Here's a summary and actionable insight from "Facebook Ads for Authors in 2025" featuring Mal Cooper on The BookFunnel Podcast Ep. 6 — ideal for indie authors and self-publishers looking to scale book sales through Meta ads.

📚 Facebook Ads for Authors in 2025 — Key Insights from Mal Cooper
Mal Cooper, a sci-fi author and digital marketing pro, shares updated strategies for authors using Facebook/Meta Ads in 2025 to sell more books, grow mailing lists, and build reader communities.

🔥 What's New in 2025?
More Data Limitations: Post-iOS privacy updates are still a factor.

Better AI Targeting: Meta's machine learning now does more heavy lifting.

Shortform Video Ads (like Reels) work extremely well.

Increased CPMs = more competitive landscape — but niche targeting still wins.

🧠 Mal's Winning Facebook Ads Strategy
1. Lead Generation First
Instead of sending traffic straight to Amazon, Mal recommends:

Drive people to a lead magnet via BookFunnel (free novella, sample chapters, etc.)

Build your email list first, then promote your series/books via email.

2. Use Book-Specific Landing Pages
Send traffic to your own branded page, not just the Amazon product page.

Helps pixel tracking, brand building, and list segmentation.

3. Simple, Scalable Ad Types
Image Ads (with your book cover or a strong quote).

Carousel Ads if promoting a series.

Video/Reel Ads with short character teasers or dramatic narration.

🎯 Targeting Tips (Mal's 2025 Update)
Broad + Lookalike Audiences (let Meta optimize)

Retarget your BookFunnel and email list clicks

Try interest stacking:

E.g., "Readers of Brandon Sanderson" + "Science Fiction" + "Kindle Unlimited"

💵 Budget Strategy
Start with $5–10/day per campaign

Scale winners gradually — Mal recommends doubling every 3–4 days

Monitor CPL (Cost Per Lead) and CTR (Click-Through Rate)

📈 Metrics That Matter

Metric   Target
CTR (Click-Through)   1.5%+
CPL (Cost per Lead)   <$1.50 ideally
Relevance Score   8–10
Email Open Rates   30–50%
✅ Tools Recommended by Mal
BookFunnel – Deliver lead magnets + track effectiveness

MailerLite / ConvertKit – For automated email series

Canva – Quick creative ads with book mockups

Meta Ads Manager – Never boost posts, always use the backend!