Facebook Ad Costs Through the Roof? Here’s What Actually Changed

Earnings Disclaimer: You have a .1% probability of hitting million-dollar months according to the US Bureau of Labor Statistics. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs, or strategies. We don’t know you, and besides, your results in life are up to you. We’re here to help by giving you our greatest strategies to move you forward, faster. However, nothing on this page or any of our websites or emails is a promise or guarantee of future earnings. Any financial numbers referenced here, or on any of our sites or emails, are simply estimates or projections or past results, and should not be considered exact, actual, or as a promise of potential earnings – all numbers are illustrative only.

Another algorithm update just dropped, and this one’s hitting everyone hard.

Meta recently announced something called “Meta Andromeda” on April 22nd, and it’s specifically targeting the creative distribution process. If you saw your CPMs skyrocket in July, watched your cost per result go through the roof, or had what felt like a complete dumpster fire of a month, this is exactly why. These changes align with Meta’s broader 2025 algorithm updates that prioritize content diversity and engagement.

You probably tried everything that historically worked to bring your ad costs back down. Nothing worked, right?

If your business is already doing $100k+ per month, My Inner Circle is where you break through to the next level. I’ll show you exactly how to solve the bottlenecks holding you back and scale faster than you thought possible.

You’re sitting there wondering what the heck is going on, why all your tried-and-true methods suddenly stopped working.

Andromeda is the reason. It’s where you point your finger of blame. And more importantly, it’s what you need to understand and adapt to right now.

Let me break down exactly what this update means and what you need to do about it.

Where to Find Meta Andromeda Algorithm Updates

Meta’s engineering department is where you want to go to understand this update properly.

They have two main places where they communicate with the public. There’s the newsroom, which gives you plain English, simplified updates. Then there’s the engineering articles, which go far deeper into the technical details.

The engineering updates are what you want to read. They talk at length about the specific Andromeda algorithm and where it fits into their creative recommendation process.

I’m going to simplify all this technical talk for you so you can understand exactly how it’s affecting your campaigns and why your costs went crazy.

Meta Andromeda Ad Diversification Requirements

The new paradigm requires you to understand one critical thing: ad diversification.

Whether you read the newsroom article or the engineering piece, they both communicate the same core message. You must have a very diverse set of messaging in whatever assets you provide to Meta.

Or you need to load them up with way more creatives than you’re historically used to.

Here’s what most people have been doing up until now.

They upload a handful of creatives. As soon as those creatives fatigue, they relaunch campaigns with some fresh creatives. Sometimes they get lazy about it – they’ll take the exact same body and call to action, clip that out, film some new hooks, and stitch those new hooks onto the existing body and CTA.

That technically still works, but it has a much lower probability of success now.

There’s a real need, based on this algorithm recommendation process, to have creative diversity in your messaging.

And I’m about to show you exactly what that looks like.

Two Creative Strategies for Meta Andromeda Update

There are really two paths you can commit to with this new update.

Path number one is something they highlight specifically in the newsroom article. They feature a guy who works as head of e-commerce at a company, and he essentially says:

“I was launching three to four creatives a week and everything was fine, but once this algorithm update came out, I had to kick it up to 50 a week in order to maintain scale and consistency and cost per result.”

They don’t randomly pick testimonials for their newsroom articles. They’re telling you point blank – you need to go from three to four a week up to 50 a week.

Do the math with me here. Four weeks in a month on average, 50 creative iterations a week. That’s 200 creatives a month you now need to churn out.

But here’s the situation.

Path number two, which is what we’ve seen work and requires a far smaller commitment, is about 15 diverse creatives a month to see success.

I was with my inner circle group recently and articulated all of this in extreme depth. I crafted an entire SOP for ad diversity mastery.

With the diversity approach using about 15 creatives a month, here’s how simple it gets.

Creative Diversity Example Using Dog Food Ads

Let me give you a concrete example that I used with my inner circle group.

I said, “Alright guys, let’s say we’re selling some dog food. If we needed to come up with a bunch of reasons that people would buy our dog food, what would those reasons be?”

As a group, we came up with all kinds of stuff. The big ones were easy to think of first:

• Healthier option
• Better quality than competitors
• Your dog prefers the taste

Then we came up with smaller ones too:

• Smoother dog coat
• Dog lives longer
• Fewer vet visits
• Happier dog
• More energy

We ended up with a big list of about 30 different reasons people would buy dog food.

That represents diversity.

Why Complete Ad Messaging Diversity Works Better

Historically, you might look at your ads in three different parts – hook, body, and call to action. That’s still technically a great best practice for the creation process.

But most people do this lazy approach where they keep the body and CTA the same, then make 10-15 different hooks. They end up with 15-16 total ads, but here’s the issue.

What this new Andromeda update clearly favors is that the ad has to be unique through and through, specific to those individual reasons to buy.

Messaging ad diversity simply means you have an entire ad built around individual reasons throughout the entire ad.

The theme of the ad is “healthier dog food.” The entire ad is about healthier dog food.

You have another ad about the longevity of your dog because of this dog food. The entire ad, not just the hook, is about longevity as it relates to that dog food.

You come up with 15 totally unique ads and load those up into the ad platform.

We saw tremendous success doing that, and it didn’t require us to commit to 50 creatives a week.

Comparing 50 Weekly Creatives vs 15 Diverse Monthly Ads

Here’s the difference between the two paths.

If you commit to 50 creatives a week, you can technically still use the old system where you film front hooks, keep the body and CTA the same, and churn through a massive amount of creative.

From our testing throughout July with a very diverse group in the inner circle, ranging from different levels of monthly spend, different people chose different paths based on their advertising preferences.

Some people did the 50 a week and saw great success, but that was well above what they historically had to commit to for ad creatives.

It wasn’t that hard to be fair, especially with AI tools available. We don’t necessarily need to sit down and film 10-50 hooks in a week. You can film 10 in a month, and with B-roll and AI, create 200 variations right there.

It’s just a bigger commitment than what you’re regularly used to.

Path two, the diversified messaging approach with 15 unique ads, worked far better in our testing.

We’re getting more preferential CPM costs. We’re seeing more longevity out of the campaigns. That was actually the most interesting part.

Initially, when Andromeda dropped, the 50-a-week approach was like ad fatigue on steroids. It didn’t matter what level of spend you were at. Even at smaller spend levels, we still had to commit to large volumes of creatives to make it work.

But 50 a week was ripping through them fast. It was like when a disease becomes immune to antibiotics and grows stronger. That’s what this represented – ad fatigue on steroids.

Path two with diversified messaging throughout 15 unique ads worked far better. It lasted longer, had cheaper cost per results at similar spend levels, required less creative, less time in accounts, and fewer campaign relaunches.

Path two was the more preferential path, though both technically worked.

How Generative AI Created Meta Andromeda

Here’s the executive summary of why they made this change to the creative algorithm recommendation process.

This is the new first step in the recommendation process.

Due to what generative AI has done to ad creatives, it’s enabled advertisers with advantage enhancements on the ad level to create thousands of variations. This surge in content volume has fundamentally changed how Facebook’s algorithm processes and ranks advertisements.

Here’s the good news for certain niches. If you’re in ecom and use basic product photos or image ads, all the generative AI tools with advantage enhancements on Meta are at your disposal to make this super easy.

But here’s the downside. They add questionable music if you use image ads. They do weird things with the creative. It’s new technology, and it doesn’t always come out looking good.

Most of the generative imagery they create for service-based businesses, high-ticket products, or info businesses looks terrible with the advantage enhancements.

That requires you to commit either in-house resources or potentially a creative agency to help churn out the amount of content now required.

The Real Reason Meta Built Andromeda Algorithm

Relative to the quantity of ads that existed before, the total combination of creatives getting launched on Facebook became extremely high.

If I’m not mistaken, at one point they said there were 10,000 times more ad creatives than there had ever been in the past once generative AI was released.

As a result, they needed to literally and totally rework their advertising recommendation process.

The creative recommendation process specifically – the first step is now Andromeda. The whole intention was to handle the completely overwhelming amount of total ad creatives being thrown at the platform.

Why Niche Ad Hooks Now Outperform Broad Messages

Here’s what we found, and this is extremely valuable to understand.

Historically, majority hooks mattered the most. I would generally encourage finding the hook that resonates with the most people. You could make the most money by picking messaging that has the most response compared to smaller hooks.

Generally, you’d have a primary hook, a second-order hook, then a bunch of small hooks with less and less total reach and impact.

What we found with the Andromeda update is really simple to understand.

The reason small hooks specifically matter so much more than they used to is because Andromeda prefers and does an extremely good job at matching very tiny niche hooks and messaging with the person most likely to respond to it.

That was the historical promise of dynamic ads. There’s that little toggle on the ad level that says “optimize creative for each person.” The logic was that whatever combination of creative you loaded – body copy, headlines, images or videos – would be combined specifically for each individual.

But you’d still see one of those hooks dominate and show up again and again. No matter what other hooks you tested against it, you’d typically see that majority hook be dominant.

That technically still happens in this new paradigm with Andromeda. You still typically see one hook get a dominant amount of reach.

But the craziest part is it’s the smallest and most minor hooks that historically had next to no relevance. It’s almost like there are these little pocket audiences where a tiny hook that historically wouldn’t pull much weight is pulling all the weight right now.

It drills down into that pocket audience so aggressively. Once it starts getting a lackluster response from that little pocket audience, it pivots away and goes to one of the other diverse messaging ads you’ve uploaded.

We’re seeing a very clear rotation in what specific creative is being leveraged.

Increased Content Engagement After Andromeda Update

We generally still see similar themes across all different targeting – warm audiences, broad interest stacks, lookalikes, special ad categories. We still see a dominant hook end up getting most of the reach, whether dynamic ads or individual ads.

But with enough time passing, we’re seeing more longevity out of the 15 diverse ad path because when that hook fatigues, it rotates to one of the other options.

Generally, it’s not the majority hook or even the second-order hook. It’s the tiniest hook that you’ll be surprised is working for you, bringing in very qualified people ready to show up and buy.

You still need to pair this with all the backend selling systems – the stuff that helps with show rates, close rates, shortening sales cycles, and increasing payment-in-full percentages.

We’re also seeing a huge uptick in content consumption within our hammer them campaigns and other content cycle strategies.

Initial Challenges with Meta Andromeda Rollout

At first, this was very intimidating as an advertising algorithm update because this was one of the first in a very long time that updated the creative recommendation process.

This fully replaced the first step in the ad creative recommendation process. It’s been a long time since that’s happened.

Everybody was caught off guard. They announced it in April, and some people got hit between April and July. But everybody got hit in July because that’s when they clearly rolled it out to every account.

At first, it’s going to seem like “this kind of sucks.” But after you overcome the hump and implement either path one or path two, committing to one on an ongoing basis, the results are actually better.

 Long Term Performance Benefits of Andromeda Adaptation

The longevity of campaigns when you take path two is far greater than what it was pre-Andromeda update.

The ability to see tiny little hooks perform feels a lot better compared to only having one dominant hook. It’s really cool to see a bunch of small messaging that didn’t mean anything historically get some life for once.

If you take path one, it’s just more effort than previously. I can understand if you committed to path one, it would be a rather exhausting algorithm update. But it’ll normalize and become habitual over time.

At first it’s more daunting if you choose path one and don’t commit to the diversity that’s necessary.

Meta Andromeda Action Plan for Better Ad Performance

This algorithm update initially seems intimidating, but it’s actually creating better long-term performance once you adapt properly.

The key is understanding that Meta now requires either significantly more creative volume (50 per week) or truly diverse messaging throughout your ads (15 unique ads per month).

The diverse messaging approach has proven more effective – better CPMs, longer campaign life, and less overall work.

The small hooks and niche messaging that never mattered before are now your secret weapon. Andromeda excels at matching these specific messages with the exact people most likely to respond.

This isn’t just a temporary adjustment – this is the new reality of Facebook advertising. The sooner you adapt your creative strategy to work with Andromeda instead of against it, the sooner you’ll see your costs stabilize and performance improve.

Don’t fight this update. Embrace it. Use the diverse messaging approach, create ads that are unique through and through, and watch as your campaigns start performing better than they ever did before the update.

What I can teach you isn’t theory, it’s the exact playbook we’ve used to build multi-million-dollar businesses. My Master Internet Marketing course gives you lifetime access to live cohorts, dozens of SOPs, and an 80+ question certification exam to prove you know your stuff. If you’re ready to invest $5k into yourself, you know where to go.

The businesses that adapt quickly to Andromeda will have a significant competitive advantage over those still trying to make the old methods work.

---

Watch the video: