Running Meta ads isn’t what it used to be. If you’re still stuck in the old ways—manual targeting, audience segmentation, endless A/B testing—you’re likely wasting time and budget.
Here’s a quick breakdown of what’s changed and how to make Meta’s system work for you.
1. Meta Ads Are Now Creative-Driven
- Forget manual targeting tricks. Meta’s AI does the heavy lifting.
- Your job: feed the algorithm strong creative assets.
- Repetitive or lookalike ads get treated as duplicates—hurting performance.
Takeaway: Prioritise unique, scroll-stopping creative. Think less about tweaking settings and more about storytelling and hooks.
2. Andromeda: The New Brain Behind Meta Ads
- Andromeda is Meta’s AI engine for ad delivery.
- It uses real-time behaviour data (scrolls, views, clicks) to decide who sees your ads.
- You no longer define your audience—the system finds the buyers.
Takeaway: Focus on signals that matter. Track conversions. Optimise for outcomes, not impressions.
3. Advantage+ Sales Campaigns (ASC) Are Now the Default
- ASC replaces the old way of building separate funnel campaigns.
- You now define engaged audiences upfront (email lists, site visitors, Facebook engagers).
- Meta handles targeting, retargeting, and new customer acquisition in one campaign.
Takeaway: Set up your data sources correctly. Import your email lists. Tag your site visitors. Meta uses this info to work smarter.
4. What You Control (and What You Don’t)
- You still set age, region, and ad creative.
- Meta decides who to show the ad to—based on its data and machine learning.
Takeaway: Don’t waste energy fighting the system. Work with it. Structure your campaigns around Meta’s strengths.
5. Performance Insights Are Getting Better
- ASC campaigns now show new vs. returning customers.
- You get more visibility without needing to split everything up.
Takeaway: Use this reporting to measure progress, not control outcomes.
Key Actions for You:
- Stop duplicating ad creative—Meta penalises it.
- Build high-quality creative that drives conversions.
- Use Advantage+ Sales Campaigns by default.
- Feed Meta as much clean data as possible.
- Let the system do the targeting. Focus on results.
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