01 — Approach
Meta since the early days, without the nostalgia
We have been doing performance marketing since 2006 and running Facebook ads since you could still target people by their favorite bands. Little of that world is left, and that is a good thing. Today you win on Meta by feeding the system strong creatives and clean conversion data, then measuring with discipline which of it drives contribution margin. How we apply that standard across channels is on the performance overview.
Concretely, that means we spend less time in targeting settings and more time with your customers, offers and objections. That is where ads that sell come from. The rest is structure and measurement.
02 — Current
What is changing at Meta right now
With Andromeda, Meta has fundamentally rebuilt ad delivery. The system now decides who sees an ad primarily based on the creative, not on your interest lists. Since the API update in February 2026, Meta officially treats detailed targeting as a suggestion rather than a hard boundary. Keep steering your campaigns through fine-grained audiences and you are effectively steering into thin air.
The consequence is uncomfortable but clear: creative variety is the new targeting. Accounts with fifteen to twenty active ads across different hooks and formats simply give the system more to work with than three variants of the same visual. In Meta's own tests, a lean structure with one ad set and many creatives clearly beat the fragmented alternative. Our setups reflect that, without blindly handing everything over to the automation.
Our take: Andromeda punishes accounts that treat creative as a side dish. Get the creative process under control and the same budget delivers noticeably more. Fail to, and you will notice it first in rising CPMs.
03 — Discipline
Keep prospecting and retargeting cleanly separated
A Meta account without a clear split between new-customer acquisition and re-engagement lies to itself: retargeting collects the conversions, prospecting looks bad, and in the end the budget shrinks exactly where growth comes from. We separate both layers structurally, give each its own budget ratio and judge prospecting on new-customer metrics instead of a flattering blended ROAS.
04 — Discipline
Advantage+ with guardrails
Advantage+ Sales campaigns are now the right core of the account for most shops, because they use Andromeda most consistently. Switching them on blindly is still not enough. We steer through the levers that actually work: capping existing-customer share, curating catalogs and creatives, maintaining exclusions and setting cost caps where the margin demands it. That way the automation stays a tool and never becomes an excuse.
If you want to know where your account stands in this shift: we will take a look as part of a free first call and tell you concretely what we would set up differently. Just drop us a short note.
05 — Discipline
Creative testing as a loop, not a one-off
Good creatives do not come from flashes of genius here, they come from rhythm: derive concepts from real customer insights, build variants by hook, format and offer, test against the reigning winner, document the learnings, next round. Every loop answers one question, for example which objection the hook has to address. And what works on Meta often feeds directly into the hook work on TikTok.
06 — Measurement
Conversion API via server-side tagging
Without reliable conversion signals, Meta optimizes on noise. That is why we set up the Conversion API through server-side GTM: pixel and server events run in parallel, cleanly deduplicated, with an event match quality that deserves the name. That improves attribution and, more importantly, delivery itself. How the setup looks in detail is on our Conversion API page.
07 — Discipline
Catalog Ads for shops
For shops, Catalog Ads are the workhorse: dynamic product ads that pull the right items straight from the feed, from first contact to the reminder about a full cart. The quality stands or falls with the feed, meaning titles, images, prices and availability. We maintain the feed at the source and combine catalog setups with the search campaigns from Google Ads, so both channels carry the same products from different directions.
On Meta, the creative is the targeting. Accept that and you stop turning the wrong dials.
Does your Meta account bring new customers, or just numbers?
Tell us briefly what you sell and what your current setup looks like. We will take a look and tell you honestly where the potential is. First call free, 30 minutes.