Meta’s long-awaited Andromeda update finished rolling out globally in October, and if you’ve been running ads on Facebook or Instagram, you might already have noticed a few changes. At SMR Social, we’ve spent the past few weeks testing, tweaking, and analysing the results across multiple client campaigns, and to be honest, it’s been a bit hit and miss so far.
Here’s our honest take on what’s working, what’s not, and how small businesses should approach the new Meta Ads environment moving forward.
What Is Meta’s Andromeda Update?
The Andromeda update is Meta’s latest major overhaul to its ad delivery system, introducing even more automation and machine learning to help advertisers “find the right customer at the right time.”
In simple terms, it’s Meta doubling down on AI. Giving the algorithm more control over targeting, placements, and creative optimisation. For small businesses, this means less manual setup and more reliance on data-driven automation. But as with all updates, performance can vary depending on your campaign setup and audience size.
Our Early Results: Hit and Miss
Since the update rolled out, we’ve been testing a range of campaign types across industries, and the results have been mixed.
If your existing campaigns are profitable, our advice right now is simple: keep them running. Don’t rush to change what’s already working just to fit the new system. However, if you’re launching new campaigns or testing new offers, it’s worth experimenting with setups that seem to suit Andromeda better.
Here’s what’s been performing best for us so far:
1. Advantage+ Sales Campaigns with Broad Audiences
Advantage+ campaigns have always been Meta’s most automated option, and Andromeda seems to have made them even more powerful. When paired with broad audiences, these campaigns are performing significantly better than more narrowly targeted ones. Meta’s AI appears to thrive on larger data sets, allowing it to find profitable users more efficiently.
If you’re nervous about running broad targeting, try setting up a test campaign alongside your existing one. You might be surprised by the reach and results.
2. Flexible Ads with Multiple Creative Variations
Another clear winner so far has been flexible ads — ads that include up to 10 different videos or images.
Meta’s system now does a much better job at automatically rotating and prioritising the creatives that perform best. This means the algorithm has more room to test, learn, and optimise quickly.
The result? When an ad does hit that sweet spot, it scales far better than the older, more restrictive campaign styles.
3. Scaling Works Better… When It Works
This is the biggest takeaway from our testing so far: when an ad performs well under Andromeda, it really performs well. Scaling profitable ads has become noticeably smoother, and performance tends to hold steady for longer periods.
The challenge is finding those profitable ads in the first place, and that’s where creative variety and testing are more important than ever.
Our Recommendation
To summarise, here’s how we’re approaching the Andromeda update at SMR Social:
- Keep running your profitable campaigns exactly as they are.
- Test new Advantage+ Sales campaigns with broader audiences.
- Use flexible ads with multiple creatives to give Meta more options.
- Analyse results over time, not overnight. Andromeda’s learning phase seems to take longer, but it’s worth it when you find what works.
It’s still early days, and the full impact of the Andromeda update is unfolding. But for now, small businesses should stay cautious, stay curious, and keep testing.
Meta’s direction is clear: more automation, more AI, and more emphasis on creative performance. For advertisers, that means putting energy into what really matters: powerful visuals, engaging copy, and consistent testing.
We’ll keep monitoring performance across all our campaigns and sharing what we learn. If you want help adapting your Meta ads strategy to suit Andromeda, get in touch with us today.
Because one thing hasn’t changed: the businesses that adapt fastest are the ones that grow.