Meta Andromeda: why creative variety matters more now
Meta is not Google. There’s no search intent to catch.
You’re buying attention, then earning trust, then earning the enquiry.
That makes creative the main lever. And it matters even more now because Meta has upgraded the system behind how ads get selected.
Meta’s Andromeda has been described as a next-generation ads retrieval system that improves personalisation at the retrieval stage, built to handle huge volumes of creative while delivering performance and efficiency.
In plain terms: Meta is getting better at deciding which ads even get a chance to compete.
What this changes for advertisers
Meta’s own framing of Andromeda points to three themes:
automation works better when there’s more creative volume and diversity
improved personalisation in ad selection
stronger performance signals feeding Advantage+ style delivery
The shift is simple: less “perfect audience targeting”, more “eligible creative options”.
What “creative variety” actually means
Not twenty minor versions of the same ad.
Variety is:
different angles (cost, speed, outcome, risk removed)
different proof types (before/after, process, testimonial, founder-led)
different formats (short video, static, carousel, UGC style)
different depth (simple hook vs more context)
The goal isn’t to entertain. It’s to give the system enough options to match different motivations.
What still matters (even if Meta gets smarter)
Automation doesn’t remove fundamentals. It punishes weak ones.
If you want Meta to behave:
tracking needs to be clean
the offer needs to be understood quickly
follow-up needs to be fast
the landing experience needs to match the promise
Meta can retrieve and rank ads more intelligently. It can’t fix a confusing offer.
What we change in accounts because of this
We do three things consistently:
Consolidate structure where it makes sense
Fewer fragmented ad sets. Cleaner learning.Build a creative system
Not “make some ads”, but a repeatable way to test angles and iterate without starting from scratch every month.Measure lead quality, not just lead volume
Meta will happily find cheap leads. You decide what cheap is worth.
A practical way to act on this
If you want a simple starting point:
keep your account structure stable for long enough to learn
introduce 3–5 genuinely different angles, not variations
test proof types (testimonial vs process vs founder-led)
review results through the lens of lead quality, not just CPL
The point
Meta is moving further toward a creative-first world. That’s not bad news. It’s clarity.
If you’re willing to build a real creative pipeline and keep measurement honest, Meta can become consistent.
Need support with Meta ads? Meta Ads management (Christchurch, NZ-wide)
