If you’ve been running Facebook or Instagram ads lately, you may have noticed that what used to work… doesn’t. Campaigns that were reliable suddenly feel sluggish. Costs creep up. The same old tweaks aren’t cutting it anymore.
The reason? Meta’s latest update, Andromeda, has officially completed its global rollout as of October 2025. This is not just a minor change; it’s a fundamental shift in how ads are delivered across Meta’s platforms.
Here’s a breakdown of what it is, why it matters, how we’ve used it at Southern View Media and how you should adapt your ad strategy.
What is Andromeda?
Andromeda is Meta’s next‑generation ad retrieval engine, the system that decides which ad to show to which person, and when.
In simpler terms, it’s no longer just about who you target. It’s about what creative you feed the system and letting the AI match the best message to the right person at the right moment.
Behind the scenes, this involves massive AI computation, deep neural networks and hierarchical indexing of ad assets. The upshot: fewer campaigns, broader audiences and a much heavier focus on creative diversity.
Key Impacts on Ad Strategy
From our team’s experience, and from early results, here’s how you’ll want to shift your strategy.
1. Broader Audiences, Better Results
The days of ultra‑segmented, hyper‑niche audiences are fading. Andromeda thrives when you give it a wide net.In our campaigns at SVM, we’ve tested switching from five separate ad sets to one single ad set with broad targeting and seen better scaling with lower cost per conversion.
2. Reduced Reliance on Manual Control
Manual bidding, endless ad set splits and micro‑optimizations? They’re becoming less effective. Meta’s system is optimizing much faster than manual tweaks can keep up.We’ve had success running campaigns with large numbers of ads flowing into one structure, letting the AI decide what wins.
3. Creative Diversification is Now the Game‑Changer
This is the big one. Because Andromeda matches creative to user intent rather than micro‑audiences, uploading a wide variety of assets (formats, messaging, angles) is critical. At SVM, we’ve found campaigns perform best when we feed 20‑50+ differentiating creatives into the system and refresh frequently.
4. Automation & Efficiency → Better ROAS
Meta’s own data shows improved performance; for example, early tests showed up to ~22% increase in ROAS when creative diversity and Advantage+ automation were used at the same time. Some of our client campaigns at SVM have already seen better efficiency by adopting these methods early.
5. Changes to Ad Placement & Related Product Matching
Andromeda isn’t just about creativity; it also influences placement and related product recommendations. Some advertisers are seeing ~14% ROAS lift simply by letting the system choose from a broader creative asset set. (Case studies are emerging.) Our SVM team is running tests now to capture those benefits.
Potential Drawbacks & What to Watch
Of course, no shift is without trade‑offs.
- Loss of Some Manual Control
If you’re used to finely tuned ad sets with niche audiences and detailed targeting, this might feel unsettling. Giving up some control means trusting the system. - Quality and Brand Consistency Risk
Because you’ll likely produce more content at scale, maintaining brand voice, visual quality and consistency becomes harder. With so many variations, there’s a risk of message dilution. Balance volume and quality thoughtfully. - Creative Resource Demands Increase
The bar is higher for asset quantity and variety. It’s not enough to upload two variations and expect success. Brands that invest in creative development will get ahead.
Action Plan: How to Use Andromeda to Your Advantage
Here’s how we recommend you adapt your ad strategy, especially if you’re partnering with a team like SVM or managing your own campaigns.
- Use Broad Targeting & Fewer Campaigns
Combine what were separate micro‑campaigns into one or two key campaigns. Let the algorithm optimize across broad audiences. - Build a Creative Asset Library
Make sure your creatives cover various angles: brand story, product benefits, social proof, user testimonials, motion/video, static images, different formats, etc.
Aim for at least 15–20 unique ads, ideally more. - Refresh Frequently
Rotate new assets every 7‑14 days to avoid fatigue and keep feeding the algorithm fresh signals. - Focus on Conversions & Signal Quality
Ensure your pixel/CAPI is properly set up. Clear conversion signals help Andromeda learn. Without good data, even great creative can underperform. - Monitor But Don’t Over‑Optimize
Let the system run for a while before cutting creatives too early. The algorithm may need time to allocate and learn its winners. - Maintain Brand Voice at Scale
Even though the system will test many combinations, your brand still matters. Use guidelines and review assets for alignment.
Our SVM Experience & What We’ve Seen
At Southern View Media, we’ve already begun integrating Andromeda‑driven structures across client campaigns. Some initial observations:
- Campaigns consolidated into fewer ad sets with broad targeting are outperforming legacy structures.
- Clients who prioritized creative variation saw performance improvements quicker.
- Manual‑heavy optimizations resulted in slower ad enumeration and lower output; by shifting to feed‑the‑machine mode, we freed up time for strategic creative development.
- Brands still relying on hyper‑segmentation and limited creative libraries are seeing stagnation or rising costs.
If you’re curious whether your campaigns are optimized for Andromeda, or want SVM to audit and help build the creative workflow, we’re ready to help.
Meta’s Andromeda update isn’t just another dashboard change — it’s a new era of how advertising on Facebook and Instagram works. The key takeaway: creative diversity and consolidated structure now outperform highly segmented targeting.
If you hesitate to adapt, your competitors who move faster will gain the advantage. On the flip side, brands that embrace this shift — build robust creative asset pipelines, trust the algorithm, monitor intelligently and stay brand‑consistent — will thrive in this new environment.
At Southern View Media, we’re already helping clients navigate this transition. If you’d like to explore how your next campaign can leverage Andromeda’s power, let’s talk.
👉 Contact us today to learn more.