What Works Now: Post-Andromeda Meta Ads Playbook

By: Faiz Imran

Meta's backend just changed. Andromeda, GEM, Lattice, and Sequence Learning have completely overhauled how ads are delivered. Here's what's actually working right now.

The New Reality

The old playbook is dead. Interest stacking, manual placements, and audience hacks don't work anymore. Meta's AI is now smarter than your targeting. Your job is to feed the machine, not outsmart it.

What Works: High Creative Volume

The winning strategy is simple: pump out diverse creative and let Meta figure out who to show it to, why to show it, and when in the buying journey to serve it.

Creative Requirements

• Funnel-specific creative: Make ads for TOF (top of funnel), MOF (middle of funnel), and BOF (bottom of funnel)
• Niche, targeted hooks: Each ad should speak to a specific pain point, desire, or audience segment
• 50%+ variation rule: Each creative must have over 50% of the background, angle, or style changed from others. Minor tweaks don't count anymore.
• Volume matters: More diverse creative = more data for Meta's AI to learn from

Campaign Structure

Creative Testing Campaigns

1 Ad set: Keep it broad and let Meta do the work:

1. Broad targeting (no detailed interests)
2. USA (or your target geo)
3. Age minimum set (e.g., 25+)
4. Gender filter only if your product requires it

That's it. No interest stacking. No lookalikes. Let the AI find your buyers.

Scale Campaigns

• Primarily broad audiences
• Occasionally test specific audience types or simple interests in seperate ad sets
• Move winning creative from testing campaigns into scale campaigns

The Most Important Thing: Conversion Tracking

None of this works if your conversion tracking is broken.

Make sure your conversions are being tracked and attributed correctly. This is especially critical for lead gen campaigns with forms.

For Lead Gen / Form Submissions

• Qualify your leads before sending conversion signals back to Meta
• Only send QUALIFIED LEADS via CAPI (Conversions API)
• Don't fire conversion events for every form fill—only the ones that actually matter
• This trains Meta's algorithm to find more people like your best leads, not just anyone who fills out a form

TL;DR — The New Playbook

1. Create high volume, diverse creative (TOF/MOF/BOF with 50%+ variation)
2. Use broad targeting in creative testing campaigns
3. Let Meta handle who, why, and when
4. Scale winners with broad & very simple audiences
5. Fix your conversion tracking—especially for lead gen (CAPI + qualified leads only)

Want the deep dive on lead scoring and CAPI setup?

Comment "LEAD SCORING" on the original post and I'll cover it in a follow-up.