Meta Andromeda Update: Facebook Ads Will Never Be the Same

The Meta Andromeda update has officially rolled out globally, and Facebook ads have changed forever. Ninety-nine percent of advertisers are unprepared for what this new AI-centric rebuild actually means. Here’s the truth: the Meta Andromeda update is not just another algorithm tweak; it is a structural rewrite of how creative gets delivered, matched, and scaled.

If you understand what Meta is doing, you can use this moment to lower your CPAs and drive higher ROAS while everyone else panics. And in this blog, we’ll break down the one campaign method you must use to stay profitable.

Why the Meta Andromeda Update Changed Everything

To understand how to win right now, you need to know what changed under the hood.

What Andromeda actually wants:

• More ad volume
• More creative diversity
• Less human restriction
• More freedom to match creative to individuals
• Faster delivery decisions
• Creative-first, targeting-second ranking

Meta essentially rebuilt the retrieval engine so it can match the right creative to the right person at the right time, using deep learning, not old, rule-based targeting. The Meta Andromeda update fully shifts the game from “targeting audiences” to “creative as targeting.”

This is why old methods fail. Manual control, limited creatives, and restrictive campaign structures all break under Andromeda.

The Only Campaign Method You Must Run After the Meta Andromeda Update

Your winning structure now depends on one thing: Running a single broad campaign using CBO with continuous creative volume fed into organized broad packs.

This is the only system that aligns with the new retrieval model and gives each creative equal opportunity to spend. Below is the full breakdown.

1. The New Rules of Creative Volume

Andromeda was designed to sort through massive volumes of ads in milliseconds. This means:

You must:

• Upload more creatives
• Upload more iterations
• Upload new concepts weekly
• Keep all winning ads running
• Avoid pausing high-spend ads prematurely

You must not:

• Reduce your ads
• Only rely on new concepts
• Kill high spenders quickly
• Over-segment campaigns

Athletic Greens runs nearly 5,000 active ads. Nike runs close to 19,000. Other mid-size brands run 800–1,200. If reducing ad volume worked, their charts would be trending downward after the Meta Andromeda update. Instead, everyone scaling right now is launching more.

2. Creative Targeting

Everyone says it, but almost nobody understands it. Here is what “creative targeting” actually means now:

• Each creative concept targets a different psychological buyer type.
• Each variation expands audience reach horizontally.
• Iterations extend the life of winning concepts.
• New concepts bring new pockets of profitable buyers.

A perfect example of this is Hailey Bieber’s Rhode campaign in London. She didn’t rely on one creative angle, she built an entire experience around multiple concepts. Rhode wrapped London’s iconic black cabs in bold Rhode branding, turning the streets into moving billboards. People kept spotting them, taking photos, and sharing them online that gives an instant organic reach.

But the genius part was the inside of the cab. Anyone who sat inside could actually try Rhode products and get a quick touch-up. That tapped into a different buyer type: the try-before-you-buy audience.

Then they took it even further: the cab receipt looked like a pass to claim free Rhode samples at Sephora. That targeted the incentive-driven shoppers who love rewards.

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Example of concepts that target different buyer types:

• Model + large bold text
• UGC explainer
• Feature highlight carousel
• Product-only image
• Fast-cut testimonial
• Demonstration video
• Single bold claim static

Each one pulls in different people. Post-Andromeda, the algorithm reads these differences far better than before and matches them to individuals in real time. This is why limiting ads suffocates your scaling ability.

3. Spend Equals Performance

This is one of the most misunderstood truths of the Meta Andromeda update. Advertisers pause ads because the CPA looks high. But after Andromeda, pausing supportive ads destroys the entire campaign.

Why?

Because some ads:

• Introduce the product
• Warm the audience
• Trigger exploration
• Feed the algorithm signals
• Enable other ads to convert

These ads might have slightly higher CPAs but carry the entire ecosystem.

We’ve tested this dozens of times. Pausing these ads:

• Cuts delivery
• Tanks performance
• Increases CPAs across the board

Turning them back on restores stability.

What to leave running:

• Any ad with high spend
• Any ad hitting target ROAS
• Any ad with strong CTR
• Any ad with stable delivery history

Old rules told you to pause.
Andromeda tells you to keep.

4. The One-Week Creative Flywheel

To win in the new system, you need a structured flywheel, not random creative launches.

Every week:

• Create 1 home-run concept
• Create 5 iterations of what already works
• Launch everything into a new broad pack
• Wait 7–14 days
• Review spend + ROAS + incremental attribution
• Repeat

This gives the algorithm nonstop fuel and ensures you’re always expanding horizontally. Creatives now age faster, die faster, and require constant replacement. Without a flywheel, you cannot scale.

5. Flexible Ads: Andromeda’s Best Hidden Feature

Flexible ads were controversial at first, but now they make perfect sense.
Under the Meta Andromeda update, they allow Meta to treat small iterations as a single creative unit, so Andromeda doesn’t waste time picking between tiny differences.

Best use cases:

• Changing filters
• Changing headlines
• Minor angle shifts
• Slightly different shots
• Small layout variations

Flexible ads let the algorithm:

• Spend faster
• Test faster
• Stabilize performance
• Compress iterations into one deliverable package

This avoids the problem of “only 2 ads getting delivery out of 20” because similar ads are now unified.

The Viral Omega Prospecting Method

Here is the exact campaign method we use for scale after the Meta Andromeda update.

The structure:

1. One Prospecting Campaign
   – CBO
   – Broad targeting
   – No restrictions
   – No interest narrowing
2. Broad Packs
   – Each pack launched on a specific day
   – Each pack holds 1–20 creatives
   – Packs are labeled by date for organization
3. Retargeting + Retention Campaigns
   – Keep simple
   – These are not affected heavily by Andromeda
4. Graduation System (Optional)
   – Only for accounts spending over 10K per month
   – Move your best creatives into a dedicated scale campaign
   – Duplicate same creative into one interest ad set for expansion

Why this works:

• Andromeda needs freedom
• CBO offers flexibility
• Broad packs prevent oversplitting
• Volume fuels the retrieval layer
• Creative diversity expands reach
• No restrictions means faster matching

This is the only campaign architecture aligned with the new ranking system.

What the Meta Andromeda Update Means for Advertisers in 2025

In simple terms:

The winners:

• High creative volume
• Weekly iteration
• Broad, unrestricted campaigns
• Long-running high-spend ads
• Flexible ads
• Continuous testing
• Large concept diversity

The losers:

• Low creative volume
• Over-segmentation
• Manual budgets everywhere
• Early pausing
• Over-controlling delivery
• Audience-based thinking
• Fear of testing aggressively

The Meta Andromeda update rewards advertisers who treat creative as inventory and punishes those who cling to old structures.

Conclusion

Most advertisers will spend the next six months trying to fight the Meta Andromeda update instead of adapting to it. You do not need more complexity. You need volume, structure, and freedom inside your campaigns.