | A$0.30–A$2.50 | Depends on industry and targeting. |
| ROAS (good benchmark) | 3x+ (retail varies) | Depends on margins and funnel. |
Quick budgeting tip: Start with a small daily budget per ad set (A$10–A$30) while you test creative & audiences, then scale winning combinations. Use campaign budget optimisation (CBO) for automated allocation across ad sets.
Measurement, KPIs & optimisation routine
Essential KPIs:
- Awareness: Reach, CPM, frequency.
- Consideration: Link clicks, CTR, landing page engagement (bounce, time on site).
- Conversion: AddToCart, purchases, CPA, ROAS.
- Retention: Repeat purchase rate, LTV.
A 7–14 day optimisation cadence is sensible: review creative performance, top audiences, and cost trends; pause low-performers and reallocate spend. Use UTM tracking and GA4 alongside Meta reports for cross-platform attribution.
Privacy, trust and regulatory considerations (Australia)
Australians are increasingly sensitive about personalised ads and data privacy. Research shows significant public concern about personalised targeting and data usage. Advertisers should:
- Provide clear privacy notices and opt-out options.
- Use server-side tracking (Conversions API) to improve measurement while being transparent.
- Avoid misleading claims and comply with the Australian Competition & Consumer Commission (ACCC) rules and Australian Consumer Law for advertising.
Emerging trends: AI & automation
Meta is investing in AI tools to automate creative and campaign build workflows. Expect more in-platform AI tools that suggest creative, audiences and ad copy that is useful for small businesses but still requiring human oversight for brand tone and strategy. Plan to test AI suggestions but control budgets and creative safeguards.
How Magento Service Gonzay can help
Magento Service Gonzay provides Magento-specific setup and Facebook/e-commerce integration: pixel & Conversions API installation, product feed configuration for dynamic ads, and campaign structuring for Magento shops.
If you’re a Magento merchant wanting to connect Facebook performance directly to store conversions, Gonzay can handle technical setup and ongoing optimisation.
Business software supports smoother operations and better cash flow management. When short term funding is needed alongside daily business expenses, Monzi Loans may help connect you with potential lenders.
Conclusion
Facebook remains a central, cost-effective channel for Australian businesses when used strategically: combine strong technical setup (pixel & catalogue), audience-first targeting, creative testing, and privacy-aware measurement. Start with a small, testable budget, focus on first-party data and dynamic product ads for e-commerce, and iterate every 7–14 days.