30 Must-Know Meta Ads Interview Questions for 2025 (Pixel • ROAS • Lookalikes)

If you're preparing for a digital marketing or performance marketing role in 2025, you must know about Meta Ads (formerly Facebook Ads). With Facebook ads generating around $160 billion in revenue in 2024, Meta remains vital for marketers. 

Whether you're applying for a role at an agency or a brand, you'll need to understand how Meta's advertising tools work, especially topics like the Pixel, ROAS, and Lookalike Audiences.

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If you want to learn advanced advertising strategies such as Meta Ads, this course can be highly beneficial for shaping a successful career in digital marketing.

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This guide will help you understand 30 essential Meta Ads interview questions that you should know before your interview. 

Top 30 Meta Ads Interview Questions You Must Know in 2025

If you are getting ready for a job interview that involves Meta Ads in 2025, this guide is for you. Below are 30 important Facebook Ads interview questions that can help you feel more prepared and confident.

Meta Pixel Questions

Below are some of the most common Pixel tracking interview questions to help you understand how Meta tracks user actions and measures conversions.

1. What is the Meta Pixel, and why is it important?

It’s a piece of code you add to your website. It helps track actions people take on your site after clicking your ad. It’s important because it gives you data to measure conversions and improve targeting.

2. How do you install the Meta Pixel?

You can install it manually by copying and pasting the given code into your website header, or use partner integrations like Shopify or WordPress.

3. What events can the Pixel track?

It can track standard events, such as Page View, Add to Cart, Purchase, and Lead. You can also make custom events based on specific actions.

4. What’s the difference between standard and custom events?

Standard events are built-in actions that Meta recognises. Custom events are ones you define yourself based on unique business needs.

5. How does the Pixel help with retargeting?

The Pixel lets you create custom audiences of people who’ve already visited your site or taken action. You can then show them relevant ads.

ROAS & Performance Metrics

These ROAS marketing questions will assess your understanding of ad performance and return on ad spend.

6. What does ROAS mean?

ROAS stands for Return on Ad Spend. It tells you how much money you make for every pound you spend on ads.

7. How do you calculate ROAS?

Divide the total revenue from ads by the total amount spent on those ads.

Example: If you make ₹500 from a ₹100 ad spend, your ROAS is 5.

8. What’s a “good” ROAS?

It depends on your business. For e-commerce, a return on ad spend (ROAS) of 3–5 is typically considered strong. For high-margin products, even a return on ad spend (ROAS) of 2 can be profitable.

9. What affects ROAS in Meta Ads?

Many things: ad quality, targeting, budget, landing page experience, and even seasonality. Poor targeting or lack of creativity can drop your ROAS.

10. How do you improve ROAS?

Use better targeting, A/B test creatives, improve landing pages, shorten the funnel, and exclude low-intent users.

Lookalike Audiences

The following Lookalike Audiences interview questions will help you explain how to reach new people similar to your best customers.

11. What is a Lookalike Audience?

It’s a group of people who are similar to your existing customers or leads. Meta finds them using data from your source audience.

12. What’s a source audience?

It’s the audience you want Meta to “copy”. For example, your best customers, email subscribers, or people who’ve made a purchase.

13. What size should your source audience be?

Ideally, 1,000–10,000 people. Too small, and the results may be unstable. Too large, and you may lose quality.

14. How does Lookalike % work? (1% vs 10%)

1% means people most similar to your source audience. A 10% group is a broader group with less similarity but greater reach.

15. Can you combine Lookalikes with other targeting?

Yes, you can layer interests or behaviours, or exclude certain groups to refine your targeting.

Campaign Structure & Objectives

16. What are the three levels in a Meta campaign?

Campaign > Ad Set > Ad.

A campaign is the goal (like sales). An ad set is defined by its audience and budget. Ad is the creative.

17. What’s the difference between a campaign budget and an ad set budget?

Campaign Budget Optimisation (CBO) allows Meta to determine how to allocate the budget across ad sets. Ad Set Budget gives you more control.

18. What’s the best campaign objective for sales?

"Sales" or "Conversions" if you have the Pixel installed. Meta will optimise for users most likely to make a purchase.

19. What’s A/B testing in Meta Ads?

Running two versions of something (like different creatives or audiences) to see which performs better.

20. What’s Advantage+ Shopping Campaign (ASC)?

It’s Meta’s AI-driven campaign that automates targeting and creative delivery. Great for scaling eCommerce.

Also Read:- Amity Online MBA: How It Helps Build a Strong Business Network

Targeting & Creative Strategy

21. What’s the difference between broad targeting and interest-based targeting?

Broad targeting lets Meta decide who to show the ad to. Interest-based targeting focuses on specific interests, behaviours, or demographics.

22. When should you use broad targeting?

When you have strong creativity and enough conversion data, Meta's AI can find the best people for you.

23. What is creative fatigue, and how do you spot it?

It’s when your ad performance drops because people have seen it too many times. Check frequency, CTR, and ROAS for signs.

24. What’s Dynamic Creative in Meta Ads?

It automatically tests combinations of headlines, images, and descriptions to find what works best.

25. How often should you refresh ad creatives?

Every 2–4 weeks, or sooner if performance drops. Keep testing new angles and formats.

Strategy, Privacy & Troubleshooting

26. How has privacy (iOS14+) affected Meta Ads?

Less tracking means fewer conversions are reported. Retargeting pools are also smaller. ROAS may appear lower.

27. What is Conversions API (CAPI)?

It’s a way to send data from your server directly to Meta. It helps improve tracking accuracy post-iOS14.

28. What should you do if your ads are not delivering?

Check for audience overlap, low budget, learning phase issues, or disapproved ads. Additionally, consider bid caps and pixel firing.

29. What’s the Learning Phase?

It’s the period where Meta tests how to deliver your ad best. Avoid making big changes during this time.

30. How do you scale a winning ad campaign?

You can raise the budget gradually (20–30% every few days), duplicate the ad set, or test it in Advantage+ campaigns.

Conclusion

Securing a job with Meta Ads in 2025 requires demonstrating an understanding of how the platform operates. These 30 digital advertising interview questions will help you feel more ready and confident. 

Do not just remember the answers. Try to understand why each part matters and use real examples if you can. Show that you can test, learn, and improve results. If you prepare well and remain calm, you will perform exceptionally in your interview.

If you want to build strong digital marketing skills or learn more about paid ads, Amity University Online offers meta ads manager interview prep and industry-focused courses you can take from anywhere. It is a great way to expand your knowledge and stand out in job interviews, especially in rapidly evolving areas like Meta Ads and performance marketing.