Meta’s Value Rules Roll Out: Precision Bidding Meets AI…

What Changed:
On 25 July 2025, Meta officially rolled out Value Rules across its ad platform, expanding beyond June’s soft launch. This feature allows advertisers to apply bid multipliers based on specific user traits – like gender, age range, device OS, and location – as well as placement types such as Instagram Reels, Stories, Facebook Feed, and Marketplace.

Up to 10 rules can be created, with each rule targeting up to two criteria. Only the highest priority applicable rule is applied to each auction. This feature is currently available for sales and app-install campaigns and excludes regulated verticals like housing, employment, and finance.

Why It Matters for Paid Social Campaigns:

• Move from Audience Segmentation to Outcome-Based Bidding:
  Marketers can now bid more aggressively for placements or demographics that drive higher average order values (AOV) or longer customer lifetime value (CLV). For example, if 35–44-year-old women on Instagram Reels yield your best return, you can directly reflect that in your bids.
• Simplifies Yet Strengthens Campaign Architecture:
  Previously, advertisers would create numerous ad sets to manage bid variances across audiences. With Value Rules, you centralise that logic at the campaign level, reducing build complexity while increasing bidding precision. It’s a win-win for performance and operations.
• Early Results Are Promising:
  Initial reports from Meta indicate a potential 12% improvement in ROAS when using Value Optimisation in conjunction with Value Rules versus conversion-focused bidding. These tools, part of Meta’s broader AI-driven stack, are built for ROAS—not just volume.

Strategic Recommendations:

1. Run a Value Mapping Workshop:
   Identify which audience traits or placements correlate with higher revenue or profit. Use this insight to structure your first 3–5 value rules.
2. Test vs Control:
   Don’t just flip the switch. Test campaigns with Value Rules against traditional campaigns to isolate impact on conversion volume, CPA, and ROAS.
3. Integrate Profit Margins:
   Use tools like Value Optimisation and Incremental Attribution to feed real profit or margin data into Meta’s AI, allowing for smarter automated decision-making.
4. Leverage Meta’s Reporting Enhancements:
   Ads Manager now includes rule-based breakdowns. Use this to refine your bidding strategy based on actual rule performance—not assumptions.

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✅ Key Takeaways for Media Buyers

1. Retail PPC teams: Move decisively to take advantage of the reduced competition in Google Shopping. This is a rare opportunity to gain share without increasing cost.
2. Meta advertisers: Build a value-bidding roadmap. Even a few well-constructed Value Rules can dramatically shift performance – if grounded in good data.
3. Maintain platform agility: July 2025 reminds us just how fast the media landscape can evolve. Make flexible budgeting, rapid testing, and real-time reporting part of your operating model.

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Need help adapting your media strategy to these changes?
Reach out to Alphageek Digital for a free session running through your account and how we can help. We’ll help you turn disruption into opportunity.