The Biggest Shift in Facebook Ads Since iOS 14

If you’ve been running ads for any amount of time, you know this truth:

What worked yesterday rarely works tomorrow.

The latest proof? Meta’s quiet release of their new AI-powered ad engine, Andromeda.

They didn’t announce it. They didn’t roll out a big press push. But they flipped the switch and it’s rewriting how ads work on Facebook and Instagram.

I’ve been testing it. And here’s the hard truth: If you don’t change how you run ads, you’re going to get left behind.

What’s Actually Changed?

For over a decade, Facebook ads were built around targeting. You carved up audiences by age, interests, behaviors, lookalikes. You told the algorithm who to go after, and the better you got at that, the cheaper your results were.

Not anymore.

Andromeda flips the script:

• AI now decides who sees your ads.

• It doesn’t rely on your targeting inputs nearly as much.

It looks at your creative: the message, images, and videos and matches it to the right person at the right time.

The old game was about “who.” The new game is about “what.”

In short, Facebook targeting is leaving. Creative targeting is entering.

Why This Matters to You

You can’t “hack” your way to cheaper ads with targeting tricks anymore. The algorithm doesn’t need your micro-targeting, it needs your creative.

That means:

• More creative volume – You can’t get by on one or two ad variations.

• More creative diversity – Different hooks, styles, and emotional angles for the algorithm to test.

• Better creative process – Tight feedback loops between creative and performance data.

The winners will be businesses that can crank out high-quality creative, fast, and let the algorithm do the heavy lifting.

The Proof Is in the Numbers

Meta didn’t release Andromeda with fireworks, but the performance numbers leaked through advertisers running it speak volumes:

• Ads quality scores improved by 8% across the board.

• Click-through rates jumped 11%.

• Conversion rates climbed 2.2%.

• Brands running Meta’s Advantage+ creative tools, which tie directly into Andromeda, saw conversion lifts of up to 30% in some campaigns.

If you’re running ads, this isn’t incremental. It’s foundational.

By the way, my Paid Ads Playbook 2.0 shows you exactly how to launch Advantage+ campaigns.

The Four AI Pillars Behind This Shift

Meta didn’t just roll out a new algorithm, they rebuilt the backbone of their entire ad platform. Four key AI systems work together:

1. GEM (Generative Ads Recommendation Model): The “super brain” that understands your content and predicts who will respond.

2. Lattice: A unified learning architecture that pulls insights from every campaign objective not just conversions or clicks.

3. Andromeda (Personalized Retrieval): The part that actually decides which creative variation to show, to which user, in real time.

4. Sequence Learning: AI that understands user behavior over time, not just one click, but the journey leading up to a purchase.

Together, they’ve turned Meta’s ad engine into a personalization powerhouse.

The New Playbook: Creative Diversification

If you take one thing from this newsletter, let it be this:

The algorithm doesn’t care about the 50 different interest stacks you used to build. It cares about the creative you feed it. The more diverse your creative, the more data the AI has to match it with the right buyer.

Here’s how I recommend approaching it:

• Create variations across themes: Educational, emotional, product-focused, user-generated, “us vs. them.”

• Mix formats: Short videos, carousels, static images, Reels.

• Test emotional angles: Aspirational vs. practical, FOMO vs. curiosity.

• Build fast feedback loops: Analyze what’s winning weekly and feed those insights back into production.

Creators that do this are scaling faster than ever without touching their targeting settings.

Why Early Movers Win

Right now, most advertisers still don’t realize how big this shift is. That’s why the CPMs are still reasonable and the performance gains are there for the taking.

But the window’s closing fast. As more creators adapt, the advantage of early adoption disappears.

If you’re reading this, you’ve got two choices:

• Wait and hope your current approach keeps working.

• Or lean in, build creative systems, and ride this wave while everyone else plays catch-up.

The Bottom Line

Facebook ads aren’t dead, they’ve just evolved.

The game has changed from who you target to what you say and how you say it.

If you embrace creative diversification, the algorithm will do the rest. If you don’t, you’ll keep paying more for worse results.

The choice is yours.

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~ Nate Kennedy

Daily Dose

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